How to use the Creative Fatigue Analysis Tool.
Declining performance can reflect audience, seasonality or measurement changes. Compare frequency, spend and conversion definitions before blaming the creative.
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Compare performance over equivalent periods and definitions, separating changes in audience, spend and placement. Look for evidence consistent with fatigue, then list alternative explanations before recommending a creative change.
- What you provide
- Supplied creative performance by period.
- What you get
- Signs of declining performance separated from causal guesses.
See the input and the result.
Illustrative input and output · a teaching example, not a live WebAct run
Example input
CTR falls while campaign spend expands into a new audience. No audience-level figures supplied.
Completed example
Observed: lower aggregate CTR coincides with a broader audience. Alternative explanation: the changed audience mix may contribute to the decline. Needed analysis: compare original-audience performance over time and review the new audience separately. Conclusion: creative fatigue is not established by the supplied aggregate trend.
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Decisions and troubleshooting.
Does a falling click-through rate prove creative fatigue?
No. Audience expansion, placement mix and measurement changes can also affect the rate. Compare those factors before drawing a conclusion.
Why does a refreshed creative appear to solve the problem only briefly?
Inspect whether targeting or delivery changed at the same time. The apparent improvement may not isolate the creative's effect.
Try it with your own source.
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