Why Meta’s New Opportunity Score is Game-Changer for Advertisers

Ever launched a campaign and thought, “Is this actually working as well as it could?” Running ads can feel like a never-ending game of catch-up, with new updates and “best practices” popping up all the time. To make life a little easier, Meta has added Opportunity Score inside Ads Manager — a tool that shows you what’s working, what’s not, and where you can improve without all the guesswork.

At Infini Digital, we’re all about keeping advertising simple and effective, and this update is one that truly helps.

What is Meta’s Opportunity Score?

Meta’s Opportunity Score is basically your campaigns' report card. Every ad you launch out there gets slapped with a score from 0 to 100, basically telling you how much it aligns with Meta’s so-called “best practices.”

• A higher score means your campaign is doing well.
• A lower score means there’s room to make it better.

But here’s the real value: it’s not just a number. Meta also gives tailored advice with clear steps for you to improve the campaign. And because the score updates in real time, you’ll see the impact of your changes almost instantly.

Why is it important for Advertisers?

Meta’s Opportunity Score is very important for advertisers, because running ads may be expensive, and the last thing you want is wasted budget. The Opportunity Score helps you spend your money wisely while increasing your chances of getting the ROI you’re aiming for.

What gives it value:

• Real-time feedback: See what’s working instantly—you won’t be left waiting for weeks.
• Smarter decisions: Every suggestion Meta gives is based on proven strategies.
• Better ROI: Early adopters are already reporting higher returns and stronger conversions.

In short, it helps you stay in control and makes ad management clearer and easier.

How You Can Use Opportunity Score 

Using Opportunity Score doesn’t require any extra setup—it’s already built into Ads Manager. All you need to do is check your campaign dashboard.

Keep in mind:

• Choose your audience mindfully, make sure you’re reaching the right people so your ads actually click.
• Play around with formats like Reels, carousels, or short videos to grab attention.
• Use your ad budget to the spots that give you the best results.
• Leverage automated placements to maximize ad visibility across diverse platforms.

Pro tip: Don’t just chase perfection, instead try to focus on the recommendations that align with your goals.

Final Thoughts

Meta’s Opportunity Score shows us what the future of ads holds, advertising is becoming more AI-driven, personalized, and insight-led. Tools like this are Meta’s way of making sure brands don’t just throw money at ads but actually build campaigns that perform.

At Infini Digital, you can take your ads to the next level with Meta's new tool, paired with the right strategy.