Are your ads dying? 7 questions to diagnose whether your creative is burned out — and what to do next.
1 How many days has the same ad been running?
Creative fatigue isn't only about time, but it's the first indicator.
1 day7 days30+ days
2 Has your CTR dropped over the last 7 days?
A falling CTR is the most reliable fatigue signal. Not CPM.
No, stable or rising
Dropped a little (10-20%)
Dropped a lot (>20%)
I don't know
3 How many different creatives do you have live?
Without creative diversity the algorithm has no options. You need at least 3-5.
1-2
3-5
6-10
More than 10
4 Does your ad include UGC (user-generated content)?
UGC ads get 4× more engagement than polished brand content. They're cheaper to produce and harder to fatigue.
Yes, all UGC
Mix of UGC and brand content
No, all brand content
What is UGC?
5 Do you track your hook rate (3-second video views / impression)?
Hook rate is your "thumbstop" ratio. If you don't measure it, you don't know whether people stop scrolling.
Yes, and it's above 25%
Yes, but it's below 25%
I don't track it
How is it measured?
6 Do you use overlay text in your creatives?
Overlay text (copy on the image/video) boosts engagement 5-15% when it's relevant. Meta no longer penalizes text on images.
Yes, always with clear copy
Sometimes
No, clean image with no text
7 Do you use Dynamic Creative or Advantage+?
Dynamic Creative tests combinations automatically. Advantage+ goes further. Are you using it as an excuse not to create variants?
Yes, and I review the results
Yes, but I don't review them
I don't use it
What is it?
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Sources: Dara Denney, Savannah Sanchez, Nick Theriot, Abu Fofanah · CUBO-01 · 19 files, 15 videos "Hook rate is your thumbstop ratio. If you don't measure it, you don't know whether people stop scrolling." — Dara Denney "UGC gets 4× more engagement than brand content." — Savannah Sanchez