What is ad fatigue, and how do I know my ads have it?
Ad fatigue is when people have seen your ad too often and stop responding. Rising frequency and cost per result are the signs.
Marián Cabadaj
1 min read
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Ad fatigue, which Meta calls creative fatigue, happens when your audience has seen the same ad too many times and stops responding to it. Meta says it can lead to rising costs.
You can spot it in Ads Manager. On one ad shown to the same audience, watch for three signs together: frequency goes up, click-through rate goes down, and cost per result rises while nothing else changed. Ads Manager can also show creative fatigue recommendations. A narrow audience makes fatigue come sooner, because the same people see the ad again and again.
The usual fix is new creative. Test new images and angles on a regular schedule, so a fresh winner is ready before the old one slows down.
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