Our newsletterVendor reportMotion, 2026
UGC produced the largest number of winning Meta ads at 11,374, but only because it is the most used asset type; on hit rate it ranks fourth
Creatives
| Asset type | Winners — top performing ads (count) | Mid-range — average performing ads (count) | Hit rate (% of all ads that became winners) |
|---|---|---|---|
| UGC | 11,374 | 60,699 | 7.56% |
| Lifestyle image with text | 8,769 | 62,631 | 6.1% |
| Product image with text | 6,256 | 29,402 | 8.75% |
| Lifestyle-product image with text | 3,173 | 22,533 | 6.18% |
| High production | 2,653 | 15,812 | 6.97% |
| Hybrid | 1,983 | 10,621 | 5.74% |
| Text only | 1,728 | 4,766 | 11.6% |
| Illustration | 1,447 | 6,776 | 6.8% |
| UGC mashup | 779 | 4,193 | 6.28% |
| Animation | 731 | 4,267 | 4.57% |
Asset types: number of winning Meta ads (count)
Asset types: number of winning Meta ads (count)- Reader Note:
- Counts, not rates. UGC is the most used asset type at 26% of creatives, and its hit rate of 7.56% sits behind text only at 11.60%, product images with text at 8.75% and lifestyle-product images at 7.59%.
- 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.
- 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.
- The source says how much it looked at, but not how any of it was chosen.
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