Our newsletterVendor reportMotion, 2026
Only 5% of Meta ads reach winner status
Creatives
5%
of Meta ads reach winner status by scaling to at least 10× their account’s median spend in Q4 2025 – Q1 2026
- Reader Note:
- A 'winner' is defined as an ad that spends 10× the median ad spend of its account.
- Evidence:
- Observed behaviour
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- An anonymized dataset of 550,000+ Facebook and Instagram ads from 6,000+ advertisers, representing about $1.3 billion in spend.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Comparing yourself against a similar segment, and choosing what to test next.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
- The source says how much it looked at, but not how any of it was chosen.
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