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218: An Inside Look At Facebook’s New Customer Feedback Score

Posted by Austin Brawner on September 24, 2019


Hey advertisers, Facebook doesn’t care about you.

It cares about its users.

That’s why it recently launched a new tool called the Customer Feedback Score.

Facebook is using this tool to crackdown on drop shippers and other advertisers whose products don’t deliver.

Today we’re going to talk about where to find this tool, how to interpret the data it provides, and what you can do to improve your score.


Episode Highlights

  • 5:40 How Facebook is cracking down on drop shippers and shoddy products with its new tool.
  • 8:25 Where to find your Customer Feedback Score in your account.
  • 9:36 What you’ll see when you access your Customer Feedback Score and how to understand your score.
  • 11:40 Reviewing positive feedback: what your customers want more of.
  • 13:46 Identifying opportunities for improvement.
  • 17:30 Don’t let your score drop too low or your ads, and your page, will be banned from Facebook.
  • 18:55 As the big 3 ad platforms work to create better experiences for consumers, you’ve got to plan ahead and shift your approach accordingly.

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Austin Brawner: What's up everybody? Welcome to another episode of the Ecommerce Influence Podcast. My name is Austin Brawner.

Andrew Foxwell: And I'm Andrew Foxwell. Man, I have to tell you, I have been very happy recently with the Facebook group growth that we've been seeing in this Facebook group I started with David Herrmann, friend of the pod, the Facebook and Instagram Pro Ad Buyers Group. This group continues to grow. If you buy media on Facebook and Instagram, you should definitely join. It's been really cool to see all of the different questions that are in there. That's been really fun and fun to see a community.

I mean it's a lot of what you've done obviously with The Coalition, right? In terms of just bringing good people together, asking intelligent questions and it's amazing what can happen with... It's not even like you need that much really. It's just sparking good conversation can just work worlds for a lot of us that work from home or run our own business, things like that.

Austin Brawner: Yeah, no, 100%. Especially because there's a lot of ad buyers, a lot of people spending money on Facebook and just having a sounding board with other people that are spending money, especially when, as recently, a lot of stuff's been going kind of haywire on the Ads Manager. It's nice to be able to be like, "All right, am I the only one? Am I crazy or not?"

Andrew Foxwell: Absolutely, yes. It's definitely a little bit of therapy as well, which is good. Today, we're talking about the customer feedback score tool from Facebook, which is super interesting and we're going to get into that. 

Austin Brawner: It's new.

Andrew Foxwell: It's new, it's new, it's new.

Austin Brawner: Depending on when you're listening to this, it's new. Yeah. As this episode went live, it's new, but depending on when you're listening to it, it's something that is very, very much evolving.

Andrew Foxwell: Yes. I will tell you that this customer feedback score, which I'll just tell you right off the bat, the URL for this is Okay?

I'm going to tell you right out of the gate, it's a little bit buggy. If it doesn't load for you, be patient, reload it, go back. It can be a little buggy, but it's definitely being improved upon.

I was quoted recently in a Modern Retail article, the sister publication of Digiday, talking about this tool. Hopefully Facebook is like, "Oh God, people are using this. We need to make sure it's much more stable."

Austin Brawner: You are quite kind in your description, it's a little bit buggy. I would say it's a lot a bit buggy. I haven't been able to access it for 48 hours.

Andrew Foxwell: Yeah.

Austin Brawner: By the time this airs, it's very likely that it's fixed and solved and everything. We wanted to go into it, because it is a really helpful tool that Facebook is using to kind of like close the loop on advertisers and ensure that there's quality delivered to their users, right? Like Google, they do not care about you. They care about their users. What are you going to share today exactly? What should people expect?

Andrew Foxwell: We're going to find it. I already gave you where to find it. We're going to talk about how to interpret some of these things, what it goes through and what you can do to improve this score if it's actually not very good. That's what we're talking about today.

Let me just go ahead and give you a background on this to begin. This started last year, Facebook introduced this customer feedback survey tool with the purpose of cracking down on ecommerce companies that have bad products, slow shipping times and take a pulse on overall customer feedback of the products they received. Okay? That quote there of what I just said, that's actually from the Modern Retail article and that's how it was described by Anna Hensel and so really this is a tool to crack down a lot on dropshipping. Right?

