Your CTR is dropping, CPL is rising, and you can't figure out why. The answer is usually creative fatigue — and it's fixable.
Definition
Creative fatigue occurs when your target audience has seen your ad so many times that they stop engaging with it. CTR declines, CPL rises, and your budget bleeds on impressions that no longer convert. It's the #1 silent killer of Meta ad performance.
Detection
Frequency above 3.0 (B2B: above 2.5)
CTR declining for 2+ consecutive measurement periods
CTR below 50% of its peak value
CPL rising more than 20% from baseline
Ad has been running for 21+ days without creative refresh
Solution
Check every active ad's frequency weekly. When frequency exceeds 3.0 and CTR starts declining, the clock is ticking.
Define your death signal: CTR drops below 50% of peak for 3+ consecutive days with sufficient impressions. This is the threshold AutoAdy uses.
Have 3-5 replacement creatives ready before current ones fatigue. The median creative lifespan is 14-18 days — plan your refresh cadence around this.
Manual monitoring doesn't scale. AutoAdy's survival analysis predicts fatigue 3-5 days before performance craters, giving you time to act.
Under the hood
AutoAdy tracks each creative's daily CTR trajectory and builds a survival curve. Death is defined as CTR dropping below 50% of its peak for 3+ consecutive days with at least 50 impressions per day. The model estimates median survival time and predicts when each creative will fatigue.
FAQ
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