Glossary
Creative fatigue
A decline in response associated with repeated audience exposure to the same or similar creative, after competing explanations are investigated.
Diagnosis
Review frequency and audience saturation alongside placement, auction, budget, optimization, measurement, store, product, seasonality, and broken-asset changes. Decline alone does not identify the cause.
Production responses
A hook or art refresh may be a variant. A different promise or mechanic is a new master. Label combined refreshes honestly instead of attributing a result to one element.
Follow the creative-fatigue decision sequence.