Creative fatigue

Fatigue flags

Points add up to a fatigue score shown as the label in the Fatigue column. 0–2 healthy, 3–4 early signs, 5+ fatigued. A creative with under 7 active days or under 3,000 impressions is not scored.

Comment

Reading the columns

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Under 7 active days, still inside the learning window and not scored.

Freq

Frequency colour: under 3, 3 to 4.5, 4.5 to 6, 6 and over.

ROAS

4× and over with real volume is a winner, 2× to 4× is acceptable, 1.5× to 2× is below target, under 1.5× is a pause once the creative has 7 active days and $50 spent behind it.

Ad paused

The ad itself is paused, its campaign is still running.

Ad set paused

The ad is on, its ad set is off.

Campaign paused

The ad is on, the whole campaign is off.

Days

Days the creative actually served impressions, not days since it was built.

Reach

Deduplicated per window, so lifetime, 30-day and 7-day reach do not add up to each other.

Add 4

Coverage table: the target is at least 6 live ads per active campaign. The number is how many to add to reach it.