Meta is expanding access to its Opportunity Score, an AI-driven feature in Ads Manager designed to help advertisers improve their campaign performance with smart, real-time recommendations.
What Is Meta’s Opportunity Score?
Meta Opportunity Score is a performance metric ranging from 0 to 100. It evaluates how closely a campaign follows Meta’s advertising best practices. A higher score means your campaign setup is more likely to succeed. The feature also gives specific recommendations to optimize ad results.
How It Works
The AI analyzes your ad campaign across several areas:
- Campaign structure
- Ad format and design
- Content completeness
- Compliance with Meta’s policies
Based on this, it offers suggestions such as:
- Merging fragmented audience groups
- Activating Advantage+ placements
- Using Campaign Budget Optimization (CBO)
- Improving creatives using AI suggestions
Why It Matters
Advertisers using Opportunity Score have reported a median 5% drop in cost per result after implementing its suggestions. While it’s a helpful tool, it’s meant to guide—not replace—your campaign strategy. Marketers should still evaluate each recommendation based on their unique goals.
Availability
Meta is gradually rolling out this feature across accounts. If it’s available to you, you’ll see a notification in Ads Manager.
How to Make the Most of Opportunity Score
To fully benefit from Meta’s Opportunity Score, advertisers should regularly review the suggestions and implement changes gradually.
Testing different variations of ad creatives, budgets, and audience settings can help identify what drives better results.
Additionally, using Advantage+ features and automation tools recommended by Meta can free up time and improve efficiency. Keep an eye on performance metrics before and after applying the changes to measure real impact.
As Meta continues to refine its AI tools, staying updated with new features like Opportunity Score can give advertisers a competitive edge.
Embracing these smart tools now ensures your campaigns stay ahead in a fast-evolving digital landscape.
