Optimize Meta Ads More Efficiently: XMP Now Integrates Meta Opportunity Score

TL;DR

XMP by Mobvista now integrates Meta's Opportunity Score, enabling advertisers to monitor ad health, access data-driven recommendations, and optimize campaigns across multiple accounts—all at one place.

Meta is Moving Optimization From Advertisers to Algorithms

Meta's advertising ecosystem is being rebuilt around automation. The Andromeda system powers bidding, delivery, and signal learning under the hood. Advantage+ campaigns put that automation directly into advertisers' hands. And Opportunity Score sits on top as the guidance layer — translating account performance into a 0–100 score with concrete, ranked recommendations.

For performance marketers, the job is changing. Less manual bid tuning, more reading the system's signals and acting on them quickly across every account.

What Is Meta Opportunity Score?

Meta Opportunity Score is a 0–100 metric that evaluates the overall health and optimization potential of an ad account, campaign, or ad set. It combines platform signals and industry benchmarks to help advertisers quickly identify performance gaps and understand where improvements can be made.

The score is tied to specific recommended actions that Meta's algorithm believes will improve performance — covering automation settings, audience structure, creative strategy, signal quality, and more.

Where XMP Fits: From Insight to Action, in One Place

Reviewing Opportunity Score in Meta means logging into each Business Manager account separately, surfacing the recommendation list, and bouncing between tabs to apply changes.

XMP brings the entire flow into a single workflow:

• One view across accounts. Switch between ad accounts via a dropdown. No repeated logins, no scattered browser windows.

• Centralized recommendation list. Review Opportunity Score and the underlying recommendations for every account in one place, ranked and ready to action.

• Direct path to execution. Click through from a recommendation in XMP to the exact setting in Meta without manual hunting through campaign settings to apply or dismiss it.

  
  

The result is a tighter loop between reviewing performance and acting on it, particularly valuable for agencies and in-house UA teams running dozens of accounts in parallel.

How to Improve Meta Opportunity Score

Opportunity Score recommendations are personalized per account, but they fall into seven categories defined by Meta:

• Automated campaigns — Try an Advantage+ shopping campaign to let Meta's system handle delivery end to end.
• Objective and goals — Get a lower cost per result by switching to a campaign objective that maximizes conversions.
• Audience — Improve performance with Advantage+ audience instead of narrow manual targeting.
• Creative and placements — Re-engage your audience by adding another image or video to your ad, and expand placements such as Reels.
• Signals — Lower cost per result by setting up the Conversions API (CAPI).
• Budget and bidding — Scale a high-performing campaign or adjust bids based on system suggestions.
• Other — Account-level actions such as responding faster to customer messages to increase their value.

Each recommendation comes with an estimated point increase tied to its expected performance impact — the same recommendation can be worth more or fewer points depending on the business context. In XMP, every category surfaces with the same ranked, actionable structure across all your accounts.

Why This Matters Now

Meta's automation push isn't slowing down. As more optimization decisions move into the algorithm, the competitive edge shifts toward advertisers who can read system signals quickly and act on them at scale. Operating account-by-account in Business Manager doesn't keep up.

By bringing Opportunity Score into a multi-account workflow, XMP turns Meta's guidance from a per-account checklist into a portfolio-level signal advertisers can act on systematically.

XMP will continue aligning with Meta's platform updates and expanding multi-account capabilities to support efficient campaign management across global markets.

Click to explore Opportunity Score in XMP by Mobvista and simplify the way you optimize Meta campaigns.