Creative health: how to spot fatigued ads

Every creative wears out: the same audience sees the ad too many times, click-through rate drops and cost goes up. Creative health compares each Meta ad over the last 7 days with the 7 days before and gives a verdict, with the reason, so you know which ad to replace first.

Before you start

• Meta Ads connected to the client. The analysis covers Meta ads.
• It works in a client’s space or on a company account; the agency’s consolidated view doesn’t show this panel.
• Ads with fewer than 1,000 impressions in the last 7 days get Not enough data.

Where to find it

1. 1
   Step 1

   Open Meta’s paid media view

   Go to Performance › Paid media and open Meta Ads from the channel list. The Creative health panel is at the end of the page. With a campaign open, it shows only that campaign’s ads, right after the creative gallery.

2. 2
   Step 2

   Read the summary and the table

   The summary counts how many ads are in each verdict and points out the riskiest one. The table shows, per ad: thumbnail, campaign and ad set, Verdict with the 0–100 score, Why (the two strongest signals), Frequency, CTR, Spend (7 days) and Meta rankings.

   Illustrative screen

   Korra/Paid media

   Ask RelatorAIPT

   Paid media

   OverviewPaid mediaOrganic

   Fatigued2

   Watch3

   Healthy11

   Not enough data4

   1

   Creative health

   Ad	Verdict	Why	Frequency	CTR
   Testimonial video — BF	Fatigued · 72	Frequency 5.4 over 7 days; CTR down 38%	5.4	0.62%
   Collection carousel	Watch · 38	CPM up 24%	3.1	1.10%
   Product image — shoes	Healthy · 8	No signs of fatigue	1.8	1.74%

   2

   Ask RelatorAI about Testimonial video — BFAsk RelatorAI

   3

   1. 1How many ads are in each verdict.
   2. 2Verdict, score and the signals that weighed most.
   3. 3Ask RelatorAI opens the chat already asking for that ad’s diagnosis.

3. 3
   Step 3

   Ask RelatorAI for a diagnosis

   Click Ask RelatorAI on the ad’s row. The chat opens with the request ready: RelatorAI shows the evidence, says what to do with the ad and the ad set, and suggests new creatives. In the chat, the answer comes with a diagnosis card showing the same verdict and signals as the table.

How the verdict is calculated

Each signal found adds points based on its severity, up to a maximum of 100. High frequency together with a CTR drop (the classic pattern of a saturated audience) gets extra weight.

• Fatigued

  When it appears

  Score of 60 or more.

• Watch

  When it appears

  Score from 30 to 59.

• Healthy

  When it appears

  Score below 30.

• Not enough data

  When it appears

  Fewer than 1,000 impressions in the last 7 days.

The fatigue signals

• High frequency

  What Relator looks at

  Frequency of 3.5 or more over 7 days; from 5 on it counts as high.

• Frequency rising

  What Relator looks at

  Frequency at least 25% higher than the previous week, already above 2.

• CTR dropping

  What Relator looks at

  CTR at least 20% lower than the previous week, with volume in both weeks.

• CPM rising

  What Relator looks at

  Cost per thousand impressions at least 20% higher.

• CPA rising

  What Relator looks at

  Cost per result at least 25% higher, with at least 5 conversions in each week.

• Below-average ranking / Ranking dropped

  What Relator looks at

  Meta’s own quality, engagement or conversion rankings below average or worse than before.

• Old creative

  What Relator looks at

  Running for 21 days or more; from 45 days on it weighs more.

• Concentrated spend

  What Relator looks at

  The ad takes 60% or more of the ad set’s spend.

• Weak video opening

  What Relator looks at

  Few people watch the first 3 seconds (hook rate below 20%).

• Video loses viewers

  What Relator looks at

  Few people who start the video keep watching (hold rate below 25%).

What to do with a fatigued ad

• Add a new creative to the same ad set before turning off the fatigued one, so delivery doesn’t drop to zero. The Creative studio generates options in minutes.
• If frequency is high, broaden the ad set’s audience or lower its budget.
• If one ad takes almost all of the ad set’s spend, test variations of it instead of turning it off for good.
• Turn the ad off in Manage ads once the replacement is delivering.