Opportunity Score in Meta Ads

I recently saw in one of my Meta ads accounts a new column labelled ‘actions’, which comes with a score - the opportunity score. This immediately reminded me of the Optimisation Score in Google Ads.

The Opportunity Score is in development at the moment, which means Meta is still continuously testing and trying to improve it. It’s not available in every account yet either, but I think they’re probably slowly rolling it out over time.

What is the Opportunity Score in Meta Ads?

The Opportunity Score is a number from 1-100 which represents how well you’ve done at optimising your campaigns based on Meta’s recommendations. A score of 100 means you’re ‘smashing it’ and Meta has no suggestions left to give you.

How does the Opportunity Score work?

Meta assigns an individual score to each recommendation, depending on how valuable they might be for your account. If you accept the recommendation, your score will increase.

Scores will constantly be changing as your account grows and more recommendations are thrust your way.

Will a high Opportunity Score improve campaign performance?

In theory, yes, because you will have applied all of Meta’s recommendations, and these recommendations are designed to help you optimise your campaigns to the fullest… In reality, applying those suggestions and fully optimising your campaigns just improves the potential for your campaigns to perform better.

The suggestions might not be applicable to your strategy, so it’s not necessary to strive for a score of 100.