--- title: "Quality Score — Definition, Factors & Optimization | OWOX" canonical: "https://www.owox.com/metrics/quality-score" updated: "2026-09-21" --- ![](https://cdn.owox.com/www/content-marketing-marketingmetrics/ltv-cac-ratio/icon/1.svg/public) Metric · 2 min read # Quality score Quality Score measures how relevant and useful your ads are to users on platforms like Google Ads. Here’s everything you need to know: what it is, why it matters, how to calculate it, and how to improve it! ## Overview ## What it is Quality Score is a rating (usually on a scale of 1 to 10) assigned by advertising platforms that reflects the relevance of your keywords, ad copy, and landing page to a user’s search. It impacts your ad rank and cost-per-click in paid search campaigns. ## Why it matters Quality Score plays a major role in ad visibility and cost. Higher scores lead to better ad positions and lower costs per click, improving your return on ad spend and overall ad performance. ## How it is calculated Quality Score is calculated based on three key factors: expected click-through rate (CTR), ad relevance, and landing page experience. While platforms don’t disclose the exact formula, improving each of these areas can boost your score. ## The quality score components: While there is no exact formula, Quality Score is determined by three key components: Expected CTR, Ad Relevance, and Landing Page Experience. ## Example of quality score in action If your ad for “running shoes” has a strong CTR, closely matches the keyword, and sends users to a fast, relevant product page, it may earn a Quality Score of 8–10, lowering your cost-per-click and boosting your ad’s position. ## Good and bad values ## A good value A good Quality Score is typically 7 or higher. Scores of 8–10 suggest your ads are highly relevant and likely to achieve better placement at a lower cost. ## A bad value A Quality Score below 5 indicates that your ads or landing pages are underperforming or irrelevant to user queries. This can lead to lower impressions and higher ad costs. ## Do Use these strategies to improve your Quality Score and increase ad efficiency. 1. 01 ### Use keyword-rich ad copy Make sure your ad copy directly matches the keywords you’re targeting to increase relevance. 2. 02 ### Improve landing page experience Ensure landing pages load quickly, match the ad content, and provide clear value to visitors. 3. 03 ### Boost your expected CTR Write compelling headlines and use clear calls to action to encourage clicks and improve engagement. ## Avoid 1. Don’t reuse the same landing page for unrelated keywords. Failing to segment campaigns or test ad variations can drag down your score and increase costs. ## Related metrics ## Related metrics you might be interested in [Ad Impressions`= Total Times an Ad Is Displayed`](/metrics/ad-impressions) [Click-Through Rate (CTR)`= (Total Clicks ÷ Total Impressions) × 100`](/metrics/click-through-rate) [Cost per Click (CPC)`= Total Ad Spend / Number of Clicks`](/metrics/cost-per-click) [Net Promoter Score (NPS)`= % of Promoters − % of Detractors`](/metrics/net-promoter-score) [Paid Impressions`= Total Number of Times an Ad is Displayed via Paid Media`](/metrics/paid-impressions) [Video Views`= Total Number of Valid Video Plays (per platform definition)`](/metrics/video-views) ## Related articles ## Articles that use Quality Score [data quality · Common data quality issues and how to fix them · Oct 14, 2026](/blog/articles/common-data-quality-issues-how-to-overcome) [data quality · Who is responsible for data quality? A RACI for analytics teams · Oct 14, 2026](/blog/articles/who-is-responsible-for-data-quality) [data quality · Data Quality Checks on Every Data Mart: Prove the Number Before Anyone Asks · Oct 12, 2026](/blog/articles/data-quality-checks-data-mart) ## Customer stories ## Learn how teams ship analytics faster Organizations that scaled analytics without scaling headcount [All case studies →](/blog/success-stories) [Pürblack · "For 10 years I was blind." The day Pürblack® founder stopped guessing · Seconds · to get reports across six channels · Read the story](/blog/success-stories/purblack) [Reformation · How OWOX Reports Helped Reformation Make Data-Backed Decisions · Minutes · from data request to business decision · Read the story](/blog/success-stories/reformation) [WorkSimpli · How OWOX Reports Streamlined Operations for WorkSimpli, Saving Over 10 Hours Weekly · 10hrs+ · saved per week on manual reporting · Read the story](/blog/success-stories/worksimpli) ## What users are saying ## Not testimonials. Comment threads. Real things real customers said — each quote pinned to a specific claim, straight from the quotes database. A9 · re: one source of truth ![Mark Simmons](https://cdn.owox.ai/www/webflow/6a7b298b2b9daab0ade631d7_mark-headshot.png/public) Mark Simmons · CMO, Pürblack® > _“We had six or seven different channels and no single source of truth — it was almost impossible, a lot of guesswork.”