“These measurement enhancements will have a positive impact for digital advertisers looking to continue embracing the trends we're seeing today in personalization and ad relevance. They will help tell a more detailed story about customers’ behavior and hone in more accurately on business objectives. Three new, more detailed rankings will replace relevance score and lead to better differentiation between new messaging conversations versus returning messaging conversations, as well as more channel-specific ROAS calculations. As a result, brands will be able to optimize their Facebook strategy to capture and react to key customer interactions wherever they take place.
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