Ad Relevance Diagnostics

What are Ad Relevance Diagnostics?

Ad Relevance Diagnostics are three ranking signals Meta assigns to every active ad, each rated Below Average, Average, or Above Average relative to ads competing for the same audience:

• Quality Ranking — How your ad's perceived quality compares to competing ads
• Engagement Rate Ranking — How your expected engagement rate compares to competing ads targeting the same audience
• Conversion Rate Ranking — How your expected conversion rate compares to ads with the same optimisation goal and audience

A "Below Average" rating on any of these signals means Meta's algorithm is penalising your ad with higher CPMs, reducing delivery even if your bid is competitive.

How to Detect Issues with Ad Relevance Diagnostics

• Below Average Quality Ranking: Creative is being flagged as low quality — often due to excessive text overlay, clickbait headlines, or pixelated assets
• Below Average Engagement Rate Ranking: Your creative doesn't resonate with the audience you're targeting — the mismatch between message and audience is costing you delivery
• Below Average Conversion Rate Ranking: Users click but don't convert — signals a landing page, offer, or post-click experience problem rather than a creative problem
• Any "Below Average" diagnostic correlates with CPMs 20–50% above your account average for the same audience
• All three rankings simultaneously "Below Average" on a new ad set — usually means a fundamental audience/offer mismatch

How AdEvolver Handles Ad Relevance Diagnostics

AdEvolver monitors all three diagnostic signals across every active ad so ranking drops are caught immediately:

1. 24/7 Monitoring: AdEvolver pulls diagnostic rankings for every live ad via the API and tracks changes over time, establishing a baseline for each creative and audience combination.
2. Slack Alerts: When any ad drops to "Below Average" on any diagnostic, a Slack notification fires identifying which ranking dropped, which ad is affected, and what that typically signals (creative vs. audience vs. landing page).
3. One-Click Fixes: Based on which specific ranking is low, AdEvolver suggests the highest-leverage fix: replace creative (Quality/Engagement), refine audience (Engagement), or audit the landing page (Conversion).

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