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Creative fatigue

Creative fatigue is the decline in performance that comes from over-exposure of a single creative to the same audience.

Creative fatigue

Creative fatigue presents as rising frequency, climbing CPM, falling CTR, and rising CPA on stable audiences. It's caused by the audience seeing the same creative too many times.

How to spot it

Frequency over 3.5, CPM up 20%+ in 14 days on a stable audience, CTR down 25%+ in the same window, and CPA rising while spend holds flat. All four together is unambiguous; any two together is enough to investigate.

How to fix it

Rotate creative or refresh the audience. Forced calendar rotations kill scaling creatives prematurely; per-creative trajectory analysis is the better signal.

How Ripplux uses it

Ripplux watches every active creative for the four signals and emits healthy, watch, or fatigued. The Decisions page surfaces the verdict with a recommended action.

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