Ad Creative Fatigue Detector
SKILL.md
HOW_TO_USE.md
sample_input.json
expected_output.json
skillscreativeSKILL.md
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# Ad Creative Fatigue Detector
Your best ad today is tomorrow's worst performer. Catch fatigue before it kills your CPA.
## Core Philosophy
**Creative fatigue is inevitable.** Every ad has a lifecycle. The question isn't if it will fatigue, it's when, and whether you'll catch it in time.
**The Fatigue Trap:** Most advertisers notice fatigue after it's already cost them thousands. By the time CPA spikes, the damage is done.
**The Three Laws of Creative Fatigue:**
1. **Frequency is the leading indicator:** High frequency = fast fatigue
2. **CTR decays before CPA spikes:** Watch click-through rate, not just cost
3. **Winners fatigue fastest:** Your best ads get the most impressions, and burn out quickest
---
## Required Context
### Must Have
**1. Creative Performance Data**
For each active ad/creative:
- Ad name or identifier
- Format (video, image, carousel, etc.)
- Impressions (total or daily)
- Click-through rate (CTR)
- Days running
- Current CPA or conversion rate
**2. Time Series Data**
At minimum:
- Performance by week (CTR and/or CPA)
- OR performance comparison: first 7 days vs. last 7 days
### Strongly Recommended
**3. Engagement Metrics (especially for video)**
- Hook rate / thumb-stop rate (% watched 3+ seconds)
- Average watch time or % completion
- Engagement rate (likes, comments, shares)
**4. Frequency Data**
- Ad-level or ad set-level frequency
- Audience size
- Days since launch
**5. Platform Context**
- Which platform (Meta, Google, TikTok, LinkedIn)
- Campaign type (prospecting vs. retargeting)
- Audience type (broad vs. narrow)
### Nice to Have
- Historical performance of similar creatives
- Baseline metrics for this account/vertical
- Creative refresh history (when were new ads added?)
- Seasonal context
---
## Fatigue Detection Framework
### Primary Fatigue Indicators
**Indicator 1: CTR Decay**
The most reliable early warning sign.
| CTR Change | Fatigue Level | Action |
|------------|---------------|--------|
| Stable (±10%) | None | Monitor |
| -10% to -20% | Early | Prepare rotation |
| -20% to -35% | Moderate | Rotate within 1 week |
| -35% to -50% | Severe | Rotate immediately |
| >-50% | Critical | Pause, replace now |
**Indicator 2: Frequency Threshold**
Platform-specific thresholds where fatigue accelerates:
| Platform | Prospecting | Retargeting | Critical |
|----------|-------------|-------------|----------|
| Meta | 2.5-3.0 | 4.0-5.0 | >6.0 |
| TikTok | 3.0-4.0 | 5.0-6.0 | >7.0 |
| LinkedIn | 4.0-5.0 | 6.0-8.0 | >10.0 |
| Google Display | 3.0-4.0 | 5.0-6.0 | >8.0 |
| YouTube | 2.0-3.0 | 3.0-4.0 | >5.0 |
**Indicator 3: Hook Rate Decay (Video)**
For video ads, watch the first 3 seconds.
| Hook Rate Change | Status |
|------------------|--------|
| -0% to -15% | Normal variance |
| -15% to -30% | Early fatigue |
| >-30% | Severe fatigue |
**Indicator 4: CPA Inflation**
Lagging indicator, by the time CPA rises, you've already lost money.
