Abstract Let $F$ be a free group of rank $r$ and fix some $w\in F$. For any compact group $G$ we can define a measure $\mu _{w,G}$ on $G$ by (Haar-)uniformly sampling $g_{1},...,g_{r}\in G$ and evaluating $w(g_{1},...,g_{r})$. In [23], Magee and Puder study the behavior of the moments of $\mu _{w,U(n)}$ as a function of $n$, establishing a connection between their asymptotic behavior and certain algebraic invariants of $w$, such as its commutator length. We employ geometric insights to refine their analysis, and show that the asymptotic behavior of the moments is also governed by the primitivity rank of $w$. Additionally, we also apply our methods to prove a special case of a conjecture of Hanany and Puder [13, Conjecture 1.13] regarding the asymptotic behavior of expected values of irreducible characters of $U(n)$ under $\mu _{w,U(n)}$.