Meta

Creative fatigue

An ad the same people have seen too often, and stopped responding to.

Creative fatigue is what happens to a Meta ad over time: the audience it can reach has seen it, the click-through rate falls, the cost per thousand impressions rises as Meta has to work harder to find anyone who still responds, and the cost per result climbs with it. It does not fail at once; it fades over a week or two, which is why it is missed. The signals are frequency climbing past two or three, a click-through rate that has halved from its first week, and rising CPM on the same audience. The fix is genuinely new creative, a different image or hook, not the same picture with a new headline, because the people who are tired of it will recognise a variant.

Augusta Bhardwaj

Built Admiral · runs the audits on real accounts