How to spot creative fatigue before it wastes budget

Creative fatigue usually shows up before the campaign stops entirely. The early signs are falling CTR, weaker interaction, and a slower response to the same message.

Watch the curve, not just the total

A steady drop over time is more important than a single bad day.

Refresh with intent

Good refreshes keep the offer clear and the message aligned with the landing page.

Use fatigue data to segment better

Creative changes often reveal which audience segments still respond.