Meta ads term
What is Creative Fatigue?
The decline in ad performance as an audience sees the same creative too often.
Creative fatigue sets in when frequency rises and a once-winning ad starts losing efficiency — CTR and hook rate drop, CPMs and CPAs climb. The fix is a steady supply of fresh concepts, not just new audiences.
That's why testing velocity matters: the more distinct creative you can ship, the easier it is to replace fatigued winners. Analytics flags declining ads so you know when to refresh, and bulk launching keeps the pipeline full.
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