| CPA Change | Status |
|------------|--------|
| +0% to +15% | Acceptable variance |
| +15% to +30% | Fatigue likely present |
| >+30% | Fatigue confirmed |
---
### Fatigue Velocity Factors
**Factors that accelerate fatigue:**
| Factor | Impact | Why |
|--------|--------|-----|
| Narrow audience | Fast fatigue | Same people see ad repeatedly |
| High spend | Fast fatigue | Burns through audience quickly |
| Retargeting | Fast fatigue | Small pool, high frequency |
| Single creative | Fast fatigue | No variety to spread impressions |
| Static image | Moderate fatigue | Less engaging than video |
| Viral creative | Fast fatigue | Algorithm pushes hard, burns fast |
**Factors that slow fatigue:**
| Factor | Impact | Why |
|--------|--------|-----|
| Broad audience | Slow fatigue | Fresh eyeballs continuously |
| Multiple creatives | Slow fatigue | Impressions spread across ads |
| Video content | Slower fatigue | More engaging, longer view time |
| Lower frequency cap | Slow fatigue | Limits exposure per person |
| Dynamic creative | Slow fatigue | Variations extend lifespan |
---
### Creative Lifecycle Model
```
PERFORMANCE
│
│ ╭──────╮
│ ╱ ╲ ← Learning → Peak → Fatigue
│ ╱ ╲
│ ╱ ╲
│╱ ╲
│ ╲
└─────────────────────────────────── TIME
|← Learning →|← Peak →|← Fatigue →|← Exhausted →|
(1-2 wks) (2-6 wks) (2-4 wks) (pause)
```
**Typical Creative Lifespans by Platform:**
| Platform | Prospecting | Retargeting |
|----------|-------------|-------------|
| Meta | 3-6 weeks | 2-4 weeks |
| TikTok | 2-4 weeks | 1-3 weeks |
| LinkedIn | 6-10 weeks | 4-6 weeks |
| Google Display | 4-8 weeks | 3-5 weeks |
| YouTube | 4-8 weeks | 3-5 weeks |
---
## Fatigue Scoring Model
### Calculate Fatigue Score (0-100)
```
Fatigue Score = (CTR Decay Score × 0.4) +
(Frequency Score × 0.3) +
(Age Score × 0.2) +
(CPA Score × 0.1)
```
**CTR Decay Score (0-100):**
- No decay: 0
- 10% decay: 25
- 20% decay: 50
- 35% decay: 75
- 50%+ decay: 100
**Frequency Score (0-100):**
- Below threshold: 0
- At threshold: 50
- 50% above threshold: 75
- 2x threshold: 100
**Age Score (0-100):**
- <2 weeks: 0
- 2-4 weeks: 25
- 4-6 weeks: 50
- 6-8 weeks: 75
- >8 weeks: 100
**CPA Score (0-100):**
- At or below baseline: 0
- 15% above: 25
- 30% above: 50
- 50% above: 75
- >50% above: 100
**Interpretation:**
| Score | Status | Action |
|-------|--------|--------|
| 0-25 | Fresh | Monitor weekly |
| 26-45 | Healthy | Prepare backup creative |
| 46-65 | Early Fatigue | Rotate within 2 weeks |
| 66-80 | Moderate Fatigue | Rotate within 1 week |
| 81-100 | Severe Fatigue | Pause/rotate immediately |
---
## Output Format
### Creative Fatigue Report
```
═══════════════════════════════════════════════════════════════
CREATIVE FATIGUE ANALYSIS
Platform: [Platform]
Analysis Period: [Date Range]
Total Creatives Analyzed: [X]
Creatives Needing Rotation: [X]
═══════════════════════════════════════════════════════════════
```
---
### Fatigue Summary Dashboard
**Overall Creative Health: [HEALTHY/WARNING/CRITICAL]**
```
Creative Status Distribution:
Fresh (0-25): ████████ [X] creatives
Healthy (26-45): ██████ [X] creatives
Early Fatigue (46-65): ████ [X] creatives
Moderate Fatigue (66-80): ██ [X] creatives
Severe Fatigue (81-100): █ [X] creatives
```
**Urgent Attention Required:** [X] creatives need immediate rotation
---
### Creative-Level Analysis
**CRITICAL - Rotate Immediately:**
| Creative | Format | Days Live | Fatigue Score | CTR Decay | Frequency | Action |
|----------|--------|-----------|---------------|-----------|-----------|--------|
| [Name] | [Format] | [X] | [X]/100 | -[X]% | [X] | Pause now |
**WARNING - Rotate Within 1 Week:**
| Creative | Format | Days Live | Fatigue Score | CTR Decay | Frequency | Action |
|----------|--------|-----------|---------------|-----------|-----------|--------|
| [Name] | [Format] | [X] | [X]/100 | -[X]% | [X] | Prepare rotation |
**MONITOR - Early Signs:**
| Creative | Format | Days Live | Fatigue Score | CTR Decay | Frequency | Status |
|----------|--------|-----------|---------------|-----------|-----------|--------|
| [Name] | [Format] | [X] | [X]/100 | -[X]% | [X] | Watch CTR |
**HEALTHY - No Action:**
| Creative | Format | Days Live | Fatigue Score | Status |
|----------|--------|-----------|---------------|--------|
| [Name] | [Format] | [X] | [X]/100 | Performing well |
