Frequency isn't the problem — frequency at flat CTR is

Frequency isn't the problem — frequency at flat CTR is

Frequency = avg impressions per person. Buyers reflexively pause at frequency 3–4. The number alone tells you nothing.

What actually predicts fatigue (50 prospecting campaigns, 90d):
— Frequency 4 + stable CTR: keep running, CPA flat
— Frequency 2 + CTR down 30% from peak: already fatigued
— First-week CTR vs current CTR is the real signal

Fix: stop watching frequency in isolation. Track CTR decay vs the creative's own 3-day peak. Rotate creative when CTR falls 25%+ from peak, regardless of whether frequency is 2 or 6.

Read: fatigue is a slope, not a threshold — a flat-CTR frequency of 5 is healthier than a falling frequency of 2.