What is the Meta opportunity score?
One of Meta Business's developments, the 'opportunity score', helps advertisers evaluate the effectiveness of their campaigns and provides suggestions for improving performance. This metric may be familiar from Google Ads' optimisation score — now Meta has introduced its own version.
The Meta opportunity score is a value measured on a 0–100% scale that shows how optimised a given advertising campaign is for improving performance. The higher the value, the better it aligns with Meta's algorithm and best practice guidelines.
What factors does it consider?
The score is calculated based on several criteria:
- Targeted audience — Are the ads properly set up to reach the target groups?
- Creative elements — Are the visual content and copy of adequate quality and relevance?
- Optimisation settings — Are you applying the improvements suggested by the algorithm?
- Campaign objectives — Are the individual advertising objectives properly set and being met?
How can you improve your opportunity score?
If your Meta score is lower than expected, you can improve it with the following steps:
- Use Meta's suggestions — The tool gives specific tips for a more effective campaign; it's worth considering these, but evaluating them critically.
- Optimise your target audience — Try different demographic, behavioural and interest segments.
- Test multiple creative versions — Continuous A/B testing helps find the most effective ad variations.
- Pay attention to ad quality — Relevant, high-quality visual content and copy can significantly improve results.
- Take advantage of dynamic ads — Automated ads help select the best combination.
Important note: Meta's suggestions primarily maximise Meta's revenue — not necessarily your ROI. Always think critically before automatically applying every suggestion.
Is it worth paying attention to the opportunity score?
Although the score is a useful metric, it's not worth basing the success of your ads solely on it. To achieve the best results, always combine data-driven decisions with your own experience and current market trends.
The score can be particularly useful when auditing campaigns, or if you want to quickly identify where there are obvious optimisation opportunities. But business goals and actual conversion data are always more important.
Summary
The Meta Opportunity Score is a useful orientational tool — but not a magic solution for everything. Use it as a reference point, combined with your own campaign data and knowledge of your business goals. If you regularly improve your campaigns based on Meta's suggestions while keeping an eye on actual business results, there's a good chance your advertising performance will improve.