<b>SOP: Weekly creative rotation review</b>

<b>SOP: Weekly creative rotation review</b>
Run this every Monday before you refresh ad sets for the week.

<b>Stage 1 — Pull</b>
— ☐ Media buyer exports last 7 days at the creative level: spend, CTR, CVR, CPA
— ☐ Media buyer tags each creative as Winner, Watch, or Cut using fixed thresholds (e.g. CPA over 1.3x target = Cut)

<b>Stage 2 — Decide</b>
— ☐ Media buyer kills every Cut creative; no exceptions for "it might recover"
— ☐ Designer is briefed on 3 new variants based on the top Winner's angle

<b>Stage 3 — Queue</b>
— ☐ Designer delivers variants by Wednesday into the shared creative folder
— ☐ Media buyer schedules them to launch Thursday so weekend data is clean

<b>Owner:</b> Media buyer (analysis + decisions), Designer (production)
<b>Trigger:</b> Every Monday, week-start
<b>Done-when:</b> Cut creatives are paused and 3 new variants are queued.

Fatigue is a process problem, not a luck problem. Save this. Run it every time.