You may have heard about the latest feature in Meta Ads–the Opportunity Score. But what is it? Is it even important? How will it change the way you run ads on Meta going forward?
We spoke with our Meta rep, analyzed client data and gathered feedback from other advertisers about this new feature. In this article, we’ll highlight the key points you need to know and share our perspective on it.
- What is Meta’s Opportunity Score?
- Can Anyone use the opportunity score?
- How is the opportunity score calculated?
- What is a good opportunity score?
Watch: Explaining Meta's Opportunity Score
What is Meta’s Opportunity Score?
Meta’s opportunity score is a grade from 0 to 100. It represents how strong your campaigns, ad sets and ads are before and after launch. The score is similar to Google’s optimization score .
That feature provides advertisers recommendations on how to improve performance on their platform. Meta’s new feature provides similar recommendations to help improve ad performance.
In theory, a high score means stronger performance. As you apply recommendations, the score will change. You will be able to gauge account performance based on your business’s KPIs (key performance indicators). But a high score doesn’t always result in success, and not everyone can even see it.
See our 169% success on Google
Who is eligible to use the opportunity score?
This Meta feature is still in the roll-out phase which means not all advertisers will be able to use it just yet. Further, those with account level errors will also not see the opportunity score.
To view your score, go to the accounts overview page in Ads Manager and select the desired account. There you will be able to see if you have any account level warnings. Below it you will see your opportunity score (if you are eligible).
Meta’s Opportunity Score is designed to help users who are less familiar with the platform make informed optimizations. It can also be a signal to ad buyers to investigate opportunities within the account. To fully understand if you should use it, it’s important to know what determines a strong vs. low score.
How is meta’s opportunity score calculated?
Meta will provide you with a list of recommendations weighted by their impact to your account. The opportunity score is based on how many of those recommendations you apply. These recommendations will be customized based on your account and historical performance.
As you apply the recommendations and your account accrues more data the score will change. According to our rep, you will see recommendations worth a varying number of points. Implementing these recommendations will increase your score. But chasing a strong opportunity score on Meta isn’t a guaranteed boost to your performance.
What is a good opportunity score on Meta?
The higher the opportunity score, the better–for some. While AI tools are great, a good marketer who knows your business will always be better. For example, one of the recommendations on our ads is to include all placements for all ad sets.
However, our client has seen stronger lead quality when optimizing for Facebook only. Increasing placements may improve the optimization score, but our main goal is always to boost our clients’ results.
If you’re new to Ads Manager, it can be tough to decide which recommendations to follow and which to ignore. Understanding your target audience and the platforms will help you make those decisions. If you are looking for Medicare leads, you may not want to waste spend on Instagram where only 19% of the audience is eligible . Or you may want to speak to them differently than your audience on Facebook.
Regularly testing to know what works best for your account is important. If you’re wondering if the recommendation to add captions to your ad is going to make a difference, split test it. Base your rationale for accepting recommendations on KPIs that your business deems valuable. Don’t solely rely on Facebook to determine what’s best for you.
How will Media Proper be using Meta’s Opportunity Score?
Remember Meta’s relevancy score which faded into oblivion? Google’s quality score is a key factor in guiding our optimizations. But Meta struggled with having a similar system. later.
Only time will tell if their new opportunity score will take the same route. We’re cautiously optimistic this tool will provide valuable insights going forward.
So, is the MP team a fan of Meta’s opportunity score? It depends. We see this as a great opportunity to signal where we should dig deeper within our accounts.
This is also a great tool to ignite discussion around our optimizations. However, a strong opportunity score, can’t replace the innovations and optimizations of a strong marketer on your team.
