<b>Creative fatigue is a CTR slope, not a frequency number</b>

<b>Creative fatigue is a CTR slope, not a frequency number</b>

CTR = link clicks / impressions. Frequency = avg impressions per person.

Fatigue tracked across 600+ creatives, cold prospecting:
— Kill signal is a 25%+ drop in CTR off the creative's own 7-day peak — not 'frequency hit 3'
— At frequency 2.0 some winners still climbed; at 1.4 some losers had already collapsed
— Median useful lifespan of a static creative: 18 days
— Video held ~31 days before the same 25% decay

Frequency caps are a blunt proxy. The CTR-off-peak slope fires earlier and cleaner.

Read: watch CTR decay from each creative's own peak, not a one-size frequency threshold.