Scheduled rotation vs fatigue-triggered swap — stop rotating on a calendar

Scheduled rotation vs fatigue-triggered swap — stop rotating on a calendar
Calendar rotation (swap creatives every X days) → tidy, but you kill creatives that still convert and keep ones already dead.
Fatigue-triggered swap → you watch frequency + CTR decay, swap only when CTR drops 25% off its peak or frequency clears 3.5. Reactive, data-led, no waste.
The tell: rising CPM + falling CTR on a stable audience = fatigue, not bad creative. Swap then, not before.
Rotating every Monday because a guru said so? Let the metrics call it.