Opportunity Score: Turning Guidance Into Growth
Meta introduced opportunity score as a way for agencies to quickly identify and act on growth opportunities for their clients. The tool delivers two critical things:
- The score itself: a clear, data-driven view of where accounts stand.
- Personalized recommendations: prioritized actions designed to drive stronger outcomes.
Currently available at the campaign and account level, the opportunity score will soon expand into the Agency Success Center, Partner Center, and Marketing API.
Why it matters for brands: This isn’t just another performance metric: it’s a bridge between insight and action. For brands, the Opportunity Score introduces a shared language that makes growth potential visible and measurable. Instead of relying solely on after-the-fact reporting, the score highlights where to lean in right now, shifting conversations from “what happened” to “what’s possible.”
Code3 POV: For us, opportunity score is about moving from reactive reporting to proactive strategy. It gives us another way to surface what’s working, what’s not, and how to maximize outcomes for our clients - fast. By pairing Meta’s platform intelligence with Code3’s hands-on expertise, we can act on opportunities with speed and precision.
AI Everywhere, But Make It Strategic
Like many industry conversations and events, the AI conversation dominated this year’s Summit, and for good reason. Meta had an entire session on AI everywhere that reinforced AI adoption isn’t about chasing every new tool; it’s about integrating strategically.
Agencies are leveraging AI to:
- Streamline operations
- Automate repetitive tasks
- Foster agility through testing and pilots
- Unlock smarter campaigns and faster execution with products like Advantage+
Why it matters for brands: If used well, AI can clear the clutter, giving agencies and brands more time to focus on the high-impact work like strategy, creative, and driving business results. That means faster execution, smarter campaigns, and more room to innovate.
Code3 POV: AI won’t replace agencies, but agencies that fail to adapt will fall behind.. At Code3, we see AI as an amplifier: helping us move faster, test smarter, and unlock new creative possibilities. The advantage isn’t in using AI everywhere, but in knowing where it matters most to deliver both efficiency and imagination for our clients.
Measuring What Matters: Moving Beyond Last-Click
If you’re still optimizing to last-click, you’re likely wasting a big chunk of your budget. Meta’s measurement leaders reminded us that 35% of digital ad spend is wasted on non-incremental sales when relying on outdated models.
Instead, Meta pushed for an incrementality-first framework, ranging from basic attribution models all the way to randomized control experiments (the gold standard). Tools like Conversion Lift now make it easier to measure the true causal effect of advertising.
New features like Incremental Attribution (optimizing for incremental conversions, not just all conversions) and Customer Attribution Integration (feeding third-party results into platform optimization) take this further.
Why it matters for brands: This approach turns measurement into a growth engine. Moving beyond last-click unlocks a truer view of what’s driving growth. By focusing on incrementality, brands can see which dollars are actually moving the needle, shift budgets with confidence, and fuel smarter strategies that compound over time. These newer measurement tools will further prove the real value of Paid Social advertising in tangible and trackable formats.
Code3 POV: Incrementality isn’t optional anymore: it’s essential. At Code3, we see these measurement tools as the difference between guessing and growing. Brands that embrace it will not only spend smarter, but also uncover their true performance drivers, and create a cycle of continuous improvement.
Creative Performance: Still the Biggest Lever
The final standout: creative. Meta made it clear that creative directly impacts auction outcomes, and in today’s AI-driven ad system, its importance has only grown.
The path to better performance is building a sustainable creative engine:
- Combat creative fatigue with consistent ad swaps
- Ensure differentiation in a crowded feed
- Lean into formats like Reels
- Embrace testing, measurement, and learning
Meta’s playbook encourages agencies to meet clients where they are on their creative journey, because there’s no one-size-fits-all solution.
Why it matters for brands: Creative isn’t just storytelling: it’s a business lever. In the current AI-driven auction, the right creative can lower costs, scale reach, and set brands apart in a crowded feed. Treating creative as a performance driver ensures every asset works harder, fueling both efficiency and growth.
Code3 POV: At Code3, we see creative as the ultimate multiplier for performance. With the right testing, variety, and ongoing learning, creative shifts from being just an asset, to becoming a true growth driver, unlocking both performance gains and long-term brand impact
Meta’s Agency Summit 2025 underscored four clear priorities for brands: identify growth opportunities faster, integrate AI strategically, measure what truly matters, and invest in creative performance.
For us, these aren’t just announcements, they’re actionable shifts that our clients can leverage now. The brands that adopt these practices will not only keep pace but set the pace into 2026. At Code3, we’re helping clients cut through complexity, apply these tools with precision, and build strategies that deliver measurable growth.