When should I retire an ad creative?

Retire it when performance drops from its early level while impressions hold.

A new asset with few impressions ranks first—can I trust it?

Not yet. Rate metrics swing widely on small samples. Read the volume-weighted comparison and confidence intervals, and defer the decision when data is thin.

How is fatigue determined?

It looks for response rates trending down as impressions accumulate. Seasonality, competition, and targeting changes can produce the same shape, so it is not used as sole evidence.

When should a creative be replaced?

There is no fixed lifetime. The practical signal is a sustained decline beyond normal variation combined with drifting past your target CPA.

Creative fatigue

Creative analysis

Prioritize what to replace now, the fatigue signals behind it, and what to produce next.

Analyze per-creative performance, fatigue (does response cool off over time), and attribute effects (which hooks/formats perform well), and flag when to swap creatives out.Needs: Creative ID · Date · Impressions, clicks, conversions · Creative spend4 required columns

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