Austin Brawner: That's really what it is.

Andrew Foxwell: Yeah. And get rid of the bad actors in this. You have a great dropshipping story, don't you? Do you want to tell the story?

Austin Brawner: Yeah. It was really funny. I was in Santa Cruz visiting my wife's parents. We were spending some time there. I think we were there for like a week. One of the days, there was a knock on the door, package dropped off for my father-in-law and it shows up. He opens it up and pulls out this weekender bag. My wife was like, "When did you buy this?" He didn't know what it was because he was like, "I have no idea what this thing is." This is before he opened it up.

He opens it up and he's like, "Oh it's here." He's like, "I bought this bag off Instagram like two months ago," and it was a dropshipper from China. He saw the ad for this weekender bag, he bought it. Two months passed, it finally shows up.

That's what they're trying to crack down on, right? Like really flashy marketing and really, really bad delivery.

Andrew Foxwell: Yeah. Oh they're trying to get rid of just that, yeah, that bad quality.

Basically what happens in this is, so there's a survey, some of you may have seen these things start to show up in your newsfeed, that asks customers after you've bought a product from somewhere, how did it go? Were you satisfied? They talk about quality of the product, shipping speed, customer service, then they go into this other segment.

It's not a very complicated thing. It's clearly something that they are testing. It's actually been in beta for two years, I learned recently. It's great for not only the, like you said, the user, but also for the companies to learn what people think and what's going wrong in maybe some of your advertising. That's basically what it is and where it shows up.

Austin Brawner: Again, you're going to go to, if you want to access this, if you have an Ads Manager account... Or is it just a page or do you have to have an Ads Manager account?

Andrew Foxwell: It'll actually pull from the page. Hypothetically, you probably need an Ads Manager account because if you're not advertising and selling things, I don't know how they would know that that happened. You probably have both of those things.

Up until recently... I mean there's not like a spend threshold either of when this starts to show up. For the pages that I manage, it's showing up for about 30 to 40% of my clients, but not all of them. I'm connected to hundreds of pages. Not all of them are in there, and there's no reason why necessarily. If yours isn't there, don't worry. It will be.

There's not a formal way, of course, because it's the Book of Face, to request access to this. It's coming soon is what they've told us. They are investing more and more there.

You go into this dashboard at Once you get into this, the first thing you see is the overview of your customer feedback. This goes into your average score and or goes into, excuse me, the average score and then it goes into your score or your feedback score. It's on a zero to five scale. It also shows you, on the bottom of this graph, what the month is that they started surveying.

For the client I'm looking at now, started surveying in June, you can go ahead and look at that. It says your current score, which is out of five, so this client says it's 3.5 and that would be out of five, with the average feedback at a four. Then, it says weeks under penalty, zero. If you go below the penalty threshold of two, it will penalize your ads and make them more expensive basically. That's the overview tab that it's telling you.

Austin Brawner: Which is really interesting because when you think about the crackdown going on on dropshippers, which we kind of categorize this as a crackdown on dropshippers, it's really an interesting conundrum for Facebook. Dropshippers do spend a lot of money on Facebook advertising.

What's interesting is when they go under the penalty threshold, they're going to be spending even more money on Facebook to get their ad served, which it's kind of an interesting gaming dynamic there that you... They're not willing to lose the money entirely. They're just going to make it more expensive to give a bad experience.

Andrew Foxwell: Yeah. Whenever I hear it, it's almost like, "Hey, what's up? We're the Penalty Threshold, who's ready to rock?" I think of that.

Austin Brawner: It is.

Andrew Foxwell: I mean it's a great band name, Penalty Threshold.

Austin Brawner: Great band name. It is.

Andrew Foxwell: Yeah, super heavy metal. Yeah. Anyways, so that's the overview tabs. You come in here, customer feedback score, you see that the customer feedback score is high, medium, low or average or whatever. Then, it says current score, weeks under penalty, gives you an idea. Then, you go down the page and it goes into the segment called review positive feedback. Okay? Review positive feedback is it says under this for Facebook, "For customers with a good experience, we've broken down the aspects of your service that were the most satisfying. Continuing to support these areas will help you maintain your current score."

Austin Brawner: And they will keep you out of the penalty threshold, which is very, very important.

