I first had access to Opportunity Score back in April of 2024. Then it disappeared in October (or at least it did for me). It turns out that this must have been a test.
Opportunity Score is part of the new streamlined Advantage+ Campaign creation that Meta is planning to launch fully. So, what is it?
What is Opportunity Score?
This feature gamifies the known opportunities to improve ad performance. These opportunities are related to Meta’s recommendations and best practices.
How willing are you to implement Advantage+ Audience or Advantage+ Creative or Advantage Campaign Budget? Do you create separate ad sets to segment your audience or do you combine them?
You are given a score of 0 to 100. If I remember correctly, this score was account wide in the past, applying to all of your campaigns. But now it looks like you’ll get a score per campaign.
How Should You Approach This?
It doesn’t meant that you have to implement every recommendation. Every scenario has its exceptions. But I do think this score is a good starting point if you’re getting bad results. If those results are reflected with a bad score, you have a starting point of things to try.
If you consistently get low scores and bad results, it could also be a clear sign that you are stubborn and stuck in your ways. Maybe consider going outside of your comfort zone and see what happens.