_ C3 · re: golden data ![Nodari Rizun](https://cdn.owox.ai/www/webflow/6a7b298b2ca5055443187566_nodari-headshot.png/public) Nodari Rizun · Founder & CEO, Pürblack® > _“Golden data is clean data — the measure of reality, true and not false, that you can trust based on its source. If you have that, you're good.”_ E5 · re: dashboards vs truth ![Nodari Rizun](https://cdn.owox.ai/www/webflow/6a7b298b2ca5055443187566_nodari-headshot.png/public) Nodari Rizun · Founder & CEO, Pürblack® > _“Most businesses look at a Shopify or Google Analytics dashboard and think it's the source of truth. It's not — that data was never cleaned.”_ ## Your New Normal Calculate Quality Score on your own data. OWOX Data Marts helps you monitor Quality Score drivers like CTR and landing page performance. Use real-time insights to improve ad targeting, copy, and user experience to boost your score and reduce ad costs. * No AI hallucinations * Analyst-governed definitions * Every number traces to SQL [Get started free](https://www.owox.com/app-signup) ## Book a call You are booked. The invitation is on its way to , with the calendar invite and the meeting link. [Reschedule](#) [Cancel](#) ## Schedule a meeting ## Schedule in person meeting at Tip Top Toronto You are booked. The invitation is on its way to , with the calendar invite and the meeting link. [Reschedule](#) [Cancel](#) ## Links Pages this page links to, on this site and on docs.owox.com. Where the page has a Markdown twin, its address follows the link. - [Ad Impressions= Total Times an Ad Is Displayed](https://www.owox.com/metrics/ad-impressions) — /metrics/ad-impressions.md - [Click-Through Rate (CTR)= (Total Clicks ÷ Total Impressions) × 100](https://www.owox.com/metrics/click-through-rate) — /metrics/click-through-rate.md - [Cost per Click (CPC)= Total Ad Spend / Number of Clicks](https://www.owox.com/metrics/cost-per-click) — /metrics/cost-per-click.md - [Net Promoter Score (NPS)= % of Promoters − % of Detractors](https://www.owox.com/metrics/net-promoter-score) — /metrics/net-promoter-score.md - [Paid Impressions= Total Number of Times an Ad is Displayed via Paid Media](https://www.owox.com/metrics/paid-impressions) — /metrics/paid-impressions.md - [Video Views= Total Number of Valid Video Plays (per platform definition)](https://www.owox.com/metrics/video-views) — /metrics/video-views.md - [data quality · Common data quality issues and how to fix them · Oct 14, 2026](https://www.owox.com/blog/articles/common-data-quality-issues-how-to-overcome) — /blog/articles/common-data-quality-issues-how-to-overcome.md - [data quality · Who is responsible for data quality? A RACI for analytics teams · Oct 14, 2026](https://www.owox.com/blog/articles/who-is-responsible-for-data-quality) — /blog/articles/who-is-responsible-for-data-quality.md - [data quality · Data Quality Checks on Every Data Mart: Prove the Number Before Anyone Asks · Oct 12,…](https://www.owox.com/blog/articles/data-quality-checks-data-mart) — /blog/articles/data-quality-checks-data-mart.md - [All case studies →](https://www.owox.com/blog/success-stories) — /blog/success-stories.md - [Pürblack · "For 10 years I was blind." The day Pürblack® founder stopped guessing · Seconds · to get…](https://www.owox.com/blog/success-stories/purblack) — /blog/success-stories/purblack.md - [Reformation · How OWOX Reports Helped Reformation Make Data-Backed Decisions · Minutes · from data…](https://www.owox.com/blog/success-stories/reformation) — /blog/success-stories/reformation.md - [WorkSimpli · How OWOX Reports Streamlined Operations for WorkSimpli, Saving Over 10 Hours Weekly ·…](https://www.owox.com/blog/success-stories/worksimpli) — /blog/success-stories/worksimpli.md - [Get started free](https://www.owox.com/app-signup)