Meta is rolling out Opportunity Score to Ads Manager and Account Overview. It’s on a scale of 0 to 100 and reflects how optimized your campaignsThe campaign is the foundation of your Facebook ad. This is where you’ll set an advertising objective, which defines what you want your ad to achieve. More, ad setsAn ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More, and ads are.

More accurately, it measures whether you accept delivery recommendations.

Is It Nonsense?

Initially, I thought Opportunity Score was mostly nonsense. It doesn’t reflect performance. And we’ve all seen delivery recommendations that we would never implement. What’s the point of getting graded on whether you do what Meta tells you to do?

Best Practices

But what it does do is gamify the factors that contribute to that performance. While the recommendations aren’t perfect, the best practices they represent are important. Also, the weights and how your score is calculated are unique to your situation.

How to Approach It

I wouldn’t obsess over your score, but it’s one of the first things to look at if your ads aren’t performing. If you have a terrible score, maybe you should start considering some of Meta’s recommendations. It gives you a helpful list of things to try.

Of course, I have a 97. What about you?