You know that feeling when you’re watching a rerun of your favorite show for the tenth time? That’s your audience looking at your ad right now. When people see the same ad too often, they stop clicking. Click-Through Rate (CTR) drops and Cost Per Click (CPC) shoots up. This tool tells you exactly when to refresh your creative before your ad budget catches fire.

Creative Fatigue Predictor: Ditch the Dead Ads

Step 1: Input Your Ad Campaign Data 

Grab these numbers directly from your ad platform’s reporting dashboard. You need accurate data for the tool to work:

• Days Running: The total number of days this specific ad creative has been live.
• Daily Impressions: The average number of times your ad is shown each day.
• Audience Size (Reach): The total potential size of the audience you are targeting (e.g., Facebook’s estimated reach).
• Frequency Cap: The maximum times each person sees the ad per day, as set by you or the platform (if applicable).
• Initial CTR (%) & Initial CPC: The performance metrics from the first few days the ad ran, when it was fresh.
• Current CTR (%) & Current CPC: The performance metrics from the last 3 to 7 days, showing its current health.
• Creative Variety: Choose the option that best describes how many different ad visuals you are running in this campaign (more variety slows down fatigue).

Step 2: Hit “Predict Fatigue” and Check the Status 

The tool crunches the numbers: CTR drop, CPC rise, and how many people in your audience have seen the ad. It calculates your Fatigue Score.

• Fatigue Status: This is the big number.
  • Critical (70%+): Stop the ad now. You are actively wasting money.
  • High (50%+): Prepare new creatives immediately; you have a few days left.
  • Moderate (30%+): Start planning a refresh in about a week.
  • Fresh (Below 30%): Keep running, but monitor weekly.

Step 3: Read the Warning Signs and Strategy 

Look at the Performance Trend and Warning Signs sections for the “why”:

• CTR Decline & CPC Increase: These show the performance damage in percentages. When CTR drops, you bid higher to win placements, so CPC climbs.
• Audience Saturation: This percentage shows how much of your total target audience you have already reached. A high saturation means very few fresh eyes are left to see your ad.
• Avg Frequency: If this is high (like $7x$ or $10x$), people are seeing your ad way too much, causing exhaustion.

The Refresh Strategy gives you actionable next steps, like trying new creative angles or even pausing the campaign for a few days to “reset” the audience’s memory. This is your cue to create fresh content.