---
### Detailed Creative Analysis
**[Creative Name]**
```
Status: [CRITICAL/WARNING/MONITOR/HEALTHY]
Fatigue Score: [X]/100
Performance Timeline:
Week 1: CTR [X]% | CPA $[X] | Freq [X] ← Baseline
Week 2: CTR [X]% | CPA $[X] | Freq [X] | Change: [X]%
Week 3: CTR [X]% | CPA $[X] | Freq [X] | Change: [X]%
Week 4: CTR [X]% | CPA $[X] | Freq [X] | Change: [X]%
Decay Analysis:
- CTR: [X]% → [X]% ([X]% decline)
- CPA: $[X] → $[X] ([X]% increase)
- Frequency: [X] (vs [X] threshold)
Diagnosis: [Why this creative is fatiguing]
Recommendation: [Specific action]
```
---
### Video Creative Analysis (if applicable)
| Video | Hook Rate Wk1 | Hook Rate Now | Decay | Avg Watch Time | Status |
|-------|---------------|---------------|-------|----------------|--------|
| [Name] | [X]% | [X]% | -[X]% | [X]s | [Status] |
**Video-Specific Insights:**
- [Insight about hook rate patterns]
- [Insight about watch time degradation]
---
### Campaign/Ad Set Context
**High-Risk Ad Sets (accelerating fatigue):**
| Ad Set | Audience Size | Frequency | Creatives | Risk Level |
|--------|---------------|-----------|-----------|------------|
| [Name] | [X]M | [X] | [X] | HIGH |
**Notes:** [Why these ad sets are burning creative faster]
---
### Rotation Schedule
**Immediate (This Week):**
1. [ ] Pause [Creative Name] - Fatigue score [X]
2. [ ] Replace with [new creative type/angle]
**Next Week:**
1. [ ] Prepare rotation for [Creative Name]
2. [ ] Test [X] new variations of [winning angle]
**2-3 Weeks:**
1. [ ] Monitor [Creative Name] for fatigue signs
2. [ ] Have backup ready for [Creative Name]
---
### Creative Pipeline Recommendations
**Current Velocity:**
- Creatives launched last 30 days: [X]
- Average creative lifespan: [X] weeks
- Rotation rate needed: [X] new creatives per week
**Recommended Pipeline:**
- Always have [X] creatives in testing
- Plan [X] new creatives per week
- Keep [X] proven concepts ready for iteration
**Creative Types to Test:**
Based on what's fatiguing:
1. [Recommendation based on analysis]
2. [Recommendation based on analysis]
3. [Recommendation based on analysis]
---
### Fatigue Prevention Strategies
**For This Account:**
1. [Specific strategy based on analysis]
2. [Specific strategy based on analysis]
3. [Specific strategy based on analysis]
**General Best Practices:**
- Set frequency caps on prospecting (3.0 for Meta)
- Run 3-5 creatives per ad set minimum
- Iterate on winners before they fatigue (variations)
- Monitor CTR weekly, not just CPA
---
## Platform-Specific Guidance
### Meta Ads
- Watch frequency most closely
- Hook rate decay is early warning for video
- Consider Advantage+ Creative for auto-optimization
- Dynamic creative can extend lifespan
### Google Display/YouTube
- Frequency data less granular, use time-based rotation
- Rotate every 6-8 weeks proactively
- Performance Max obscures creative data, check asset reports
### TikTok
- Fastest fatigue of any platform
- Trend-based content fatigues even faster
- Plan 2-week creative cycles
- Hook rate is everything
### LinkedIn
- Slower fatigue due to smaller audiences
- Can run longer before rotation
- But when fatigued, hard to recover
- B2B audiences are finite, refresh matters
---
## Limitations
**I can provide:**
- Fatigue scoring and prioritization
- Rotation schedules and timelines
- Pattern identification
- Prevention recommendations
**I cannot provide:**
- New creative concepts or copywriting
- Visual design or video editing
- Audience strategy (separate skill)
- Attribution analysis
**For better analysis, also provide:**
- Week-over-week performance data (not just current snapshot)
- Frequency data at ad or ad set level
- Hook rate / video metrics if running video
- Audience sizes
---
## Quality Checklist
Before delivering analysis:
- [ ] All creatives scored with consistent methodology
- [ ] Urgency levels clearly indicated
- [ ] Rotation schedule is actionable
- [ ] Platform-specific thresholds applied
- [ ] Root causes identified (not just symptoms)
- [ ] Prevention strategies included
- [ ] Pipeline recommendations based on actual velocity needs
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# How to Use This Skill
Hey Claude, I just added the "ad-creative-fatigue-detector" skill. Can you analyze my ads and tell me which ones are fatigued?
