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