Creative
What is Creative fatigue?
Also: Ad fatigue
Creative fatigue is the decline in an ad's performance that happens as the same audience sees it too many times.
Fatigue shows up as rising frequency and CPM with falling CTR and engagement, and eventually a climbing cost per result. Caught early from day-wise signals, it is a prompt to refresh the creative before cost per result doubles. Caught late, it looks like a targeting or bidding problem and gets misdiagnosed.
Last reviewed 2026-09-19
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