## Example Invocations
**Example 1: Full Creative Audit**
Hey Claude, I just added the "ad-creative-fatigue-detector" skill. Here's performance data for all my Meta Ads creatives over the last 30 days. Which ones are fatigued and need rotation?
**Example 2: Performance Drop Diagnosis**
Hey Claude, I just added the "ad-creative-fatigue-detector" skill. My Meta Ads CPA jumped 40% in the last 2 weeks. Is this creative fatigue? How do I know which ads to rotate?
**Example 3: Video Ad Analysis**
Hey Claude, I just added the "ad-creative-fatigue-detector" skill. I have 5 video ads running. Here are the hook rates and CTRs by week. Which videos are losing effectiveness?
**Example 4: Rotation Schedule**
Hey Claude, I just added the "ad-creative-fatigue-detector" skill. I need to create a creative rotation schedule for my campaigns. Here's my current performance data, when should I rotate each ad?
**Example 5: Multi-Platform Check**
Hey Claude, I just added the "ad-creative-fatigue-detector" skill. I'm running ads on Meta, TikTok, and LinkedIn. Here's the data, which platform has the most fatigue issues?
## What to Provide
**Required:**
- Ad/creative names or identifiers
- Days each ad has been running
- CTR (click-through rate) for each ad
- Ideally: CTR from first week vs. current week
**Highly Recommended:**
- Frequency (at ad or ad set level)
- CPA or conversion rate
- Impressions
- Platform (Meta, Google, TikTok, LinkedIn)
**For Video Ads:**
- Hook rate / thumb-stop rate (3-second views)
- Average watch time or completion rate
**Optional:**
- Audience size
- Campaign type (prospecting vs. retargeting)
- Historical creative performance
- Week-by-week breakdown
## What You'll Get
1. **Fatigue Score** - 0-100 score for each creative
2. **Status Classification** - Critical/Warning/Monitor/Healthy
3. **Decay Analysis** - How much CTR, CPA, etc. have changed
4. **Root Cause** - Why each creative is fatiguing
5. **Rotation Schedule** - What to rotate and when
6. **Pipeline Recommendations** - How many new creatives you need
7. **Prevention Strategies** - How to slow fatigue in the future
## Pro Tips
- Export ad-level data from Ads Manager including date breakdowns
- Compare Week 1 performance to current week, the delta matters most
- Frequency data is often the earliest warning sign
- Hook rate decay for video is more predictive than CTR
- Don't wait for CPA to spike, that's already too late
- High-performing ads fatigue faster because they get more impressions
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{
"account_context": {
"platform": "Meta Ads",
"business": "DTC Skincare",
"campaign_type": "Prospecting",
"audience_type": "Broad + Lookalikes",
"average_audience_size": "15M",
"analysis_period": "Last 30 days"
},
"creatives": [
{
"name": "Video - Before/After Transformation",
"format": "Video",
"duration_seconds": 30,
"days_running": 45,
"total_spend": 12000,
"total_impressions": 850000,
"current_frequency": 3.2,
"weekly_performance": [
{
"week": 1,
"ctr": 2.4,
"cpa": 28,
"hook_rate": 42,
"impressions": 180000
},
{
"week": 2,
"ctr": 2.3,
"cpa": 29,
"hook_rate": 40,
"impressions": 195000
},
{
"week": 3,
"ctr": 2,
"cpa": 32,
"hook_rate": 36,
"impressions": 185000
},
{
"week": 4,
"ctr": 1.7,
"cpa": 38,
"hook_rate": 31,
"impressions": 160000
},
{
"week": 5,
"ctr": 1.4,
"cpa": 45,
"hook_rate": 26,
"impressions": 90000
},
{
"week": 6,
"ctr": 1.2,
"cpa": 52,
"hook_rate": 22,
"impressions": 40000
}
],
"current_metrics": {
"ctr": 1.2,
