{"id":20416,"date":"2026-05-11T11:44:48","date_gmt":"2026-05-11T09:44:48","guid":{"rendered":"https:\/\/www.effinity.fr\/your-needs\/generate-sales\/ugc-and-conversion-turning-social-proof-into-roas\/"},"modified":"2026-05-11T11:46:00","modified_gmt":"2026-05-11T09:46:00","slug":"ugc-and-conversion-turning-social-proof-into-roas","status":"publish","type":"page","link":"https:\/\/www.effinity.fr\/en\/your-needs\/generate-sales\/ugc-and-conversion-turning-social-proof-into-roas\/","title":{"rendered":"UGC and conversion: turning social proof into ROAS"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:30px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><nav aria-label=\"breadcrumbs\" class=\"rank-math-breadcrumb\"><p><span class=\"last\">Home<\/span><\/p><\/nav><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-margin-top:50px;--awb-margin-bottom:50px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_5 2_5 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:40%;--awb-margin-top-large:0px;--awb-spacing-right-large:4.8%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:4.8%;--awb-width-medium:40%;--awb-order-medium:0;--awb-spacing-right-medium:4.8%;--awb-spacing-left-medium:4.8%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element \" style=\"--awb-mask-url: url(https:\/\/www.effinity.fr\/wp-content\/plugins\/fusion-builder\/\/assets\/images\/masks\/mask-10.svg);--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none has-mask\"><img decoding=\"async\" width=\"830\" height=\"498\" alt=\"UGC sales conversion\" title=\"ugc-conversion\" src=\"https:\/\/www.effinity.fr\/wp-content\/uploads\/2026\/05\/ugc-conversion.webp\" data-orig-src=\"https:\/\/www.effinity.fr\/wp-content\/uploads\/2026\/05\/ugc-conversion.webp\" class=\"lazyload img-responsive wp-image-20415\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27830%27%20height%3D%27498%27%20viewBox%3D%270%200%20830%20498%27%3E%3Crect%20width%3D%27830%27%20height%3D%27498%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.effinity.fr\/wp-content\/uploads\/2026\/05\/ugc-conversion-200x120.webp 200w, https:\/\/www.effinity.fr\/wp-content\/uploads\/2026\/05\/ugc-conversion-400x240.webp 400w, https:\/\/www.effinity.fr\/wp-content\/uploads\/2026\/05\/ugc-conversion-600x360.webp 600w, https:\/\/www.effinity.fr\/wp-content\/uploads\/2026\/05\/ugc-conversion-800x480.webp 800w, https:\/\/www.effinity.fr\/wp-content\/uploads\/2026\/05\/ugc-conversion.webp 830w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 600px\" \/><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_3_5 3_5 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:60%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.2%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.2%;--awb-width-medium:60%;--awb-order-medium:0;--awb-spacing-right-medium:3.2%;--awb-spacing-left-medium:3.2%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-one\" style=\"--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h1 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:64;line-height:var(--awb-typography1-line-height);\">UGC and conversion: turning social proof into ROAS<\/h1><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_3_5 3_5 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:60%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.2%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.2%;--awb-width-medium:60%;--awb-order-medium:0;--awb-spacing-right-medium:3.2%;--awb-spacing-left-medium:3.2%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p>The click-through rate (CTR) is stagnating. The conversion rate (CVR) is not keeping up. The budgets are there, the targeting is right, and yet the campaigns are going in circles. In most cases, the friction is neither targeting nor budget: it&#8217;s the creative that no longer lends credibility to the offer. To <a href=\"https:\/\/www.effinity.fr\/en\/your-needs\/generate-sales\/\">generate online sales<\/a>, conversion UGC is a concrete response to this problem, provided it is not confused with classic influencer content.    <\/p>\n<p><strong>UGC (User Generated Content) conversion<\/strong> is a video or image format produced by real creators or customers, designed to be distributed via paid social (Facebook Ads, Instagram Ads). It reproduces the codes of organic content (authenticity, native format, direct language) while carrying a commercial angle defined in a precise brief. It is used when studio creatives have lost their effectiveness and targeting alone is no longer enough to boost CVR and ROAS (return on advertising spend).