Meta has expanded the availability of its Opportunity Score in Meta Ads Manager to all advertisers, offering a new optimization metric to enhance ad campaign performance. This score ranges from 0 to 100 and reflects how well campaigns, ad sets, and ads are optimized based on the number and impact of applied Meta Ads Manager recommendations.
How Opportunity Score Works
The score is calculated by evaluating how many recommendations you apply, which are ranked by their estimated performance impact. These recommendations are experimentally proven to improve performance and include best practices as well as alerts for errors or warnings such as incorrect formatting, missing information, or policy violations. The score updates as you apply recommendations or make changes to your ad account, campaigns, ad sets, or ads. It may also change if new recommendations are identified.
Certain recommendations carry more weight depending on factors like business type, campaign objective, budget allocation, and observed performance improvements. However, the score and recommendations may not update instantly, especially if multiple errors exist or when new campaigns with optimal presets are created.
Important Considerations
- A high score indicates adherence to Ads Manager recommendations, resolution of all errors and warnings, and no current issues.
- A low score suggests more opportunities to improve performance by applying recommendations or fixing errors.
- The score itself does not guarantee actual or future performance, which depends on many external factors.
- Dismissing recommendations keeps the score unchanged but moves the recommendation to a dismissed tab; this may keep the score below 100.
- The Opportunity Score is visible in the Account Overview, campaign tables, and during ad creation in Ads Manager.
Practical Example
If your score is 60, it might be improved by addressing issues like audience fragmentation (+35 points) and using Advantage+ placements (+5 points). Applying both could raise your score to 100. Prioritizing recommendations with higher point values can be more effective.
Additional Notes
- Do not turn off campaigns solely based on a low opportunity score; it reflects optimization, not performance.
- Account-level errors prevent the opportunity score from displaying.
- The feature is still in development and may evolve over time.
Overall, the Opportunity Score provides a structured way to identify and apply Meta Ads Manager recommendations to potentially improve campaign optimization and performance.
