Facebook optimizes the experience for consumers because showing them high quality, relevant ads make them more willing to engage with advertisers in the future.
Across Facebook, Instagram, Messenger, and Audience Network, Facebook optimize the experience for people by matching them with ads that are the most relevant to them.
When your ad has a high user value, it means your ad is relevant to your target audience, which will help to boost its total value ranking in the auction.
Measuring user value
If you know your audience well, your ads will likely exhibit solid targeting and relevant content. As a result, we expect them to have a higher user value because people will want to see them.
All else being equal, ads with higher user value will lead to greater delivery and lower costs. Conversely, ads with lower user value will lead to less delivery and higher costs.