What is the Customer Feedback Score?

Facebook generates a score from 0 to 5 based on different information. The most prominent way data is collected is through post-purchase surveys sent to users who’ve purchased items from Facebook ads.

Users are surveyed based on whether they felt the product quality met their expectations, shipping was timely and more. The Customer Feedback Score is only visible to users who manage the brand.

Check your page feedback score here 


How customer feedback and purchase experiences affect your ad performance?

Facebook's ad platforms are designed to maximize value for people and businesses and understand people's purchase experiences.

Negative feedback helps Facebook identify ads that resulted in a negative purchase experience for customers. Often, these ads have misrepresented products or expected delivery times, or resulted in negative customer support experiences. These misrepresentations create negative experiences because the products and related services do not meet customers' expectations.

If an advertiser receives a significant amount of negative feedback, Facebook may consider all ads from this advertiser as lower quality. That means the ads may experience ad delivery penalties and the ads will receive lower reach for the same budget.

Page Score below 2 :

Each Page is given a score from 0 to 5. These scores are updated on a continual basis, based on the most recent feedback.

Pages more than a year old:

  • If your Page's score drops between 1 and 2, your Page will see a delivery penalty applied to its ads. This means that your ads will reach fewer people for the same budget.
  • If your Page's 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.

Tips to improve customer feedback

A low customer feedback score is an indication that your products and related services aren't meeting the expectations of customers and improvements should be made.

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 that you're using work for other countries you're selling to (e.g. UK sizing may be different from sizing in China).
  • If you're sourcing goods from suppliers, ensure you maintain quality control and that the goods are delivered on time and as stated on your website and ad.

Set clear expectations for delivery
  • Door-to-door delivery time should be accurately conveyed. The delivery information you provide should include processing times, item availability, delivery costs, and any other factors that may affect the amount of time it takes to deliver an item.
  • If possible, provide tracking information about the shipments so that the customers can track their packages.

Set clear expectations for customer service
  • Honour any return and exchange policies advertised on your website.
  • If you're operating in a different time zone to your customers, be clear about how long it takes to respond to customer enquiries.

Make sure you can meet customer demand
  • Scale your advertising with your business's ability to deliver products. If your inventory is limited, you may want to consider running fewer ads or making it clear to customers before they purchase when the products are expected to be in stock and dispatched.
  • Be proactive about telling customers when you can't fulfill what was promised (e.g. you've run out of inventory and it will now take longer than expected to replace an order).