What is opportunity score in Meta Ads Manager?

Recommendations are not worth the same. Meta says certain recommendations affect the score more than others, with an estimated point value that varies with things such as business type, campaign objective and characteristics, budget allocation and the performance improvements seen for that recommendation in its experiments. Its worked example is a score of 60, where fixing audience fragmentation may add 35 points and applying an Advantage+ placements recommendation may add 5, and applying both could result in a score of 100.

Dismissing a recommendation does not change the score, so Meta says that if you can't apply some recommendations, for example because of business constraints, your score will always be lower than 100. It says you should not turn off campaigns with a low opportunity score, because the score represents how well optimised a campaign is, not whether it is performing poorly, and that you should judge performance based on your business goals. The score is visible in the Account overview and Campaigns tabs of Ads Manager, and does not appear if you have an account error.

Our reading, not Meta's: the score measures how far an account follows Meta's recommendations, so a campaign can score low because of a deliberate choice, such as keeping two ad sets apart for a reason Meta cannot see. Judge an applied recommendation by what it did to the results you pay for, not by the points it added.