Your business portfolio feedback score, previously known as Facebook feedback score, shows how well your brand meets customer expectations.
Meta is placing greater emphasis on customer feedback across its ad ecosystem, shaping delivery, visibility, and cost across Facebook, Instagram, and Messenger.
Though Meta is currently updating how feedback data appears in the Business Suite, it remains an active factor in campaign performance. This guide breaks down what’s changing, how the system works, and what steps you can take to protect performance and build long-term trust.
Key takeaways
- Meta’s business portfolio feedback score is a 0–5 customer experience rating that shapes ad delivery, visibility, and cost.
- Meta is updating how feedback data appears in the Business Suite, but the underlying score still actively influences ad delivery, visibility, and cost.
- Consistent product quality, delivery, and communication—supported by clear shipping and return policies and accurate creative—set the right expectations and reduce negative feedback.
- Feedback acts as both a performance signal and a strategic growth lever—guiding better decisions across product, operations, and advertising..
- Tools like Bïrch Explorer help you track performance shifts tied to customer sentiment, so you can respond before they impact reach or cost.
What is Meta’s business portfolio feedback score, and why does it matter?
If you advertise or sell on Meta, you’ll have a feedback score—a 0–5 rating that reflects how customers feel about their purchase experience with your brand.
The feedback score reveals how well you’re meeting customer expectations. Meta applies this score more dynamically in its ad delivery systems, affecting visibility, cost efficiency, and account health across Facebook, Instagram, and Messenger.
Here’s what each range generally means:
- 4–5: Positive customer experience. Ads perform at full delivery potential.
- 3–4: Average experience. Monitor closely to prevent declines.
- 2–3: Poor experience. Expect limited delivery and higher costs.
- 1–2: Underperforming experience. Ad delivery may be significantly restricted.
- 0–1: Advertising disabled due to consistent policy or feedback issues.
Businesses with higher scores benefit from increased visibility in Meta’s ad ecosystem. Their ads and Pages surface more prominently in search results, helping attract potential customers and improve conversion opportunities.
The reverse also applies—when a score drops below 2, Meta may restrict or turn off ad delivery to protect user experience.
How the feedback score is calculated
Meta calculates your feedback score using multiple sources, including:
- Post-purchase surveys
- Product ratings
- Interactions with your Page
- Checkout experiences
- Support channels
The influence of each feedback source varies depending on the platform and interaction type.
Surveys are increasingly contextual. They prompt customers at key moments in the buying journey to capture their experiences in real time.
Scores are updated frequently to reflect the latest customer experiences. Consistent performance across sales, messaging, delivery, and post-purchase support is crucial to maintaining a healthy score and keeping ads running smoothly.
Key drivers include:
- Customer satisfaction: Positive reviews and high ratings indicate that your business meets or exceeds expectations. Consistently delivering a helpful, responsive service encourages favorable feedback.
- Delivery speed: Fast, reliable delivery matters. Customers reward businesses that fulfill orders promptly, while delays can lower your score.
- Product quality: Meeting or exceeding the standards you promise motivates positive responses. Investing in quality control and continuous improvement can strengthen your score.
Monitoring your feedback score
As of late 2024, many users have reported that the feedback score and the Commerce Account Health section are no longer visible in Meta Business Suite or Commerce Manager.
Meta confirmed it’s revamping the system, but it’s still used in the background to guide how your ads are prioritized across the platform.
With customer experience data now spread across multiple touchpoints, a single score can’t tell you the full story. Reviewing signals like comments, reviews, survey responses, and delivery metrics together can offer a better sense of where expectations are being met or missed.
To view the available feedback data:
- Go to Meta Business Suite.
- Select All Tools and open the Manage section.
- Click Orders & Reviews to see your overall rating, individual reviews, and customer comments. You can also reply to or report reviews from here.
Note: If you don’t see ratings or reviews, it may be because the feature hasn’t rolled out to your region yet—or Meta hasn’t collected enough unique reviews to display an overall rating.
Diagnosing low scores
Performance signals—such as reduced delivery consistency, rising costs, or declining reach—can still indicate a lower feedback score.
Diagnosing what’s driving that change means connecting external feedback, analytics, and customer data to uncover the friction points behind the performance drop.
