CPA creeping up but nothing changed? Run the 3-signal fatigue check.
Fatigue = your ad's been seen too much; the audience tuned out. Catch it before it cooks the campaign.
— Signal 1: frequency over 2.5 in 7 days. Pull the report, sort by frequency.
— Signal 2: first-time-impression ratio dropping (Breakdown > Time > compare week over week). Fewer fresh eyeballs = saturation.
— Signal 3: CTR down 20%+ while CPM holds. The ad's the problem, not the auction.
Two of three flashing? Swap the creative, don't touch budget.
Risk: chasing fatigue too early kills ads that just had one slow day. Need 2 signals, not 1.
Audit your top spender ONLY this week.
Scale or Stall
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CPA creeping up but nothing changed? Run the 3-signal fatigue check.
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