What Is Ad Relevance Diagnostics?
Ad Relevance Diagnostics are Meta's three rankings — Quality, Engagement Rate, and Conversion Rate — showing how each of your ads compares against other ads competing for the same audience. They replaced the old 1–10 Relevance Score and give diagnostic-level clarity on why an ad is under-delivering.
How to read them
An ad shows Quality: Below Average (bottom 35%), Engagement: Average, Conversion: Above Average (top 35%). Translation: the auction is punishing the creative (low quality) but downstream conversion is fine. Fix: refresh the creative — the offer/LP is working, the ad itself is not.
Benchmarks
- Rankings only appear after 500+ impressions.
- Any ranking of 'Below Average — bottom 10%' should be paused or rebuilt.
- 'Average' is the middle 35%. 'Above Average' is the top 55%.
Why it matters
The three rankings tell you exactly where to fix. Low Quality → new creative. Low Engagement → weak hook or wrong audience. Low Conversion → landing page or offer issue. Without this breakdown you'd waste time changing the wrong lever.
Common mistakes
- 1.Ignoring diagnostics because they're 'just a score.' They correlate strongly with delivery cost.
- 2.Judging with < 500 impressions — rankings haven't stabilised.
- 3.Boosting posts and expecting rankings — some placements/formats don't produce them.
Put Ad Relevance Diagnostics to work
Related services
FAQs about Ad Relevance Diagnostics
How do I improve my Quality ranking?
New creative with a stronger hook, more native-feeling format, better resolution. Avoid clickbait, sensationalism, or 'engagement bait' phrases Meta penalises.
Do rankings affect delivery cost?
Yes. Below-average ads pay more per impression in the same auction. Above-average ads pay less. The gap can be 20–50%.
Where do I find the diagnostics?
Ads Manager → columns → customize columns → check Quality, Engagement, and Conversion rankings. They apply per ad, not per ad set.
Related terms
When an audience has seen the same ad enough that CTR/CVR drops.
Clicks ÷ impressions — measures how often your ad earns a click.
% of clicks or sessions that complete the target action.
Google's 1–10 rating of expected CTR, ad relevance, and landing page.