The HiVA Score: Meta's Hidden Trust Metric That Controls Your Ad Performance

Have your Meta ads suddenly started underperforming for no obvious reason?

High CPMs, poor traffic, ROAS plummeting...

You might be experiencing the effects of a hidden metric Meta never publicly discusses: your HiVA Score.

Understanding the HiVA Score

HiVA stands for High Value Asset, and it represents Meta's internal trust rating system that assigns rankings to every single asset in your advertising ecosystem. Each ad account, Business Manager, Page, and even individual creatives receives its own HiVA classification, though these rankings rarely appear in standard dashboard interfaces.

The scoring system uses a tiered approach:

• Platinum

• Gold

• Silver

• Bronze

Most advertisers find themselves stuck in Bronze or Silver tiers, while Gold represents genuinely high-performing, trusted assets. Platinum tier is virtually impossible to achieve without insider knowledge or professional intervention, representing the highest level of platform trust.

These rankings operate as silent gatekeepers, determining auction priority and delivery potential. Gold and Platinum assets enjoy preferential treatment with smoother delivery and easier scaling, while Bronze assets face hidden throttles and increased scrutiny that can cripple performance regardless of creative quality or targeting precision.

Key Factors That Influence Your HiVA Score

Research and analysis of thousands of ad accounts have revealed several critical factors that impact this hidden metric:

Policy Compliance History plays a major role in your overall trust rating. Every ad rejection, account restriction, or Page quality violation creates a permanent record that influences future performance. These infractions accumulate over time, creating compounding trust deficits that persist long after the original issues are resolved.

Customer Feedback Patterns directly affect how Meta perceives your business legitimacy. High complaint rates, excessive chargebacks, or patterns of poor post-purchase experiences signal risk to the platform and negatively impact your HiVA rating.

Asset History and Reuse can trigger penalties when accounts, Pages, or Business Managers have been recycled or repurposed. Meta's systems flag these patterns as potentially suspicious, leading to decreased trust scores.

Engagement Authenticity matters more than raw numbers. Artificially inflated social proof, fake comments, or manipulated engagement metrics create red flags that damage your score more than having lower but genuine interaction rates.

Spending Consistency affects platform trust. Erratic spending patterns, sudden budget increases, or inconsistent campaign funding can signal risk and negatively impact your HiVA rating.

Why This Metric Remains Hidden

Meta deliberately keeps HiVA rankings completely invisible to advertisers as part of their risk management strategy. The rankings never appear in any interface that is accessible to users, they exist purely in Meta's internal systems.

What makes this particularly challenging is that each individual asset carries its own separate HiVA tier. Your ad account might be Silver while your Business Manager is Bronze and your Page is Gold. You could potentially research information about your specific assets online to understand their history and reputation, but the actual HiVA rankings themselves remain locked away from public view.

You'll never receive direct notifications about ranking changes or official feedback about trust tiers. Instead, you may face hidden operational restrictions like shadowbans or penalties that appear unrelated to account health.

Some common indicators of Bronze-tier assets include ad sets that get stuck in Learning Limited status, unexplained delivery slowdowns despite good performance metrics, increased account flags without clear violations, and scaling difficulties that seem disconnected from campaign fundamentals. Silver-tier assets perform better but still face occasional restrictions, while Gold and Platinum assets rarely encounter these issues.

The Real Impact on Performance

Understanding your assets HiVA tier rankings helps explain why some Meta advertisers, Ecom brands and agencies struggle despite following best practices. When individual accounts, Pages, or Business Managers are classified as Bronze tier, even the best creatives and precise targeting can't overcome the algorithmic restrictions working against your campaigns.

This tiered ranking system means that account health can extend far beyond visible metrics and requires improving each asset through Meta's trust hierarchy to maintain optimal performance over time.

The challenge lies in improving your HiVA Score to any meaningful tier—it requires specialized knowledge of Meta's internal mechanics or direct access through a Meta account manager.

Achieving Platinum-tier Status

The best approach is to first identify the current HiVA-tier score of your assets - so that you are aware of where you rank within Meta’s internal system. You can work with a reliable and trusted partner to get your assets audited - with an agency like Scoreify you can get your first audit FREE.

The audit can also reveal any hidden backend issues, restrictions or penalties that could be affecting (which may not even aware of). Once you get the report back - you will have a better idea of what actions need to be taken to fix and improve your overall asset health to achieve Platinum-tier status.

Maintaining Your HiVA Score and Status

Building up your HiVA score and improving your tier has significant long-term benefits if you plan to scale your ads on Meta and reach your ideal target audience. However, your HiVA score can downgrade to lower tiers if your account health is not maintained properly, or if you’re consistently restricted for non-compliance with Meta’s policies.

You need to consider working with an agency or expert that fully understands the inner workings of Meta’s HiVA rankings to be able to monitor and manage your assets. With proper monitoring and maintenance - you can avoid any potential issues with your account and prevent disruptions to your ads by Meta… before they occur.

For more information on Meta’s HiVA scores, or to get help with accessing and improving your HiVA score, check out Scoreify’s Meta Ads Health Audit services (trusted by advertisers, ecom brands and agencies to improve their Meta Ads performance).