In context
A winning ad launches at 2.8% CTR and $9 CPA. By day 10, CTR has drifted to 1.9% and CPA is $13. Frequency hits 4.2. Meta's delivery system starts throttling delivery as quality ranking drops. You need a fresh creative — not a tweak, a genuinely new angle — to reset the curve.
Why it matters
- Fatigue is the single biggest reason campaigns die mid-scale.
- The fix is always new creative, never new audiences or bid changes.
- PDA systems produce 8 angles at once so you always have 2-3 in reserve.
Related terms
Frequently asked questions
What frequency triggers fatigue?
Usually 3.5-4.5x frequency is where CTR starts visibly decaying in most niches.
Can I 'refresh' fatigued creative?
Minor edits (new thumbnail, new hook) extend life ~30%. Genuinely new angle gives 100%+ reset.
Do Reels fatigue faster than feed?
Yes — Reels feed is higher-velocity content, users see more ads, fatigue hits in 5-8 days typically.