Review creative performance and fatigue

Compare creative results over time, investigate possible fatigue with enough context, and turn findings into a test plan without automatic campaign changes.

Use a creative review to identify assets worth investigating or testing. A decline in one metric is a signal to examine, rather than proof that an ad is fatigued.

Run a focused review

1. Choose the account, objective, conversion result, and period.
2. Ask for ad-level performance and a comparable earlier period.
3. Include available spend, impressions, frequency, clicks, conversion volume, and efficiency metrics.
4. Ask which creative information the assistant can actually inspect.

Review creative performance for Example Brand on Meta over the last
14 complete days versus the previous 14. Compare ads by spend,
impressions, frequency, CTR, purchases, and CPA where available.
Flag possible fatigue only with supporting trends and enough volume.
Separate observed metrics from hypotheses about the creative itself.
Recommend three tests. Do not pause, duplicate, or edit ads.

Read the findings

Check whether a poor result reflects enough spend and conversions to judge. A new ad with little delivery is different from a high-spend ad whose efficiency deteriorated. Compare like objectives and result definitions.

Frequency can provide context, but no universal frequency threshold establishes fatigue for every campaign. Consider audience size, placement, time period, and response trends. Ask the assistant to identify alternative explanations, such as tracking changes or shifts in delivery.

Build a test plan

For each recommendation, ask for the asset or message to test, the hypothesis, success metric, budget constraint, and review period. If the assistant cannot inspect the image or video content, supply it through an external assistant that supports attachments and distinguish that review from connected performance data.

Use campaign-change review before implementing any pause, duplication, or budget recommendation.