The five signals that predict creative fatigue

Creative fatigue almost never announces itself with a CTR drop. By then the creative has been underperforming for days, and the drop is simply the point at which the noise stopped hiding it.

Across 12 million impressions we found five signals that move first: frequency acceleration, unique-CTR divergence, hook retention decay, negative-feedback drift, and a widening gap between CPM and CTR trends.

Each is weak on its own and easy to dismiss as noise. Together they are a reliable 48-to-72-hour warning, which is exactly the window you need to brief and ship a replacement.