Business portfolio feedback score

The feedback score is a rating Meta gives a business portfolio based on how people respond to its ads and its customer experience. Meta collects feedback from people who see ads, from reports, hides, and survey responses, and from interactions with your pages and messages. A low score can raise costs, reduce delivery, and, if it stays low, lead to account restrictions.

What goes into it

Meta has described the inputs in terms of customer feedback signals. These include negative reactions to ads, such as hiding an ad or reporting it, and ratings that people give your business after they interact with it. Exact weights are not public, and Meta can change the model, so treat any specific formula you read elsewhere with caution.

The score is not a measure of sales or ROAS. A profitable account can have poor feedback if the ads annoy a large share of viewers.

Where to find it

Meta surfaces feedback and quality information in Account Quality and in business tools. Availability and naming differ by account and over time, so look in your current Business Suite settings. If you do not see a score, your account may not have enough data yet.

Why it matters for delivery

Meta wants people to stay on its platforms. Ads that draw complaints give a poor experience, so the system can reduce their reach or charge more to show them. In practice you see higher CPMs, less spend, or an ad pulled from delivery. The auction effect is part of how the Meta auction weighs ad quality alongside bid and estimated action rates.

How to improve a low score

Fix the source of the complaints:

• Match the promise. The ad, the landing page, and the product should say the same thing.
• Tighten targeting. Showing an ad to people who have no use for it produces hides and reports.
• Control frequency. Seeing one ad too often drives negative reactions. See ad fatigue and frequency.
• Respond to comments and messages. Slow or no replies lower customer ratings.
• Remove misleading creative. Clickbait gets clicks and then complaints.

Improvement is not instant. Meta’s scoring reflects a recent window of activity, so a change appears after new feedback replaces the old.

What not to do

Do not ask customers for favorable ratings in exchange for rewards, and do not delete negative comments in bulk as a shortcut. Both can create new problems. The durable approach is to reduce what causes the negative response.

How YieldBI helps

YieldBI’s ad-level signal analysis shows which ads are fading and which keep performing, so you can retire the ones likely to draw complaints. Its AI creative generation supplies fresh variants for rotation. Neither changes Meta’s score directly.