The State of Creative Optimization – 2025 Edition

AI has made it easier than ever to scale creative production. But with that scale comes noise, making measurement and optimization more critical than ever. Creative optimization goes beyond surface-level tweaks in colors and copy — it lies in the emotional and psychological triggers that make users stop, engage, and act.

Powered by AppsFlyer’s AI-driven creative optimization solution, this first-of-its-kind report analyzes 1.1 million creative variations and $2.4 billion in ad spend to uncover the granular patterns that help marketers produce more creative winners, faster.

What’s inside

• Share of cost, IPM, and retention benchmarks across multiple verticals
• User motivations, hook types, gaming outcomes, and UGC type breakdowns
• Contributions from experts at Meta and dentsu