How Much Should You Increase Budget?

Meta's Opportunity Score is a feature designed to gamify the delivery recommendations for advertisers. It provides suggestions on how to improve the performance of ad sets, such as scaling high-performing ad sets to achieve better results. The Opportunity Score assesses ad sets based on their delivery stability and cost per result, comparing them to other ad sets with the same goals.

The increase in conversions suggested by Meta's Opportunity Score is based on a machine learning model that analyzes data from real advertisers who have followed similar recommendations. This model takes into account the ad set's optimization for delivery and performance over a 28-day period. However, the actual increase in conversions is not guaranteed, as it depends on various factors including market dynamics. The percentage is intended to provide an idea of what might be possible, not a definitive outcome.

When using Meta's Opportunity Score, the recommendation may not always include a specific suggested budget increase. While some users have reported receiving explicit budget increase recommendations in Ads Manager, this might have been part of a test. In the absence of a clear indication of how much to increase the budget, the user is left to decide the amount, which is a critical factor in determining the potential success of scaling the ad set.