Meta is stepping up its push to simplify ad performance optimization with the broader rollout of its “Opportunity Score”—a new feature in Ads Manager designed to help advertisers identify and implement improvements in real time, using AI-powered guidance.
After months of internal testing and refinement, Meta has started notifying more advertisers about the score through a new alert system in the platform. This move signals Meta’s intent to make automated performance optimization a more central part of the advertising experience across Facebook and Instagram.
The Opportunity Score offers a 0–100 point rating that reflects how well a campaign is structured to achieve optimal performance. The score is generated by evaluating how many of Meta’s built-in ad recommendations—ranging from creative formatting fixes to targeting suggestions—have been applied. The closer the campaign setup aligns with Meta's recommendations, the higher the score.
Meta describes the feature as a way to give instant feedback on campaign quality, paired with real-time suggestions for improvement. Many of these suggestions are part of the Meta Advantage+ suite, which includes AI-enabled tools for creative optimization, audience expansion, and automated placement.
In early trials, Meta claims that advertisers who adopted the Opportunity Score’s recommendations saw a 5% median decrease in cost per result, highlighting the system’s potential to drive better efficiency. However, Meta also acknowledges that the tool is not a guarantee of success. It draws from a broad analysis of ad performance across the platform, and individual results may vary depending on context, objectives, and brand specifics.
“Your score is based on how many Meta Ads Manager recommendations you apply, and those recommendations are ranked based on estimated performance impact,” Meta explained. “They include best practices as well as warnings for issues like incorrect formatting, missing information, or policy violations.”
The system is not mandatory, and advertisers maintain full control over whether to follow the AI-driven advice. Still, for many marketers—particularly small to mid-size businesses lacking dedicated optimization teams—the Opportunity Score may provide a valuable shortcut to better campaign performance.
As Meta makes the feature available to a wider user base, advertisers can expect to see in-app notifications in Ads Manager prompting them to review their score and take action. The move is part of Meta’s broader effort to simplify media buying while boosting the overall quality of campaigns running across its ecosystem.
For those already testing it, Opportunity Score has offered new insights and actionable direction—and for the rest, it might soon become a powerful addition to the Meta advertising toolkit.
