How Facebook Customer Feedback Score Affects Your CPM

Oct 20, 2021
Apr 13, 2021
9 mins
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Facebook Customer Feedback Score

What does your Facebook customer feedback score have to do with your advertising cost and reach, and how can you improve it? Find out here.

Facebook has a tool that limits advertisers that are not delivering high-quality ads. Your business will be given a score, between 0-5.0, and based on this score, Facebook determines how much your ads will cost and how large your reach will be.

Furthermore, using the Facebook customer feedback tool is important for customer experience and satisfaction. Leveraging this tool shows that your business is interacting with its customers and listening to their opinions. This will help you understand where improvements can be made and stand out from the competition.

If your business uses Facebook to advertise, then Facebook is already asking your customers for feedback on your business. Facebook's algorithm determines what value customers give to businesses to decrease low-quality ad campaigns. It wants what is best for its users, which is why Facebook customer feedback plays an important role in advertising.

Facebook customer feedback score can also have a big impact on your ad campaigns. This article will answer all your questions and give you a better understanding of what Facebook customer feedback is and how you can use it for your business.

What is the Facebook customer feedback score?

Let’s first understand what Facebook customer feedback is. Simply put, it is based on different types of feedback from Facebook users. The customer feedback score is made up of surveys that Facebook has gathered from customers. The survey asks questions about shipping, service, quality, and more.

Facebook customer feedback survey
Source: Aayush Arora

Facebook sends a push message or they include the survey underneath the ad, for example, as in the image above, and this is how they collect feedback.

Your customer feedback score largely dictates your CPM, which is the main metric that indicates how much you will spend on your ads.

For example, you are a regular at your local golf course and pay the club a standard fee of $300 a month. But, while playing, you hit one too many balls out of the course. So, the club demands you pay an extra $10 for every ball hit over.

You, of course, don’t want to pay more, so you do what you can to avoid hitting these balls out of the course. So you can continue playing at that club. That’s kind of how Facebook customer feedback works: the better your ad is, the less you pay.

Based on the feedback received from customers, Facebook calculates your page’s feedback score. Your business’s score is ranked on a scale of 0 to 5, and this score is updated regularly as more information is gathered from your customers. Here is a breakdown of the possible scores.

What does your customer feedback score mean?

Facebook customer feedback score scale
Source: Facebook
  • 4 to 5 - Good Feedback: you have received positive feedback from your customers about their experience with your business.
  • 3 to 4 - Average Feedback: this score indicates that the feedback you received matches other businesses that use Facebook to sell products and services.
  • 2 to 3 - Poor Feedback: this shows that your business’s feedback was negative and your business is close to receiving a delivery penalty.
  • 1 to 2 - Under Penalty: if your ads are under penalty, this can mean that your ads will reach fewer people and cost more.
  • 0 to 1 - Ad Disabled: if you receive very poor feedback, your business will no longer be able to advertise on Facebook.

What is the value of customer feedback on Facebook?

Well, this is what dictates how much you’re going to pay for your ads and how many people will see them. So, if you don't want to end up spending too much money on your ads and you want to reach a large enough audience, you need to make sure your customer feedback score remains high.

Furthermore, the perspective that Facebook customer feedback gives you allows you to see aspects of your business from your customer’s point of view. It gives you unique opportunities to hold your business accountable for the promises and services that you promised your customers.

One of the most important parts of any business is its customers. Without them, where would you be? So, don't underestimate the impact that this tool can have on your business. Maximize all the benefits you can from this tool and invest time in your present, past, and future customers.

How much should you spend on ads?
If you want to know how much it's going to cost you to reach your revenue goal, we have the perfect tool for you. Madgicx's FREE Facebook Ad Cost Calculator will tell you how much to spend and how to distribute your budget to reach your goals.

How to see your customer feedback score on Facebook?

  1. Go to the Business Manager.
  2. Click Account Quality, and select Business Accounts on the left-side menu.
  3. Select your page to view your customer feedback score.

Ideally, you want your customers to be as satisfied with your business as they can be, which means receiving the highest feedback score that you can. What you see below is proof that with hard work, you can always improve your score.

