Meta Unveils New Tool to Help Boost Ads Performance

Meta creators listen up: this one’s for you!

Meta has just released a new tool which is designed to harness the power of AI to boost ad performance. The tool uses data from past ads to create optimisation insights, that advertisers can then use to boost and enhance their future ads.

The tool is called the Meta Opportunity score. It gives the user or business a rating between 0 to 100, based on how their campaign is likely to perform. While it was previously launched as part of the Ads Manager offering back in May 2025, since the start of June it has been rolled out on a wider scale for all who use ads.

Who is The Opportunity Score Designed to Help?

The Opportunity score has been designed for all users of Meta platforms, who want to earn more Instagram followers or see an increase in their Instagram comments and engagement. It is likely to be most valuable for business owners who use Meta platforms as part of their marketing strategy, though could also provide more insight to creators who want to optimise their online profile.