Meta is rolling out its “Opportunity Score,” a new AI-powered metric aimed to tell advertisers exactly how well their ad campaigns align with Meta’s recommended best practices on a neat 0-100 scale.

The feature, which Meta has been quietly refining while advertisers were busy trying to figure out why their perfectly good campaigns were suddenly “learning” again, is now being highlighted via pop-up alerts in Ads Manager.

For the uninitiated, “Opportunity Score” provides a numerical value representing how many of Meta’s AI-generated recommendations you’ve implemented. The more you follow Meta’s suggestions, the higher your score. Did you connect to all of Meta’s recommended placements? Gold star! Did you remove all targeting constraints and let the algorithm run wild? Gold star!

What’s particularly charming about Opportunity Score is that it creates a gamified system where advertisers might find themselves implementing recommendations not because they make strategic sense, but because they want to see that number go up.

To be fair, some recommendations genuinely might help improve performance. For others, it might be another case of an algorithm that doesn’t understand your specific business goals trying to optimize for metrics that don’t actually matter to you. Especially if your goals involve strategy rather than surrendering control to the algorithm

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