Andrew Foxwell: Yeah, true. Right? You have product quality it goes into. It goes into shipping speed, it goes into customer service, and then there's an other. Clearly this is going to be built out more, but they go over product quality.

In this instance, it says 88% were most satisfied with the product quality. If I go to this particular client for shipping speed, 6% were most satisfied with shipping speed. That's not clearly the thing that made them happy. Then customer service, 3% were most satisfied with the customer service so, again, not a big one. The product quality in this sense is what actually made people feel good about this particular product. That's what's rolled into the positive feedback section.

Austin Brawner: It's awesome. It makes sense too because when you break it down, even if they don't make it that much more robust, if you're selling a product online, it's like product quality, shipping speed, customer service, those are the things that are important. That's it. You don't need to make it that much more robust, that just those will lead to a good or bad experience.

Andrew Foxwell: Right. Totally. You also have, they'll show you sometimes segments of customer feedback or sentences that people wrote in the form. They'll say like, "Oh yeah. Here's what I liked about it, here's what I didn't like about it, whatever." That's really interesting.

Austin Brawner: Let's go into, so there's the positive feedback side, then there's another section that talks about your opportunities to improve, which is actually really helpful if you are a business owner and you want to figure out why do I have a 2.1 out of 5? These are the opportunities to improve and it goes through the same segments, right? Product quality, shipping fees, customer service and other. What are some of the things that people might be commenting on in those sections? Or walk through how it looks in the account you're on right now.

Andrew Foxwell: Yeah, so it basically says review opportunities to improve. It says product quality is the first tab under that area. You can look in this one, says, "36% were most dissatisfied with product quality," which is interesting because the other one said obviously 88% said it was great. That was the best part. Then, 36% said product, they're most dissatisfied. Clearly, there's some people not taking or answering some of the questions and that are answering others that are mad. That's interesting.

They'll say the product quality and then they'll give feedback here from the customer. This person wrote poor quality product, not great. Right? It didn't smell as I expected, this was for a fragrance brand, so that's interesting.

Then, it goes into shipping speed. Shipping speed, it said 30% here were most dissatisfied with shipping speed. The interesting thing about this is I had a client that I showed this to. It was a really big majority of people that said that they were mad about the shipping speed basically. It was like a huge area for them to improve. They actually are working on that and making tweaks to that as we speak because of this, because so much of their business is from Facebook and Instagram. So that's pretty cool.

Then, it goes into customer service, so basically how were things answered? Then, there's an area called 'didn't receive item.' If they didn't receive it or something, that obviously would go against your score and would hurt you. Then, other so it says 2% were most dissatisfied with other. Was there something else?

People wrote, in this one, talking about, "Hey this is a monthly service. I didn't know that and it went into auto-subscribe," which is obviously an issue. This company needs to make it very clear what these people are signing up for. That's what you get into in the opportunities to improve.

The final thing I'll say about that is the delivery speed is one where people have had a tough one because depending on where you're delivering to in different regions, it can take different periods of time. So there's a new segment below the areas to improve area that you can click on, set delivery speed, and you can set different regions of the world and tell Facebook how long on average it takes to get there. Then, Facebook can communicate that and make sure it doesn't hurt your feedback score too much.

Austin Brawner: That's really interesting. I wonder how they're actually communicating that, because that's typically something that's been communicated between the merchant and customer. Now, letting Facebook know, are they going to be... I don't know how they're going to communicate that. Maybe after you run another ad, have some text on another ad that you're running, a retargeting ad, that says, "Hey. Typical shipping speed is this." It just is going to be interesting to see what they do there.

Andrew Foxwell: Totally, totally, yeah. Basically, so go through this, basically the score that we talked about in the beginning is an aggregate of these things together, right? The positive, the negative feedback. If it's bad, if your ads are bad or your experience or all of it, it doesn't work, you're going to be charged more. If your score drops below a one, so, again, it's zero to five score, then you can't run ads on Facebook. They'll ban you from running ads on Facebook.

Austin Brawner: And your page is banned, right?

Andrew Foxwell: Yeah, yeah. I mean, well, that page can no longer run ads. You can't run ads and the page can't run ads. That's an issue. Obviously you don't want it to get to that point. I'll tell you that you have to be at a one for a really long time for that to happen. They're really cutting down on this, so you just want to make sure that you're good. Most of the people who are listening to this podcast, you're following best practices. You're not trying to do anything shady, so you're going to be totally fine.

