All You Need to know about Facebook Customer Feedback Score
A lot of Facebook advertisers are facing this issue. There is news about it everywhere and we all know this is serious.
After reading multiple articles, going through Facebook Newsroom and some idea from personal experience, I thought I’d pen down this quick article. This article is written on 19 July and I’ll keep posting updates as we uncover more information.
Let’s dive in.
What is Facebook Customer Feedback Score?
Let’s start with this: We are not talking about Ad Relevance Score or Negative Feedback on your Ads. That hurts too, but this one is relatively new.
When you run Facebook Ads, selling a product or service using Facebook’s platform, some of your customers are asked for their feedback on the overall buying experience, an average of which becomes your Page Score.
This happens AFTER the end customer has converted and taken the advertiser’s service.
Facebook collects feedback from customers directly. Here’s how it looks:
The customer fills in the experience and is further asked questions. They share comments with Facebook here.
Based on the feedback, Facebook updates the advertiser’s customer feedback score. This is how the feedback looks like:
To see your client’s score, please follow this link and select the desired page on the left. You can share the same link with the client. They’ll see the pages they have access to.
Why do we care about this score?
It’s recommended to keep your Page Score above 2.5 at all times.
For pages that receive an average score of below 2, here are some probable penalties that your ads could experience:
Score 1.51–2: Reduced delivery and/or more expensive CPMs
Score 1.1–1.5: Temporary ban for 45 days (Able to appeal within 45 days for manual review)
Score 0.5–1: Temporary ban for 45 days. (Ability to appeal is gone)
Score <0.5 : Permanent ban
If we are not doing anything wrong and are creating a great shopping experience for our buyers, we have nothing to worry about! But we have to keep our eyes open and keep checking the score.
Please alert about this to your clients as well and request them to make sure that they take action and give extra care to their product/service delivery.
This isn’t something we can control as an agency and it’s on the client to manage it. We are here to help the client to make sure they get the best experience with Merkle Sokrati and we keep them in the know.
How serious is this?
Facebook is very serious about this and this mandate comes from Facebook HQ. We have to work as a team to make sure our clients’ businesses don’t suffer.
Are there any best practices?
Yes! Facebook has shared the following best practices to make sure the score is maintained well. Besides obviously delivering the best services to the end customers, we can do the following:
Kindly let me if I can answer any questions and please feel free to add your comments and experiences. I’ll keep updating this article as things turn out.
