Ad Creative Fatigue Calculator

How to calculate Ad creative fatigue calculator?

This calculator compares your current average frequency and recent drops in CTR and conversion rate against chosen thresholds to estimate creative fatigue.

Key formula: Fatigue Score = (average_frequency ÷ ideal_frequency) × (ctr_drop_pct + conversion_drop_pct)

Using the Ad creative fatigue calculator calculator: an example

Example inputs: average frequency = 6, ideal frequency = 4, CTR drop = 20%, conversion drop = 15%.

Step-by-step calculation:

• Calculate frequency ratio: 6 ÷ 4 = 1.5.
• Sum recent performance drops: 20% + 15% = 35%.
• Compute Fatigue Score: 1.5 × 35% ≈ 52.5 (higher means greater fatigue).
• Interpretation: a score above your alert threshold suggests refreshing creative or adjusting targeting.

Frequently Asked Questions

What does the Fatigue Score indicate?

A higher Fatigue Score indicates your creative is likely losing effectiveness relative to the chosen ideal frequency and observed performance drops.

When should I refresh the creative?

If frequency exceeds the ideal threshold and you see significant CTR or conversion drops, refresh creative promptly to avoid diminishing returns.

Can I adjust the thresholds used by the calculator?

Yes. Tailor the ideal frequency and drop percentage thresholds to match your campaign goals and audience sensitivity for more accurate alerts.