Meta’s Q4 2024 revenue was largely driven by a strong advertising business, which saw a 21% year-over-year growth. This growth was fueled by increased ad impressions and AI-powered improvements in ad delivery efficiency.
Let’s dive into Meta’s latest advertising trends and explore practical tips for global advertisers.
Opportunity Score
What is Opportunity Score?
Meta’s Opportunity Score is a new ad management metric designed to quantify how closely your ads follow best practices and provide actionable recommendations to enhance campaign effectiveness.
The score is calculated based on the number and quality of optimization suggestions implemented within Meta’s Ads Manager. Each recommendation has an estimated impact score indicating its potential effect on ad performance.
👉Check here to learn more about Opportunity Score: https://www.facebook.com/business/tools/opportunity-score
Where to find Opportunity Score?
You can view your Opportunity Score in:
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The Account Overview tab in Ads Manager
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Next to each campaign in the campaign list
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During the ad creation process
Meta also proactively notifies advertisers about their Opportunity Score to highlight key areas for improvement.
How to improve Opportunity Score?
Improvement methods include:
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Addressing audience fragmentation
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Enabling Advantage+ campaigns
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Fixing ad format or delivery issues
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Using automation tools like Advantage+ audience and budget optimization
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Enhancing creative content to boost engagement
Note that a higher Opportunity Score indicates better alignment with Meta’s optimization guidelines but does not guarantee better ad performance. Advertisers should weigh the suggestions against their own business goals and actual results.
New Advantage+ campaign setup
Advantage+ Creative Optimization
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Automated Creative Optimization: The system automatically adjusts elements such as brightness, contrast, and text layout of ad creatives to enhance visual appeal and engagement.
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Personalized Creative Delivery: Based on different audience interests and behaviors, the system shows the most relevant ad versions to improve conversion rates.
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Support for Multiple Creative Formats: Supports various ad formats including images, videos, and carousels to meet different advertising objectives.
👉Check Advantage+ Creative Optimization: https://www.facebook.com/business/help/376490293773516
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