Key takeaways
- The ranking compares your ad to those served on the same audience, not to an absolute norm.
- It's expressed in bands: above average, average, below average.
- A low ranking is only a problem if cost per result degrades with it.
Definition
The quality ranking places an ad's perceived quality against the other ads competing on the same audience.
Worked example
An ad shows a below-average quality ranking and a stable cost per result for six weeks. There's nothing to fix: the ranking says it appeals less than its competitors, not that it performs poorly for you.
Orders of magnitude
The ranking only appears above a minimum impression volume. Below that, the column stays empty, which is normal and not a flaw.
The most common mistakes
- Treating it as a goal. There's no reward for being above average if cost per result doesn't follow.
- Comparing it across accounts. It depends entirely on the competitors present on the audience.
- Reacting to a single band. The three quality, engagement and conversion rankings read together: they point to three different causes.
Where to find the metric
In Meta, the Quality ranking, Engagement rate ranking and Conversion rate ranking columns, at the ad level only.
Frequently asked questions
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The Adwise team connects Google Ads, Meta Ads, LinkedIn Ads, GA4 and Search Console so agencies and freelancers can run their campaigns from a single place.