What is Creative fatigue? Ad fatigue explained

Creative fatigue is the decline in an ad's performance as the same audience sees it repeatedly.

Example

An ad whose frequency rises from 1.6 to 3.9 while its CTR falls 44% and its cost per purchase climbs is showing creative fatigue.

Why does Creative fatigue matter for e-commerce?

Fatigue is why winning ads stop winning. The fix is usually a new hook or angle on a proven body rather than a completely new ad.

How does Posta use Creative fatigue?

Posta's agents use Creative fatigue when reviewing your accounts and recommending changes. See the AI Meta ads management page for how it fits into your workflow.