Muze AIDefinition
Ad fatigue is the decline in performance that happens when an audience has seen the same creative too many times. The classic pattern is frequency climbing while CTR falls and CPM rises, which together push CPA up without anything having changed in targeting or bidding.
What to know
The fix is new creative rather than new bids. Adjusting budget or bid strategy on a fatigued ad set usually makes the numbers worse, because the underlying problem is that the audience has stopped responding.
Fatigue arrives faster in small audiences and in short-form video placements. Rotating a genuinely different angle beats making small edits to the same concept.
Related terms
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