How do I know if my creative is fatigued?

Fatigue is when the same audience has seen the same creative too many times, lowering response. It is visible in frequency and declining CTR and CVR.

This issue is common among Meta advertisers and usually indicates a structural or optimization problem that can be resolved with the right approach. Understanding the mechanism behind the problem is the first step to fixing it.

This problem typically stems from one or more of the following:

• Check frequency trend and CTR trend together
• Check if CPM is rising while CTR is falling
• Rotate new angles, not just new edits

Follow these steps to identify the root cause:

1. Check frequency trend and CTR trend together
2. Check if CPM is rising while CTR is falling
3. Rotate new angles, not just new edits

Once you've identified the cause, apply these fixes:

1. Start by identifying the root cause using the diagnostic checklist above
2. Make one change at a time and wait 24-48 hours to see results
3. Document what you changed and the outcome for future reference
4. If the issue persists, consider reaching out to Meta support with specific details
5. Use the quick fix page for immediate action items