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Creative fatigue checker.

An ad is fatigued when its audience has seen it so often that CTR falls as frequency climbs. Paste or upload a daily export of CTR and frequency to see which ads are healthy, which to watch and which are tired, and why.

Your data

One row per ad per day. Columns: date, ctr, frequency, plus optional impressions and ad name. Header names are matched loosely, and % signs and thousands commas are fine.

Thresholds

Compare recent CTR with

Your CSV is read in this browser tab and never uploaded.

Two numbers move together.

The checker compares each ad's recent CTR with its best stretch, and reads frequency over the same days.

CTR drop = (baseline CTR - recent CTR) / baseline CTR
Fatigued = recent frequency > threshold AND CTR drop >= your line

Baseline

Either the best stretch of the same length before the recent window (its peak) or the first days of the ad. CTR averages are weighted by impressions when the file has them.

Recent window

The last 3 days by default. Frequency is the average over the same window.

Healthy, watch, or fatigued.

Each ad gets one verdict and the reason for it.

The verdicts

  • Fatigued: frequency is above your threshold and CTR has dropped past your line.
  • Watch: CTR has dropped past your line but frequency is still low, or frequency is high and CTR is halfway there.
  • Healthy: CTR is holding, whatever the frequency.

Rules of thumb

The defaults (frequency above 3, a 20% CTR drop over 3 days) are common starting points, not facts from Fovea data. Adjust them to your account, and give new ads a few days before you judge them.

How Fovea does it

Every status, at a glance.

Fovea keeps lifecycle chips (Winner, Testing, Underperforming, Paused) and hook and hold history on every linked creative, so you can see this without exporting anything.

See Winners →
Related terms
Related tools

Questions, answered.

What is creative fatigue?+

Creative fatigue is when the same people have seen an ad so often that they stop responding: CTR falls while frequency climbs, and cost per result rises.

What frequency means an ad is fatigued?+

There is no single number. Frequency above 3 with a 20% CTR drop is a common starting point, not a rule. Retargeting often runs well above 3 without trouble; broad prospecting can tire sooner.

How do I export the CSV from Ads Manager?+

Open the Ads tab, set the date range, then Breakdown by Time, Day. Add CTR (all) or Link CTR, Frequency and Impressions, and export as CSV.

Is a falling CTR always fatigue?+

No. Seasonality, a budget change that pushes delivery into new placements, an audience edit or a tracking change can look the same. Use the verdict as a prompt to look closer.

Spot tired ads
before Monday.

Fovea syncs your Meta ads every night and shows lifecycle and hook history next to each linked creative.

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