Our newsletterVendor reportMotion, 2026
Text-only assets had the highest hit rate of any asset type at 11.60%, ahead of product images with text at 8.75% and UGC at 7.56%
Creatives
| Asset type | Winners — top performing ads (count) | Mid-range — average performing ads (count) | Hit rate (% of all ads that became winners) |
|---|---|---|---|
| Text only | 1,728 | 4,766 | 11.6% |
| Product image with text | 6,256 | 29,402 | 8.75% |
| Lifestyle-product image | 24 | 186 | 7.59% |
| UGC | 11,374 | 60,699 | 7.56% |
| High production | 2,653 | 15,812 | 6.97% |
| Gif | 215 | 972 | 6.82% |
| Illustration | 1,447 | 6,776 | 6.8% |
| UGC mashup | 779 | 4,193 | 6.28% |
| Lifestyle-product image with text | 3,173 | 22,533 | 6.18% |
| Lifestyle image with text | 8,769 | 62,631 | 6.1% |
Asset types: hit rate (% of ads that became top performers)
Asset types: hit rate (% of ads that became top performers)- Reader Note:
- Hit rate is the share of ads in that asset type that became winners. Text only rests on a much smaller base than UGC, 6,494 ads against 72,073, and the window is holiday-heavy.
- 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
Getting a rough orientation, and deciding what to check yourself.
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.
- The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
- 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.
- This result turned up while the researchers were searching the data. It has not been tested a second time.
- The source says how much it looked at, but not how any of it was chosen.
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