Meta Business Help Centre

How to use ad relevance diagnostics

Ad relevance diagnostics replaced ad relevance score.

High relevance is correlated with high performance, but it's not the only reason for high performance. As such, use ad relevance diagnostics to diagnose under-performing ads – not to optimise ads that are already meeting your advertising objectives. Achieving high ad relevance diagnostics rankings should not be your primary goal and doesn't guarantee an increase in results.

When an ad isn't meeting your advertising objectives

When diagnosing an ad that isn't meeting your advertising objectives, review ad relevance diagnostics to determine whether adjustments to your creative assets, post-click experience or audience targeting could improve performance. Reviewing the diagnostics together gives you more insights than reviewing each diagnostic individually. The below chart can assist with interpreting a given combination of ad relevance diagnostics.

Ad relevance diagnostics			Causes	Recommendations
Quality ranking	Engagement rate ranking	Conversion rate ranking	Causes	Recommendations
Average or above	Average or above	Average or above	You're all good!	Optimise for your advertising objective.
Below average	Not eligible		The ad is perceived as low quality.	Improve the quality of your creative assets or target an audience more likely to perceive the ad as high quality. Avoid low-quality attributes from your creative.
Average or above	Average or above	Below average	The ad isn't producing conversions.	Improve the call to action of your ad or post-click experience, or target a higher-intent audience. Some products and services naturally exhibit lower conversion rates than others. If your conversions meet your expectations, you may not need to adjust your ad.
Average or above	Below average	Average or above	This ad isn't spurring interest.	Improve your ad's relevance to your audience (for example, by making it more engaging, interesting or eye-catching) or target an audience more likely to interact with this ad.
Below average	Average or above	Average or above	The ad is perceived as low quality.	Improve the quality of your creative assets or target an audience more likely to perceive the ad as high quality. Avoid low-quality attributes from your creative.
Average or above	Below average	Below average	The ad isn't spurring interest or producing conversions.	Improve both the ad's relevance to your audience (for example, by making it more eye-engaging, interesting or eye-catching) and the call to action of your ad or post-click experience. Alternatively, target an audience more likely to interact with and convert from your ad.
Below average	Below average	Average or above	This ad is perceived as low quality and isn't spurring interest.	Improve the quality of your creative assets while also making it more relevant to your audience (e.g. by making it more engaging, interesting or eye-catching). Alternatively, target an audience more likely to perceive the ad as high quality and relevant. Avoid low-quality attributes from your creative.
Below average	Average or above	Below average	This ad is click-baity or controversial.	Adjust your ad to more clearly represent the product or service you are advertising. Some products and services naturally exhibit lower conversion rates than others. Avoid low-quality attributes from your creative.
Below average	Below average	Below average	There's room for improvement across the board.	Try testing different targeting strategies, creative, optimisation goals, post-click experiences and so on.

It's more impactful to move a ranking from low to average than it is to move a ranking from average to above average, so focus on improving low rankings rather than on improving average rankings.

Rather than seek the ideal creative or the ideal targeting, seek the ideal creative/targeting fit. The ideal creative for one audience might not be the ideal creative for a different audience. You can also target broadly to rely on our delivery system to find the best people to show your ad to.

When an ad is meeting your advertising objectives

If an ad is already meeting your advertising objectives, reviewing ad relevance diagnostics may not be necessary. Sometimes high-performing ads have below-average ad relevance diagnostics rankings and that's OK. Optimise for your advertising objectives, not for quality ranking, engagement rate ranking or conversion rate ranking.