<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_2_5 2_5 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:40%;--awb-margin-top-large:0px;--awb-spacing-right-large:4.8%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:4.8%;--awb-width-medium:40%;--awb-order-medium:0;--awb-spacing-right-medium:4.8%;--awb-spacing-left-medium:4.8%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:30px;--awb-background-color:var(--awb-color5);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:48;line-height:var(--awb-typography1-line-height);\">Why CTR and CVR stagnate despite well-calibrated targeting<\/h2><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-5 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-bottom:30px;--awb-background-color:var(--awb-color5);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-6 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\"><p>Creative fatigue is often the main cause of performance stagnation on Social Ads, even before a problem of targeting or budget. When the same creative has been running for several weeks on the same audience, frequency rises, CTR falls, and CPA deteriorates.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-7 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-3\"><p><strong>Five symptoms indicate that the problem is creative:<\/strong><\/p>\n<ul>\n<li>CTR less than 0.8% on video feed formats, with a frequency of more than 3 exposures over 7 days<\/li>\n<li>CVR stable or declining while session volume remains constant<\/li>\n<li>Increased CPA on retargeted audiences with no change in budget<\/li>\n<li>Average basket stable, but basket abandonment rate on the rise<\/li>\n<li>Correct organic commitment on the accounts, but low paid transfer<\/li>\n<\/ul>\n<p>If three of these points correspond to the account&#8217;s current situation, a creative audit is probably the first priority, before reworking bids or audiences.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-6 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-margin-top:30px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-8 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:48;line-height:var(--awb-typography1-line-height);\">What is conversion UGC, and how does it differ from classic influencer content?<\/h2><\/div><div class=\"fusion-text fusion-text-4\"><p><a href=\"https:\/\/www.effinity.fr\/en\/blog\/ugc-a-genuine-marketing-lever\/\">Conversion UGC<\/a> is not an influencer post. Classic influencer content aims for reach and memorization (high funnel). Conversion UGC aims for clicks and purchases (low funnel). The difference is structural: the angle, call-to-action, format and distribution rights are designed from the brief onwards for paid use.<\/p>\n<\/div>\n<div class=\"wpdt-c row wpDataTableContainerSimpleTable wpDataTables wpDataTablesWrapper\n\"\n    >\n        <table id=\"wpdtSimpleTable-19\"\n           style=\"border-collapse:collapse;\n                   border-spacing:0px;\"\n           class=\"wpdtSimpleTable wpDataTable\"\n           data-column=\"3\"\n           data-rows=\"6\"\n           data-wpID=\"19\"\n           data-responsive=\"0\"\n           data-has-header=\"0\">\n\n                    <tbody>        <tr class=\"wpdt-cell-row \" >\n                            <td class=\"wpdt-cell wpdt-bold wpdt-bc-5312F8 wpdt-tc-FFFFFF\"\n                                    data-cell-id=\"A1\"\n                data-col-index=\"0\"\n                data-row-index=\"0\"\n                style=\" width:33.333333333333%;                padding:10px;\n                \"\n                >\n                                Crit\u00e8re                <\/td>\n                                            <td class=\"wpdt-cell wpdt-bold wpdt-bc-5312F8 wpdt-tc-FFFFFF\"\n                                    data-cell-id=\"B1\"\n                data-col-index=\"1\"\n                data-row-index=\"0\"\n                style=\" width:33.333333333333%;                padding:10px;\n                \"\n                >\n                                Contenu influenceur classique                <\/td>\n                                            <td class=\"wpdt-cell wpdt-bold wpdt-bc-5312F8 wpdt-tc-FFFFFF\"\n                                    data-cell-id=\"C1\"\n                data-col-index=\"2\"\n                data-row-index=\"0\"\n                style=\" width:33.333333333333%;                padding:10px;\n                \"\n                >\n                                UGC de conversion                <\/td>\n                                        <\/tr>\n                            <tr class=\"wpdt-cell-row \" >\n                