Meta expands AI-based ‘Opportunity Score’ and Advantage+ optimizations for advertisers

Meta is now rolling out its “Opportunity Score” optimization metric to all ad accounts, providing a 0-100 score based on how many AI-driven recommendations advertisers implement to improve campaign setup and performance; the company is also introducing a streamlined Advantage+ campaign setup that defaults to AI optimizations, which in testing reduced cost per result by 12% and improved CPA by 7-9%.