B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
5%
5% -- ad conversion lift for Meta Instagram ads (2025)
Meta's GEM delivered a 5% increase in ad conversions on Instagram following its broader rollout.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
5%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
60
Freshness
95
Source
Meta
Primary
Tier B
https://www.pilothouse.co/post/sequence-learning-how-metas-gem-predicts-the-path-to-purchase ↗
Source Article
Sequence Learning: How Meta's GEM Predicts the Path to Purchase - Pilothouse Digital
Sequence Learning: How Meta's GEM Predicts the Path to Purchase
Meta's advertising infrastructure has shifted from simply showing ads to predicting what consumers will do next. At the heart of this transformation sits GEM, the Generative Ads Recommendation Model, a system that treats every click, vi…
Original Research
Meta
· Original study ↗
Methodology
Meta's published data on ad conversion increase following broader GEM rollout on Instagram. No specific date given in citing article; GEM rollout occurred in 2025.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Meta Instagram ads: 5% ad conversion lift. Source: Meta (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/meta-gem-instagram-conversion-lift-5pct
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<blockquote cite="https://lighthousedata.io/data/meta-gem-instagram-conversion-lift-5pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>5%</strong> -- ad conversion lift for Meta Instagram ads<br><small>Source: Meta (2025) · <a href="https://lighthousedata.io/data/meta-gem-instagram-conversion-lift-5pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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