Free Tool
Ad Fatigue Estimator
Input your ad metrics and estimate when creative fatigue sets in. Get actionable recommendations based on frequency, duration, and CTR trends.
Creative fatigue is the quiet killer of paid-media efficiency. A previously strong ad starts showing rising CPM, falling CTR, and shrinking engagement volume, but the decline is gradual enough to miss until CPC has already spiked by 40 percent. Catching fatigue early is the difference between scaling efficiently and burning through budget on an asset the audience has stopped responding to.
This estimator takes frequency (average impressions per user), days running, and CTR trend (current versus launch) and returns a directional fatigue score with recommended next action. The typical Meta and TikTok fatigue threshold is frequency 3 to 4 combined with CTR below 70 percent of launch. On Google Display and YouTube the threshold sits higher, around frequency 5 to 7, because the inventory is broader and the repetition signal is weaker.
Performance marketers run this weekly against every active ad set to schedule creative refreshes before fatigue hits the P&L. The score is a trigger to investigate, not a definitive pause decision, but it beats eyeballing a CTR chart and hoping the dip is just seasonality.
Times a unique user sees your ad
How many days the ad has been active
CTR when the ad first launched
Current CTR (most recent data)
CTR has declined 28% since launch
Recommendations
- --Your ad is performing well. No immediate action needed.
- --Monitor CTR weekly for early signs of decline.
- --Start preparing a creative refresh for when metrics begin to dip.
How is this calculated?
Fatigue Score = Frequency x Days Running x (1 - CTR Trend)
CTR Trend = Current CTR / Initial CTR = 0.72
This is a simplified model. Real fatigue depends on audience size, creative quality, platform, and competitive environment. Use as a directional signal.
How It Works
Enter frequency
Enter your average ad frequency (times a user sees the ad).
Add CTR data
Input the number of days the ad has been running and your initial vs. current CTR.
Get verdict
Get an instant fatigue score with recommendations for what to do next.
Why It Matters
Free vs Pro
These tools are free forever. When you need full creative intelligence, upgrade to Pro.
| Feature | Free Tools | Pro |
|---|---|---|
| Ad spec checking | ||
| Image compression & resize | ||
| Video frame extraction | ||
| RoastIQ creative scoring (5 KPIs) | 3/month | Unlimited |
| Benchmark comparisons | ||
| Visual attention heatmaps | ||
| BuyerLens synthetic panel | ||
| Compare workflow | ||
| Export & share reports | ||
| Priority processing |
Go beyond the basics
Score your ad across 5 performance KPIs
RoastIQ analyzes your creative in under 90 seconds. You get a composite score, five KPI breakdowns (Beat the Skip, Get Noticed, Brand Impact, Sell Proposition, Build Brand), benchmarked against real ads in your category.
Beat the Skip
78
Get Noticed
65
Brand Impact
72
Sell Proposition
58
Build Brand
69
90s
Average analysis time
5
KPIs scored per ad
Free
3 analyses per month
12
Markets benchmarked
Frequently Asked Questions
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