The Opportunity Score is a new feature in Meta Ads Manager. This tool uses research-backed recommendations to help businesses maximize the effectiveness of their advertising campaigns.
How the Opportunity Score Can Help
- Improve efficiency by optimizing campaigns easily and effortlessly.
- Provide customized optimization plans tailored for each brand.
- Discover untried solutions and use proven data to enhance performance.
The Opportunity Score Includes Two Key Elements
- Score: Meta uses an Opportunity Score ranging from 0 to 100 to indicate how optimized your campaigns, ad sets, and ads are.
- Recommendations: The tool identifies and ranks recommendations almost in real time. These recommendations are customized based on your business profile and campaign characteristics.
Recommendations Are Carefully Selected Based on Three Core Principles
- Proven Effectiveness: Each recommendation is supported by research that shows how much it can help advertisers improve their average performance.
- Personalization: To create suitable recommendations, Meta’s system tailors suggestions according to the advertiser’s business type and campaign settings.
- Prioritization: Recommendations are ranked based on their estimated impact. Updates are made almost in real time throughout the entire campaign lifecycle, and you can apply them with just a few clicks.
Opportunity Score Can Be Effective at Different Stages of Your Campaign
- Before Campaign Creation: The Opportunity Score and recommendations appear in the “Account Overview” section of Ads Manager.
- During Campaign Creation: You will see the predicted Opportunity Score based on your current ad setup.
- During Campaign Execution: Recommendations will appear under the “Action” column, and applying them will help increase your Opportunity Score.
Q&A
Q1: What factors can cause my Opportunity Score to change, and how often is it updated?
A1: The Opportunity Score is dynamic. If you apply recommendations or make changes to your campaigns, ad sets, or ads—such as creating, editing, or closing them—the score updates almost in real time. Your score may also change if the system detects new applicable recommendations. For example, if ad creatives become fatigued and performance declines over time, a new recommendation to add fresh creatives to the ad set will appear, which will affect your score. In addition, errors and warnings that impact your campaign can also change the score.
Q2: What does a score of 100 mean?
A2: A score of 100 means that you have applied all currently available recommendations or that there are no recommendations available for you at the moment. However, your score may decrease when you create, edit, or close ad sets and campaigns, or when the system identifies new recommendations that can help improve performance.
Q3: How does being in the “Limited Learning” or “Learning Phase” affect the Opportunity Score?
A3: Currently, being in the Limited Learning or Learning Phase does not affect your score. However, applying certain recommendations may help you exit the Learning Phase faster.
Q4: Why did my score drop even though I did not make any changes? Will my ads be penalized if the score is low or if I do not apply the recommendations?
A4: If your score decreases without any changes to your campaigns, ad sets, or ads, it likely means the system identified new recommendations that could improve performance. Having a low Opportunity Score or disabling recommendations will not result in any penalties to your ads.
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Source: Meta
