<b>CPA climbing but ROAS fine? Creative's fatiguing before the numbers scream.</b>

<b>CPA climbing but ROAS fine? Creative's fatiguing before the numbers scream.</b>

Don't wait for the crash. Read frequency against first-time-impression ratio.

Catch it early:
— Pull the 'first time impression ratio' breakdown — when it drops under ~60%, you're recycling the same eyeballs
— Watch frequency per 7 days, not lifetime — 2.5+ in a week on cold = fatigue starting
— Check CTR-link decay: a 20% drop over 5 days = the hook died, not the offer
— Refresh the HOOK (first 3 sec), keep the body — that's where fatigue lives

Risk: swapping the whole creative resets learning. Just change the opener.

Pull first-time-impression ratio on your top spender today. Watch THAT number, not just cost.