After refining it over the past few months, Meta is now highlighting its “Opportunity Score” metric to more users, via a new alert in Ads Manager that aims to raise awareness of its ad performance recommendations.

As you can see in this example, shared by social media research Jonah Manzano, Meta’s now alerting advertisers to the opportunities of its ad Opportunity Score, which aims to help advertisers with AI-based recommendations, based on overall Meta ad performance.

Essentially, Opportunity Score provides a 0-100 point summary as to how well your campaign is set up to maximize performance.

The score aims to provide immediate feedback on campaign set-up, which could help you optimize your results.

As explained by Meta:

“The score is coupled with near real-time recommendations for what an advertiser can do in just a few steps to help improve performance, including tapping our AI-enabled Advantage+ suite. In our early tests, advertisers who adopted opportunity score recommendations saw a 5% median decrease in their cost per result.”

The score itself is based on how many of Meta’s recommendations you implement:

“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.

Though, of course, none of this is guaranteed.

Meta’s Opportunity Score is based on Meta’s systematic understanding of what’s working for different advertisers, and because it’s factoring in a wide breadth of Meta ads results, these recommendations should help.

But they might not, and it’s up to you whether you action each or not, with the Opportunity Score being Meta’s own, AI-based recommendations based on what it thinks will help.

And for some, that is helping, so it could be worth considering.  

As noted, Meta’s been testing Opportunity Score with more advertisers, and it’s now making it available to more advertisers, so you may see a notification pop-up in Ads Manager sometime soon.

You can learn more about Opportunity Score here.