{"id":13328,"plugin_id":"plugin_asdk_app_698a0208e7d881919cc8d52147cb0331","kind":"skill","collection_source":null,"comparison_source":null,"observed_at":"2026-09-30T23:07:18.762Z","digest":"d9ff0feec4517cdf117a4ac13128e193362e47815c562afffe93239be16e896e","against":null,"payload":{"name":"meta-creative-fatigue-analyzer","description":"This skill should be used when the user asks to \"detect creative fatigue\", \"analyze frequency vs CTR\", \"plan a creative refresh\", or mentions \"Meta ad fatigue\", \"declining CTR on Facebook\", or \"frequency thresholds\".","included_files":[],"skill_md_contents":"---\nname: meta-creative-fatigue-analyzer\ndescription: \"This skill should be used when the user asks to \\\"detect creative fatigue\\\", \\\"analyze frequency vs CTR\\\", \\\"plan a creative refresh\\\", or mentions \\\"Meta ad fatigue\\\", \\\"declining CTR on Facebook\\\", or \\\"frequency thresholds\\\".\"\n---\n# Meta Ads Creative Fatigue Analyzer\n\n## Purpose\n\nDetect and prevent creative fatigue on Meta Ads (Facebook/Instagram). Help advertisers understand when performance drops are due to creative fatigue vs other factors, and provide actionable recommendations for refresh timing and strategies.\n\n## When to Use This Skill\n\nInvoke when user mentions:\n- **CTR questions:** \"Is my CTR declining due to high frequency?\"\n- **Refresh timing:** \"When should I refresh my Meta creatives?\"\n- **Frequency concerns:** \"What frequency is too high for conversion campaigns?\"\n- **Audience vs creative:** \"Should I expand my audience or refresh creatives?\"\n- **Prevention:** \"How do I prevent Meta creative fatigue proactively?\"\n- **Diagnosis:** \"Is my campaign fatigued or is there another issue?\"\n\n## Key Questions This Skill Answers\n\n### Q1: Is my CTR dropping due to high frequency?\n\n**Analysis Framework:**\n1. Calculate CTR trend over time\n2. Correlate with frequency increase\n3. Check if CTR decline matches frequency curve\n\n**Answer:** If frequency >3-4 for conversion campaigns AND CTR declining >10% week-over-week, creative fatigue is likely the cause.\n\n### Q2: When should I refresh my creatives?\n\n| Scenario | Refresh Every |\n|----------|--------------|\n| Standard budget, broad audience | 10-14 days |\n| High budget, small audience | 5-7 days |\n| High budget, large audience | 14-21 days |\n| Low budget | 14-21 days |\n\n### Q3: What frequency is too high?\n\n| Campaign Type | Max Frequency/Week |\n|--------------|-------------------|\n| Conversion | 3-4/week |\n| Consideration | 4-5/week |\n| Awareness | 6-8/week |\n\n### Q4: Should I expand audience or refresh creative?\n\n```\n┌─────────────────────────────────────────────────────────────────────────────┐\n│                    AUDIENCE vs CREATIVE DECISION                             │\n└─────────────────────────────────────────────────────────────────────────────┘\n                                    │\n                    What's happening with your metrics?\n                                    │\n        ┌───────────────────────────┼───────────────────────────┐\n        │                           │                           │\n        ▼                           ▼                           ▼\nFREQUENCY HIGH              FREQUENCY NORMAL            REACH EXHAUSTED\n+ CTR DECLINING             + CTR DECLINING             (can't reach more)\n        │                           │                           │\n        ▼                           ▼                           ▼\nREFRESH CREATIVE            TEST NEW AUDIENCE          EXPAND AUDIENCE\n(Primary issue)             (Targeting issue)          (Audience issue)\n        │                           │                           │\n        └───────────────────────────┼───────────────────────────┘\n                                    │\n                                    ▼\n                          BOTH ISSUES?