How Page Feedback and Purchase Experiences Impact Your Ad and Commerce Performance
Meta's ad and commerce platforms are designed to maximize value for people and businesses. That’s why we collect feedback from people who make purchases on our platforms, including Facebook, Instagram and Audience Network. The feedback we collect is intended to help you better understand how your business meets customer expectations and for us to better understand customers' experiences with businesses.
Feedback scores are calculated using a variety of feedback, which may include information from surveys and interactions between people and businesses. These experiences ultimately impact the feedback score a Page receives, which in turn can affect your ability to advertise from a Page.
If an advertiser receives a significant amount of negative feedback, we may consider all ads from this advertiser as lower quality. That means that for a low Page feedback score, a Page’s ads may be subject to ad delivery restrictions, which means its ads will reach fewer people for the same budget, or, in cases where feedback indicates an advertiser isn’t complying with our Misleading Claims policy, a Page will lose its ability to advertise. Learn more about an ad’s quality impacts its performance.
If the amount of negative feedback received indicates a business isn’t meeting customer expectations, it may lead to a seller having a low Business Account feedback score. An advertiser’s Business Account feedback score represents the feedback received from people who have likely made a purchase from Shops or ads from any of the Pages associated with their business account that sell products. Due to the different types of feedback included in determining feedback scores, the Business Account feedback score and the feedback score for an advertiser’s Pages may differ. If an advertiser’s Business Account score is low, they won’t be able to advertise even if their Page feedback scores are satisfactory. Additionally, if an advertiser’s Business Account feedback score is low and they have a Shop, they won’t be able to process any new orders or tag products, but active orders will remain unaffected.
Learn more about Business Account feedback scores.
How feedback may impact your ads and Shops
Page feedback scores are calculated using a variety of feedback, which may include information from surveys and interactions between people and businesses. One of the ways we use this information is by giving each Page a feedback score from 0 to 5. These feedback scores are updated on a continual basis, based on the most recent feedback.
Pages More than a Year Old:
If a Page’s feedback score drops between 1 and 2, the Page will see an ad delivery restriction applied to its ads. This means its ads will reach fewer people for the same budget.
If a Page’s feedback score drops below 1, it won't be allowed to advertise.
Pages Less than a Year Old:
If your Page’s score drops below 2, it won’t be allowed to advertise.
Note: Page creation date, which determines how a Page is treated, can be found by visiting your Page’s timeline and scrolling down to Page Transparency.
Keep in mind, any attempt to avoid these enforcements will be in violation of our Circumventing Systems policy, and may be subject to further enforcement.
If your Page is currently receiving a delivery restriction or is not allowed to run ads, you can request a review by visiting Account Quality.
We also use feedback scores calculated from surveys about purchases from Facebook and Instagram Shops to determine whether sellers on Facebook and Instagram should have access to our commerce features, such as creating collections or running promotions. Sellers with a high percentage of negative feedback may be restricted from accessing these commerce features and may also be restricted from using their commerce accounts to sell products. This means that they won’t be able to create new shops or sell with existing shops. If your commerce accounts are currently restricted or near restriction, you can visit Account Quality to request a review.
Monitoring feedback
You should continually monitor feedback in Account Quality to understand how well your business is meeting customer expectations. Account Quality provides information that you can use to identify issues that may be contributing to negative feedback. Feedback is collected from people who have made purchases from ads on our platforms and may be different from your own customer satisfaction data.
If your Page’s feedback score drops to 3 or below, we’ll let you know through emails and notifications when your Page is close to receiving an ad delivery restriction or losing the ability to advertise.
The Page feedback scores and associated enforcements described in this article are only applicable to businesses that sell products online. If you believe that your Page has been misclassified as an E-Commerce business, you can request a review of your Page’s status in Account Quality.
Maintaining a healthy feedback score
A low Page feedback score is an indication that your products aren’t meeting expectations of customers and improvements should be made. Here are some best practices for setting customer expectations:
Be clear about what you're selling or offering
Pictures, videos and all other ad creative should accurately represent what's being sold. Ensure dimensions, sizes, materials and all other aspects of your product are accurately shown and stated.
If you're selling apparel, ensure the size charts you're using work for other countries you're selling to (ex, United States sizing may be different than sizing in China).
If you're sourcing goods from suppliers, ensure you maintain quality control and that the goods are shipped on time and as stated on your website and ad.
Set clear expectations for shipping
Door-to-door shipping time should be accurately conveyed. The shipping information you provide should be inclusive of processing times, item availability, shipping costs and any other factors that may impact the amount of time an item takes to ship.
If possible, provide tracking information about the shipments so that the customers can track their packages.
Set clear expectations for customer service
Honor any return and exchange policies advertised on your website.
If you're operating in a different time zone than your customers, be clear about how long it takes to reply back to customer inquiries.
Make sure you can meet customer demand
Scale your advertising with your business' ability to deliver products. If your inventory is limited, you may want to consider running fewer ads, or make it clear to customers before they purchase when the products are expected to be in stock and shipped.
Be proactive about telling customers when you can't fulfill what was promised (ex, you've run out of inventory, and it will now take longer than expected to replace an order).
Reference Link: https://www.facebook.com/business/help/108127923199330
#How_Page_Feedback_and_Purchase_Experiences_Impact_Your_Ad_and_Commerce_Performance #facebook #meta #digital_marketing
Comments