A decline in ad performance caused by overexposure of the same creative to the same audience, resulting in lower CTR, higher CPM, and reduced ROAS over time.
Ad fatigue is measured by frequency — Meta shows average number of times a user sees your ad. Above 3-4 frequency on cold audiences typically signals fatigue. Signs: stable or growing spend with declining CTR and rising CPC. Fix: refresh creative (new hook, new format, new angle), expand audiences, or pause for 2-4 weeks to reset frequency. Top D2C brands rotate 8-12 new creatives monthly to combat fatigue.
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