“It's through curiosity and looking at opportunities in new ways that we've always mapped our path.”

Michael Dell

What is your opportunity score and where can you find it?

When you log into your Facebook Ads Manager, go to your account overview. If you have access to it, it will be there. I don’t have it in any of my accounts yet, but some of my stateside clients do.

So what is it?

Your score is graded on a scale from 0 to 100 and it shows how optimised your campaigns, ad sets and ads are as a whole. This is not specific to you signal campaign, ad set or ad (unless you are only running one).

Facebook offers you suggestions on how to improve your campaigns, if you follow their recommendations, your score should increase. But, as always with new features, there will be hitches. I found it was recommending that my client’s lead gen campaign should try an Advantage+ Shopping Campaign - so use common sense if thinking about following their recommendations.

Meta has said “Certain recommendations impact your score more than others based on how valuable we estimate they may be for your account. This estimated point value varies depending on things like your objectives, aggregated industry insights and more. Your score updates in near real time, so the actual point change might be higher if you’re no longer eligible for other recommendations or lower if you become eligible for new recommendations’

Very vague.

I’m sure more information will be issued as this is rolled out across accounts, but in theory if you follow all of their recommendations, your score should be 100.

This score does not necessarily reflect your ads performance. Putting recommendations in place may increase your ads performance but if your ads are performing well, I would think twice before changing them.

I’m not getting too hung up about them but if an ad was performing poorly, I would definitely take a look and see what Meta is recommending.

Do you have access to the Opportunity score yet?

Let me know how useful you think it is and how you are planning on using it.