\n                    Refresh creative + expand audience\n```\n\n## Fatigue Detection Algorithm\n\n### Step 1: Pull Creative Performance Data\n\n```\n→ meta_get_creatives(account_id=\"act_XXXXXXXXX\", scope=\"account\", date_preset=\"last_14d\", sort_by=\"spend\")\n```\nThis returns creative-level performance with text content. Identify ads with highest spend + longest runtime.\n\n### Step 2: Pull Daily Frequency & CTR Trends\n\n```\n→ meta_get_insights(account_id=\"act_XXXXXXXXX\", level=\"ad\", date_preset=\"last_14d\", time_increment=\"1\", fields=[\"impressions\", \"reach\", \"frequency\", \"ctr\", \"cpm\", \"spend\", \"actions\"])\n```\nDaily `time_increment=\"1\"` is essential — plot CTR over time and correlate with frequency curve. This is the core fatigue detection signal.\n\n### Step 3: Score Against Thresholds\n\n| Signal | Warning | Critical |\n|--------|---------|----------|\n| **CTR decline** | >10-15% over 7 days | >20% over 7 days |\n| **CPM rise** | >20-30% over 14 days | >40% over 14 days |\n| **Frequency** | >3/week (conversion) | >5/week (any type) |\n| **Days active** | >10 days | >14 days |\n| **Platform alert** | \"Creative Limited\" | \"Creative Fatigue\" warning |\n\n### Step 4: Check Creative Depth (Andromeda Threshold)\n\nFrom the Step 1 results, count active creatives per campaign:\n\n```\nCount distinct ads with status=ACTIVE from meta_get_creatives output.\nGroup by campaign_id to get creatives-per-campaign.\n```\n\n| Creative Depth | Status | Action |\n|---------------|--------|--------|\n| **15+ active** | Healthy | Andromeda has enough material to rotate |\n| **8-14 active** | Warning | Schedule 3-5 new creatives this week |\n| **<8 active** | Critical | Fatigue will hit fast — add creatives immediately |\n\nLow creative depth is the #1 predictor of premature fatigue under Andromeda. More variations = slower fatigue onset.\n\n### Combined Signal (Critical)\n\nWhen you see ALL THREE:\n- Frequency high\n- CTR declining\n- CPM rising\n\n**Action:** Refresh immediately - fatigue confirmed.\n\n### Fatigue Timeline (Meta)\n\n| Phase | Days | What's Happening | Action |\n|-------|------|------------------|--------|\n| **Learning** | 1-7 | Algorithm optimizing | Don't touch |\n| **Peak** | 7-10 | Best performance window | Monitor closely |\n| **Early decline** | 10-14 | Fatigue signs appearing | Prepare refresh |\n| **Fatigue** | 14+ | Performance degrading | Refresh or kill |\n\n### CTR & CPM Patterns\n\n```\nMETA ADS FATIGUE PATTERNS\n──────────────────────────\n\nCTR Pattern: Linear, gradual descent\n├─ Daily decline after day 7: ~2%\n├─ Predictable curve\n└─ Watch for acceleration\n\nCPM Pattern: Gradual incline\n├─ Daily increase over days 10-14: +1-3%\n├─ Slower than TikTok\n└─ May spike suddenly at fatigue point\n```\n\n## Fatigue Detection Decision Tree\n\n```\n┌─────────────────────────────────────────────────────────────────────────────┐\n│                    IS MY META CREATIVE FATIGUED?                             │\n└─────────────────────────────────────────────────────────────────────────────┘\n                                    │\n                                    ▼\n                         Check Platform Alerts\n                                    │\n                    ┌───────────────┴───────────────┐\n                    │                               │\n                    ▼                               ▼\n           \"CREATIVE LIMITED\"               NO PLATFORM ALERT\n           or \"CREATIVE FATIGUE\"                    │\n                    │                               │\n                    ▼                               ▼\n           FATIGUE CONFIRMED              Check Frequency by Campaign Type\n           Refresh immediately                      │\n                                    ┌───────────────┼───────────────┐\n                                    ▼               ▼               ▼\n                               CONVERSION       CONSIDER.       