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"A2\"\n                data-col-index=\"0\"\n                data-row-index=\"1\"\n                style=\"                padding:10px;\n                \"\n                >\n                                Objectif\n  principal                <\/td>\n                                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"B2\"\n                data-col-index=\"1\"\n                data-row-index=\"1\"\n                style=\"                padding:10px;\n                \"\n                >\n                                Port\u00e9e,\n  notori\u00e9t\u00e9                <\/td>\n                                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"C2\"\n                data-col-index=\"2\"\n                data-row-index=\"1\"\n                style=\"                padding:10px;\n                \"\n                >\n                                CTR, CVR,\n  ROAS                <\/td>\n                                        <\/tr>\n                            <tr class=\"wpdt-cell-row \" >\n                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"A3\"\n                data-col-index=\"0\"\n                data-row-index=\"2\"\n                style=\"                padding:10px;\n                \"\n                >\n                                Diffusion                <\/td>\n                                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"B3\"\n                data-col-index=\"1\"\n                data-row-index=\"2\"\n                style=\"                padding:10px;\n                \"\n                >\n                                Compte\n  cr\u00e9ateur                <\/td>\n                                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"C3\"\n                data-col-index=\"2\"\n                data-row-index=\"2\"\n                style=\"                padding:10px;\n                \"\n                >\n                                Compte\n  annonceur (paid)                <\/td>\n                                        <\/tr>\n                            <tr class=\"wpdt-cell-row \" >\n                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"A4\"\n                data-col-index=\"0\"\n                data-row-index=\"3\"\n                style=\"                padding:10px;\n                \"\n                >\n                                Brief\n  cr\u00e9atif                <\/td>\n                                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"B4\"\n                data-col-index=\"1\"\n                data-row-index=\"3\"\n                style=\"                padding:10px;\n                \"\n                >\n                                Libert\u00e9\n  \u00e9ditoriale large                <\/td>\n                                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"C4\"\n                data-col-index=\"2\"\n                data-row-index=\"3\"\n                style=\"                padding:10px;\n                \"\n                >\n                                Angle\n  pr\u00e9cis, CTA d\u00e9fini                <\/td>\n                                        <\/tr>\n                            <tr class=\"wpdt-cell-row \" >\n                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"A5\"\n                data-col-index=\"0\"\n                data-row-index=\"4\"\n                style=\"                padding:10px;\n                \"\n                >\n                                Droits                <\/td>\n                                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"B5\"\n                data-col-index=\"1\"\n                data-row-index=\"4\"\n                style=\"                padding:10px;\n                \"\n                >\n                                Publication\n  organique                <\/td>\n                                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"C5\"\n                data-col-index=\"2\"\n                data-row-index=\"4\"\n                style=\"                padding:10px;\n                \"\n                >\n                                Usage\n  commercial paid obligatoire                <\/td>\n                                        <\/tr>\n                            <tr class=\"wpdt-cell-row \" >\n                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"A6\"\n                data-col-index=\"0\"\n                data-row-index=\"5\"\n                style=\"                padding:10px;\n                \"\n                >\n                                KPI\n  principal                <\/td>\n                                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"B6\"\n                data-col-index=\"1\"\n                data-row-index=\"5\"\n                style=\"                padding:10px;\n                \"\n                >\n                                Reach,\n  engagement                <\/td>\n                                            <td class=\"wpdt-cell \"\n                                    data-cell-id=\"C6\"\n                data-col-index=\"2\"\n                data-row-index=\"5\"\n                style=\"                padding:10px;\n                \"\n                >\n                                CPA, CVR,\n  ROAS net                <\/td>\n                                        <\/tr>\n                    <\/table>\n<\/div><style id='wpdt-custom-style-19'>\n.wpdt-bc-5312F8 { background-color: #5312F8 !important;}\n.wpdt-tc-FFFFFF { color: #FFFFFF !important;}\n<\/style>\n<\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-7 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:30px;--awb-padding-bottom:30px;--awb-background-color:var(--awb-color2);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-9 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color1);--awb-margin-bottom:-20px;--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:48;line-height:var(--awb-typography1-line-height);\">How do you produce UGC that converts on Meta?<\/h2><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-10 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-5\" style=\"--awb-text-color:var(--awb-color1);\"><h3 style=\"color: #ffffff;\">The creative brief, the first performance lever<\/h3>\n<p>A UGC without a precise brief produces authentic content that is unusable for paid. The brief must define: the angle (problem\/solution), the format (length, ratio), the expected CTA, the reassurance elements to mention (delivery, return, guarantee), and the limits not to cross (unverifiable claims, over-produced staging that breaks the native effect). <\/p>\n<p>To <a href=\"https:\/\/www.effinity.fr\/en\/expertise\/influence-marketing-agency\/influencer-networks-for-brands\/\">activate a network of influencers<\/a> capable of producing usable paid UGC, the selection of creators is based on alignment with the KPI (audience profile, sector, buying behavior) and on the ability to deliver a short format (15-30 seconds), not on the size of the community.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-11 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-6\" style=\"--awb-text-color:var(--awb-color1);\"><h3 style=\"color: #ffffff;\">Commercial usage rights: a contractual prerequisite often absent from briefs<\/h3>\n<p>Without a clause in the contract with the creator explicitly assigning commercial usage rights, the UGC produced cannot be distributed on paid social. Meta requires the advertiser to own the rights to the content used in its campaigns. <\/p>\n<p>The risk is operational: creatives are produced, delivered, validated and&#8230; blocked at the moment of launch for lack of a compliant contract. The operating window must also be specified (6 months, 12 months, unlimited), as it directly conditions the rotation strategy. <\/p>\n<p>In practice :<\/p>\n<ol>\n<li>Include the paid commercial use clause in the contract from the start-up recruitment phase onwards<\/li>\n<li>Specify duration of use and authorized platforms (Meta, TikTok, YouTube&#8230;)<\/li>\n<li>Include a renewal clause if performance warrants an extension<\/li>\n<\/ol>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-8 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:50px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-12 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom:-20px;--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:48;line-height:var(--awb-typography1-line-height);\">Distributing UGC: Facebook Ads and Instagram Ads as distribution levers<\/h2><\/div><div class=\"fusion-text fusion-text-7\" style=\"--awb-margin-top:50px;\"><p>Once the creative has been produced and the rights secured, distribution on Meta must be structured according to objectives and audiences.