Creative

UGC

User-Generated Content — video or images made by real customers rather than the brand. UGC outperforms polished brand creative for many DTC categories because it reads as social proof and matches the native feel of the feed.

Related Terms

Creative→

CTR

Click-Through Rate — the share of impressions that produce a click. On paid social, CTR is primarily a creative metric: a rising CTR usually means the hook is working, while a falling one signals creative fatigue.

Measurement→

CVR

Conversion Rate — the share of clicks (or sessions) that produce a conversion. CVR splits the work between the ad and the landing page; a strong ad with weak CVR points you to fix the page, not the creative.

UGC

CTR

CVR

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