"cpa": 52,
"hook_rate": 22
},
"baseline_metrics": {
"ctr": 2.4,
"cpa": 28,
"hook_rate": 42
}
},
{
"name": "UGC - Customer Testimonial Sarah",
"format": "Video",
"duration_seconds": 45,
"days_running": 28,
"total_spend": 8500,
"total_impressions": 620000,
"current_frequency": 2.8,
"weekly_performance": [
{
"week": 1,
"ctr": 2.1,
"cpa": 32,
"hook_rate": 38,
"impressions": 150000
},
{
"week": 2,
"ctr": 2,
"cpa": 33,
"hook_rate": 37,
"impressions": 165000
},
{
"week": 3,
"ctr": 1.8,
"cpa": 36,
"hook_rate": 34,
"impressions": 170000
},
{
"week": 4,
"ctr": 1.5,
"cpa": 42,
"hook_rate": 29,
"impressions": 135000
}
],
"current_metrics": {
"ctr": 1.5,
"cpa": 42,
"hook_rate": 29
},
"baseline_metrics": {
"ctr": 2.1,
"cpa": 32,
"hook_rate": 38
}
},
{
"name": "Carousel - Product Benefits",
"format": "Carousel",
"days_running": 35,
"total_spend": 6000,
"total_impressions": 480000,
"current_frequency": 2.4,
"weekly_performance": [
{
"week": 1,
"ctr": 1.6,
"cpa": 35,
"impressions": 95000
},
{
"week": 2,
"ctr": 1.5,
"cpa": 36,
"impressions": 105000
},
{
"week": 3,
"ctr": 1.4,
"cpa": 38,
"impressions": 110000
},
{
"week": 4,
"ctr": 1.3,
"cpa": 40,
"impressions": 100000
},
{
"week": 5,
"ctr": 1.2,
"cpa": 43,
"impressions": 70000
}
],
"current_metrics": {
"ctr": 1.2,
"cpa": 43
},
"baseline_metrics": {
"ctr": 1.6,
"cpa": 35
}
},
{
"name": "Static - Lifestyle Hero Shot",
"format": "Image",
"days_running": 60,
"total_spend": 4500,
"total_impressions": 380000,
"current_frequency": 3.8,
"weekly_performance": [
{
"week": 1,
"ctr": 1.4,
"cpa": 38,
"impressions": 90000
},
{
"week": 2,
"ctr": 1.3,
"cpa": 40,
"impressions": 85000
},
{
"week": 3,
"ctr": 1.1,
"cpa": 45,
"impressions": 75000
},
{
"week": 4,
"ctr": 0.9,
"cpa": 52,
"impressions": 60000
},
{
"week": 5,
"ctr": 0.7,
"cpa": 62,
"impressions": 40000
},
{
"week": 6,
"ctr": 0.6,
"cpa": 70,
"impressions": 30000
}
],
"current_metrics": {
"ctr": 0.6,
"cpa": 70
},
"baseline_metrics": {
"ctr": 1.4,
"cpa": 38
}
},
{
"name": "Video - Product Demo 15s",
"format": "Video",
"duration_seconds": 15,
"days_running": 14,
"total_spend": 3500,
"total_impressions": 280000,
"current_frequency": 1.8,
"weekly_performance": [
{
"week": 1,
"ctr": 2.2,
"cpa": 30,
"hook_rate": 45,
"impressions": 140000
},
{
"week": 2,
"ctr": 2.1,
"cpa": 31,
"hook_rate": 44,
"impressions": 140000
}
],
"current_metrics": {
"ctr": 2.1,
"cpa": 31,
"hook_rate": 44
},
"baseline_metrics": {
"ctr": 2.2,
"cpa": 30,
"hook_rate": 45
}
},
{
"name": "UGC - Influencer Review Mark",
"format": "Video",
"duration_seconds": 60,
"days_running": 7,
"total_spend": 1800,
"total_impressions": 145000,
"current_frequency": 1.2,
"weekly_performance": [
{
"week": 1,
"ctr": 1.9,
"cpa": 34,
"hook_rate": 35,
"impressions": 145000
}
],
"current_metrics": {
"ctr": 1.9,
"cpa": 34,
"hook_rate": 35
},
"baseline_metrics": {
"ctr": 1.9,
"cpa": 34,
"hook_rate": 35
}
}
],
"ad_set_context": [
{
"name": "Broad - US Women 25-45",
"audience_size": "25M",
"frequency": 2.6,
"creatives_running": 4
},
{
"name": "LAL - Purchasers 1%",
"audience_size": "2.5M",
"frequency": 4.1,
"creatives_running": 3
}
],
"account_benchmarks": {
"target_cpa": 40,
"average_ctr": 1.8,
"average_hook_rate": 35
}
}
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{
"summary": {
"total_creatives_analyzed": 6,
"creatives_needing_rotation": 3,
"overall_health": "WARNING",
"urgent_actions": 2,
"primary_finding": "2 high-spend creatives are severely fatigued, dragging account CPA up 30%+. Immediate rotation needed."
