Myth: "Refresh your creative constantly or it fatigues"

Myth: "Refresh your creative constantly or it fatigues"

The daily-refresh hamster wheel burns your team and your winners. Trench note: I left a winning native creative running untouched for 3 weeks while everyone screamed "fatigue!" It kept printing.

Fatigue is real but it's frequency-driven, not calendar-driven. On broad native discovery traffic, your audience pool is enormous, so the same ad sees fresh eyeballs for weeks.

— Watch frequency and CTR decay, not the date.
— Refresh when the numbers move, not because a guru said "new creative every 3 days."

Killing a healthy winner to "avoid fatigue" is self-sabotage dressed as discipline. Let the metrics tell you when it's tired. Don't pre-grieve a creative that's still working.

Go test it.