Customer feedback is always good when you’re trying to improve your business. Recently, Facebook introduced a customer feedback scoring system to help advertisers upgrade the user experience they offer.

This notification is an example of how the system works. As you can see, it can have a major impact on your marketing. It is therefore very important that you understand how the system works so you can use it to your advantage.

1. How does Facebook calculate my customer feedback score?

‍Facebook conducts surveys with customers to measure their experience with advertisers on the platform. The surveys cover three key areas:

• Product Quality
• Shipping Speed
• Customer Service

A business is then given an overall score of 1 to 5 with 1 being a very bad experience and 5 being an excellent one.

2. If I’m not an e-commerce business, does Facebook still get customer feedback on me?

‍Based on our research, surveys are only conducted for e-commerce businesses that use the Facebook ad ecosystem. If your business is not an ecommerce business but has been penalized by the Facebook customer feedback system, you can make an appeal on the Facebook customer feedback page under the section “Not an E-Commerce Business”.

3. Where can I get the customer feedback score for my business?

‍You can check out your score at https://www.facebook.com/ads/customer_feedback/

4. Why is the Facebook customer feedback score important for advertisers like me?

‍The customer feedback score is an indication of your ad account health. Usually, a poor score means there is a disparity between the offering (ad) and the buying experience (delivery time, product quality, after sales experience etc.). If you have a low score, Facebook will penalize your business in the hope that you’ll make an effort to improve the experience you give customers.

5. What does my customer feedback score mean?

• Score of 4 to 5 – ‘Good Customer Feedback’: The majority of customers who took part in the survey gave positive feedback about their purchase experience with you.
• Score of 3 to 3.9 – ‘Average Customer Feedback’: Your score is on par with other e-commerce businesses who sell products using Facebook ads.
• Score of 2 to 2.9 – ‘Poor Customer Feedback’: – You’ll receive gentle reminders via email and notifications that you’re close to being penalized and how you can improve your score.
• Score of 1 to 1.9 – ‘Under Penalty’: You will be reprimanded and penalized with your ads reaching fewer people (despite using the same budget). This will result in lower impressions and a higher cost per click (CPC) and cost per acquisition (CPA).
• Score less than 1 – ‘Advertising Disabled’: You will no longer be able to advertise on Facebook. At the time of writing, we have not yet seen an advertiser get this decision overturned. If you are able to do it, we would love to hear from you.

6. What can I do to improve my score?

‍Facebook recommends doing the following to avoid any penalties:

• Ensure your ad creatives represent your offering accurately.
• Provide as many details of your offering as possible e.g. size chart, product description etc.
• Present more accurate delivery times (factor in any potential delays due to COVID-19).
• Clearly show your operating hours so users know when they can expect a response to their queries.
• Keep your Return Policy and Terms & Conditions up to date and make it easy for users to find them.
• If you run out of inventory due to excess demand, be proactive and inform customers of any delays.

Here are some additional actions I would take:

• Using Google Analytics, find the orders that came from Facebook paid campaigns. Using order IDs, identify each customer and ask them to do a Net Promoter Score (NPS) survey. If an individual gives you a good score, request that they rate you using this link – https://facebook.com/ads/activity
• You can motivate customers to do this (and make more purchases) by offering them a discount or offer coupon once they complete the survey and rating.

7. Is there a quick and easy way to get around Facebook’s feedback system?

‍To overcome any penalties from Facebook, some advertisers ask if they can just create and use another ad account. Others ask if they can trick the system by getting employees to click on ads and leave positive feedback, so their score goes up. Truth is neither of these work and could even get you in more trouble.

Facebook says that any actions to circumvent its feedback system will lead to penalties. Currently, it is unclear what these penalties will be, but we know that many advertisers have been banned by Facebook for trying to beat its system. Our recommendation is think twice before doing anything sketchy and instead, use the system for what it’s designed for: making your business better so customers are happier and buy more.

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