Does Opportunity Score Mean Anything?

The Opportunity Score is a feature in Meta's Ads Manager and Account Overview that provides a score on a scale from 0 to 100. It reflects how optimized your campaigns, ad sets, and ads are, based on whether you accept delivery recommendations provided by Meta.

The Opportunity Score measures the extent to which you accept delivery recommendations from Meta. It does not directly reflect the performance of your ads but rather how closely you follow Meta's optimization suggestions.

While the Opportunity Score may not directly reflect ad performance, it is important because it gamifies the factors that contribute to performance. The score represents best practices that are important for ad optimization, and the recommendations are tailored to your unique situation, which can provide a helpful list of optimization strategies to try.

To use the Opportunity Score effectively, you should not obsess over it but consider it as a diagnostic tool. If your ads are not performing well, checking the Opportunity Score can be one of the first steps. A low score might indicate that you should consider some of Meta's recommendations for optimization.

The best practices for approaching delivery recommendations and the Opportunity Score include:

• Viewing the score as a gamified system that highlights important optimization factors.
• Using the score as a starting point for troubleshooting poor ad performance.
• Considering the implementation of Meta's recommendations if you have a low score.
• Remembering that while recommendations are not perfect, they are based on best practices and are tailored to your specific advertising situation.