[To the blog](https://88lab.eu/en/blog/) [Social Media](https://88lab.eu/en/category/soczialni-mrezhi/)[News](https://88lab.eu/en/category/%D0%BD%D0%BE%D0%B2%D0%B8%D0%BD%D0%B8/) # Top new changes in Facebook's advertising platform Evgeny Dimitrov 31 March 2019 7 min read  In this article + [Let's discuss your project](https://88lab.eu/en/contact/) Happy April, everyone! Spring is here, the days are getting longer and the flowers are blooming, and I hope that gives you plenty of energy to tackle your Facebook marketing and advertising campaigns. Facebook seems to have been energized, and this month they rolled out many new updates and new information that is extremely important for our readers here. Some of the biggest changes are the new relevance score updates, the new paid video ads, and information on how subscription fees work. We are excited to share what we have learned. Are you ready to find out what new things Facebook has in store for us this month? Let’s start with what I think everyone wants: the new Facebook relevance score metrics. ## The single relevance score is divided into three Facebook's relevance score has been in focus for a long time; this single number can tell you a lot about your campaigns, including expected quality and predicted success, and it can directly affect your CPC and overall return on investments. Facebook just announced that it is replacing its single ad relevance result with three new “granular ad significance diagnostic metrics.” These three new metrics are: ### Quality ranking Shows the perceived quality of your ad compared with those trying to reach the same audience. This means that this metric is not entirely under your control and is a relative measure. ### Engagement rate ranking It will show you the expected engagement rate that Facebook thinks your ad will get compared with ads targeting the same audience. ### Conversion rate ranking It looks at the expected conversion rate compared with ads targeting the same optimization goal and audience. Facebook’s algorithms still play a major role in assessing relevance, which is why you see the term “expected” so often here, and relevance scores can change as your campaign progresses. Because the three new metrics give users a better way to track their campaigns, they will also provide much more specific feedback that advertisers can use to improve future campaigns. This will be useful for goal completion, troubleshooting, and when you no longer have to wonder why your highly engaged campaign is performing poorly in terms of relevance; you will now have the right answers. The new relevance score will start appearing at the end of next month, so keep an eye out. ## Ability to delete history - at the end of 2019 Earlier this month, CFO David Wehner announced that Facebook will roll out a history-clearing tool later this year, likely around the end of 2019. This feature is highly requested and will allow users to clear their browsing history on the platform, as they do in their web browser. That is why advertisers are concerned: it could make it much harder to accurately target the right audience. If users regularly delete their Facebook browsing history and activity, advertisers may lose the ability to target them. That, in turn, could make the targeting system a little less effective. ### At the moment, I don't think there is much reason to worry. We will still be able to reach audiences based on site activity, and I do not believe many users will regularly clear their browsing history daily or weekly, so there is still no need to worry (although people may choose not to store this information at all, which would be a fairly serious blow). Audience size may be smaller, but I do not think that will make Facebook ads ineffective or significantly more limited. This news is still very early, so we will keep you updated. ## A new kind of paid video ad Facebook just announced “Facebook Showcase,” a new premium advertising program. Online video and even TV ad buyers participating in the upfront sales cycle will get new ways to connect with their target audience through high-quality ads. It will include the following ad types: ### In-Stream Allows advertisers to reach people watching videos from the highest-quality publishers with high popularity on the platform. Placements will be purchased at a fixed price in advance and delivered to target audiences. This can appear in relevant videos in Watch, Pages and the news feed - wherever your audience watches high-quality videos. ### In-stream categories It includes the In-Stream system features, but gives advertisers greater control over displaying them in contextually relevant content. You can choose for your ad to appear only in categories such as entertainment, sports, fashion, food, news, and beauty. You can use this to increase the likelihood that your ad will appear in suitable placements where the audience is likely to respond. ### Sponsorships It allows advertisers to sign on as an exclusive sponsor of a U.S. program. This will give them the chance to place their ads in more specific shows and increase brand awareness. For now, Showcase will only be available for campaigns targeting audiences in the U.S., although this will likely expand, and Facebook believes it will be especially useful for reaching younger users who are increasingly engaging with video content. ## Policy Documents Information on the New Subscription Service TechCrunch recently gained access to Facebook documents that give us more information about the subscription feature, which allows users to pay a monthly flat fee to access exclusive content from influencers and businesses. The document shows that Facebook plans to take a 30% fee from net subscription revenue. That is a fairly large percentage, especially when you know that Patreon charges only 5%, and compared with other social networks; YouTube charges 30%, and Twitch 50%. The subscription feature is still relatively new and in the experimental stage, so it will be interesting to see how it works and whether creators of exclusive content are willing to join the program given the higher fees. If their audience is most active here, the answer will likely still be yes; if not, they may turn to other platforms. ## Decline in News Programming Facebook just announced that programming for news on Facebook Watch will change significantly and become “more selective and thoughtful” about the news content they fund. They have currently decided to stop funding two-thirds of all their content. There are reports suggesting this may be because difficulties have built up around protecting viewer rights, and political controversy and transparency issues are pushing the platform to make major changes. They say they will continue to experiment with new types of content in Watch and invest in this part of the platform. ## Conclusion The updates from last month were few, so I wasn’t surprised to see a lot of new features announced this month. Facebook’s relevance score update is the biggest change on this list, and it will be interesting to see how granular the metrics are and how they affect CPC results. Premium video ads are also a great new potential tool, and I’m personally excited to have the chance to use it. Watch out for these changes (especially the relevance score update!) and let us know what you think! What do you think about the new relevance scoring metrics? Are you excited about premium video ads? Do you think subscription fees will be too high? Share your thoughts and questions. [RELATED TOPICS: 20 Mistakes in Facebook Advertising](https://88lab.eu/en/6-greshki-pri-fejsbuk-reklamata-koito-vi/) [RELATED TOPICS: Facebook Ads: Pros and Cons](https://88lab.eu/en/reklamite-vav-facebook-plyusove-i-minusi/)  About the author ## Evgeny Dimitrov the founder and manager of 88Lab He has worked in web technologies, digital marketing, and information security for more than two decades. His path began back in **2001 with LinuxExpress** - his first web project, dedicated to Linux. Later, under the pseudonym **KByte** , he published technical materials and articles on Linux-BG.org, and in **2002 he founded Security-BG** - a project for learning and sharing knowledge in the field of computer security. Today, he is **the founder and manager of 88Lab** , where he works on web platforms, SEO, Google Ads, AI solutions, and online business optimization. The agency’s projects include **Banker, Pulse Fitness & Spa, CoolFit, and the Bulgarian Construction Chamber** . His expert opinions on **web technologies, digital marketing, and online business** have been published in the newspaper **Banker and Actualno.com** . [More about 88Lab](https://88lab.eu/en/za-nas/) ## Share the post [Facebook](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2F88lab.eu%2Fen%2Fpromeni-vav-facebook-ot-kraya-na-mart%2F)[LinkedIn](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2F88lab.eu%2Fen%2Fpromeni-vav-facebook-ot-kraya-na-mart%2F) CONTINUE READING ## More on this topic [](https://88lab.eu/en/zastho-google-reklamite-sa-po-podhodyasthi/) Google Ads / 4 MIN ### [Why Google Ads are more suitable than Facebook Ads](https://88lab.eu/en/zastho-google-reklamite-sa-po-podhodyasthi/) In the digital era, online advertising is not just a tool, but a necessity for every business that wants to grow. Among the many paid campaign platforms, two remain leading - Google Ads and Facebook Ads. 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