},
"fatigue_distribution": {
"fresh_0_25": 2,
"healthy_26_45": 1,
"early_fatigue_46_65": 0,
"moderate_fatigue_66_80": 1,
"severe_fatigue_81_100": 2
},
"creative_analysis": {
"critical_rotate_immediately": [
{
"name": "Static - Lifestyle Hero Shot",
"format": "Image",
"fatigue_score": 92,
"days_running": 60,
"ctr_decay": "-57%",
"ctr_current": 0.6,
"ctr_baseline": 1.4,
"cpa_increase": "+84%",
"cpa_current": 70,
"cpa_baseline": 38,
"frequency": 3.8,
"frequency_threshold": 3,
"diagnosis": "Severely exhausted static image. Running 60 days with 57% CTR decline. High frequency (3.8) on narrow audience accelerated decay. CPA nearly double baseline.",
"weekly_decay_pattern": [
{
"week": 1,
"ctr": 1.4,
"status": "baseline"
},
{
"week": 2,
"ctr": 1.3,
"change": "-7%"
},
{
"week": 3,
"ctr": 1.1,
"change": "-15%"
},
{
"week": 4,
"ctr": 0.9,
"change": "-18%"
},
{
"week": 5,
"ctr": 0.7,
"change": "-22%"
},
{
"week": 6,
"ctr": 0.6,
"change": "-14%"
}
],
"action": "PAUSE IMMEDIATELY. This creative has been dead for 3+ weeks.",
"estimated_waste": "$2,500+ in last 3 weeks at inflated CPA"
},
{
"name": "Video - Before/After Transformation",
"format": "Video",
"fatigue_score": 88,
"days_running": 45,
"ctr_decay": "-50%",
"ctr_current": 1.2,
"ctr_baseline": 2.4,
"hook_rate_decay": "-48%",
"hook_rate_current": 22,
"hook_rate_baseline": 42,
"cpa_increase": "+86%",
"cpa_current": 52,
"cpa_baseline": 28,
"frequency": 3.2,
"frequency_threshold": 3,
"diagnosis": "Former top performer now severely fatigued. Hook rate collapsed from 42% to 22% - audience has seen the opening too many times. CTR halved, CPA nearly doubled.",
"weekly_decay_pattern": [
{
"week": 1,
"ctr": 2.4,
"hook_rate": 42,
"status": "peak performance"
},
{
"week": 2,
"ctr": 2.3,
"hook_rate": 40,
"change": "-4% CTR"
},
{
"week": 3,
"ctr": 2,
"hook_rate": 36,
"change": "-13% CTR, -10% hook"
},
{
"week": 4,
"ctr": 1.7,
"hook_rate": 31,
"change": "-15% CTR, fatigue accelerating"
},
{
"week": 5,
"ctr": 1.4,
"hook_rate": 26,
"change": "-18% CTR, clear fatigue"
},
{
"week": 6,
"ctr": 1.2,
"hook_rate": 22,
"change": "-14% CTR, exhausted"
}
],
"action": "PAUSE or drastically reduce spend. Create 2-3 variations with NEW hooks using same winning concept (before/after angle).",
"estimated_waste": "$4,000+ in last 3 weeks at inflated CPA"
}
],
"warning_rotate_within_1_week": [
{
"name": "UGC - Customer Testimonial Sarah",
"format": "Video",
"fatigue_score": 72,
"days_running": 28,
"ctr_decay": "-29%",
"ctr_current": 1.5,
"ctr_baseline": 2.1,
"hook_rate_decay": "-24%",
"hook_rate_current": 29,
"hook_rate_baseline": 38,
"cpa_increase": "+31%",
"cpa_current": 42,
"cpa_baseline": 32,
"frequency": 2.8,
"frequency_threshold": 3,
"diagnosis": "Moderate fatigue with clear decay trend. Still below frequency threshold but CTR and hook rate declining week-over-week. Has 1-2 weeks of life left.",
