- Fatigue looks like falling CTR at steady spend.
- Half-life tells you how long a creative lasts.
- Prepare the next creative before the trigger.
Signs of fatigue
CTR declines, frequency climbs above 3 or 4 a week, and cost per click rises. Comments turn negative or repetitive. Any two of these together usually mean the audience has seen the ad enough.
Measure the decay
Record launch CTR and the current CTR with the days between. The decay rate is ln(CTR at launch ÷ CTR now) ÷ days. A CTR that moves from 2.0% to 1.4% in 10 days gives a half-life near 19 days.
Use the fatigue calculator to project when your creative reaches the refresh level.
Slow the decay
Widen the audience, cap frequency and rotate three or four creatives in each ad set. New angles refresh interest more than small edits such as a changed button color.
When should a creative be refreshed?
Questions about Paid Media Math
How often should I refresh creative?
Every three to six weeks is common for paid social. Search ads last longer.
Does fatigue affect search ads?
Less so, because searchers reach the ad through intent, but ad copy still ages.
Key terms
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