Meta Expands AI-Powered Opportunity Score to All Advertisers

Meta has announced the global rollout of its Opportunity Score feature to all advertisers, offering a comprehensive optimization tool that rates campaign setups on a scale of 0-100. The expansion, announced June 9, 2025, aims to help advertisers maximize their social media marketing performance through AI-driven recommendations.

The tool's broader release comes after successful initial testing showed advertisers achieving a 12% median decrease in cost per result when following the system's recommendations. This development marks a significant shift in how advertisers can optimize their Meta advertising campaigns using artificial intelligence.

Understanding the Opportunity Score System

The scoring system evaluates campaign setups based on Meta's established best practices and AI recommendations. It provides immediate feedback on potential improvements and flags issues such as incorrect formatting, missing information, or policy violations.

"Your score is based on how many Meta Ads Manager recommendations you apply, and those recommendations are ranked based on estimated performance impact," Meta explained in their announcement. The system focuses on experimentally proven methods to enhance campaign performance.

Advanced Advantage+ Integration Features

Meta is simultaneously launching an enhanced Advantage+ campaign setup that works in tandem with the Opportunity Score system. This integration allows advertisers to:

• Access AI-driven optimizations automatically
• Maintain manual control options when needed
• Monitor opportunity scores in real-time
• Implement performance-improving recommendations efficiently

Testing data shows that advertisers implementing AI-driven strategies to boost conversion rates experienced a 7% to 9% improvement in Cost Per Acquisition (CPA) on average.

Strategic Implementation for Marketing Success

The new system offers several key benefits for marketing professionals. Through simplified campaign optimization, advertisers receive clear, actionable recommendations for improving their campaigns. The 0-100 scoring system provides an easy-to-understand metric for campaign potential, while demonstrated cost savings make it an essential tool for optimizing ecommerce marketing strategies.

According to Meta's Business Help Center, while the Opportunity Score provides valuable guidance, it measures adherence to Meta's recommendations rather than actual campaign performance. Advertisers should view these suggestions as helpful starting points rather than guaranteed solutions.

The global rollout of Opportunity Score represents Meta's continued investment in AI-powered advertising tools, reflecting the growing importance of automated optimization in digital marketing. Advertisers can access the new features through their Meta Ads Manager accounts and begin implementing recommendations immediately.