Elevate Your Campaign Performance With Opportunity Score

Beginning today, we’re making opportunity score available in Ads Manager globally, making it easier to adopt the right recommendation at the right time to optimize your campaign performance.

Opportunity score is a new tool in Ads Manager that can help businesses improve performance¹. It consists of both a score and experimentally proven recommendations. Your opportunity score, ranging from 0 to 100, reflects how optimized your campaigns are, with a higher score indicating better optimization and a greater likelihood of improved performance over time. Small business advertisers who adopted opportunity score recommendations saw a 12% median decrease in their cost per result².

The unique score is coupled with near real-time recommendations for what an advertiser can do in just a few steps to help improve performance, including adopting best practices like turning on Advantage+, adding more creative to an ad set, or implementing tools like the Meta pixel. Your opportunity score is dynamic and will update in near real time as recommendations are adopted, or when new ones are identified for your campaign.

“We started by adopting ad consolidation recommendations from opportunity score and saw higher performance gains! Now we review the recommendations regularly to ensure we are following all of the possible best practices.” – Joshua Stephans, CEO, Kings Loot

Evolving our performance best practices

Over time, we’ve heard feedback from advertisers that it can be hard to know where to find our best practices, or to know which best practice is most relevant to their account. With opportunity score, our aim is to make it easier for any advertiser or agency to find the right performance recommendation personalized to their account, and implement it without the guesswork. This dynamic approach is powered by our machine learning algorithms that adjust in near-real time, evolving beyond earlier static frameworks like the Performance 5 or Power 5.

According to Upperdog, a digital marketing agency, “Opportunity score has been transformative in how we drive best practices adoption and optimize insights for our clients. It has become an indispensable tool for reporting checks, improving ad account health, and generating quick wins with our clients.”

Opportunity score has a growing library of rigorously tested recommendations, bringing more value to advertisers and agencies over time.

Supercharge your campaign performance with a new Advantage+ setup and experimentally proven recommendations

Earlier this year, we shared we’ve been testing bringing opportunity score together with our new, streamlined Advantage+ campaign setup to supercharge how advertisers drive results with Meta. After positive results, now we’re bringing this combined experience to all eligible advertisers. In testing, advertisers that start their sales and app campaigns fully enabled with AI-driven optimizations saw a 7% to 9% CPA improvement, on average.

This update means advertisers no longer need to choose between running a manual or Advantage+ sales or app campaign. All sales and app promotion campaigns will start fully enabled with AI-driven optimizations proven to help drive performance, with access to manual controls if needed. Within the streamlined setup, they will also see their opportunity score - making it easier than ever to drive results with our tools.