About engagement rate rankings

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Ad relevance diagnostics help you diagnose underperforming ads across three dimensions of relevance: quality, engagement and conversion. Reviewing the diagnostics together gives you more insights than reviewing each diagnostic individually.

Engagement rate ranking explains how your ad’s expected engagement rate compared to ads competing for the same audience. The expected engagement rate calculates the likelihood that a person will click, react to, comment on, share or expand an ad. Engagement-baiting (such as asking for likes and comments) will not improve your ad’s performance.

Possible values for engagement rate ranking are (where average represents the 35th to 55th percentile):

  • Above average
  • Average
  • Below average (bottom 35% of ads)
  • Below average (bottom 20% of ads)
  • Below average (bottom 10% of ads)

Engagement rate ranking isn’t available for dynamic creative or the following optimisation goals: ad recall lift, impressions, reach, custom conversions or value. This metric is only available for the last 35 days.

For example, an engagement rate ranking of below average (bottom 20% of ads) means that your ad had an expected engagement rate amongst the bottom 20% of ads competing for the same audience. At least 80% of ads competing for the same audience had a higher expected engagement rate.
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