Meta Ads Creative Fatigue

Required Credentials

Credential	Where to Get	Used For	OAuth Scope
META_ACCESS_TOKEN	Meta Developer Console → Graph API Explorer → Generate Token	Fetching ad performance and frequency data	ads_read (read-only)
META_AD_ACCOUNT_ID	Ads Manager URL: adsmanager.facebook.com/act_XXXXXXXXX	Identifying which account to query	—

When to Use

When creative has been running for 7+ days and performance is declining — or proactively when managing a portfolio of creatives. Use before scheduling creative refresh.

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Requirements

• account_id (required)
• campaign_id or ad_ids (optional — defaults to all active ads in account)
• date_range: last_30d (default)

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Step 1: Fetch Active Ads

Get list of all active ads with performance data:

• get_ads_list → ad names, IDs, campaign association
• get_ads_insights per ad: frequency, CTR, ROAS, spend, impressions

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Step 2: Calculate Fatigue Signals

For each ad, compute:

• Days active: from ad creation date
• CTR drop %: (Week 1 CTR − Current CTR) / Week 1 CTR × 100
• Frequency decay: CTR at freq 1-2x vs CTR at freq 5x+
• Decay rate: CTR drop % per day since launch
• Days until death: estimate based on current decay rate and "Dead" threshold
• Lifespan status: see Classification table below

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Step 3: Fatigue Classification

Level	Criteria	Action
Fresh	< 7 days OR CTR drop < 10%	Monitor
Mild	7-14 days, CTR drop 10-20%	Monitor
Moderate	14-21 days, CTR drop 20-35%	Rotate Soon
Severe	21-28 days, CTR drop 35-50%	Refresh Now
Dead	> 28 days OR CTR drop > 50% OR Freq > 5x with CTR < 50% of baseline	Kill Immediately

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Step 4: Lifespan Status

Status	Criteria
Growing	ROAS within 10% of peak, < 14 days
Peak	ROAS at maximum, 7-21 days
Declining	ROAS decay > 5%/day, > 21 days
Expired	ROAS < 50% of peak OR > 35 days

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Step 5: Build Rotation Pipeline

Classify all active creatives into pipeline buckets:

Status	Count
Active Winners
Active Decaying
Recently Killed
In Pipeline

Calculate:

• Creatives dying this week
• Creatives dying next week
• New creatives needed
• Testing velocity (new creatives launched per week)

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Step 6: Output Format

SECTION 1: Fatigue Status Overview

Fatigue Health Table (top 15-20 creatives):

Creative	Days Active	Current Freq	CTR Week 1	CTR Now	Drop %	Fatigue Level	Action

SECTION 2: Frequency Decay Analysis

Frequency Impact Table (top 10-12 highest frequency):

Creative	Freq 1-2x CTR	Freq 3-4x CTR	Freq 5x+ CTR	Current Freq	Decay Rate

SECTION 3: Performance Degradation Timeline

ROAS Decay Table (top 12-15):

Creative	Launch Date	Peak ROAS	Current ROAS	Days to Peak	Days Since Peak	Decay Rate	Lifespan Status

SECTION 4: Rotation Pipeline Status

Creative Inventory Table:

Status	Count
Active Winners
Active Decaying
Recently Killed
In Pipeline

Refresh Needs: Dying this week, dying next week, new needed, testing velocity.

SECTION 5: Refresh Recommendations

Action Priority Table (top 10-12):

Creative	Current Status	Days Until Death	Action	Priority	New Direction

Priority: Urgent (24h), High (3d), Medium (7d), Low (monitor).

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Rules

• Prioritize by: Severity > Days Until Death > Spend
• New Direction must be specific angles, not generic advice ("Test urgency angle" not "new creative")
• No executive summary
• This is analysis only — recommendations route to meta-ads-recommendation

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Session Context — What This Skill Writes

After completing analysis, store the following in session context:

Key	Description	Example
rotation_pipeline	Creative inventory by status bucket	"2 growing, 3 declining, 1 dead, 2 in pipeline"
fatigue_level	Per-creative fatigue classification	"Blue Banner v2: Severe; CTR drop 52%"
days_until_death	Estimated days before each creative expires	"Banner v3: 8 days; Banner v4: 22 days"

meta-ads-recommendation reads these keys to produce the creative rotation action plan. For new creative generation, route to meta-ads-builder.