April 2019

Starting on 30 April 2019, these metrics will no longer be available in their product interfaces or in the release of Ads Insights API v3.3. Below are recommendations on the metrics to use instead:

• Offers saved and Cost per offers saved

  We are removing Offers saved and Cost per offers saved metric and introducing a new Post saves that will serve as a more inclusive metric for measuring when ads are being saved. We learned that marketers wanted more visibility into when all their ads were being saved, beyond just Offer ads. The new Post saves metric will measure the number of times your ad was saved, including all Offer ad saves. The Post saves metric will be introduced gradually starting from 12 March 2019, and will count the post saves that occurred on or after 4 February 2019.

• Relevance score

  We're removing the Relevance score metric and replacing that with a new set of ad relevance diagnostics that are clearer and more actionable. Quality ranking, Engagement rate ranking, and Conversion rate ranking can help you better diagnose whether the ads you ran were relevant to the audience you reached. The metrics are best used together, and we've provided additional guidance to help you interpret and act on different results. Ad relevance diagnostics will be introduced gradually over the coming months.

• Messaging replies and Cost per messaging reply

  We are removing Messaging replies and Cost per messaging reply and replacing it with New messaging connections and Messaging conversations started. Replies can measure replies within new or existing conversations that are attributed to your ad. However, we heard feedback that Messaging replies were not as valuable because marketers are more interested in the NEW conversions that began with people who had never messaged with their business before OR messaging conversations that started after a period of inactivity. New messaging connections only measures new conversations, excluding conversations with people who have sent a message to your business in the past. Messaging conversations started measures the number of times people started messaging your business after at least seven days of inactivity.

• Mobile app purchase ROAS and web purchase ROAS

  Our ROAS metrics will now be aggregated across channels. ROAS metrics allow you to understand the return on ad spend of your ads. Previously, our ROAS metrics were channel-specific (i.e. mobile, web, on-Facebook). Since the customer's path to purchase is increasingly omni-channel, we need to look at ROAS across channels and consolidate channel specific ROAS metrics into one, holistic Purchase ROAS metric.