Meta Launches Opportunity Score to All Advertisers

Posted on June 9, 2025

TL;DR Summary of Meta’s Opportunity Score Now Available to All Advertisers

Meta has expanded its Opportunity Score feature to all advertisers, providing a 0-100 metric to evaluate and improve campaign setups. This score is based on how many of Meta’s AI-driven recommendations advertisers implement, aimed at maximizing ad performance. Although not guaranteed to boost results, testing showed a median 12% decrease in cost per result for those who follow the suggestions. Additionally, the new Advantage+ setup integrates AI optimizations with Opportunity Score to streamline campaign management and improve cost per acquisition.

Optimixed’s Overview: How Meta’s Opportunity Score Enhances Ad Campaign Performance

Introduction to Opportunity Score

Meta’s Opportunity Score is a new metric within Ads Manager designed to help advertisers optimize their campaigns by providing actionable feedback. It rates campaigns on a scale from 0 to 100, reflecting how well they align with Meta’s AI-based recommendations.

How the Score Works

  • The score is calculated based on the number of recommendations applied by the advertiser, not on actual campaign performance data.
  • Recommendations include best practices, alerts for errors or policy issues, and performance-boosting suggestions.
  • Meta’s system ranks recommendations by estimated impact, guiding advertisers to prioritize the most valuable changes.

Performance Impact and Testing Results

While the Opportunity Score offers predicted improvements rather than guaranteed outcomes, Meta’s testing reports advertisers who implemented these recommendations achieved a 12% median cost per result decrease. Furthermore, new Advantage+ campaigns, which incorporate AI-driven optimizations alongside the Opportunity Score, showed a 7% to 9% CPA improvement.

Benefits for Advertisers

  • Simplifies campaign optimization with clear, prioritized suggestions.
  • Integrates AI-powered tools to enhance manual campaign control.
  • Helps advertisers maximize ad performance and reduce costs.

Overall, Meta’s Opportunity Score and Advantage+ features provide valuable guidance for advertisers seeking to refine their campaigns using AI insights, making it easier to identify and act on opportunities for improvement.

Source: Social Media Today – Latest News by Andrew Hutchinson. Read original article.