Myth: refresh native creative every two weeks — that's the rule.

Myth: refresh native creative every two weeks — that's the rule.
No. "Two weeks" is folklore. A buyer instrumented it instead of obeying it. He tracked CTR decay per creative against frequency, not calendar days.

His winning creatives held performance until they hit roughly 7 impressions per unique user — then CTR dropped 40% over the next 48 hours. On low-frequency sources that took five weeks. On high-frequency sources, four days.

Rotating on a fixed two-week clock meant killing winners early on slow sources and running dead creative for ten days on fast ones. He saved an estimated 18% of budget by triggering refresh on frequency, not on a date.

The calendar doesn't fatigue your audience. Frequency does. Why are you managing one by watching the other?