As they roll this out more, know that this is going to become a bigger segment of what they're doing and a bigger strategy for them in terms of making their users happy.

You want to make sure that you kind of know that's also happening to close the loop. It's good to have there. I'm glad that they're doing this, because this only just helps to make sure that you understand what's going on, what people are thinking, what they're not happy about, what you can change to make it better.

Austin Brawner: It really is, I mean like at the beginning of this episode, we said this is a crackdown on bad actors, like dropshipping bad actors. It really, really is important to think about whatever you're doing, thinking about the future, where we're going. Where we're going, the big three, Amazon, Facebook, Google, they're all working hard to make it easier for good companies to promote their products and make it harder for companies who are doing shady things to promote their products.

We just had an episode that we interviewed with a guy named Mike Colavita who lost 90% of his organic traffic, and then had to redesign his site basically to communicate more clearly what his site was doing and to provide a better experience. Sure enough, all he had to do was really focus on the communication, making it easy to use and follow best practices. He was able to get right back up there almost to where he was before getting hit with a Google algorithm change.

In many ways, it's Facebook doing their own algorithm change and trying to understand how they can provide better quality products to their users who, ultimately, are the ones that... I mean advertisers pay the bills, but the only way advertisers can pay the bills is if the users are happy.

Andrew Foxwell: Right. You think about there's... We'll do a future episode on the Instagram Shopping Hub, excuse me, Instagram Checkout, which is going to be a whole new thing that they're going to be launching that they've said they're going to be launching. It allows you to go through that whole process right on Instagram. These surveys are only thus far seen in Facebook, but they're to go to Instagram as well.

Austin Brawner: They're going to be changing the name as well. Right? My understanding is that they're going to be... It's all going to be Facebook.

Andrew Foxwell: Yeah. They're going to change it to Instagram by Facebook. Yeah. I don't really know why to be honest with you.

Austin Brawner: I think it's a terrible decision.

Andrew Foxwell: Yeah, yeah, I agree with that.

Austin Brawner: We're just sitting here just hosting a podcast talking about it. We don't know what's going on. I think we both, looking at it, it's like they, haven't really built... Facebook does not exude trust or anything like that.

Andrew Foxwell: No, not as this point. 

Austin Brawner: Why? They really should be just removing... Just do a full rebrand.

Andrew Foxwell: Yeah, I know. They should call it something totally different.

Austin Brawner: Facebook by Instagram.

Andrew Foxwell: Yeah. See, there you go. Now we're cooking with gas, Austin.

Austin Brawner: Exactly, exactly.

Andrew Foxwell: Thank you so much for joining us and hopefully you find this helpful. Hopefully you find this tool helpful for you. If you have questions on it, you can always let me know at

Austin Brawner: Yeah. Also, hit us up on Twitter. We'd love to hear what you guys' thoughts are on this platform, @a_brawn is my Twitter account. It's @andrewfoxwell. Twitter is a great place if you guys haven't followed us there. We're trying to be more active and some good community, good discussion going on over there, so hope to hear from you guys. Have a great day, we'll talk to you soon.

Hey there, it's Austin again. I have a quick message for you. If you enjoyed this podcast, I have something really exciting for you. For the last year and a half, I've been coaching ecommerce business owners and marketers inside a group called The Coalition. You might've even heard me talking about it on this podcast, so we have a lot of members who come on and actually share their story. Now, what launched as an experiment has become a game-changer for our over 150 members.

If you'd like me and my team of expert marketers and ecommerce operators to coach you on your journey to scale up your ecommerce business, this is your opportunity. Head over to to learn more. Again, head over to to learn more. Everything we talk about on this podcast, we go into way more depth with actionable training. You can get actually one-on-one help from me to help you grow your business. Hope to see you guys inside.

Austin Brawner: What's up everybody? Welcome to another episode of the Ecommerce Influence Podcast. My name is Austin Brawner.

Andrew Foxwell: And I'm Andrew Foxwell. Man, I have to tell you, I have been very happy recently with the Facebook group growth that we've been seeing in this Facebook group I st...

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