Because this analysis often lives across multiple tools, it’s easy to miss early warning signs. Tools like Bïrch (formerly Revealbot) help you set rules that flag performance shifts (e.g., a drop in conversion rates) potentially linked to changing customer sentiment. Linking those alerts to your creative and delivery data helps reveal patterns faster, so you can take action.
Once you spot anomalies, look for correlations across your data:
- Operational signals: Refund spikes, delivery delays, or abandoned carts often track directly with negative sentiment.
- Customer patterns: CRM insights reveal whether complaints come from first-time buyers, repeat purchasers, or specific regions—each pointing to a different root cause.
- Pre-purchase friction: Inaccurate visuals, vague shipping timelines, or slow landing pages set the wrong expectations and often lead to negative reviews. Tools like Commerce Insights and Facebook Page Status help catch these issues early.
Not all feedback tells the same story. Repeated mentions of delivery delays or damaged products indicate operational issues, while complaints about quality or customer support typically reveal fulfillment or communication gaps.
You can see this in practice as well. Karina Tymchenko, Founder of Brandualist, shared that her team treats feedback as “an algorithmically influencing variable that continues to affect both CPMs and ad delivery quality.”
By aligning ad messaging with actual post-purchase experiences, her team improved trust and performance—helping one e-commerce client increase ROAS by 32%.
Strategies to improve your score
In October 2025, Jason Yim, Client Solutions Manager at Meta, shared that customer feedback will play a significantly stronger role in the ad auction.
The update rewards advertisers who deliver consistent, positive purchase experiences and reduces friction for users buying through Meta’s platforms. That makes expectation alignment the starting point for stronger feedback—and stronger performance.
Jason Vaught, Director of Content & Marketing at SmashBrand, explained that his team now treats the feedback score as a “direct measure of how well our creative sets real expectations.” To maintain that alignment, they introduced a three-point visual accuracy check before launching any campaign:
- Color accuracy
- Scale accuracy
- Texture accuracy
Ensuring each image reflects the final packaging with 98.5% precision reduced negative feedback by 1.83% in six months.
Even minor discrepancies—such as overly stylized product shots—added $0.07 to the CPA due to customer dissatisfaction, captured in Meta’s surveys.
The takeaway: precision in creative execution strengthens performance and trust.
You can also see a better score when you align communication, service, and delivery.
Clear communication has a direct impact on the post-purchase experience. Stating shipping timelines, return windows, or backorder details upfront helps customers understand what to expect.
Simple notes such as “Ships within 3–5 business days” or “Pre-order: Ships Dec 1” can prevent frustration further down the line. Clear shipping and fulfilment expectations matter more than ever in Meta’s feedback model.
Customer service plays an equally important role. Proactively updating customers about delays, replacements, or refunds helps reduce complaints and avoid negative signals that Meta could pick up on.
Even automated updates—such as notifications that tell customers their order has shipped or their return has been processed—help keep customers informed and reduce negative survey responses.
To see the benefits, make sure your marketing and operations stay aligned. Scaling campaigns faster than inventory or fulfillment can trigger delays and cancellations, lowering satisfaction scores.
Turning feedback into growth
Feedback becomes more powerful when you treat it as a direction, not just sentiment. Negative comments reveal where customers encounter friction, and this informs quick fixes—such as clearer sizing or a simpler checkout—that can shift perception quickly.
Positive feedback offers a different kind of insight. When customers consistently praise quality, ease of use, or fast delivery, those themes become creative signals worth amplifying. You can turn this language into social proof by:
- Weaving phrases into ad copy or landing pages
- Highlighting verified reviews or creator collaborations
- Sharing authentic customer stories across Meta platforms
These elements reinforce trust and balance out any negative feedback. Meta’s systems take this into account when assessing overall satisfaction.
Feedback also strengthens loyalty when it becomes a two-way exchange. Responding to reviews, telling customers about updates inspired by their input, or offering early access to new features demonstrates that your brand listens.
Penalties, appeals & recovery
When businesses consistently underdeliver on customer expectations, Meta applies gradual penalties to safeguard user experience and maintain trust across its platforms.
That focus on authenticity isn’t new. In 2022, Meta filed a lawsuit against a review manipulation network that sold fake feedback to distort brand scores—reinforcing their long-standing commitment to transparency and fair competition.
If negative signals persist, your account may be impacted by slower performance and higher costs. In more severe cases, it may be hit by temporary restrictions or suspended ad delivery—especially when user experience is at risk.
