What is Total Value (Quality Score) in Facebook Ads?

Just like the Quality Score in Google Ads, Total value is a way for Facebook to rank ads in an auction. The formula of Total value is given as [Advertiser Bid] x [Estimated Action Rates] + [User Value]

Total Value = [Advertiser Bid] x [Estimated Action Rates] + [User Value]

I will explain in detail what each factor means. But first, let’s understand what is an auction and how Facebook uses Total value.

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