Meta has officially expanded access to its Opportunity Score feature within Ads Manager, making it available to all advertisers. This tool offers brands and marketers actionable insights to optimize ad campaigns and boost performance using AI-powered recommendations.
What Is Meta’s Opportunity Score?
The Opportunity Score is a 0–100 point rating that evaluates how well your ad campaign aligns with Meta’s recommended best practices. It analyzes your campaign setup and offers real-time suggestions that you can quickly implement for potential performance improvements.
Previously limited to select accounts, this feature is now available across all Meta ad accounts globally, helping businesses better navigate campaign optimization without relying solely on manual adjustments.
How It Works
According to Meta, your Opportunity Score is not based on actual campaign performance, but on how many system-generated recommendations you implement.
“Your score is based on how many Meta Ads Manager recommendations you apply,” Meta explains. “These include best practices, error alerts, missing information, and formatting issues—ranked by estimated impact.”
Essentially, the more recommendations you follow, the higher your score. Meta’s system prioritizes changes that are experimentally proven to improve campaign outcomes, even though final results may vary.
Are These Recommendations Effective?
While Meta’s suggestions are not guaranteed to improve performance, they’ve shown strong results in initial testing. Advertisers who applied Opportunity Score recommendations reportedly saw a 12% median reduction in cost per result (CPR).
That said, the system offers predictive guidance—not definitive strategies. So while helpful, these tips should be used alongside human judgment and campaign-specific knowledge.
Integration With Advantage+ Campaign Setup
In line with the Opportunity Score expansion, Meta is also introducing a streamlined Advantage+ campaign setup. This update merges manual and AI-driven ad creation, enabling advertisers to:
- Launch campaigns with fully-enabled AI optimizations
- Maintain access to manual controls
- View their Opportunity Score during setup
This unified approach simplifies the ad creation process while promoting proven strategies to improve performance.
Meta claims advertisers using Advantage+ AI tools saw a 7% to 9% improvement in cost per acquisition (CPA) in testing.
Key Takeaways
- Opportunity Score is now available to all Meta advertisers
- The score is based on how many AI recommendations are implemented—not live campaign data
- Following these suggestions can lead to lower ad costs and better performance
- A new Advantage+ setup makes it easier to combine AI and manual strategies
Final Thoughts
Meta’s Opportunity Score offers a fast, easy way to enhance your campaigns using AI-backed recommendations. While not full proof, the tool can serve as a useful starting point to improve ad performance—especially for marketers navigating Meta’s complex ad platform.
To dive deeper into this feature, visit Meta’s official guide on Opportunity Score.
