The relevance score is a metric used to evaluate the effectiveness and relevance of an advert in relation to its target audience. This number is often measured on a scale of 1 to 10, with a higher value meaning higher relevance. In online advertising platforms such as Facebook or Google Ads, the relevance score is calculated by various factors such as click-through rate, conversion rate and viewing time.

A high relevance score indicates that the advert resonates well with the target audience, which in turn can lead to a lower cost per click (CPC) or cost per thousand impressions (CPM). In contrast, a low relevance score can indicate that the ad is not appealing or relevant to the target audience, which can lead to lower placement and higher advertising costs.

The relevance score is not only an indicator of budget efficiency, but also a tool for continuous improvement. Advertisers can use the score to optimise ads, for example by adjusting the target group segmentation or revising the advertising material. It is important to note that the relevance score should not be viewed in a vacuum. It is one of several metrics that together provide a more comprehensive picture of advertising performance.