Opportunity Score Rolls Out Globally

Opportunity Score is official. After testing it for more than a year, Meta announced the global rollout.

Here’s what you need to know…

What Is It?

Your score, from 0 to 100, reflects how optimized your campaigns are. This is based on your ability to implement best practices, and is not a reflection of performance.

Opportunity Score is dynamic and updated in near-real time as recommendations are adopted.

Recommendation Examples

What recommendations might you get to improve your score?

Some examples:

1. Switch your performance goal to maximize the number of conversions
2. Turn on Advantage+ Audience
3. Add another image or video to your ad
4. Set up Conversions API
5. Scale your high-performing campaign

The points you can earn is variable and based on the impact of that change.

Where You’ll Find It

You’ll see Opportunity Score in three main places.

1. At the top of Ads Manager, reflecting your overall account score.

2. On your Account Overview page.

3. Campaign Score while creating a campaign.

How to Approach It

It would be easy to look past Opportunity Score as a silly way to gamify recommendations and get you to spend more money. But do not ignore this.

That doesn’t mean that you need to get a score of 100. And it also doesn’t guarantee better results when you implement recommendations.

But if you aren’t getting the results you want, do you have a low opportunity score? This is a great place to start. Consider the recommendations you get as ways you might improve performance.

See my blog post on Opportunity Score and Campaign Score for details.