Creative Fatigue Checker for Meta & Google Ads
Is your ad creative worn out? Enter your CTR data and get a Scale, Fix, or Kill recommendation in seconds, plus a dollar estimate of the waste so far.
Creative fatigue is the silent budget killer. Your top-performing ad peaked three weeks ago and has been bleeding efficiency ever since, but Meta and Google won't tell you. This checker applies the efficiency-delta method to diagnose a single creative in seconds.
Enter four numbers: the creative's launch date, peak CTR, current CTR, and daily spend. The checker returns days since peak, CTR decline percentage, total wasted spend since peak, projected 30-day waste, and a verdict: Scale (under 20% decline), Fix (20–40%), or Kill (over 40%).
How fatigue is measured
The efficiency-delta method compares current CTR to peak CTR from the same creative:
efficiency_ratio = current_ctr / peak_ctr daily_waste = daily_spend × (1 − efficiency_ratio) total_waste = daily_waste × days_since_peak
In the Ripplux platform, this runs automatically across every active creative every day. The free tool here runs the same math for a single creative you pick.
Reading the recommendation
- Scale (decline under 20%): creative is still performing. Increase budget if volume allows.
- Fix (decline 20–40%): test a variant, new hook, new visual, new offer. Don't scale spend on this one.
- Kill (decline over 40%): pause immediately. Every dollar spent is buying fewer and fewer incremental clicks.
Want your real numbers?
This calculator uses industry averages. Ripplux measures your store’s own numbers on your real Shopify orders. Free to install, no charge for 14 days. While the founding cohort is open, founding stores lock Pro at $99/mo for life.
Get your real numbers