Opportunity scores are making a comeback on Meta
About a year ago, Meta began testing opportunity scores. The tool ranks marketing campaign efforts, giving them a score between 0 – 100 to showcase how their campaign is set up to maximise performance. The closer to 100, the more optimised your campaigns (in theory). The score is influenced by various factors; however, Meta is now planning to push heavily towards utilising the Advantage+ suite.
With the rollout of the new tool, you can expect this to become a common addition to Advantage+ campaigns, featuring visual cues across the platform that encourage you to optimise your ads. We can expect to see a big shift towards Advantage+ optimisation.
We spoke to Emma Sowersby, Senior Paid Social Executive at Embryo, about her thoughts on the update:
Expert opinion
Emma Sowersby, Senior Paid Social Executive at Embryo
"It makes sense for Meta to be biased towards its features, but I’m not sure this push towards the Advantage+ suite is the best thing for everyone. Specific brands that are meticulous about their visual presence may find opportunity scores unhelpful. In my experience with the opportunity score tests, there was a significant focus on implementing creative changes, which was not an option for some clients. Advantage+ creative and flexible media doesn’t lend itself well to a brand that values consistent branding across its marketing channels. Additionally, broader targeting isn’t always better–particularly when testing different audiences to inform a wider strategy. My worry is that if brands are penalised for not using the Advantage+ suite, they would have to sacrifice their branding in order to maximise performance. For a lot of brands, this simply isn’t an option."
