What is Swipe file?

A swipe file is a collection of ads, headlines, hooks and landing pages that a marketer saves to study before making new ones. For Meta ads it usually holds screenshots from the Meta Ad Library, each with the advertiser, the start date and notes on the hook, format, offer and layout. Teams often sort entries by hook type or format so they can find a proven structure quickly.

A swipe file is a reference for ideas and structure, not a store of assets. The photos, copy, logos and reviews in a saved ad still belong to the advertiser that made it, so a new ad built from a swipe file should use only the brand's own assets.