Every campaign you produce is unique. No two are ever alike. But as marketers, you don’t need us to tell you that you’re busier than ever and giving campaigns the full love and attention they deserve can be tricky.
But Meta believes its new opportunity score tool can help you get your campaigns off on the right foot, boosting results through the funnel for all manner of brands.
Opportunity score surfaces personalised guidance for your campaign setup to improve performance, including how to adopt Meta Advantage+ and other best practices that have been experimentally proven to help improve performance for many advertisers. These improvements can be actioned quickly and easily—it could be adding more creative assets to an ad set, or implementing tools such as the Meta Pixel to help evaluate campaigns.
The tool itself uses a combination of two key components: proven recommendations and a 0-100 score. A higher score suggests that an advertiser is following more of Meta’s recommended best practices, which are correlated with improved performance. A lower score suggests there may be opportunities to improve performance.
In short, opportunity score provides a quick, clear summary of how well a campaign is structured for maximum impact on Meta platforms, along with immediate, actionable feedback that marketers can implement on the spot to improve efficiency.
Businesses are already seeing results with Opportunity Score, including an eight per cent median decrease in cost per result for large advertisers who adopted the recommendations.
To find out how the tool is working in practice, B&T caught up with 28 Group’s CMO, Tim White to find out more.
White said that the technology-led, health and fitness company utilises Opportunity Score to systematically address and measure the different factors that influence performance across its Meta activity.
“One recent example was using Opportunity Score to get a clearer view of where audience overlap existed across ad sets—something that’s not always obvious when you’re running multiple campaigns with nuanced targeting. It helped us define a cleaner and more structured approach and then check back in later to see whether those changes were moving the score and our performance in the right direction,” he said.
The real value in the tool for White is in how it helped 28 Group structure and prioritise where it spends time, allowing the company to focus on the areas that will give it the best chance to improve performance.
“The objectivity of the tool is really important to me, and having a reliable, data-guided roadmap means we can focus energy on the changes to the campaign that are most likely to move the needle,” he emphasised.
On its release in June, White said 28 Group saw it as “immediately valuable”, given that Meta’s platforms are significant growth drivers for the business, and now it can objectively see how well optimised its campaigns are.
Opportunity Score is creating improvements for brands around the world, too. Italian luxury fragrance brand Acqua di Parma turned to the opportunity score tool in a bid to raise awareness for the launch of its Buonigiorno Eau de Parfum, whilst also driving website traffic. The tool found that the brand needed to diversify its creative in order to do so. It did, and it achieved significant results including a 15 per cent increase in incremental content view conversions, plus 12 point lift in ad recall and a plus 4.7 point lift in consideration.
Moving from Europe to Asia, highlighting that no two campaigns are the same, Saudi Arabian airline, flyadeal also found great success by utilising the tool. Despite these campaigns having quite different audiences with different cultural nuances, the personalised recommendations provided by Meta means there is no one-size-fits-all approach.
The low-fare airline boosted its campaign performance by adopting Advantage+ audience and Advantage+ placements as per the opportunity score recommendation. It needed to sharpen its audience and placement strategy to find new customers who were more likely to convert. The results were impressive to say the least. By using the Advantage+ audience and placement tools recommendations, rather than manually building audiences, its ROAS climbed 11.5 times and it experienced a 7.5 times increase in purchases.
These are the kind of results that can set your brand on a course for growth in 2026 and beyond. And it’s easier than you might think to get started.
Don’t leave performance to chance. Use opportunity score to access actionable recommendations that can help improve your campaign setup, keeping in mind that results may vary.
