Full Answer

Opportunity Score is found in Meta Ads Manager under the 'Recommendations' tab. It evaluates account setup quality across categories: conversion tracking (is CAPI active? Is pixel firing correctly?), creative quality (are you using recommended asset formats?), bidding setup (are you using appropriate bid strategies?), and audience configuration. Each gap carries a score deduction with a specific fix.

For WooCommerce stores, common score deductions include: missing CAPI integration, low Event Match Quality on Purchase events, and lack of multiple creative formats. Improving these areas raises the score and typically corresponds to real campaign performance gains — since Opportunity Score tracks the same variables Meta's algorithm uses to optimize. It's most useful as a diagnostic starting point, not as a target metric in itself.