Glossary
Creative fatigue
When an ad has been shown to the same people so often that they stop responding, so its results get worse and its costs rise.
Also called ad fatigue
The usual pattern: frequency rises, click-through rate falls and cost per result climbs, over one to three weeks. Meta can also show a creative fatigue note in the Delivery column.
The fix is new creative rather than a new audience for the same ad.
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