Unlock peak performance with new opportunity score features in the Marketing API

As part of our ongoing commitment to empowering advertisers and enriching the broader ads ecosystem, we’re thrilled to unveil new opportunity score features in Meta’s Marketing API — bringing even more robust functionality to help you improve performance potential. Opportunity score is a new, powerful tool that represents how optimized your campaigns, ad sets, and ads are on a 0-100 point scale. Your Ad account-level score is based on how many of our recommendations you implement, and those recommendations are ranked based on estimated performance impact.*

Last year, we launched the Ads Performance Recommendations API endpoint and are acting on your feedback for more. We’re now delivering an even more robust set of recommendations and deeper opportunity score insights, all experimentally proven to boost your ad performance. Developers and marketers who rely on MAPI for sophisticated ad management and insights can now harness these powerful features directly, beyond Ads Manager.

What’s new in the API?

• Ad account-level opportunity score (0-100): Get a view of your optimization potential, now readily available via API
• 40+ value-proven recommendations: We've vastly increased our recommendations from 14 to over 40 available via API, complete with freshly-added, actionable details:
  • The number of opportunity score points associated with implementing a recommendation
    • A recommendation with a higher number of points reflects more estimated performance impact for that recommendation
    • Points are personalized for your account based on things like your business type, campaign objective and characteristics, budget allocation, and performance improvements seen for that recommendation in our experiments
  • The % lift estimate in performance for a given recommendation
    • Shows on average how much a given recommendation improved performance in our experiments
  • A deep link URL to Ads Manager where users can review and apply recommendations when not supported via API.

Ready to get started?

• Dive into the technical details and integrate these powerful features today using our developer documentation here.
• Learn more about the power of opportunity score in our Help Center article here.

* Your opportunity score, even if it’s high, does not reflect or guarantee your actual or future performance, which can be influenced by many factors. There may be discrepancies between the recommendations shown via MAPI and in Meta Ads Manager. For a complete list of your most current recommendations, please visit your Ads Manager account.

** Opportunity score may not be available to you yet. It is in development and may evolve.