Improve Facebook Customer Feedback Score

What is used to decide your customer feedback score?

Facebook has set some pretty clear guidelines in their help center about the factors that determine your feedback scores, such as product quality, shipping speed, and customer service or satisfaction.

As a business owner, you want the highest possible score, right? So, it might be useful to consider these factors before you run ads on Facebook.

1) Make sure customers know what you are selling

Your ads should allow customers to have clear expectations about your business’s products or services. This can be included in your graphics - find out more here. Your customers are not able to physically see the products before purchasing. Therefore, providing as much information for your customers will leave them feeling more confident about their purchase.

2) Delivery speed and process

The amount of time it takes for your business to deliver its services or products affects your customer feedback score. You want it to be delivered as quickly as possible, so your customers are satisfied. If for some reason you can’t deliver around the shipping time scheduled, your feedback score will be negatively affected. Furthermore, the amount of shipping information provided contributes to the customer’s purchase experience.

3) Quality of your product or service

The quality of your product has a huge impact on customer feedback. For example, if you sell sneakers and state that they are true to size and are great for everyday wear, then customers will expect this from you when they purchase your product. But, if the product is not what the customer was promised and expected, it might result in poor customer feedback. This could then lead to your score decreasing as Facebook can see whether your ads are true to what they say. Therefore, it is important to make sure that the quality of your products and services is exactly what your customers expect.

4) Customer service

Your customer’s experience with your business determines how satisfied they were with your business’s service. If they were satisfied with your service, they are more likely to leave positive reviews, which will eventually lead to your score increasing.

Bad customer feedback Facebook

You can check where your bad reviews are coming from and identify what the customers are unsatisfied with. Reading the reviews will give you a clear picture of what issues need to be corrected.

In the example above, a customer stated that they were unhappy with the quality of the product and that it broke before it was used. This issue may not be your fault; however, this complaint will ensure that you check the quality of all your products before they are shipped off.

How to increase your customer feedback score on Facebook

Once you notice that your score is low, you should act quickly. In doing so, you can avoid ad delivery penalties such as a higher cost and lower reach. Even if you haven’t been penalized by Facebook for low feedback scores, it is useful to update your strategies to ensure that your customers stay satisfied.


If your page’s score drops below 3, Facebook will send you emails notifying you about this decrease. So, how do you keep this decrease from happening? Well, here are few tips that will help you do so.

Tips for increasing your customer feedback score

  • To make sure that your customers are satisfied with the amount of information and details that you have provided about your services and products, it is useful to indicate the aspects of your product, such as color, shape, or size.  For example, if you are selling shoes, ensure that you display the correct size chart for the relevant countries that you advertise in or provide a description of the details, such as materials.
  • Make sure that your customers are aware of your delivery expectations. You can provide some sort of tracking information about the shipments so that your customers can keep track of their delivery.
  • Your customers will enjoy transparency, therefore you can include aspects such as exchange or return policies. Or you can make your customers aware of the different aspects of your customer service, for example, the different time zone the employees work in when customer queries need answering.
  • Keeping up with the demand for your products and services is crucial. If your business's ability to deliver large orders is limited, you can consider running fewer ads. You can also clarify to your customers when the products are expected to be available or shipped. Perhaps you could write something like “stock is running low and it will take longer than expected to receive”.

Following these tips before running your next ad campaign will help you keep your customers satisfied and your score high.

To conclude

It is evident how important customer feedback is to Facebook, which means it should be important to your business too. I’m sure most of you are already very conscious about making sure customers have a great experience with your business and are satisfied with your products and services.

The little changes you do that will make your business more customer-friendly have a large impact on your business. Moreover, it can lead to your business having a good customer feedback score, which is the goal, right?

It is now up to you to see how you can increase your score and make the best out of the Facebook customer feedback tool.

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Oct 20, 2021
Apr 13, 2021
Jordi Rubenstein

Jordi is a psychology student who takes the view that, in many respects, we are all interconnected. Her skill is identifying ways to enhance and create value in these connections and build content for online advertisers, leveraging these connections and touchpoints.

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