Meta just expanded its Opportunity Score tool in Ads Manager, giving advertisers across Facebook, Instagram, and Messenger a clearer view into how well their ad setups are actually working—and where they’re quietly leaving money on the table.

What if your best-performing campaign is secretly underperforming? Meta’s new AI-backed insights are ready to show you where the real missed potential lives.

Meta first launched Opportunity Score in 2023 as a way to highlight optimization suggestions inside Ads Manager, based on campaign setup and best practices.

Now, it’s not just a nice-to-have—it’s everywhere.

The feature has rolled out more broadly, covering more objectives and campaign types, with AI-powered recommendations that assess what your ads could be doing with smarter tweaks.

This isn’t just about your typical “try using video” or “adjust your budget” advice. Meta’s system scans for configuration issues, signals from past performance, and platform-specific trends to give you suggestions tied directly to measurable performance gaps.

Each campaign gets a score between 0–100, showing how close it is to optimal performance based on Meta’s internal benchmarks.

If your campaign isn’t hitting the high 90s, Meta’s not shy about pointing out why—and what to do about it.

That might mean switching to Advantage+ creative, rebalancing placements, or consolidating ad sets to avoid overlap and fatigue.

In other words, fewer manual guesswork loops and more concrete actions that tie back to your goals.

The score isn’t public, and no, it doesn’t affect ad delivery directly.

But in a crowded ads ecosystem where every click counts (and costs), knowing exactly what’s holding your campaign back can give you the edge.

Especially now, when Meta’s automations—from Advantage+ Shopping to dynamic creative—are leaning harder on machine learning to determine who sees what.

And here’s the part performance marketers will actually appreciate: Meta says advertisers who adopt Opportunity Score recommendations typically see better cost-efficiency across key metrics like reach, conversions, and CPA. That means this tool isn’t just insight—it’s leverage.

Expect this to show up more prominently in your dashboard, with ongoing AI updates that learn from what’s worked in your past campaigns, not just what’s trending on the platform.

In Meta’s current push to prove its ad tools are both automated and accountable, Opportunity Score is one way it’s trying to meet performance marketers where they’re at—overworked, under-optimized, and always chasing better ROI.