Compare recent ad-level performance with the preceding period to find creatives showing a stronger fatigue pattern — and separate those from ads that are simply experiencing broader performance deterioration.
1
Upload an ad-level Meta Ads report
Use daily ad-level rows so PaidMediaKit can compare the most recent window with the immediately preceding window. Your file is processed locally in the browser.
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Required export setup: Ads → Breakdown → By Time → DayIn Meta Ads Manager, open the Ads level, apply Breakdown → By Time → Day, then export the table as CSV. Include at least 14 reporting days for the default 7-day vs 7-day comparison; 28–30 days gives you more flexibility.Recommended fields: Ad name, Ad ID, Amount spent, Impressions, Reach, Frequency, link CTR or Link clicks, Results / Cost per result, and Purchase ROAS or conversion value.
2
Confirm the report columns
PaidMediaKit detects common Meta Ads column names automatically. Only Ad name, Date, Spend and Impressions are mandatory; additional metrics improve the diagnosis.
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Ad-level report detectedReady for analysis.
Data Rows0
Header Location—
File Format—
Reporting Days—
3
Set your fatigue signals
The defaults are practical comparison thresholds, not Meta benchmarks. Adjust them to match how sensitive you want the scan to be.
For display only.
days
Compares the latest N reporting dates with the preceding N dates.
Ads below this spend are marked as limited data.
%
Relative increase in the exported / derived frequency indicator.
%
Relative decline in link CTR between comparable windows.
%
Relative deterioration in CPA or cost per result.
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Used only when purchase value or ROAS is available.
How the diagnosis works:A stronger fatigue signal requires both increasing repetition and deteriorating performance. A high frequency by itself is not treated as a reason to replace an ad.
Meta Creative Fatigue Results
Creative performance signals
Ads Analyzed0
Recent Spend0.00
Recent Results—
Needs Review0
Strong Signals0
Limited Data0
Creative
Status
Recent Spend
Frequency Δ
CTR Δ
Cost / Result Δ
ROAS Δ
Recent CPM
Recent Results
Suggested Review
No creatives match this filter.
Do not use this as an automatic pause rule.Creative fatigue is a diagnosis, not a single metric. Delivery mix, audience composition, auction pressure, offer changes, landing-page performance and attribution can all move the same KPIs.
What this Meta creative fatigue analyzer looks for
Creative fatigue is most convincing when repetition rises while attention and downstream efficiency deteriorate at the same time. This tool compares equal reporting windows instead of applying a universal frequency ceiling.
Repetition signalRecent Frequency ↑ vs Previous Window
Attention signalRecent Link CTR ↓ vs Previous Window
Efficiency signalCost / Result ↑ or ROAS ↓
Important:Meta delivery is algorithmic, and a performance decline is not automatically creative fatigue. If CTR and efficiency deteriorate without a repetition signal, the analyzer labels the pattern as a broader performance decline so you can investigate audience mix, placements, auction conditions, offer, landing page and tracking before blaming the creative.