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-13 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-8\"><p>To <a href=\"https:\/\/www.effinity.fr\/en\/expertise\/ads-agency\/social-ads-smo\/facebook-ads-agency\/\">activate Facebook Ads<\/a> in conversion, UGC works particularly well in segmented retargeting (non-buying PDP visitors, shopping cart abandonment) and in prospecting on large audiences, where the authenticity of the format compensates for the absence of a strong intent signal. A ROAS of over 3 on UGC creatives for prospecting is often observed when the account has a sufficient volume of conversion data, typically over 50 purchase events per week, depending on the maturity of the pixel. Below this threshold, learning remains unstable and results cannot be interpreted.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-14 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-9\"><p>To <a href=\"https:\/\/www.effinity.fr\/en\/expertise\/ads-agency\/social-ads-smo\/instagram-ads-agency\/\">deploy Instagram Ads<\/a>, Reels and Stories formats in 9:16 ratio give better results than square formats on UGC creatives, depending on the maturity of the account. Reels capture a wider reach for prospecting; Stories serve as reassurance for retargeting. <\/p>\n<p>In most cases, UGC in prospecting is preferable to studio creatives in retargeting when the retargeted audience is already exposed to the brand message: the authenticity of the format creates a break in the experience and can rekindle intent better than a highly product-oriented visual. This approach works unless the product requires a high level of trust before purchase (jewelry, medical products, luxury goods), in which case UGC creatives can damage the perception of value.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-9 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:50px;--awb-margin-bottom:30px;--awb-background-color:var(--awb-color5);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-15 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:5.76%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:5.76%;--awb-spacing-left-medium:5.76%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-6 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:48;line-height:var(--awb-typography1-line-height);\">Why Effinity for UGC conversion?<\/h2><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-16 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:66.666666666667%;--awb-order-medium:0;--awb-spacing-right-medium:2.88%;--awb-spacing-left-medium:2.88%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-10\"><p>For UGC to become a measurable ROAS lever, three conditions must be met simultaneously: good production, secure rights, and good distribution. These three dimensions are rarely coordinated when the creative, influence and paid teams are separated. <\/p>\n<p>Effinity pilots creator network, Social Ads and reporting in a unified system:<\/p>\n<ul>\n<li>creators are selected on ICP (Ideal Customer Profile) alignment, not community size<\/li>\n<li>briefs are written for paid performance<\/li>\n<li>commercial usage rights are built into contracts from the moment of recruitment<\/li>\n<li>Meta distribution is controlled by an attribution rule that distinguishes between gross and net ROAS.<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-10 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-margin-top:30px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-17 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-11\"><h3>Your UGC deserves more than a rough test<\/h3>\n<p>Stagnant CTR, flat CVR, dwindling ROAS: in most cases, the problem is creative rather than budgetary. A well-constructed UGC system (brief, contractualized rights, planned rotation, structured distribution) can boost the performance of Meta campaigns without starting from scratch on targeting. <\/p>\n<p>What you get with Effinity:<\/p>\n<ul>\n<li>An audit of your current creative and a conversion-oriented UGC production plan, with angles and formats defined for paid<\/li>\n<li>Access to a network of performance-briefed designers, with commercial usage rights included in the contract<\/li>\n<li>Multi-levier management (influencer network, Facebook Ads, Instagram Ads) with net ROAS reporting and margin tracking<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-11 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-18 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><style type=\"text\/css\">.fusion-faqs-wrapper #accordian-1 .fusion-panel { border-color:var(--awb-color3); }.fusion-faqs-wrapper #accordian-1 .fusion-panel:hover{ border-color: var(--awb-color3); }.fusion-accordian #accordian-1 .panel-title a .fa-fusion-box:before{ font-size: 16px;width: 16px;}.fusion-accordian #accordian-1 .panel-title a .fa-fusion-box{ color: var(--awb-color1);}.fusion-accordian  #accordian-1 .panel-title a{font-family:var(--awb-typography1-font-family);font-weight:var(--awb-typography1-font-weight);font-style:var(--awb-typography1-font-style);}.fusion-accordian  #accordian-1 .panel-title a:not(:hover){}.fusion-accordian  #accordian-1 .toggle-content{font-family:var(--awb-typography4-font-family);font-weight:var(--awb-typography4-font-weight);font-style:var(--awb-typography4-font-style);}.fusion-accordian #accordian-1 .fa-fusion-box { background-color: var(--awb-color7) !important;border-color: var(--awb-color7) !important;}.fusion-accordian #accordian-1 .panel-title a:hover,.fusion-accordian #accordian-1 .panel-title a.hover { color: var(--awb-color4);}.fusion-faq-shortcode .fusion-accordian #accordian-1 .fusion-toggle-boxed-mode:hover .panel-title a { color: var(--awb-color4);}.fusion-accordian #accordian-1 .panel-title .active .fa-fusion-box,.fusion-accordian #accordian-1 .panel-title a:hover .fa-fusion-box,.fusion-accordian #accordian-1 .panel-title a.hover .fa-fusion-box { background-color: var(--awb-color4)!important;border-color: var(--awb-color4)!important;}<\/style><div class=\"fusion-faq-shortcode\" style=\"\"><div class=\"fusion-faqs-wrapper\"><div class=\"accordian fusion-accordian\"><div class=\"panel-group \" id=\"accordian-1\"><div class=\"fusion-panel panel-default fusion-faq-post fusion-faq-post-20431 ugc-conversion \"><span class=\"entry-title rich-snippet-hidden\">Why is my ROAS falling while traffic is stable?<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a data-obfuscated-link=\"aHR0cHM6Ly93d3cuZWZmaW5pdHkuZnIvZW4vYXV0aG9yL2ptci1hZG1pbi8=\" title=\"Posts by Jean-Marc Requin\" rel=\"author\">Jean-Marc Requin<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2026-05-11T11:48:54+02:00<\/span><div class=\"panel-heading\"><h4 id=\"faq_1-20431\" class=\"panel-title toggle\"><a data-toggle=\"collapse\" class=\"collapsed\" data-parent=\"#accordian-1\" data-target=\"#collapse-1-20431\" href=\"#collapse-1-20431\" aria-expanded=\"false\"><div class=\"fusion-toggle-icon-wrapper\"><div class=\"fusion-toggle-icon-wrapper-main\"><div class=\"fusion-toggle-icon-wrapper-sub\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/div><\/div><\/div><div class=\"fusion-toggle-heading\">Why is my ROAS falling while traffic is stable?<\/div><\/a><\/h4><\/div><div id=\"collapse-1-20431\" aria-labelledby=\"faq_1-20431\" class=\"panel-collapse collapse\"><div class=\"panel-body toggle-content post-content\"><p>A falling ROAS for constant traffic generally indicates a problem with conversion or product mix, not targeting. The creative is often to blame: a high frequency causes a drop in CTR, which in turn degrades the quality of incoming traffic. Before taking action on bids, you need to audit frequency by ad group and sales distribution by SKU to identify products that dilute overall profitability.  <\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default fusion-faq-post fusion-faq-post-20429 ugc-conversion \"><span class=\"entry-title rich-snippet-hidden\">How can you calibrate a UGC test over 30 days without skewing the results?<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a data-obfuscated-link=\"aHR0cHM6Ly93d3cuZWZmaW5pdHkuZnIvZW4vYXV0aG9yL2ptci1hZG1pbi8=\" title=\"Posts by Jean-Marc Requin\" rel=\"author\">Jean-Marc Requin<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2026-05-11T11:48:05+02:00<\/span><div class=\"panel-heading\"><h4 id=\"faq_1-20429\" class=\"panel-title toggle\"><a data-toggle=\"collapse\" class=\"collapsed\" data-parent=\"#accordian-1\" data-target=\"#collapse-1-20429\" href=\"#collapse-1-20429\" aria-expanded=\"false\"><div class=\"fusion-toggle-icon-wrapper\"><div class=\"fusion-toggle-icon-wrapper-main\"><div class=\"fusion-toggle-icon-wrapper-sub\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/div><\/div><\/div><div class=\"fusion-toggle-heading\">How can you calibrate a UGC test over 30 days without skewing the results?<\/div><\/a><\/h4><\/div><div id=\"collapse-1-20429\" aria-labelledby=\"faq_1-20429\" class=\"panel-collapse collapse\"><div class=\"panel-body toggle-content post-content\"><p>A valid UGC creative test requires a minimum of 50 buy events per ad group before any conclusions can be drawn. Each angle should be isolated in a separate campaign, with the same budget and audiences, to avoid differential diffusion effects. Do not modify bids or targeting during the test phase: Meta algorithms need stability to optimize delivery.  <\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default fusion-faq-post fusion-faq-post-20427 ugc-conversion \"><span class=\"entry-title rich-snippet-hidden\">What usage rights are required to distribute UGC in Facebook Ads and Instagram Ads?