"weekly_decay_pattern": [
{
"week": 1,
"ctr": 2.1,
"hook_rate": 38,
"status": "baseline"
},
{
"week": 2,
"ctr": 2,
"hook_rate": 37,
"change": "-5% CTR"
},
{
"week": 3,
"ctr": 1.8,
"hook_rate": 34,
"change": "-10% CTR"
},
{
"week": 4,
"ctr": 1.5,
"hook_rate": 29,
"change": "-17% CTR"
}
],
"action": "Prepare rotation for next week. Test new UGC testimonial with different customer/hook.",
"estimated_remaining_life": "1-2 weeks before critical"
}
],
"monitor_early_signs": [
{
"name": "Carousel - Product Benefits",
"format": "Carousel",
"fatigue_score": 58,
"days_running": 35,
"ctr_decay": "-25%",
"ctr_current": 1.2,
"ctr_baseline": 1.6,
"cpa_increase": "+23%",
"cpa_current": 43,
"cpa_baseline": 35,
"frequency": 2.4,
"frequency_threshold": 3,
"diagnosis": "Early-moderate fatigue. Consistent slow decline over 5 weeks. Frequency still manageable. Not urgent but trending down.",
"action": "Monitor weekly. If CTR drops below 1.0% or CPA exceeds $48, rotate.",
"estimated_remaining_life": "2-3 weeks at current trajectory"
}
],
"healthy_no_action": [
{
"name": "Video - Product Demo 15s",
"format": "Video",
"fatigue_score": 18,
"days_running": 14,
"ctr_decay": "-5%",
"ctr_current": 2.1,
"ctr_baseline": 2.2,
"hook_rate_decay": "-2%",
"hook_rate_current": 44,
"hook_rate_baseline": 45,
"cpa_increase": "+3%",
"cpa_current": 31,
"cpa_baseline": 30,
"frequency": 1.8,
"frequency_threshold": 3,
"diagnosis": "Fresh creative performing well. Minimal decay, low frequency, strong metrics.",
"action": "No action. This is currently your best performer - protect it.",
"estimated_remaining_life": "3-4 weeks before fatigue expected"
},
{
"name": "UGC - Influencer Review Mark",
"format": "Video",
"fatigue_score": 8,
"days_running": 7,
"ctr_decay": "0%",
"ctr_current": 1.9,
"ctr_baseline": 1.9,
"hook_rate_decay": "0%",
"hook_rate_current": 35,
"hook_rate_baseline": 35,
"cpa_increase": "0%",
"cpa_current": 34,
"cpa_baseline": 34,
"frequency": 1.2,
"frequency_threshold": 3,
"diagnosis": "Brand new creative in learning phase. Too early to assess fatigue. Performance is solid.",
"action": "Monitor. Capture baseline metrics for future comparison.",
"estimated_remaining_life": "4-5 weeks (typical for UGC)"
}
]
},
"video_specific_analysis": {
"hook_rate_summary": [
{
"creative": "Video - Product Demo 15s",
"hook_rate": 44,
"decay": "-2%",
"status": "strong"
},
{
"creative": "UGC - Customer Testimonial Sarah",
"hook_rate": 29,
"decay": "-24%",
"status": "declining"
},
{
"creative": "UGC - Influencer Review Mark",
"hook_rate": 35,
"decay": "0%",
"status": "baseline"
},
{
"creative": "Video - Before/After Transformation",
"hook_rate": 22,
"decay": "-48%",
"status": "collapsed"
}
],
"insight": "Hook rate is the leading indicator. Before/After video's hook rate collapsed weeks before CPA spiked. Monitor hook rate decay as early warning for all videos."