Once a penalty is in place, recovery takes a different approach to routine feedback management. Your focus shifts from optimization to restoring stability and demonstrating to Meta that you have solved the issue. You can do that by following these steps:
- Stabilize the source of damage: Identify the exact trigger—whether a delayed shipment batch, a product defect, or a spike in cancellations. Address it directly before increasing spend again.
- Reintroduce spending gradually: Scaling too quickly can recreate the same problems. A slower ramp-up signals that delivery and customer experience are stabilizing.
- Monitor early recovery signals: Improving CPMs, lower complaint volume, and steadier conversion rates often indicate that internal feedback is recovering.
If you think the penalty was applied in error, you can request a review through the Meta Business Support Home. Supplying order confirmations, shipment tracking, or customer communication records helps Meta understand whether the issue was isolated or misrepresented.
Reviews usually take a few business days, and Meta may lift the penalty if everything checks out.
Closing the loop between feedback and growth
Meta’s feedback system may be changing, but its purpose remains the same. It’s built to reward advertisers who deliver consistent, transparent, and trustworthy experiences.
Every review, comment, and message is performance data. Negative feedback shows where expectations aren’t being met, while positive feedba ck highlights what keeps people coming back. Together, these signals form a continuous learning loop that connects product quality, creative strategy, and customer experience.
You can also try Bïrch for free to see how automated rules and real-time insights help you stay ahead of performance shifts.
FAQs
Your business portfolio feedback score, previously known as Facebook feedback score, shows how well your brand meets customer expectations.
Meta is placing greater emphasis on customer feedback across its ad ecosystem, shaping delivery, visibility, and cost across Facebook, Instagram, and Messenger.
Though Meta is currently updating how feedback data appears in the Business Suite, it remains an active factor in campaign performance. This guide breaks down what’s changing, how the system works, and what steps you can take to protect performance and build long-term trust.
Key takeaways
- Meta’s business portfolio feedback score is a 0–5 customer experience rating that shapes ad delivery, visibility, and cost.
- Meta is updating how feedback data appears in the Business Suite, but the underlying score still actively influences ad delivery, visibility, and cost.
- Consistent product quality, delivery, and communication—supported by clear shipping and return policies and accurate creative—set the right expectations and reduce negative feedback.
- Feedback acts as both a performance signal and a strategic growth lever—guiding better decisions across product, operations, and advertising..
- Tools like Bïrch Explorer help you track performance shifts tied to customer sentiment, so you can respond before they impact reach or cost.
What is Meta’s business portfolio feedback score, and why does it matter?
If you advertise or sell on Meta, you’ll have a feedback score—a 0–5 rating that reflects how customers feel about their purchase experience with your brand.
The feedback score reveals how well you’re meeting customer expectations. Meta applies this score more dynamically in its ad delivery systems, affecting visibility, cost efficiency, and account health across Facebook, Instagram, and Messenger.
Here’s what each range generally means:
- 4–5: Positive customer experience. Ads perform at full delivery potential.
- 3–4: Average experience. Monitor closely to prevent declines.
- 2–3: Poor experience. Expect limited delivery and higher costs.
- 1–2: Underperforming experience. Ad delivery may be significantly restricted.
- 0–1: Advertising disabled due to consistent policy or feedback issues.
Businesses with higher scores benefit from increased visibility in Meta’s ad ecosystem. Their ads and Pages surface more prominently in search results, helping attract potential customers and improve conversion opportunities.
The reverse also applies—when a score drops below 2, Meta may restrict or turn off ad delivery to protect user experience.
How the feedback score is calculated
Meta calculates your feedback score using multiple sources, including:
- Post-purchase surveys
- Product ratings
- Interactions with your Page
- Checkout experiences
- Support channels
The influence of each feedback source varies depending on the platform and interaction type.
Surveys are increasingly contextual. They prompt customers at key moments in the buying journey to capture their experiences in real time.
Scores are updated frequently to reflect the latest customer experiences. Consistent performance across sales, messaging, delivery, and post-purchase support is crucial to maintaining a healthy score and keeping ads running smoothly.
Key drivers include:
- Customer satisfaction: Positive reviews and high ratings indicate that your business meets or exceeds expectations. Consistently delivering a helpful, responsive service encourages favorable feedback.
- Delivery speed: Fast, reliable delivery matters. Customers reward businesses that fulfill orders promptly, while delays can lower your score.
