Meta Ads Creative Fatigue

Required Credentials#

CredentialWhere to GetUsed ForOAuth ScopeMETA_ACCESS_TOKENMeta Developer Console → Graph API Explorer → Generate TokenFetching ad performance and frequency dataads_read (read-only)META_AD_ACCOUNT_IDAds Manager URL: adsmanager.facebook.com/act_XXXXXXXXXIdentifying which account to query—

When to Use#

When creative has been running for 7+ days and performance is declining — or proactively when managing a portfolio of creatives. Use before scheduling creative refresh.

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Requirements#

• account_id (required)
• campaign_id or ad_ids (optional — defaults to all active ads in account)
• date_range: last_30d (default)

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Step 1: Fetch Active Ads#

Get list of all active ads with performance data:

• get_ads_list → ad names, IDs, campaign association
• get_ads_insights per ad: frequency, CTR, ROAS, spend, impressions

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Step 2: Calculate Fatigue Signals#

For each ad, compute:

• Days active: from ad creation date
• CTR drop %: (Week 1 CTR − Current CTR) / Week 1 CTR × 100
• Frequency decay: CTR at freq 1-2x vs CTR at freq 5x+
• Decay rate: CTR drop % per day since launch
• Days until death: estimate based on current decay rate and "Dead" threshold
• Lifespan status: see Classification table below

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Step 3: Fatigue Classification#

LevelCriteriaActionFresh< 7 days OR CTR drop < 10%MonitorMild7-14 days, CTR drop 10-20%MonitorModerate14-21 days, CTR drop 20-35%Rotate SoonSevere21-28 days, CTR drop 35-50%Refresh NowDead> 28 days OR CTR drop > 50% OR Freq > 5x with CTR < 50% of baselineKill Immediately

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Step 4: Lifespan Status#

StatusCriteriaGrowingROAS within 10% of peak, < 14 daysPeakROAS at maximum, 7-21 daysDecliningROAS decay > 5%/day, > 21 daysExpiredROAS < 50% of peak OR > 35 days

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Step 5: Build Rotation Pipeline#

Classify all active creatives into pipeline buckets:

StatusCountActive WinnersActive DecayingRecently KilledIn Pipeline

Calculate:

• Creatives dying this week
• Creatives dying next week
• New creatives needed
• Testing velocity (new creatives launched per week)

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Step 6: Output Format#

SECTION 1: Fatigue Status Overview#

Fatigue Health Table (top 15-20 creatives):

CreativeDays ActiveCurrent FreqCTR Week 1CTR NowDrop %Fatigue LevelAction

SECTION 2: Frequency Decay Analysis#

Frequency Impact Table (top 10-12 highest frequency):

CreativeFreq 1-2x CTRFreq 3-4x CTRFreq 5x+ CTRCurrent FreqDecay Rate

SECTION 3: Performance Degradation Timeline#

ROAS Decay Table (top 12-15):

CreativeLaunch DatePeak ROASCurrent ROASDays to PeakDays Since PeakDecay RateLifespan Status

SECTION 4: Rotation Pipeline Status#

Creative Inventory Table:

StatusCountActive WinnersActive DecayingRecently KilledIn Pipeline

Refresh Needs: Dying this week, dying next week, new needed, testing velocity.

SECTION 5: Refresh Recommendations#

Action Priority Table (top 10-12):

CreativeCurrent StatusDays Until DeathActionPriorityNew Direction

Priority: Urgent (24h), High (3d), Medium (7d), Low (monitor).

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Rules#

• Prioritize by: Severity > Days Until Death > Spend
• New Direction must be specific angles, not generic advice ("Test urgency angle" not "new creative")
• No executive summary
• This is analysis only — recommendations route to meta-ads-recommendation

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Session Context — What This Skill Writes#

After completing analysis, store the following in session context:

KeyDescriptionExamplerotation_pipelineCreative inventory by status bucket"2 growing, 3 declining, 1 dead, 2 in pipeline"fatigue_levelPer-creative fatigue classification"Blue Banner v2: Severe; CTR drop 52%"days_until_deathEstimated days before each creative expires"Banner v3: 8 days; Banner v4: 22 days"

meta-ads-recommendation reads these keys to produce the creative rotation action plan. For new creative generation, route to meta-ads-builder.