User-generated content works because it feels authentic. It builds trust, drives engagement, and influences buying decisions. But when it comes to justifying budget allocation, saying “people like it” isn’t enough. You need data that proves performance and ROI.
We’ve pulled together the most relevant stats to help you make the case. From higher engagement rates to stronger conversion and lift in brand trust, these numbers show why UGC belongs in every performance marketing plan.
UGC Drives Engagement That Scales
Research shows that UGC posts shared on social channels deliver a 28% higher engagement rate than standard brand-created content.
Why this matters: People pay attention to content that feels real, and platforms reward it with more reach. When done well, UGC blends naturally into feeds, reflects how consumers actually talk about products, and holds attention longer, driving higher engagement and stronger campaign efficiency.
Real-world results: Timberland x brkfst.io
For Timberland’s “THIS IS NOT A BOOT” campaign, UGC delivered increased engagement, resulting in:
- +45% in ad frequency
- 3.7x higher video completion rate
The takeaway: When content feels real, people don’t just scroll past. They watch, engage, and share, and platforms amplify that engagement with better distribution.
How to include this in a report:
- Show side-by-side performance of UGC vs. branded ads. Including:
- Engagement metrics: CTR, completions, saves, shares
- Cost efficiency metrics: CPM, CPC, CPA
- Conversion metrics: add-to-cart, checkout starts, purchases, ROAS
Tools to help track this: Dash Hudson, Later, Sprout Social
UGC Converts Browsers Into Buyers
79% of people say UGC directly impacts their buying decisions.
Why this matters: Trust is the biggest barrier at checkout. UGC lowers that barrier by showing real people using the product, validating its quality, and providing social proof. That reassurance makes shoppers more confident in their decision, increasing the likelihood they’ll add items to their cart, move through checkout, and complete their purchase.
The takeaway: UGC is a bottom-funnel driver. It removes friction in the buying journey, builds confidence, and converts interest into revenue.
Here’s how to track UGC-driven conversions:
- UTMs: Use unique parameters for each UGC asset to see exactly how much traffic and revenue it drives.
- Discount codes: Assign creator-specific codes and track redemptions to connect sales directly to individual posts or campaigns.
- Affiliate links: Give each creator receives a unique link that tracks both immediate conversions and purchases made later within the attribution window.
Tools to help track this: Google Analytics, Shopify, Impact, LTK
UGC Reflects How People Feel About Your Brand
Volume is good. Sentiment is better.
Why this matters: Reviews, captions, and comments provide unfiltered feedback. Positive sentiment shows what’s building trust and repeat purchase behavior, while negative sentiment highlights specific opportunities to refine your product, customer experience, or messaging. Over time, these insights help brands see patterns: what customers consistently value, what pain points are recurring, and how perception shifts after campaigns or product launches.
The takeaway: By tracking sentiment in UGC, brands can identify what drives repeat purchase and where to make targeted improvements that impact growth.
How to track it:
- Monitor recurring themes in comments and reviews like fit, quality, design, shipping, or customer service.
- Use social listening tools to analyze tone, keywords, and emotion.
- Build a feedback loop by sharing sentiment insights with marketing to shape messaging and creative, and with product and CX teams to address recurring issues.
Tools to help track this: Brandwatch, Sprinklr, Talkwalker, Mention
UGC Data Helps You Build Smarter Campaigns
UGC works best when it’s part of an ongoing system, where you track what performs and keep improving it.
Why this matters: Tracking UGC performance over time reveals patterns that can inform strategy. It shows which formats consistently outperform, which creators deliver the strongest lift, and which messages drive action. With consistent measurement, UGC evolves from a one-off piece of content into a repeatable strategy that can be measured, optimized, and scaled.
The takeaway: Consistent tracking and iteration make UGC a scalable part of performance strategy, not just a creative tactic
How to include this in a report:
- Set benchmarks key metrics like engagement rate, CPC, CPA, and ROAS before launching campaigns.
- Build a UGC dashboard to track monthly performance by format, creator, and core message or theme.
- Review results regularly and shift budget toward creators and content types that outperform branded creative.
Repurpose top-performing UGC into brand ads, landing pages, and email to extend impact across channels.
Tools that help you track this: Looker Studio, Google Data Studio, Sprout Social, Dash Hudson, Google Analytics
Smarter UGC Starts With Better Data
Brands that measure UGC with the same consistency as paid media turn it from a creative tactic into a growth channel. Start by setting benchmarks, building clear reporting, and sharing insights across media, creative, and product. That’s how UGC proves ROI and secures its place in the marketing mix.
If you’re ready to prove the ROI of UGC, and scale it, let’s talk.