In a major update making waves across the digital marketing world, Meta has launched Opportunity Score, a new feature in Ads Manager designed to help advertisers optimise campaigns more intelligently. It’s a scoring system—0 to 100—that reveals how well a campaign aligns with Meta’s best practices and offers real-time suggestions for improvement.
This release reflects a larger trend in platform evolution. The arrival of the meta opportunity score signals Meta’s move toward intelligent automation, with tools designed not just for performance marketers, but for advertisers at every level.
What Is Meta Opportunity Score?
Opportunity Score is a diagnostic tool. It reviews your campaign setup—audiences, placements, creatives, and more—and delivers a performance score. Alongside it comes a list of ranked recommendations. These changes are prioritised based on their projected impact, giving advertisers a clear roadmap to improve results.
The suggestions often involve enabling features like Advantage+ placements, using video-first creative formats, or refining audience segmentation. According to Meta’s Business News, advertisers who implemented the tool’s recommendations saw up to a 12% drop in cost-per-result.
Why It Matters for Advertisers
Campaign management on Meta has become more complex over time. With shifting algorithms, frequent policy updates, and feature overload, it’s easy to overlook performance gaps. That’s why the launch of the meta opportunity score is a timely move—it bridges knowledge gaps with direct, data-driven feedback.
Here’s why it matters:
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Guided Optimisation: Instead of relying on manual A/B testing or guesswork, you get a prioritised checklist based on campaign data.
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Level Playing Field: Whether you’re a solo entrepreneur or managing multi-million-pound budgets, the score delivers insights tailored to your campaign.
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Time-Saving Intelligence: With limited time and resources, many marketers don’t optimise often enough. This tool surfaces the changes that make the biggest difference.
How to Use Meta Opportunity Score Strategically
To maximise value from this feature, marketers should integrate it into their regular campaign process.
1. Use It As a Pre-Launch Checklist
Run the score before going live. Address low-scoring elements—such as outdated creative or narrow placements—before investing budget.
2. Focus on High-Impact Fixes First
Opportunity Score highlights which changes will yield the most benefit. Prioritise these instead of wasting time tweaking minor elements.
3. Embrace Advantage+ and AI Tools
The score often recommends activating tools like Advantage+, which automatically select placements or formats. These features have shown measurable performance improvements when adopted.
4. Track Score Progress Over Time
Don’t treat the score as static. Campaign dynamics and Meta’s optimisation standards evolve—so revisit regularly and adjust as needed.
A Glimpse into the Future of Meta Advertising
The meta opportunity score is part of a bigger shift toward AI-first advertising. According to a Wall Street Journal report, Meta plans to automate nearly every aspect of ad creation by 2026—turning audience insights, budgets, and creatives into complete campaigns with minimal human intervention.
This doesn’t mean marketers become obsolete. Instead, their role will evolve—from managing setup to managing strategy. Knowing how to align with tools like Opportunity Score now will give brands a competitive advantage as automation deepens.
Turn Opportunity into Growth with Molyneux Marketing
The launch of the meta opportunity score signals where digital advertising is headed—smarter, faster, and more adaptive. Brands that learn to use these tools effectively will outperform those that resist.
At Molyneux Marketing, we help you stay ahead of platform evolution. From creative setup to campaign scaling, our strategies are designed to maximise results—and align with the very systems that power Meta’s performance engine.
Let’s optimise smarter. Get in touch today.
