Creative fatigue isn't about CTR dropping. It's about frequency × first-time-impression ratio.
CTR can hold while you quietly burn the same 30% of the audience.
Real fatigue signal: frequency climbing AND your reach curve flattening → you're re-hitting the same eyeballs.
Rotate when frequency passes 2.5 on a cold campaign, regardless of CTR.
Waiting for CTR to crater means you already torched the pocket. Check frequency now.
Buyer's Trenches
@BuyersTrenches
Creative fatigue isn't about CTR dropping. It's about frequency × first-time-impression ratio.
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