Playbook: diagnose creative fatigue before the metrics tank

Playbook: diagnose creative fatigue before the metrics tank
By the time CPA spikes, you've burned a week. Catch fatigue early.
— Watch frequency, not just cost. Past 2.5 on a cold audience, the creative is the problem, not the targeting.
— Track the hook-rate (3-sec view rate) trend line. It drops first, before thruplay and CPA move.
— Check first-time vs repeat impression split. Rising repeats with flat sales = saturation.
— Have the next 3 variants briefed BEFORE the current one fatigues. Fatigue is a scheduling failure.
— Rotate the hook first, body second. You rarely need a whole new ad.
⭐ Pick of the week: keep a 'fatigue lag' note per audience — how many days from launch to decay. It's surprisingly consistent, and it makes your refresh calendar.