Work out your own creative fatigue threshold
Find your real ad fatigue threshold, set up a rolling creative rotation calendar, and separate tired ads from offer problems.
What it does
- Says plainly that no universal creative fatigue frequency benchmark exists, then gives you the five steps to derive your own from your own ad account, week by week, with a place to write the date you derived it.
- Writes out frequency, click-through rate, conversion rate, CPM and cost per acquisition, and warns you about the mismatch that produces a fictional frequency number.
- Gives you a side by side signature table separating four causes of the same falling graph: fatigue, a changed offer, a changed landing page, and an audience or delivery change.
- Ships a rotation calendar that tracks concept to retired with an owner and a status, a change log so a refresh changes one thing, and an overlap period so you do not reset the account on the same day.
Resource Teaser Preview
**There is no universal creative fatigue frequency benchmark.** Nobody has published a number that
tells you an ad is tired at 3 impressions a week or at 7.To unlock the full kit, complete prompt set, and automated workflow, request access below.
What you need
- Read access to your ad account, including weekly reach as unique people rather than impressions.
- Six to eight weeks of history on at least one creative, otherwise there is no curve to read a crossover off.
- Nothing to install. Four markdown files and a spreadsheet.
Setup
- Open frequency-tracking-sheet.md, enter your current figures, and check that your reach figure is unique people for the same period as your impressions.
- Log frequency, click-through rate, conversion rate and cost per acquisition for each creative, one row per week, including what changed that week.
- Find the week your conversion rate turned, read the frequency at that week, and write the threshold down with the date it was derived.
- Before blaming creative for any drop, work through fatigue-or-not.md in the order given, starting with what changed that is not the ad.
- Fill in creative-rotation-calendar.md with what is live now and work backwards, so the next concept is in production before the current one needs replacing.
On a real store
A fictional homeware store logs twelve weeks on one video ad, finds in its own account that conversion rate turned at a frequency of six, and writes that number down with the date. Three months later a drop appears at a frequency of three, the fatigue guide sends them to check the landing page instead, and the ad was never the problem. Invented store, invented numbers, and no industry benchmark cited anywhere in the kit.
Frequently Asked Questions
What frequency should I refresh my ads at?
The one you derive in your own ad account. Run one creative, log frequency against conversion rate week by week, find the week conversion rate turned, and read the frequency at that week. It changes when your product, price, offer or audience changes.
Does the kit work if I only have a few weeks of data?
Not for the crossover. Six to eight weeks gives you a curve to read a turn off. With less than that, use the fatigue guide to rule out an offer, a landing page and a delivery change, which needs no history at all.
How often should I be making new creative?
Whatever your own log says, on a rotation that keeps two or three live at once with an overlap period between old and new. The calendar has a space for that number once you have run two or three rotations, and it should be your number rather than ours.
Want this done for you instead?
We'll take a free look at your store and tell you what we'd fix first, no pitch attached.
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