# Ad fatigue

> Ad fatigue is the decline in an advertisement's performance caused by the same audience seeing the same creative too many times, typically visible as a falling click-through rate and a rising cost per result while impressions keep accumulating.

Source: https://adops.id/glossary/ad-fatigue/
Last updated: 2026-08-20
Publisher: AdOps (https://adops.id) — an independent product, not affiliated with Meta Platforms, Inc.

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**Also known as:** Creative fatigue, Audience fatigue

**In AdOps:** AdOps has no fatigue score. Rules for it are written on the engagement metrics it does carry — CTR, CTR (link clicks), Impressions, Clicks and Link clicks — usually paired with a Pause task and an Add to name task that tags the campaign.

Ad fatigue is what happens when the same people see the same creative too often: click-through rate falls, cost per result rises, and impressions keep climbing. AdOps has no fatigue metric, so rules for it are written on the engagement metrics it does carry, most often CTR (link clicks) read over a rolling window.

## What does ad fatigue look like in numbers?

Week one might deliver 1,200,000 impressions at a CTR of 1.5% and a Cost per Purchase of Rp 60,000. Week three, on the same Rp 6,000,000 of weekly spend, might deliver 1,100,000 impressions at a CTR of 0.7% and a Cost per Purchase of Rp 128,000, with nothing changed in the campaign itself.

## How do you write a fatigue rule in AdOps?

Use two tasks in one rule. The first pauses when CTR (link clicks) over Last 7 days falls below a floor and Impressions over Last 7 days is above a volume threshold, so a low-traffic campaign cannot trigger it. The second adds a tag to the campaign name, the same shape as the shipped Pause + Tag Failed template.

## Why tag the campaign as well as pausing it?

Because a paused campaign with no marker is invisible in Ads Manager among everything else that is paused. Add to name appends text to the campaign name and can include tokens for the date and the value of a metric, so the paused campaign carries the reason and the day it happened.