Meta published a 54-page creator measurement paper on 7 October, covered in detail by PPC Land. Across 20 conversion lift studies in Europe, the Middle East and Africa, campaigns where partnership ads made up at least 30% of the ads saw a 45% lower median cost per incremental purchase and a 35% higher median incremental ROAS. Incremental means sales that would not have happened without the ad.
Be clear on the caveats, as PPC Land is. This is Meta's own data, and the result sits at 92% confidence, below the usual 95% bar. Meta has a reason to sell partnership ads. Still, it matches what we see: creator content run through a creator's handle feels like a recommendation, not an ad.
Our view is that partnership ads belong inside your main sales campaigns, not in a separate creator test that never scales. Meta's own threshold of 30% gives you a sensible starting point.