Surface Meta ad creatives losing CTR as frequency climbs — the canonical signal that a creative is wearing out.
Ad fatigue happens when the same audience sees the same creative too many times — engagement drops, CTR slides, costs creep up. SMAQ's Ad Fatigue Detector monitors your active Meta ads and flags the ones showing the fatigue signature: rising frequency, falling CTR.
A Meta Ads connection.
Enough ad history for SMAQ to compute a baseline (at least 14 days of running ads).
[Screenshot needed] Ad Fatigue Detector config form with lookback days, frequency threshold, and CTR decline % fields.
How many days of data SMAQ uses to compute the trend. Default: 14 days. Increase to 30 if your run rates are slow.
The frequency level above which SMAQ considers an ad "saturating." Default: 3.0 (each user has seen the ad on average 3+ times).
Lower threshold (2.0) → more sensitive, catches early fatigue.
Higher threshold (4.0+) → only flags severely fatigued ads.
How much CTR has to drop, week-over-week, for SMAQ to flag the ad. Default: 20% decline.
Email listing fatigued ads with: frequency, CTR trend, CPM trend, last-7-day spend on that ad.
Snapshot with the same data plus creative thumbnails.
AI-written recommendation per ad: "Consider pausing — frequency 4.2, CTR declined 35% over the past week, $1,200 spent at 1.1% CTR."
[Screenshot needed] Example email output with three fatigued ads listed and an AI recommendation under each.
Default thresholds are conservative. If you're not getting enough findings, lower the frequency threshold or the CTR decline %.
Pair with Audience Decay Monitor. Fatigue and saturation often co-occur — fatigue is creative-level; saturation is audience-level.
Don't pause immediately on a single signal. Cross-check spend and conversion data first. Some ads stay efficient at high frequency.
Starter — Ad Fatigue Lite (narrow scope, weekly).
Scale & Agency — full Ad Fatigue Detector.
Audience Decay Monitor — companion automation focused on audience saturation.
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