Relevance Score / Quality Ranking
What is QR?
Relevance Score (now called Ad Quality Diagnostics in Meta) measures how well your ad resonates with your target audience compared to competing ads. Meta uses three diagnostics: Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking. Higher rankings lead to lower costs and better delivery.
Example
If your ad has "Above Average" quality and engagement rankings but "Below Average" conversion ranking, your ad creative is strong but your landing page or offer needs improvement. Focus optimization on the post-click experience.
Industry Benchmarks
| Platform / Segment | Value | Note |
|---|---|---|
| Quality Ranking | Above Average | Top tier for ad creative |
| Engagement Rate | Above Average | Indicates strong creative |
| Conversion Rate | Average or above | Reflects landing page quality |
| Overall Goal | All Above Average | Lowest costs and best delivery |
Top tier for ad creative
Indicates strong creative
Reflects landing page quality
Lowest costs and best delivery
Benchmarks are approximate averages and vary by industry, targeting, season, and geography.
Optimization Tips
- 1
Create ads that genuinely interest your target audience rather than using clickbait or misleading content.
- 2
Match your ad message closely with your landing page content to improve conversion rate ranking.
- 3
Encourage positive engagement (likes, comments, shares) by asking questions or creating relatable content.
- 4
Regularly refresh creative to prevent declining quality scores as audiences experience ad fatigue.
Frequently Asked Questions About QR
Track Your QR in Real Time
Adship gives you a unified dashboard to monitor QR, optimize campaigns, and improve performance across Meta and TikTok.