What is Meta's Opportunity Score?

How It Works

When you set up an ad campaign in Meta Ads Manager, the system reviews your account for common issues. These issues might include formatting errors, missing information, or policy violations. Meta then offers recommendations to address these issues. Each recommendation is assigned a point value determined by factors such as your business type, campaign objective, and budget allocation. For example, if your campaign shows an audience fragmentation issue, fixing it could significantly raise your score.

As you apply these recommendations, your Opportunity Score increases. Conversely, if you dismiss a recommendation or if new errors are identified, your score may remain lower. The score is updated when you make changes to your ad account or when new recommendations are identified.

Why It Matters

The Opportunity Score is designed to give you a quick overview of how optimized your campaigns are. A higher score suggests that you have resolved all errors and applied most of the best practices suggested by Meta. A lower score indicates that there are opportunities to improve by addressing outstanding recommendations. This tool helps you understand where your campaigns stand in terms of optimization, even though a high score does not guarantee future ad performance.

Examples of Recommendations

Consider a campaign with an Opportunity Score of 60. Ads Manager might recommend that you fix issues such as audience fragmentation or adjust your placements to use Advantage+ options. Fixing a major issue like audience fragmentation might add 35 points to your score, while adjusting placements might add 5 points. By implementing these recommendations, your score can move closer to 100, indicating a more optimized campaign setup.

If you dismiss a recommendation because it does not fit your current strategy, your score will not increase. This is important to understand: a lower Opportunity Score does not mean your campaign is performing poorly; it simply means that there are areas where improvements are possible.

Using the Opportunity Score

To get the most benefit from Meta's Opportunity Score, follow these steps:

1. Review Your Recommendations:
   Check the Account Overview and campaign table in Ads Manager for suggestions. Each recommendation will include an estimated point increase if applied.

2. Prioritize High-Impact Changes:
   Some recommendations can add more points than others. For instance, fixing an audience fragmentation error might boost your score more than minor formatting adjustments.

3. Apply the Recommendations:
   Make the necessary changes to your ad campaigns. As you address the issues, your score will update to reflect the improvements.

4. Monitor Your Score Over Time:
   Keep an eye on your Opportunity Score as you make changes. This can help you understand the impact of the adjustments and guide future optimizations.

Limitations and Considerations

It is essential to understand that Meta's Opportunity Score is a tool for assessing optimization—it is not a direct measure of ad performance. While a higher score indicates that your campaigns are following best practices, actual ad performance depends on many factors, including market dynamics and audience behavior. Additionally, the score may not update in real time. For example, if multiple errors are present, you might not see an increase until all issues are resolved.

The score is continually evolving as Meta refines its recommendations based on new data and experiments. Therefore, use the Opportunity Score as a guideline to improve your campaign setup rather than as the sole indicator of success.

Meta's Opportunity Score provides a straightforward way to gauge the optimization of your ad campaigns on a scale from 0 to 100. It is based on how many recommendations you have applied, with each suggestion weighted according to its potential impact. While a high score indicates a well-optimized account, it does not guarantee performance. Instead, use the score to identify areas for improvement, apply the recommended changes, and continually monitor your account for new opportunities to optimize your campaigns.

By regularly checking and acting on these recommendations, you can work towards a more streamlined and effective ad setup in Meta Ads Manager.