Opportunity Knocks - Meta Expands Campaign Scoring Tool for Global Advertisers

Adshine.pro06/10/202544 views
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Following last month’s broader rollout of its “Opportunity Score” feature in Meta Ads Manager, Meta has now made this new optimization metric accessible to all advertisers, offering more ways to fine-tune and enhance your ad performance on the platform.

 

Meta Opportunity Score


As shown in the example, Meta’s Opportunity Score assigns a rating between 0 and 100, reflecting how effectively your campaign is structured to deliver strong performance. This feature also provides real-time suggestions during the setup phase, offering easy-to-follow tweaks that could enhance your results.


Initially rolled out to select advertisers earlier this year, Meta has now made Opportunity Score available to all ad accounts. The tool offers straightforward, system-generated tips to help advertisers fine-tune their campaigns.


While these recommendations can be useful for sharpening your strategy, it's important to remember that they don't guarantee better outcomes every time.


For clarity, the score doesn’t reflect actual performance metrics—since Meta doesn’t have that data prior to launch. Instead, it’s calculated based on the number of AI-driven suggestions you choose to apply.


As Meta explains:

“Your score is based on how many Meta Ads Manager recommendations you apply, and those recommendations are ranked based on estimated performance impact. Recommendations are experimentally proven to help improve performance and include best practices as well as errors and warnings that appear when there’s an issue with an ad or campaign, such as incorrect formatting, missing information, or policy violations.”


Essentially, the more of Meta’s optimization prompts you follow, the higher your Opportunity Score climbs. These prompts represent what Meta sees as best practices and performance-boosting opportunities—many advertisers have found them useful for campaign refinement.


Still, these are predictive insights, not guaranteed results. So while they can improve your chances of success, they shouldn't be treated as strict rules.


That said, Meta notes that advertisers who embraced Opportunity Score recommendations during testing experienced a 12% median reduction in cost per result.


Following these suggestions should, in many cases, lead to improved performance. Just remember they’re intended to guide, not dictate, your creative and strategic decisions.


On top of this, Meta is also introducing a new Advantage+ campaign setup flow that aligns with Opportunity Score, making it easier for advertisers to adopt more of its AI-powered tools.


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