<b>Rotate creatives on frequency, not fatigue feelings</b>

<b>Rotate creatives on frequency, not fatigue feelings</b>
"This ad feels tired." Feelings aren't a metric. Frequency is.
My hard rotation rule:
— Frequency hits 2.8 on a cold audience → queue the swap
— CTR drops 25% off its day-3 peak → swap now, don't wait for 50%
Swap <u>one</u> variable (hook OR visual), never the whole ad — you need to know what saved it.
Fatigue is math, not a vibe. Set the frequency alarm and stop eyeballing it.