About your optimization score

The optimization score is an estimate of how well you’re set up to get the most from your account or campaign.

The optimization score is an estimate of how well you’re set up to get the most from your account or campaign. Sitting at the top of the Recommendations page, your optimization score runs from 0% to 100%, with 100% meaning that your account or campaigns can function at full potential. Applying the recommendations below can positively impact your campaigns and, in turn, boost the overall optimization score.


An optimization score is only shown for active search, shopping, and audience campaigns at the campaign and account levels.

How to check your optimization score

  1. From the collapsible menu on the left, select Recommendations.
  2. Hover over the percentage score in blue (as in the image below this section) to see the optimization score.

To check your optimization score, visit the Recommendations page in Microsoft Advertising. You will see a percentage score in blue (as in the image below). Once you hover over it, you can see the optimization score is achieved from the “account optimization” (shown as dark blue) and “dismissed recommendations” (shown as light blue). Each category of recommendations is shown with an aggregated score uplift from the recommendations belonging to it, and each recommendation is indicated with a score uplift in an ellipse on the top right of the card with a value from 0.1% to 100%, representing its estimated impact on your account or campaign performance. Once you apply or dismiss the recommendation, the optimization score will be increased accordingly.

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How we calculate your optimization score

We look across the key aspects of your campaigns including bidding and budgets, keywords and targeting, ads and extensions, and repairs to evaluate whether they are fully optimized—and offer recommended actions to improve it. The recommendation is evaluated by the relevant impact to your performance: the more performance impact from the recommendation, the more it impacts your overall score.

The optimization score is calculated in real-time and considers factors like your account and campaign status, relevant impact from the available recommendations, your recent recommendation history, and trends from the Microsoft Advertising ecosystem. It may vary as new recommendations become available over time.

How to improve your optimization score

The optimization score comes with recommendations to improve your campaign performance. Recommendations are provided based on campaign settings, performance history and Microsoft Advertising ecosystem trends. They can improve your keywords and ads relevance, expand your targeting, get more out of the budget, and fix the issues in your account.

Each recommendation is associated with a score uplift, representing its estimated impact to the performance. Thus, applying or dismissing the recommendations will increase the overall optimization score. Particularly, you can see the total score achieved from the dismissed recommendations showing as light blue as part of the blue bar on the top. For example, if you apply or dismiss a recommendation that has a score uplift of 10%, your account’s optimization score increases by 10%. By applying or dismissing all recommendations, you can get a score of 100% for your account.

Advertisers are always in control

Advertisers who do not want to adopt the recommendations can easily dismiss them. The system will refresh the optimization score regularly. The dismissed recommendations will still be available and can be adopted at a later stage.

Learn more about recommendations and how to apply them.

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