How to Use Opportunity Score in Ad Manager

Overview

Opportunity Score helps you review the readiness of your Meta ad campaign before publishing it.

Before you launch a campaign, Opportunity Score checks important parts of your campaign setup and highlights areas that may need attention. It gives you a clear score, shows improvement suggestions, and lets you jump directly to the section where updates are needed.

This helps you review your campaign more confidently and reduce missed setup issues before publishing.

TABLE OF CONTENTS

• Overview
• Where can you find Opportunity Score
• What Opportunity Score panel shows
• How to review your Opportunity Score
  • Audience
  • Budget
  • Creative
  • Tracking
• How to use OS suggestions
• What does “What to fix first” section means
• How to improve your Opportunity Score
• Important Notes
• Frequently Asked Questions
  • Does Opportunity Score publish or edit my campaign automatically?
  • Do I need a high score to publish my campaign?
  • Why is my Opportunity Score low?
  • Can I click a recommendation to fix it?
  • Does Opportunity Score guarantee better campaign performance?

Where can you find Opportunity Score

Opportunity Score is available for Meta campaigns in Ad Manager. You can find it on the Review screen before publishing your campaign.

To access it:

1. Go to Ad Manager.

2. Create a new Meta campaign or edit an existing draft campaign.

3. Complete the campaign setup steps.

4. Go to the Review screen.

5. View the Opportunity Score shown on the page.

What Opportunity Score panel shows

Opportunity Score gives you a quick view of how ready your campaign setup is before launch.

The score includes:

• A percentage score

• A status such as Low, Medium, or High

• Suggestions to improve the campaign setup

• Direct navigation to the areas that need updates

A higher score generally means your campaign setup is more complete and has fewer visible setup gaps. A lower score means there are areas you may want to review before publishing.

Opportunity Score is a guidance tool. It does not guarantee campaign performance.

How to review your Opportunity Score

On the Review screen, click the Opportunity Score area to open the detailed score panel.

The panel shows recommendations across key campaign setup areas, such as:

Audience

This checks whether your audience setup may be too narrow, too broad, or missing important targeting details.

You may see suggestions if your audience needs refinement before launch.

Budget

This helps identify whether your selected budget may limit delivery or learning.

You may see suggestions to review or adjust the budget based on your campaign setup.

Creative

This reviews your ad content and creative inputs, such as media, ad text, call-to-action, destination links, and other required details.

You may see suggestions if important creative details are missing or need improvement.

Tracking

This checks whether tracking or conversion-related setup is configured where applicable.

You may see suggestions if tracking setup needs attention before publishing.

How to use OS suggestions

Opportunity Score provides suggestions to help you improve your campaign setup.

Each suggestion is actionable. You can click a suggestion to go directly to the relevant section of the campaign builder.

For example:

• Click Improve creative to review and update your ad creative.

• Click Refine audience to adjust audience settings.

• Click Review budget to check or update your campaign budget.

• Click tracking-related suggestions to review tracking or conversion setup.

After making updates, return to the Review screen to continue reviewing and publishing your campaign.

What does “What to fix first” section means

The Opportunity Score panel highlights the most important recommendations first.

This helps you focus on the areas that may have the highest impact on campaign readiness instead of manually reviewing every field again.

Use this section as a quick checklist before publishing your campaign.

How to improve your Opportunity Score

To improve your score, review the suggestions shown in the Opportunity Score panel and complete the recommended updates.

Common ways to improve the score include:

• Completing missing creative details

• Adding or fixing destination links

• Reviewing audience targeting

• Adjusting budget if it may limit delivery

• Ensuring tracking setup is configured where applicable

• Reviewing any setup warnings before publishing

Once the required updates are made, you can continue with publishing the campaign.

Important Notes

• Opportunity Score is currently available for Meta campaigns.

• It appears on the Review screen before publishing.

• Recommendations are meant to guide you before launch.

• Opportunity Score does not automatically change your campaign.

• You choose which recommendations to review and apply.

• Opportunity Score does not guarantee campaign results or future performance.

Frequently Asked Questions

Does Opportunity Score publish or edit my campaign automatically?

No. Opportunity Score only provides guidance. It does not make automatic changes to your campaign.

Do I need a high score to publish my campaign?

No. You can still choose to publish your campaign, but reviewing the suggestions can help you fix possible setup gaps before launch.

Why is my Opportunity Score low?

A low score usually means one or more important setup areas may need attention, such as audience, budget, creative, or tracking.

Open the Opportunity Score panel to see the specific suggestions.

Can I click a recommendation to fix it?

Yes. Clicking a recommendation takes you directly to the relevant section of the campaign builder where you can make updates.

Does Opportunity Score guarantee better campaign performance?

No. Opportunity Score is a setup guidance tool. It helps identify areas that may need improvement before launch, but it does not predict or guarantee campaign performance.