Opportunity Score Now Available to All Meta Advertisers

Opportunity Score Now Available to All Meta Advertisers



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

  1. Best practices: use video, mobile optimization
  2. Errors: Fix pixel setup, missing creatives
  3. 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).

Read our Article to Know more

Comments

Popular posts from this blog

How to Build a Personal Brand on LinkedIn

10 Essential Copywriting Skills Every Marketer Needs in 2025

Google Ad Policies to Use IP Addresses for Targeting