Creative fatigue happens when you've shown the same creative to the same audience too many times. Frequency climbs, CTR drops, conversion rate falls, and your efficiency tanks. Essentially, Meta is running out of people to convert with this ad, and/or your target audience is getting sick of seeing the same ad.
Warning signs of creative fatigue:
- Frequency above 4-5
- CTR declining 30%+ week-over-week
- CPM increasing while reach plateaus
- ROAS or CPA deteriorating despite consistent budget
Learn how to track creative fatigue in Motion.