After more than a year of testing, Meta formalized it: All advertisers can earn opportunity scores worldwide.
On the surface, this is how Meta gamification and encourages implementation of best practices. If you are a cynical person, you’ll ignore this is a stupid way to get you to spend more money.
Don’t be cynical. There is value here.
Consider your guide to see how opportunity scores and campaign scores determine their position in your ad strategy. In this article, we will cover the following:
- What is opportunity score?
- suggestion
- Point value
- Where to find it
- Automatic adjustment
- What are campaign scores?
- Score and performance
- How to deal with this
Let’s start…
What is opportunity score?
Opportunity scores reflect your ad account and measure how optimized your campaigns, ad sets, and ads are. It consists of two elements:
1. Scores range from 0 to 100.
A score of 100 will reflect a fully optimized ad account without any current improvement suggestions.
2. Suggestions for improving scores.
If your score is below 100, META will make recommendations based on best practices you can implement to improve performance.
suggestion
The suggestions you receive for improving your scores may fall into several categories (note that I don’t include automatic campaigns as Advantage+ shopping activity is gone)…
1. Goals and goals.
These are suggestions based on your campaign goals or performance goals. For example, switch to performance goals that maximize conversions to drive higher quality action on the website.
2. audience.
The focus of these suggestions is to attract the most relevant audience while avoiding audience dispersion and auction overlap. Here, it may be recommended to open the Advantage + Audience or Combination Ad Set.
3. Creativity and placement.
The focus of these suggestions is to diversify advertising ideas and avoid creative fatigue. Meta may suggest adding another image or video to better attract viewers. I saw in particular the suggestion of adding 9×16 videos for reel placement (this is a great suggestion!). If you delete the location manually, you can expect to get advice on opening the advantage + position.
4. Signal.
These are suggestions related to data quality and signal strength. Most of the time, you will see these suggestions if you don’t have a conversion API set up.
5. Budget and bidding.
These are suggestions based on optimization of budget and bidding strategies. I think if you use a manual tender strategy, you will see suggestions, especially if you don’t produce results. Where I see these suggestions is to extend a “high performance” campaign or ad set.
6. other.
Any suggestions outside the above categories are included here. Often, this means correcting ad-related errors and warnings. However, you may also get advice related to increasing the response rate of Messenger ads.
Point value
Each suggestion you receive comes with an assigned point value. If you apply the suggestion, it will add allocated points to your chance score.
These point values are personalized, your business type, campaign goals, budget, and more. Value should reflect the potential impact of implementing changes that will have on your ads.
Values are variable and none of them will be the same for different ad accounts or even in the same account. Your scores, suggestions, and point values are dynamic and updated almost in real time. This means that the potential impact of changes on ads is not always the same.
Where to find it
In three main places you will find opportunity scores and their related advice.
1. At the top of the ad list in Ad Manager.
If you click or hover over the score, you will get a quick overview of the suggestions.
2. Action column.
This will highlight the available suggestions that apply to that particular campaign, ad set, or ad. If you use saved columns, you may need to customize the column addition action (found at the top of the performance category of the metric).
3. Account Overview.
Opportunity scores should appear at the top of your account overview page. It is recommended to appear below your score immediately.
Automatic adjustment
If you want to ensure higher chance scores with minimal effort, you can apply automatic adjustments in the Account Overview page.
These settings aren’t new, but they allow you to enable Meta to automatically implement many of the suggestions you receive.
Honestly, this is a bit extreme for me. I tend to follow best practices and I often implement Meta’s advice. But I won’t always, I hope that control can make these decisions on its own.
What are campaign scores?
When you create a campaign with the new Advantage+ campaign settings, you can find changes in opportunity scores. This score only appears in the upper right corner of the campaign before it is released.
Of course, that score is based only on the specific campaign you are creating. If you don’t make any changes and stick to the default, you’ll get 100 points. But many enhancements and optimizations to turn off Meta will reduce the score.
Example:
- Advantages Activity Budget
- Advantages + Audience
- Advantages + Position
- Advantages + Creative Enhancement
In the example above, I made the following manual tweaks:
- Close Advantage + Maximum Age Audience Suggestions
- Delete the audience network location
- Close Advantages + Creativity
Score and performance
Note that your score does not necessarily reflect performance. From several perspectives, this is important…
1. Scoring a 100 doesn’t mean you’re getting a good result (and vice versa).
Meta won’t give you a 100-point score because your grades are great or lead to bad scores because your grades are poor. Your score is based solely on your campaign, ad set, and ad optimization level related to implementation best practices.
2. Points are not related to performance metrics.
There is no direct correlation between points that can be used to implement recommendations and performance indicators. Therefore, don’t look too far into the “meaning” of 10 points and what the 4 points might be. Yes, it is based on potential impact, but don’t try to associate it directly with expected performance metrics.
3. Accepting suggestions does not guarantee performance improvement.
Meta said the cost per result for advertisers who adopt opportunity score recommendations fell by 12%. But even if you do, you can get good results without implementation recommendations and adverse results.
How to deal with this
Since meaningless pushes are far from your tried-and-tested, chance scores and campaign scores are easily overlooked. But, assuming you take a healthy approach, that’s valuable.
Personally, I won’t blindly accept all suggestions to maintain 100 chances. While this is better than deliberately keeping a low score, you may have specific reasons to do your own job.
That is, I’ll monitor this. If your results are not good, why is this happening? What should you do to improve the results? This is a great place to start. Prioritize suggestions that have high point value and consider whether they make sense to you.
If you always get bad results and a very low chance score, I also use it as a “opportunity”. This could be your stubborn adoption of outdated strategies or follow bad advice.
I realize that ridiculing a lot of these suggestions, especially those related to Advantage+ Creative enhancements (I rarely turn on myself) are popular. However, consider the potential benefits of adding sounds, including videos or merge ad sets. Even if you don’t apply the specific method suggested by Meta, it’s true.
resource
If you want to dig further, here are some other resources from Meta.
now you
What is your method of scoring your chances and running scores?
Let me know in the comments below!