- Product quality: Meeting or exceeding the standards you promise motivates positive responses. Investing in quality control and continuous improvement can strengthen your score.
Monitoring your feedback score
As of late 2024, many users have reported that the feedback score and the Commerce Account Health section are no longer visible in Meta Business Suite or Commerce Manager.
Meta confirmed it’s revamping the system, but it’s still used in the background to guide how your ads are prioritized across the platform.
With customer experience data now spread across multiple touchpoints, a single score can’t tell you the full story. Reviewing signals like comments, reviews, survey responses, and delivery metrics together can offer a better sense of where expectations are being met or missed.
To view the available feedback data:
- Go to Meta Business Suite.
- Select All Tools and open the Manage section.
- Click Orders & Reviews to see your overall rating, individual reviews, and customer comments. You can also reply to or report reviews from here.
Note: If you don’t see ratings or reviews, it may be because the feature hasn’t rolled out to your region yet—or Meta hasn’t collected enough unique reviews to display an overall rating.
Diagnosing low scores
Performance signals—such as reduced delivery consistency, rising costs, or declining reach—can still indicate a lower feedback score.
Diagnosing what’s driving that change means connecting external feedback, analytics, and customer data to uncover the friction points behind the performance drop.
Because this analysis often lives across multiple tools, it’s easy to miss early warning signs. Tools like Bïrch (formerly Revealbot) help you set rules that flag performance shifts (e.g., a drop in conversion rates) potentially linked to changing customer sentiment. Linking those alerts to your creative and delivery data helps reveal patterns faster, so you can take action.
Once you spot anomalies, look for correlations across your data:
- Operational signals: Refund spikes, delivery delays, or abandoned carts often track directly with negative sentiment.
- Customer patterns: CRM insights reveal whether complaints come from first-time buyers, repeat purchasers, or specific regions—each pointing to a different root cause.
- Pre-purchase friction: Inaccurate visuals, vague shipping timelines, or slow landing pages set the wrong expectations and often lead to negative reviews. Tools like Commerce Insights and Facebook Page Status help catch these issues early.
Not all feedback tells the same story. Repeated mentions of delivery delays or damaged products indicate operational issues, while complaints about quality or customer support typically reveal fulfillment or communication gaps.
You can see this in practice as well. Karina Tymchenko, Founder of Brandualist, shared that her team treats feedback as “an algorithmically influencing variable that continues to affect both CPMs and ad delivery quality.”
By aligning ad messaging with actual post-purchase experiences, her team improved trust and performance—helping one e-commerce client increase ROAS by 32%.
Strategies to improve your score
In October 2025, Jason Yim, Client Solutions Manager at Meta, shared that customer feedback will play a significantly stronger role in the ad auction.
The update rewards advertisers who deliver consistent, positive purchase experiences and reduces friction for users buying through Meta’s platforms. That makes expectation alignment the starting point for stronger feedback—and stronger performance.
Jason Vaught, Director of Content & Marketing at SmashBrand, explained that his team now treats the feedback score as a “direct measure of how well our creative sets real expectations.” To maintain that alignment, they introduced a three-point visual accuracy check before launching any campaign:
- Color accuracy
- Scale accuracy
- Texture accuracy
Ensuring each image reflects the final packaging with 98.5% precision reduced negative feedback by 1.83% in six months.
Even minor discrepancies—such as overly stylized product shots—added $0.07 to the CPA due to customer dissatisfaction, captured in Meta’s surveys.
The takeaway: precision in creative execution strengthens performance and trust.
You can also see a better score when you align communication, service, and delivery.
Clear communication has a direct impact on the post-purchase experience. Stating shipping timelines, return windows, or backorder details upfront helps customers understand what to expect.
Simple notes such as “Ships within 3–5 business days” or “Pre-order: Ships Dec 1” can prevent frustration further down the line. Clear shipping and fulfilment expectations matter more than ever in Meta’s feedback model.
Customer service plays an equally important role. Proactively updating customers about delays, replacements, or refunds helps reduce complaints and avoid negative signals that Meta could pick up on.
Even automated updates—such as notifications that tell customers their order has shipped or their return has been processed—help keep customers informed and reduce negative survey responses.
To see the benefits, make sure your marketing and operations stay aligned. Scaling campaigns faster than inventory or fulfillment can trigger delays and cancellations, lowering satisfaction scores.
