Opportunity Score de Meta: cómo usarlo para mejorar tus campañas

In an increasingly automated advertising ecosystem, advertisers need to quickly identify which aspects of their campaigns can be improved to maximise performance. Meta Opportunity Score is a tool built for this very purpose: to help you spot improvement opportunities within your campaigns in a direct, prioritised and data-driven way.

The best part? You don’t have to guess. Meta has already done the heavy lifting for you.

TABLE OF CONTENTS

1. What is Meta’s Opportunity Score?
2. Where to find it and how it’s calculated
3. What tools and features does TikTok One include?
4. What about the Creative Score? The often-overlooked metric you shouldn’t ignore
5. Best practices for applying Opportunity Score
6. What doesn’t the Opportunity Score do?

What is Meta’s Opportunity Score?

Meta’s Opportunity Score is a feature designed to help you identify specific improvement opportunities for your campaign performance. In simple terms: Meta scans your accounts and campaigns and suggests adjustments you could make to improve results.

It’s a metric Meta assigns to each of your campaigns or ad sets based on the number and relevance of pending improvements. It’s a score from 0 to 100 that indicates how much optimisation potential a campaign has compared to Meta’s best practices.

The higher the score, the more optimisation opportunities exist. A low score (e.g. <20) means the campaign is already well set up according to Meta’s criteria.

Example: If a campaign has a score of 78, Meta is kindly saying: “Hey! There's a lot of room for optimisation here.” A score of 10 means you’re doing quite well, according to their AI (congrats!).

Where to find it and how it’s calculated

You can find the Opportunity Score directly in Meta’s Ads Manager, within the overview of your campaigns or ad sets.

It’s calculated based on automated recommendations using:

• Campaign structure
• Targeting
• Creatives
• Budget
• Bidding and delivery strategy
• Use of tools like Advantage+ or CAPI

Benefits of using Opportunity Score

✅ Prioritise actions that truly matter
Meta prioritises recommendations with the highest estimated impact.

✅ Save time and effort
Instead of auditing each campaign manually, the system highlights where to focus your attention.

✅ Encourages automation and AI adoption
Many suggestions promote the use of tech like Advantage+ or Dynamic Creatives to boost performance.

✅ Optimise based on system learning
It helps reduce delivery or learning limitations that may be hurting your performance.

Common recommendation examples

• Broaden your audience or switch to Advantage audience
• Use campaign-level budget (CBO)
• Enable high-priority events in CAPI
• Add more creative variations or use Advantage+ creative
• Enable automatic placements
• Consolidate ad sets to exit the learning phase

What about the Creative Score? The often-overlooked metric you shouldn’t ignore

Okay, the Opportunity Score tells you what to tweak to improve structure, targeting or automation. But… what about creatives? Spoiler: Meta scores that too, and it’s called the Creative Score.

The Creative Score evaluates the quality, variety and performance of your creative assets. Because yes, you could have world-class targeting, but if your ads don’t connect visually with your audience, you’ll pay more and get less.

This is where something we take very seriously at Adsmurai comes into play: data-driven creative scalability. Thanks to our Creativ_ platform and AMP’s Creatives module, we can help you:

• Create dynamic creative variations directly from feeds
• Identify which combinations of format, copy and image perform best
• Optimise assets for different audiences, goals and placements

📘 Download the definitive guide to improving your Creative Score

Want to apply this to your own campaigns? We’ve created a full eBook with a technical checklist, common mistakes and best practices.

Master your Creative Score: Advanced Guide to Dynamic Catalog Templates

A practical, straight-to-the-point, 100% actionable resource to scale your Meta catalog campaigns like a pro.

Best practices for applying Opportunity Score

1. Check the score regularly, especially for test or early-stage campaigns.
2. Evaluate recommendations critically: not everything will fit your goals or context.
3. Prioritise changes that improve budget efficiency or help exit the learning phase.
4. Test before applying to critical campaigns: use A/B testing when unsure.
5. Track performance after applying changes to validate improvements in ROAS or CPA.

What doesn’t the Opportunity Score do?

While useful, it does not replace strategic human analysis. It doesn’t account for:

• Seasonality
• Cross-campaign synergies
• Brand restrictions
• Business context

So, use it as a tactical compass not a definitive guide.

The Meta Opportunity Score is a powerful ally for advertisers who want to continuously improve their Paid Social campaigns. It offers a clear, quantified and prioritised view of the most relevant optimisation opportunities helping boost performance without the need for extensive manual reviews.

If you combine this tool with a strong strategy, advanced measurement and dynamic creative management, you’ll be one step ahead in optimising your media investment on Meta.