Andrew Hutchinson
2 min read
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After expanding the rollout of its “Opportunity Score” element in Meta Ads Manager last month, Meta is now making its new optimization metric available to all advertisers, providing more opportunities to optimize and maximize your Meta ad efforts.
As you can see in this example, Meta’s Opportunity Score provides a 0-100 point summary as to how well your campaign is set up to maximize performance. The process also provides immediate feedback on campaign set-up, including simple updates that you can implement to potentially improve performance.
Meta began rolling out Opportunity Score to some advertisers earlier in the year, but it’s now making it available to all ad accounts, providing simple prompts to improve your Meta ads, based on systematic assessment.
Which could be a helpful, simple prompt to refine your ads, though it is also worth noting that these recommendations won’t always result in improvements.
To be clear, the score itself is based on how many of Meta’s AI recommendations you implement, not on actual performance data (which Meta obviously doesn’t have is the campaign hasn’t launched).
As explained by Meta:
“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.”
The more of Meta’s systematic campaign recommendations you action, the better your score, based on what Meta views as potential opportunities to improve your ads, which has proven to be a valuable refinement process for many advertisers.
But these are also just predictions, they’re not definitive guidelines to work with, and as such, they won’t necessarily boost performance.
Still, Meta says that in testing, advertisers who adopted Opportunity Score recommendations saw a 12% median decrease in their cost per result.
So you should see better results by implementing these recommendations, and that should help you maximize your ad performance. But it is worth noting that these are not prescriptive steps to better ads, but systematic recommendations.
In addition to this, Meta’s also rolling out a new Advantage+ campaign setup, in alignment with Opportunity Score, to help advertisers implement more of its AI-based solutions for their campaigns.
