One Facebook Ads Metric You Don't Want To Miss Tracking
May 09, 2024
FACEBOOK ADS METRIC TO TRACK
There is a metric that most advertisers are unaware of when it comes to Meta Ads.
Most advertisers are rightfully focused on:
- Results
- ROAS (Return on Ad Spend)
- CPM (Cost per thousand impressions)
- CTR (Click through rate)
- CPC (Cost per click)
The metric we are talking about seems to get little air time but is really important to track.
This is because it can limit the reach of your ads and drive your costs up substantially if it isn’t managed.
It’s called the ‘Business Account Feedback Score’ historically known as the Facebook Ads Quality Score.
This score is based on feedback to Meta on the post-purchase experience by those who have interacted with your ads and purchased your products.
This score typically is for ecommerce stores but can apply to other business types also.
Customers can rate you based on different parts of their experience from the customer service you provided, shipping times and the quality of the product they received, plus more.
HOW TO CHECK YOUR FACEBOOK ADS FEEDBACK QUALITY SCORE
To check your feedback score:
- Go to Business Support Home
- Select Meta Business Account
- Select the Business Account Facebook Page
Under Business Account feedback score, you can view your feedback score.
HOW TO INTERPRET THE FACEBOOK ADS FEEDBACK SCORE
Your score will be between 0 and 5, 5 being the best.
The feedback is based on five main areas:
- Product Quality
- Order Accuracy
- Shipping
- Refunds or Exchanges
- Communication
If your score is 3 or higher, it means that your business’s shops and/or ads from Pages that sell products are meeting your customer expectations.
If your score is below 3, it indicates that your Shops or ads from Pages that sell products may not be meeting customer expectations. You will normally get a warning once your account drops below 3.
Once your score drops to around 2, your reach will normally be limited and your ad costs will increase.
If your feedback score drops below 1, your Business Account will likely lose its ability to advertise and sell products.
Facebook will often give you feedback on the areas that need improvement.
You should then take immediate action to improve the customer experience your business offers.
Unfortunately feedback is normally left by those who have a bad experience, not those who have had a good (unless it’s a stand out). This means the score may be a lot lower than your average actual customer is experiencing. For these reasons, it’s really important to provide the best experience possible for your customers. After all, you want them to return and purchase again (and leave a good review).
HOW TO IMPROVE AD QUALITY SCORE IN FACEBOOK
To improve your Facebook Ad account feedback score:
- Provide a high quality product that meets or exceed how it was presented in the ad;
- Don't be misleading in your ads. Clearly state what you are selling and how many items the consumer will receive on purchase, for the price shown;
- Offer fast shipping times and make it clear when the shipping time is going to be longer than average. Do your best to have stock on hand to keep up with demand;
- Strong communication is essential. If a customer reaches out to you and fails to receive a response, this will taint their opinion of your brand. Provide prompt responses to all queries;
- Have a return and/or refund policy that is easy to access and has a seamless process.
Implement good practices to ensure the shelf life of your business and your ability to advertise profitably with Meta.
Remember: Meta wants to make sure that its users have a good experience on the platform otherwise they will lose trust and shop elsewhere. These poor experiences will reflect poorly on them as a brand but also on us advertisers.
If users don’t have a good experience, businesses will stop advertising their products or services on the platform because their sales will decline and costs will increase. This will mean that Meta will lose their hefty profit margin (which they most certainly don’t want to do) and we will lose a way to access dream buyers fast.
Make sure you check this score regularly to ensure you aren’t penalised.
Aren’t sure whether you are ready to run Meta Ads? Our Meta Ads Starter Checklist will help you determine if your brand is ready to run ads before you spend a cent, in six simple steps. Download your copy free now.
