What Is Creative Fatigue?
Falling results as the same people see an ad too often.
Definition
Falling results as the same people see an ad too often.
What Creative Fatigue means
Falling results as the same people see an ad too often.
Why it matters
Fatigued ads lose performance as costs rise and CTR falls.
Practical tip
Watch frequency and CTR trends and add new concepts regularly.
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Related terms
All Meta Ads Glossary: 21 Terms & Jargon Explained →What Is Custom Audience?An audience built from your own data: site visitors, customers, engagers.What Is Event Match Quality (EMQ)?Score showing how well your event data matches Meta users.What Is Frequency?Average number of times each person saw your ad.What Is GEM?Meta's Generative Ads Recommendation Model that predicts how likely someone is to engage with…What Is Lattice?Meta's model that ranks candidate ads and sets the auction price.What Is Learning Phase?Period after launch or edits while delivery stabilises (about 50 conversions per week).