},
"ad_set_risk_analysis": [
{
"ad_set": "LAL - Purchasers 1%",
"frequency": 4.1,
"threshold": 3,
"audience_size": "2.5M",
"risk_level": "HIGH",
"diagnosis": "Small lookalike audience (2.5M) with high frequency (4.1). All creatives will fatigue faster in this ad set.",
"recommendation": "Expand to 2-3% LAL or add more creatives to spread impressions"
},
{
"ad_set": "Broad - US Women 25-45",
"frequency": 2.6,
"threshold": 3,
"audience_size": "25M",
"risk_level": "LOW",
"diagnosis": "Large audience with manageable frequency. Good environment for creative longevity.",
"recommendation": "Maintain current structure"
}
],
"rotation_schedule": {
"immediate_this_week": [
{
"action": "PAUSE",
"creative": "Static - Lifestyle Hero Shot",
"reason": "Fatigue score 92, CTR at 0.6%, CPA at $70"
},
{
"action": "PAUSE or reduce 75%",
"creative": "Video - Before/After Transformation",
"reason": "Fatigue score 88, former winner now exhausted"
},
{
"action": "LAUNCH",
"creative": "2-3 new variations of Before/After concept with different hooks",
"reason": "The concept works, just needs fresh execution"
}
],
"next_week": [
{
"action": "PREPARE ROTATION",
"creative": "UGC - Customer Testimonial Sarah",
"reason": "Fatigue score 72, declining trajectory"
},
{
"action": "LAUNCH",
"creative": "New UGC testimonial (different customer)",
"reason": "Maintain UGC presence as format performs well"
}
],
"week_2_3": [
{
"action": "MONITOR",
"creative": "Carousel - Product Benefits",
"trigger": "Rotate if CTR < 1.0% or CPA > $48"
},
{
"action": "SCALE",
"creative": "Video - Product Demo 15s",
"reason": "Best performing creative, capture value while fresh"
}
]
},
"creative_pipeline_recommendations": {
"current_velocity_analysis": {
"creatives_launched_30_days": 2,
"average_lifespan": "4-5 weeks",
"current_rotation_rate": "0.5 creatives/week",
"required_rotation_rate": "1-2 creatives/week"
},
"pipeline_gap": "Under-producing by 50%+. Need to double creative velocity.",
"recommended_pipeline": {
"always_in_testing": "3-4 creatives",
"new_per_week": "1-2 creatives",
"backup_ready": "2-3 proven concepts ready for iteration"
},
"creative_types_to_prioritize": [
{
"type": "Before/After variations",
"reason": "Proven concept, needs fresh hooks",
"priority": "HIGH"
},
{
"type": "New UGC testimonials",
"reason": "UGC format performing well, diversify faces/stories",
"priority": "HIGH"
},
{
"type": "Short-form (<15s) product demos",
"reason": "Current 15s video is top performer",
"priority": "MEDIUM"
},
{
"type": "Static images",
"reason": "Test new approach - lifestyle shot exhausted",
"priority": "LOW"
}
]
},
"fatigue_prevention_strategies": {
"for_this_account": [
"Set frequency cap at 3.0 for prospecting campaigns",
"Expand LAL from 1% to 2% to slow fatigue",
"Run minimum 4 creatives per ad set (currently running 3-4)",
"Create variation library of winning hooks before they fatigue",
"Weekly CTR monitoring - rotate when -20% from baseline"
],
"general_best_practices": [
"Iterate on winners early - don't wait for decline",
"Diversify hooks even on same concept",
"Use Advantage+ Creative to auto-optimize variations",
"Budget new creative development as ongoing cost, not one-time"
]
},
"impact_summary": {
"estimated_waste_last_month": "$6,500+",
"cause": "Running fatigued creatives too long",
"projected_savings": "$4,000-5,000/month",
"method": "Implementing rotation schedule and pipeline",
"cpa_improvement_potential": "-15% to -20% blended CPA"
},
"next_steps": [
"Pause Static - Lifestyle Hero Shot immediately",
"Reduce Video - Before/After Transformation by 75%",
"Brief creative team on 3 new Before/After hook variations",
"Source 1-2 new UGC testimonials",
"Set frequency cap at 3.0 on prospecting ad sets",
"Schedule weekly creative health review"
]
}
ReadyAd Creative Fatigue Detector
MarkdownUTF-8