Meta has introduced the Opportunity Score, a tool to encourage best practices and the implementation of recommendations. However, previously there was a lack of context for these recommendations, particularly regarding budget increases.
The issue was that Meta would suggest increasing the budget to potentially achieve 29% more conversions, but it did not specify by how much the budget should be increased.
This has now been addressed with a new update. When reviewing the budget, users are now shown a message suggesting a specific amount to add to their ad set budget to further scale results. For example, "Consider adding $29.12 or more to your ad set budget to further scale your results. High-performing ad sets won’t reenter the learning phase."
Meta also provides a potential percentage increase of leads by added budget at several levels. These projections are based on a machine learning model of data from real advertisers who took this recommendation.
The accuracy of these projections is yet to be determined, but the update is seen as a significant improvement to the Opportunity Score tool.
