Ad Manager: Opportunity Score for Meta Campaigns

The Opportunity Score helps users assess how ready their campaign is before publishing. It examines the campaign setup, highlights areas needing improvement, and guides users to the specific section where updates can be made. This feature enhances users’ confidence prior to launching their campaigns, thereby reducing the risk of overlooked setup issues during the review stage.

1. Pre-publish Opportunity Score for Meta campaigns – Users will now see an Opportunity Score on the campaign Review screen before publishing a Meta ad campaign.

• Displays a campaign readiness score before launch.
• Presents a percentage score along with a status such as

  Low

  ,

  Medium

  , or

  High

  .

• Aids users in quickly understanding whether their campaign setup requires attention before publishing.

2. Detailed improvement suggestions – The Opportunity Score panel provides recommendations across key campaign setup areas.

• Audience: Checks if the audience setup is too narrow, too broad, or missing crucial details.
• Budget: Identifies whether the budget may restrict delivery or learning.
• Creative: Reviews ad content, media, CTAs, destination links, and other creative elements.
• Tracking: Ensures that conversion tracking and related setups are correctly configured where applicable.

3. Click-to-fix navigation – Each suggestion is actionable, directing users straight to the relevant section of the campaign builder.

4. Prioritised guidance before publishing – The score panel emphasises what users should address first before launching their campaign.

• Highlights the most critical areas for improvement.
• Encourages users to focus on high-impact fixes initially.
• Promotes a more confident review and publishing experience.

1. Create or edit a

   Meta campaign

   in Ad Manager.

2. Complete the campaign setup.
3. Navigate to the

   Review

   screen before publishing.

4. Check the

   Opportunity Score.

5. Open the score panel to review suggested improvements.

6. Click a recommendation to navigate to the relevant setup area.
7. Make the necessary updates and proceed with publishing.

Before publishing a campaign, users may not always be certain whether their setup is complete or optimally configured. The Opportunity Score assists by:

• Making campaign readiness easier to comprehend.
• Highlighting areas that may be missing or require improvement.
• Guiding users to the correct section for making enhancements.
• Helping users improve their campaign setup prior to going live.
• Reducing uncertainty during the campaign review process.

In the coming quarters, we plan to enhance the Opportunity Score with:

1. Opportunity Score is currently available for Meta campaigns only.
2. The score will be displayed before publishing on the Review screen.
3. The Opportunity Score serves as a guidance tool and does not guarantee campaign performance.
4. Recommendations do not implement automatic changes; users decide which updates to apply.