GVMarketing
CREATIVE SIGNAL
Free Meta Ads diagnostic · GV Marketing

Is creative fatigue building—or did delivery change?

Compare the latest 14 days with the previous 14. The screen looks for a combination of weaker results, falling link CTR and rising frequency, while checking whether spend stayed broadly comparable. It gives you evidence and a next test—not an automatic pause recommendation.

1Export daily data at ad level2Import your CSV3Review evidence and next action
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You are seeing synthetic demo data until you import your own export. Summer Reset intentionally demonstrates a strong fatigue pattern; recent launches make the pipeline views illustrative too. Concept, angle, hook and creator are optional team labels, not standard Meta export fields.

Account and creative performance

Performance overview

See where spend is going, compare outcomes with your goal and investigate what changed.
GOAL× ROASDATES
SPEND
—In selected period
RETURN
—Purchase value / spend
PURCHASES
—Reported in export
SPEND ON NEW ADS
—Ads first seen within 30 days
TOP 3 FAMILY SHARE
—Share of selected spend

Creative fatigue & next actions

Family-level comparison: latest 14 days vs prior 14 days. Strong indicators require weaker efficiency, falling link CTR and rising frequency, with spend within ±30% of its prior level.

Diagnostic screen
Strong indicators = ROAS down ≥20% (or CPA up ≥25%), link CTR down ≥20%, daily frequency up ≥20%, and spend within ±30% of the prior window. Requires 5+ purchases per window for efficiency and 5,000+ impressions plus 50+ link clicks per window for CTR. Frequency is impression-weighted across daily values; when Meta Frequency is absent, the tool estimates each day as impressions ÷ reach. This is not period-unique reach. Test a challenger before pausing a winner. Audience, offer, placement, auction or tracking shifts can mimic fatigue. Without family labels, grouping falls back to angle or ad name.

Efficiency over time

Weekly account ROAS or CPA. Use this to spot a change, then investigate what changed in spend, audience and creative mix.

ROAS

Signals to investigate

Flags are diagnostic prompts, not proof that a creative caused the change.

Creative family performance

Ranked by spend. Efficiency is evaluated against the target you set above.

Spend by observed ad age

Age starts at first spend found in this export, unless an ad creation date is present.

An older ad can still be a strong ad. Read age alongside CPA or ROAS and the account’s objective.

Creative families

See family-level spend and outcome. Import visual-family labels or use filename-matched images to make this a true visual review.

— families

Spend-weighted creative age

Average age of ads receiving spend in each 14-day window. Each day’s spend weights that ad’s age on that day.

No fixed “healthy” age
This describes the age of the spend mix; it does not predict when ads will stop working. Compare it with efficiency, new-ad delivery and campaign changes. Age uses ad creation date when available, otherwise first observed spend.

Launch cohorts and spend

Daily spend grouped by first-seen launch month. Falling cohort spend can mean budget changed; it does not by itself prove fatigue.

Production and mature hit rate

Ads first seen each week vs the share of mature ads meeting your target after reaching the spend floor.

SPEND FLOOR
Only ads with at least 28 days of observation are eligible. “Hit” = reaches the spend floor and meets your selected ROAS/CPA target by the end of the selected period. It is a descriptive screen, not a randomized creative test.

Weekly spend mix by ad age

How delivery shifts across age bands. This is account exposure, not a recommended new-ad share.

How to read this view

A healthy pipeline means you can keep testing new concepts while retaining proven ads that meet the business target. There is no universal 10–15% hit-rate benchmark or fixed “creative churn” rate that applies to every account. Set the spend floor and outcome target to match your economics, and compare like-for-like campaigns and audiences.
If the export has no creation timestamp, first observed spend is only a proxy for launch date. A short lookback can make older ads appear new and omit part of a cohort’s history.