Overview Creative fatigue is the silent killer of ad accounts. CTR drops 0.1% per day, frequency ticks up, CPC quietly inflates — and by the time you notice in Ads Manager, you’ve burned through budget.
This skill watches for those signals daily and flags creatives that need rotation.
How It Works Fatigue Signals (ranked by severity) Signal Threshold Severity CTR dropping 3+ days in a row >20% decline from peak 🔴 Critical Frequency above 3.5 Audience seeing ad too often 🟡 Warning CPC rising 3+ days in a row >15% increase from baseline 🟡 Warning Impressions declining Ad losing delivery 🟠Monitor
Reports Fatigue Check Daily scan of all active ads for fatigue signals.
Invocation: "Check for creative fatigue" "Are any ads getting stale?"
Script: ./scripts/creative-monitor.sh fatigue-check
Example Output: 😴 Creative Fatigue Scan ======================== Pulling 7-day daily breakdown for all active ads... Day-over-day CTR trends: 🔴 FATIGUED Notes App Hero (ID: 23847111111111) CTR trend: 2.1% → 1.9% → 1.7% → 1.5% → 1.3% → 1.2% → 1.0% Freq: 4.2 🟡 HIGH FREQ Receipt Screenshot v2 (ID: 23847222222222) CTR trend: 1.8% → 1.9% → 1.8% → 1.7% → 1.7% → 1.6% → 1.6% Freq: 3.8 ✅ OK Kitchen Still Life - Fear (ID: 23847333333333) CTR trend: 1.2% → 1.3% → 1.4% → 1.3% → 1.3% → 1.2% → 1.3% Freq: 2.1
Creative Leaderboard Rank all active creatives by efficiency (CTR × spend volume).
Invocation: "Rank my creatives" "Which creatives are strongest?"
Script: ./scripts/creative-monitor.sh weekly-report
Example Output: 📊 Weekly Creative Health Report ================================= Ad Name Spend Impressions Clicks CTR CPC Frequency Receipt Screenshot - Fear $287.12 125,438 2,885 2.3% $0.41 2.8 Notes App - Money Hook $312.45 173,611 3,125 1.8% $0.62 3.1 Kitchen Still Life v3 $198.45 282,786 1,980 0.7% $1.12 4.2
Rotation Recommendations Based on fatigue signals, recommend which creatives to pause and when new ones are needed.
Invocation: "What needs to be rotated?" "Which ads need fresh creative?"
The Check Script Fatigue Check
Track Specific Ad
Weekly Report
./scripts/creative-monitor.sh fatigue-check
Fatigue Check Implementation The script pulls daily time-series data and analyzes CTR trends:
social --no-banner marketing insights $ACCOUNT_ARG \ --preset last_7d --level ad --time-increment 1 \ --json --fields "ad_name,ad_id,date_start,impressions,clicks,ctr,cpc,frequency,spend"
Then processes day-over-day changes:
# Detects fatigue if: # - CTR dropped >20% from 3 days ago # - Frequency > 3.5 if ( $ctrs [-1] < $ctrs [-3] * 0.8) then "🔴 FATIGUED" elif ( $freqs [-1] > 3.5) then "🟡 HIGH FREQ" else "✅ OK"
Track Individual Ad Monitor a specific ad’s performance over time:
./scripts/creative-monitor.sh track-ad 23847111111111
Output: 📈 Tracking Ad: 23847111111111 ======================== Ad Name Date Impressions Clicks CTR CPC Freq Spend Notes App Hero 2026-02-20 24,782 522 2.1% $0.58 1.2 $302.76 Notes App Hero 2026-02-21 25,118 477 1.9% $0.61 1.8 $291.03 Notes App Hero 2026-02-22 24,893 423 1.7% $0.65 2.3 $274.95 Notes App Hero 2026-02-23 24,501 368 1.5% $0.72 2.9 $264.96 Notes App Hero 2026-02-24 23,987 312 1.3% $0.81 3.4 $252.72 Notes App Hero 2026-02-25 23,442 281 1.2% $0.89 3.9 $250.09 Notes App Hero 2026-02-26 22,891 229 1.0% $0.98 4.2 $224.42 ↑ Clear fatigue pattern: CTR declining, frequency climbing, CPC rising
Invocation Pattern
Pull ad-level insights with daily time increment (--time-increment 1)
Calculate day-over-day CTR, CPC, and frequency trends
Flag any ad showing fatigue signals
Compare against benchmarks in ad-config.json
Present findings with clear severity ratings
Recommend rotation schedule if fatigue detected
Log findings to workspace/brand/learnings.md
Integration with Other Skills The Ad Creative Monitor integrates with the broader Meta Ads Copilot ecosystem.
Workflow 1. ad-creative-monitor → Detects "Notes App Hero" fatigued (CTR dropped 40%) 2. ad-copy-generator → Write 3 new body variants matched to the same image 3. ad-upload → Push fresh creative, attach to existing ad 4. meta-ads → Monitor new creative performance next 7 days
Data Flow Input: Daily Insights
Output: Fatigue Report
Action: Trigger Copy Refresh
social marketing insights \ --preset last_7d \ --level ad \ --time-increment 1 \ --fields "ad_name,ad_id,date_start,ctr,frequency,cpc"
Benchmarks Read ad-config.json for target benchmarks. If not configured, use sensible defaults:
Target CTR: > 1.0%Max frequency: 3.5Fatigue signal: CTR dropping > 20% over 3 daysCritical fatigue: CTR dropping > 40% over 7 days
Writes to Brand Memory workspace/brand/learnings.md
Logs fatigue patterns and creative lifespan data:
Which creative formats fatigue fastest
Average CTR decline rate by campaign type
Optimal rotation schedule based on historical data
Frequency thresholds by audience size
Example Entry: ## 2026-02-26 — Creative Fatigue Analysis **Notes App Hero (23847111111111)** — Fatigued after 7 days - CTR declined 52% (2.1% → 1.0%) - Frequency hit 4.2 by day 7 - Pattern: Notes app format has 5-6 day lifespan in prospecting - Action: Rotated to fresh copy variants (see ad-upload log) **Learning:** Notes app creatives fatigue 30% faster than receipt screenshots in this account. Consider more aggressive rotation (5 days vs 7 days).
Command Reference fatigue-check Scan all active ads for fatigue signals.
./scripts/creative-monitor.sh fatigue-check [--account act_123]
weekly-report Rank all creatives by performance over the last 7 days.
./scripts/creative-monitor.sh weekly-report [--account act_123]
track-ad Monitor a specific ad’s daily performance.
./scripts/creative-monitor.sh track-ad AD_ID [--account act_123]
Direct social-cli Integration All scripts wrap social-cli commands. You can run these directly for custom analysis.
# Get daily ad-level data social marketing insights \ --preset last_7d \ --level ad \ --time-increment 1 \ --fields "ad_name,ad_id,date_start,impressions,clicks,ctr,cpc,frequency,spend" \ --json # Filter specific ad by ID social marketing insights \ --preset last_14d \ --level ad \ --time-increment 1 \ --filtering '[{"field":"ad.id","operator":"EQUAL","value":"23847111111111"}]' \ --table
Next Steps
Meta Ads Ad Copy Generator Ad Upload 