Ad fatigue

CreativeMetaTikTokCross-platform

Ad fatigue occurs when the same audience sees the same creative too often: CTR drops, CPM may rise, frequency climbs. Refresh creative hooks, expand audience, or rotate formats before killing a “winning” ad set. Monitor frequency and thumb-stop / hook rate on video.

Frequency cap is a lever; creative refresh is the durable fix.

Sources

Meta Ads Reporting →

Last verified Jun 5, 2026

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