Turning feedback into growth
Feedback becomes more powerful when you treat it as a direction, not just sentiment. Negative comments reveal where customers encounter friction, and this informs quick fixes—such as clearer sizing or a simpler checkout—that can shift perception quickly.
Positive feedback offers a different kind of insight. When customers consistently praise quality, ease of use, or fast delivery, those themes become creative signals worth amplifying. You can turn this language into social proof by:
- Weaving phrases into ad copy or landing pages
- Highlighting verified reviews or creator collaborations
- Sharing authentic customer stories across Meta platforms
These elements reinforce trust and balance out any negative feedback. Meta’s systems take this into account when assessing overall satisfaction.
Feedback also strengthens loyalty when it becomes a two-way exchange. Responding to reviews, telling customers about updates inspired by their input, or offering early access to new features demonstrates that your brand listens.
Penalties, appeals & recovery
When businesses consistently underdeliver on customer expectations, Meta applies gradual penalties to safeguard user experience and maintain trust across its platforms.
That focus on authenticity isn’t new. In 2022, Meta filed a lawsuit against a review manipulation network that sold fake feedback to distort brand scores—reinforcing their long-standing commitment to transparency and fair competition.
If negative signals persist, your account may be impacted by slower performance and higher costs. In more severe cases, it may be hit by temporary restrictions or suspended ad delivery—especially when user experience is at risk.
Once a penalty is in place, recovery takes a different approach to routine feedback management. Your focus shifts from optimization to restoring stability and demonstrating to Meta that you have solved the issue. You can do that by following these steps:
- Stabilize the source of damage: Identify the exact trigger—whether a delayed shipment batch, a product defect, or a spike in cancellations. Address it directly before increasing spend again.
- Reintroduce spending gradually: Scaling too quickly can recreate the same problems. A slower ramp-up signals that delivery and customer experience are stabilizing.
- Monitor early recovery signals: Improving CPMs, lower complaint volume, and steadier conversion rates often indicate that internal feedback is recovering.
If you think the penalty was applied in error, you can request a review through the Meta Business Support Home. Supplying order confirmations, shipment tracking, or customer communication records helps Meta understand whether the issue was isolated or misrepresented.
Reviews usually take a few business days, and Meta may lift the penalty if everything checks out.
Closing the loop between feedback and growth
Meta’s feedback system may be changing, but its purpose remains the same. It’s built to reward advertisers who deliver consistent, transparent, and trustworthy experiences.
Every review, comment, and message is performance data. Negative feedback shows where expectations aren’t being met, while positive feedba ck highlights what keeps people coming back. Together, these signals form a continuous learning loop that connects product quality, creative strategy, and customer experience.
You can also try Bïrch for free to see how automated rules and real-time insights help you stay ahead of performance shifts.
FAQs
The Facebook feedback score—now called the Meta business portfolio feedback score—is a 0–5 rating that reflects customer satisfaction after a purchase. It influences the delivery, visibility, and overall performance of your ads across Facebook, Instagram, and Messenger.
Meta collects feedback through post-purchase surveys, ratings, and interactions across its apps. Factors like delivery accuracy, product quality, and customer service shape your overall feedback score, which updates regularly to reflect recent experiences.
As of late 2024, Meta removed the visible feedback score from the Business Suite and Commerce Manager while revamping the system. Even if you can’t see it, the score still affects your campaign performance behind the scenes.
A high feedback score improves ad visibility and lowers costs, while a low one can increase CPMs, reduce reach, or trigger delivery restrictions.
Facebook reviews build trust and improve your feedback rating. To show them on your Page, enable the “Reviews” tab and encourage verified buyers to leave feedback. Visible reviews strengthen your Facebook page score and customer confidence.
Yes. Even if you can’t see the score, you can influence it by improving every touchpoint that shapes customer expectations—accurate creative, clear shipping and returns info, proactive updates, dependable fulfillment, and responsive support. Meta still tracks these signals, rewarding brands that maintain high customer satisfaction.
Focus on fixing the root cause first (delivery delays, product issues, unclear policies). Once the experience is stable again, slowly ramp up ad spend to restore performance. If your account was penalized unfairly—because of review manipulation or supply issues—you can request a review via Meta Business Support Home. Provide order confirmations, tracking details, or customer messages to verify your case.
