Creative Fatigue Score

Creative Fatigue Score is a composite metric used in digital advertising to quantify the degree to which an ad creative has lost its effectiveness due to repeated exposure to the same audience. Scored on a 0-100 scale, where higher scores indicate greater fatigue, it synthesizes multiple performance signals into a single actionable number.

The score is typically calculated by weighting several factors: ad frequency (how many times the average user has seen the creative), click-through rate (CTR) trend over time, conversion rate decline, cost per result increase, and impression-to-engagement ratio changes. When a creative crosses a threshold (commonly 80+), it signals that the creative should be paused and replaced.

Automated creative fatigue detection prevents the common scenario where brands continue spending on underperforming creatives because the decline is gradual and hard to spot in day-to-day monitoring. By tracking fatigue scores continuously, brands can proactively rotate creatives before ROAS deteriorates significantly, maintaining consistent campaign performance.