Facebook introduced relevance scores for advertisers, that is, relevance score A system that evaluates your ad on a scale of 1 to 10.

Tic Points are part of a larger change to Facebook’s advertising platform. Facebook wants the marketing displayed on its service to be on people’s minds, which is why ads that elicit positive reactions from people get cheaper impressions on Facebook with higher relevance points.

Relevance points are also a way to improve your advertising and find the most responsive audience for your Facebook marketing.

Let’s take a look at what Relevance Scores are and why they’re important to consider when planning your Facebook marketing.


Relevance points are calculated based on people’s feedback on your ads. Comments include all the actions people take when they see your ads. Comments can be positive or negative, and they affect the hit points of your ad.

Positive actions include:

  • Click on the ad and go to the company website
  • Like, share, or comment on a post

These actions show Facebook that your ad is engaging people and targeting the right audience.

Negative comments include:

  • If the user clicks that he does not like the ad
  • If the user clicks they no longer want to see ads from that company

Relevance points are always calculated after 500 impressions.

Example of one of our campaigns. With such a high click-through rate (CTR), Facebook gives your ad a high relevance score and gives you more visibility.


There are actually two reasons for this. Facebook wants to show people ads that really engage users and therefore help advertisers improve their advertising on Facebook.

It’s easier for an advertiser to look at relevancies to see how people react to advertising than it is to evaluate advertising for all the numbers Facebook offers. Additionally, relevance scores affect the cost of Facebook marketing.

For example, if multiple advertisers are competing for the same audience, an ad with a higher Relevance Score will receive more impressions, and Facebook will rank it first in the audience feed.


This feature is a very welcome update for advertisers. You now have a clearly readable metric that makes it easy to evaluate how well your Facebook ad is performing. Of course, you should also constantly monitor how your marketing is producing results, because just doing things on Facebook doesn’t automatically guarantee that the marketing will generate a buzz at checkout. However, relevance scores serve as a very good metric when evaluating how people respond to advertising.

Relevance points are especially useful for A/B testing a Facebook ad. As we build our Facebook marketing campaign, we can test with multiple ads and audiences to get the best relevance scores. Every time we get 500 impressions, we get a simple number to compare the performance of our Facebook ad.