Creative fatigue

Performance drop because the audience has seen the ad too many times. Measured with frequency, CTR delta and CPA delta.

Creative fatigue is the number one cause of silent degradation in Meta Ads accounts. It is confirmed when 7d frequency above 3.5, CTR down more than 20 percent and CPM up more than 15 percent coincide.

The fix is not raising budget: rotate the creative while keeping the winning ad set structure.

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