Meta has expanded access to its Opportunity Score in Ads Manager. Now every advertiser can use this new feature to check campaign health and find optimization ideas.
Meta’s Opportunity Score is a tool in Ads Manager that gives your ad account a 0–100 rating. It shows how well your setup follows Meta’s AI-based suggestions, like adding more creatives, setting up pixels properly, or enabling Advantage+ features. More recommendations applied = higher score
What Is the Opportunity Score?
A Simple Metric, 0–100
The opportunity score is a single number from 0 to 100.
- It shows how well your ad setup follows Meta’s AI suggestions.
- Higher scores mean more suggestions applied correctly.
What It Looks At
The score is based on things like
- Applying AI recommendations
- Fixing setup errors (e.g., missing pixels)
- Following Meta best practices
- Avoiding policy issues
If you’ve not launched your campaign yet, Meta can’t judge performance, but it can spot setup issues.
Also Read: Google Video Ads in Search Expand to Shopping, Images
Score vs. Performance
- Score = setup quality, not real data.
- Performance (clicks, buys, conversions) happens after launch.
- A better score often leads to better results, but it’s not guaranteed.
Why Meta Introduced Opportunity Score
Rollout History
- Meta started testing Opportunity Score earlier this year
- Now it’s live for all advertisers and ad accounts
What Meta Aims to Do
- Simplify setup with actionable suggestions
- Help advertisers follow best practices
- Use AI to point out quick wins in ad setup
How the Score Is Calculated
Based on Meta’s Recommendations
The system checks your setup against a list of AI-generated recommendations. Scores rise as you act on them.
Types of Tips
- Best practices: use video, mobile optimization
- Errors: Fix pixel setup, missing creatives
- Warnings: Ensure no policy violations
Order Matters
Suggestions are ranked by estimated impact. High-impact changes boost your score faster.
Real-World Impact
Results From Meta’s Testing
- Advertisers saw a 12% median drop in cost per result after applying recommendations.
- This means lower ad costs for the same results.
Not a Guaranteed Fix
- These are predictive suggestions, not rules.
- They improve your setup but real-world results vary
Advantage+ Campaigns and Opportunity Score
What Is Advantage+?
Meta’s Advantage+ campaigns are AI-powered setups that optimize automatically for sales or app installs.
Combining Advantage+ With the Score
Now, Advantage+ campaigns include Opportunity Score too:
- You don’t have to choose between manual vs. AI setup
- Campaigns launch with full AI features + manual tweak options
- You can still steer settings but get AI help
Impact on Costs
They reported a 7–9% average improvement in cost per acquisition (CPA).
Real Examples of Easy Fixes
A few prompts the score might show:
Use More Creatives
Meta could ask you to add different ad creatives, like videos, to reach more people.
Check Pixel Setup
You may get a reminder if your conversion pixel isn’t firing or connected properly.
Expand Targeting
The system might suggest broader audiences or extra placements to let AI optimize delivery.
Fix Errors
If you try to publish ads with missing info (e.g., destination URL), it’ll be flagged.
Why the Score Can Be Helpful
For Beginners
- Gives a roadmap for setting up campaigns right
- Flags mistakes early, like missing pixel or wrong tagging
For Teams
- Offers a quick health check on multiple campaigns
- Scores let you compare setups at a glance
For Scaling
- Meta’s data-driven tips can push performance up
- Easier to follow recommended upgrades as ad volume grows
Things to Keep in Mind
It’s a Tool, Not a Legend
- The system is predictive. Even a perfect score can underperform
- Real-world testing (A/B or conversion tracking) remains vital
Scoring Greedy?
- Relying only on the score may push you toward all Meta’s preferences
- Customize based on your goals—don’t just “chase 100.”
AI Isn’t Omniscient
- Market changes, competition, audience fatigue AI can’t anticipate everything
Tips When Using Opportunity Score
Use It Often
- Check your score before you launch, then recheck as you change things
- Each setup update could uncover fresh suggestions
Apply Thoughtfully
For each suggestion, consider:
- Relevance: Does it apply to your objectives?
- Effort vs. Value: Quick fixes like adding creatives usually make sense
Combine With Analytics
Don’t stop at a high score; watch campaigns with Meta Analytics or external tools:
- Conversion Tracking
- A/B Testing
- ROI Reporting
Feedback Loop
- Whichever suggestion you apply, track performance
- If conversion costs go up, reassess or undo the change
What This Means for Advertisers
Easier Setup
With guided suggestions built in, launching a campaign is faster and neater.
Better Use of Meta AI
Advantage + scoring gives you both:
- Automatic optimization
- Visibility into what’s working or not
Continuous Improvement
Opportunity Score encourages ongoing refinement, not a one-time fix.
The Road Ahead
Wider AI Adoption
This moves Meta further toward fully AI-optimized campaigns guided by metrics and automation.
Expect More Tools
Similar scoring tools for other campaign objectives (brand awareness, conversions) are likely on the way.
Metrics May Change
Meta could add new factors like creative quality metrics, into the score algorithm over time.
Summary
Opportunity Score is a helpful new feature for all Meta advertisers. It gives you:
- A simple 0–100 score based on AI recommendations
- Intelligent suggestions you can easily implement
- Insight into campaign health even before going live
While not a performance guarantee, initial tests suggest strong improvements. 12% lower cost per result overall and 7–9% CPA gains with Advantage+.
Use the score to guide campaign setup, but keep measuring real outcomes and adapting your strategy. Follow each recommendation thoughtfully, and always test what actually drives results for your brand.
