Facebook Ads: Quality, Engagement and Conversion Ranking Explained
Quality Ranking:
A ranking of your ad's perceived quality.
Quality is measured through various signals, such feedback from people viewing or hiding the ad and assessments of low-quality attributes in the ad, such as withholding information, sensationalized language and engagement bait.
Your ad is ranked against ads that competed for the same audience.
If the ranking is average or below average, your ad creative (visuals / texts) is likely the culprit. Consider creating a few more versions of ad creative.
Engagement Ranking:
A ranking of your ad's expected engagement rate.
The expected engagement rate calculates the likelihood that a person will click, react to, comment on, share or expand an ad.
Engagement-baiting (For example, asking for likes, comments, and so on) will not improve your ad's performance.
Your ad is ranked against ads that competed for the same audience.
If the ranking is average or below average, the audience you are targeting is likely the potential problem. Consider creating a new campaign to target a new group of audience and conducting testing.
Conversion Ranking:
A ranking of your ad's expected conversion rate. Your ad is ranked against ads with your optimization goal that competed for the same audience.
The expected conversion rate calculates the likelihood that a person who viewed your ad will complete your optimization goal.
Some products and services naturally exhibit lower conversion rates than others competing in the same ad auction. High-price or high-consideration products like jewelry should expect lower conversion rate rankings than lower-price or lower-consideration products like t-shirts.
The rankings are broken down into:
Above Average
Average
Below Average (Bottom 35% of ads)
Below Average (Bottom 20% of ads)
Below Average (Bottom 10% of ads)
Useful Resources & Reference: