GLOSSARY
Creative Fatigue
What is Creative Fatigue?
DefinitionCreative fatigue is the drop in engagement and conversion as ad frequency rises. It’s why sustained creative volume - not a few winners - keeps CAC stable.
Across AdBoost Health partner accounts, fatigue shows up in CPM and hook rate before it ever reaches ROAS: a TRT campaign whose CPM drifts from $15 to $23 while hook rate slides is already fatiguing, and by the time the ROAS column finally breaks, the account has been overpaying for weeks. Health brands fatigue on a compressed clock because every replacement creative must also clear claims review, so the refresh pipeline has to run ahead of the decay. The standard is 15–25 new variants per month, sized to the reality that only about 1 in 8 health creatives becomes a durable winner.
Related terms
Ready to lower CAC and scale spend profitably?
A 30-minute call with a senior strategist. Free account audit included. No pitch deck - a written plan you can keep, whether you work with us or not.
Book a free strategy call 30 minutes Free account audit Written plan either way