HOW TO SPOT AND STOP CREATIVE FATIGUE BEFORE IT TANKS PERFORMANCE

Summary from the TLDR Marketing newsletter

Ad performance often drops not from poor quality but from repeated exposure. Tracking performance by creative ID and monitoring CTR trends can help identify fatigue early. The average lifecycle of creative varies by platform and budget size, with larger spends requiring faster refreshes. Frequency should be evaluated alongside reach to assess audience saturation. Some platforms offer frequency caps, while others do not, leaving exposure management to the advertiser. When impressions decline without changes in budget or targeting, algorithmic penalties may be involved. Launching refreshed creatives under new IDs can help re-enter platform learning phases.