<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a data-obfuscated-link=\"aHR0cHM6Ly93d3cuZWZmaW5pdHkuZnIvZW4vYXV0aG9yL2ptci1hZG1pbi8=\" title=\"Posts by Jean-Marc Requin\" rel=\"author\">Jean-Marc Requin<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2026-05-11T11:47:27+02:00<\/span><div class=\"panel-heading\"><h4 id=\"faq_1-20427\" class=\"panel-title toggle\"><a data-toggle=\"collapse\" class=\"collapsed\" data-parent=\"#accordian-1\" data-target=\"#collapse-1-20427\" href=\"#collapse-1-20427\" aria-expanded=\"false\"><div class=\"fusion-toggle-icon-wrapper\"><div class=\"fusion-toggle-icon-wrapper-main\"><div class=\"fusion-toggle-icon-wrapper-sub\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/div><\/div><\/div><div class=\"fusion-toggle-heading\">What usage rights are required to distribute UGC in Facebook Ads and Instagram Ads?<\/div><\/a><\/h4><\/div><div id=\"collapse-1-20427\" aria-labelledby=\"faq_1-20427\" class=\"panel-collapse collapse\"><div class=\"panel-body toggle-content post-content\"><p>The advertiser must have the commercial rights to the content, with an explicit clause in the creative contract specifying the duration of exploitation (generally 6 to 12 months), the authorized platforms (Meta, TikTok, YouTube&#8230;) and the exact use (paid ads, owned media, CRM&#8230;). Without this assignment, Meta can deactivate ads in the event of a report from the creator, even if the commercial relationship seems to have been established verbally. <\/p>\n<\/div><\/div><\/div><div class=\"fusion-panel panel-default fusion-faq-post fusion-faq-post-20425 ugc-conversion \"><span class=\"entry-title rich-snippet-hidden\">Which attribution window should I choose to drive UGC campaigns on Meta?<\/span><span class=\"vcard rich-snippet-hidden\"><span class=\"fn\"><a data-obfuscated-link=\"aHR0cHM6Ly93d3cuZWZmaW5pdHkuZnIvZW4vYXV0aG9yL2ptci1hZG1pbi8=\" title=\"Posts by Jean-Marc Requin\" rel=\"author\">Jean-Marc Requin<\/a><\/span><\/span><span class=\"updated rich-snippet-hidden\">2026-05-11T11:46:50+02:00<\/span><div class=\"panel-heading\"><h4 id=\"faq_1-20425\" class=\"panel-title toggle\"><a data-toggle=\"collapse\" class=\"collapsed\" data-parent=\"#accordian-1\" data-target=\"#collapse-1-20425\" href=\"#collapse-1-20425\" aria-expanded=\"false\"><div class=\"fusion-toggle-icon-wrapper\"><div class=\"fusion-toggle-icon-wrapper-main\"><div class=\"fusion-toggle-icon-wrapper-sub\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/div><\/div><\/div><div class=\"fusion-toggle-heading\">Which attribution window should I choose to drive UGC campaigns on Meta?<\/div><\/a><\/h4><\/div><div id=\"collapse-1-20425\" aria-labelledby=\"faq_1-20425\" class=\"panel-collapse collapse\"><div class=\"panel-body toggle-content post-content\"><p>The standard Meta window (7 days clicks \/ 1 day view) is a good starting point for conversion campaigns. For products with a long buying cycle (more than 7 days of reflection), an extended window of 28 days clicks can be useful for analysis, but leads to over-attribution if used as an optimization KPI. Systematically compare Meta data with recorded server-side sales (server-side events) to identify discrepancies and steer on a reliable basis.  <\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-12 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:50px;--awb-padding-bottom:50px;--awb-padding-right-small:30px;--awb-padding-left-small:30px;--awb-background-color:var(--awb-color2);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column 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fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:0px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:11.52%;--awb-width-medium:16.666666666667%;--awb-order-medium:0;--awb-spacing-right-medium:11.52%;--awb-spacing-left-medium:11.52%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":0,"parent":12039,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"100-width.php","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"class_list":["post-20416","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/pages\/20416","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/comments?post=20416"}],"version-history":[{"count":3,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/pages\/20416\/revisions"}],"predecessor-version":[{"id":20419,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/pages\/20416\/revisions\/20419"}],"up":[{"embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/pages\/12039"}],"wp:attachment":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/media?parent=20416"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}