AWARENESS\n                               >3-4/week?       >4-5/week?      >6-8/week?\n                                    │               │               │\n                                    ▼               ▼               ▼\n                               ┌────┴────┐     ┌────┴────┐     ┌────┴────┐\n                               YES    NO       YES    NO       YES    NO\n                                │      │        │      │        │      │\n                                ▼      ▼        ▼      ▼        ▼      ▼\n                            Check   Likely   Check   Likely   Check   Likely\n                            CTR    not      CTR    not       CTR    not\n                            trend  fatigue  trend  fatigue   trend  fatigue\n```\n\n## Refresh vs Kill Decision Framework\n\n### Refresh Actions (Minor Tweaks)\n\nWhen CTR declines 10-15% or CPM rises 15-20%:\n\n1. **Change headline or primary text** - quick win\n2. **Swap CTA button** - Learn More vs Shop Now\n3. **Adjust image cropping** - new focal point\n4. **Add text overlay** - reinforces message\n5. **Change color scheme** - fresh look, same concept\n\n### Kill Criteria (Pause Immediately)\n\n- CTR falls >30% below campaign average\n- CPA >2x baseline for 48 hours\n- \"Creative Limited\" status in Ads Manager\n- Negative feedback score increasing\n\n## Prevention Strategies\n\n### Creative Rotation Schedule\n\n| Scenario | Refresh Every | Creatives Needed |\n|----------|--------------|------------------|\n| Standard budget, broad audience | 10-14 days | 4-6 per ad set |\n| High budget, small audience | 5-7 days | 6-8 per ad set |\n| High budget, large audience | 14-21 days | 4-6 per ad set |\n| Low budget | 14-21 days | 3-4 per ad set |\n\n### Content Mix for Longevity\n\n```\nMETA CREATIVE MIX (RECOMMENDED)\n──────────────────────────────────\n\nUGC Content: 40%\n├─ Fatigues 10-15% slower than polished\n├─ +3-4 days extended lifespan\n├─ 17-18 day average lifespan\n└─ Best for: Authenticity, social proof\n\nPolished Content: 40%\n├─ 10-12 day typical lifespan\n├─ Brand consistency\n├─ Professional look\n└─ Best for: Brand campaigns, premium products\n\nDynamic Creative: 20%\n├─ Auto-rotates elements (images, headlines, CTAs)\n├─ Extends total lifespan\n├─ Best when you have 3+ images/headlines/CTAs\n└─ Use for testing and optimization\n```\n\n### Andromeda Engine & Minimum Creative Depth (2026)\n\nMeta's Andromeda ad retrieval engine (rolled out 2025-2026) fundamentally changed how ads are matched to users. Creative quality is now the primary ranking signal — not audience targeting.\n\n```\nANDROMEDA IMPLICATIONS FOR FATIGUE MANAGEMENT:\n├── Creative quality drives matching — weak creative = less delivery\n├── Minimum 15+ DISTINCT creative variations recommended per campaign\n├── Fewer variations = faster fatigue and higher CPMs\n├── Advantage+ Audience + high creative volume = best results\n└── Andromeda rewards variety: different angles, formats, hooks\n\nCREATIVE DEPTH TARGET:\n├── Minimum: 8-10 active creatives per ad set\n├── Recommended: 15+ distinct variations\n├── Include: Different hooks, formats (video/static/carousel), angles\n└── Refresh: Rotate 2-3 new creatives weekly on high-spend campaigns\n```\n\n### Variation Types to Prepare (4-6 per ad set)\n\n1. **Different headline angles** (benefit, feature, social proof)\n2. **Different imagery** (lifestyle, product, UGC)\n3. **Different formats** (single image, carousel, video)\n4. **Different CTAs** (Learn More, Shop Now, Get Started)\n\n## Platform Signals (Meta-Specific)\n\n### Understanding Meta's Alerts\n\n| Signal | What It Means | Action |\n|--------|--------------|--------|\n| **Creative Limited** | Meta has flagged potential fatigue | Refresh immediately |\n| **Creative Fatigue** | Cost per result doubled past benchmarks | Refresh or pause within 24-48h |\n| **Learning Limited** | Not enough data to optimize | Different issue - consolidate or raise budget |\n\n### Quality Ranking Components\n\nMonitor these for early fatigue signals:\n- **Quality Ranking:** Below/Average/Above average\n- **Engagement Rate Ranking:** User interaction vs competitors\n- **Conversion Rate Ranking:** Conversion performance vs competitors\n\n## Recovery Playbook\n\n### When Creative is Fatigued\n\n```\n┌─────────────────────────────────────────────────────────────────────────────┐\n│                    META FATIGUE RECOVERY                                     │\n└─────────────────────────────────────────────────────────────────────────────┘\n                                    │\n                                    ▼\n                First: Try NEW CREATIVE\n                (Most effective lever - 15-25% CTR lift)\n                                    │\n                    ┌───────────────┴───────────────┐\n                    │                               │\n                    ▼                               ▼\n            WORKS (+15-25% CTR)           DOESN'T WORK\n                    │                               │\n                    ▼                               ▼\n             Continue with                Second: AUDIENCE EXPANSION\n             new creative                 (Add 10-20% new audience)\n                                                   │\n                                    ┌───────────────┴───────────────┐\n                                    │                               │\n                                    ▼                               ▼\n                            WORKS                           STILL STRUGGLING\n                            (Extends 7-14 days)                    │\n                                    │                               ▼\n                                    ▼                  Third: COMBINED APPROACH\n                             Scale up               New creative + 10-20% audience\n                                                    + budget reallocation\n```\n\n### Budget Reallocation Strategy\n\n**Meta-Specific Approach:**\n- When creative ages >14 days: Shift 20-30% to new ad sets\n- Reserve 20% for evergreen performers\n- Test 10% on new creative concepts weekly\n\n## Benchmarks\n\n### Frequency Thresholds by Campaign Type\n\n| Campaign Type | Safe | Warning | Critical |\n|--------------|------|---------|----------|\n| Conversion | <3/week | 3-4/week | >4/week |\n| Consideration | <4/week | 4-5/week | >5/week |\n| Awareness | <6/week | 6-8/week | >8/week |\n\n### CTR & CPM Warning Signs\n\n| Metric | Warning Threshold | Critical Threshold |\n|--------|-------------------|-------------------|\n| CTR decline | >10% week-over-week | >20% week-over-week |\n| CPM rise | >20% over 14 days | >40% over 14 days |\n\n### Creative Lifespan by Type\n\n| Creative Type | Average Lifespan |\n|--------------|------------------|\n| Standard (polished) | 10-12 days |\n| UGC | 17-18 days |\n| High budget, small audience | 5-7 days |\n| Low budget | 14-21 days |\n\n## Differentiating Fatigue from Other Issues\n\n### Not Fatigue - Different Problems\n\n| Symptom | Likely Cause | Solution |\n|---------|-------------|----------|\n| \"Learning Limited\" | Budget too low or audience too narrow | Consolidate ad sets or raise budget |\n| CTR normal but conversions down | Landing page or tracking issue | Check LP and pixel |\n| Sudden performance drop (1 day) | External factor or algorithm change | Wait 24-48h before acting |\n| High CPM but stable CTR | Competition increased | Accept or improve bid |\n\n### Is It Fatigue? Checklist\n\n- [ ] Frequency exceeds threshold for campaign type\n- [ ] CTR declining over 7+ days (not just 1-2 days)\n- [ ] CPM rising gradually (not sudden spike)\n- [ ] Days active approaching or exceeding 14\n- [ ] No recent significant changes to campaign\n- [ ] No external factors (seasonality, competition)\n\n## Output Template\n\nWhen diagnosing Meta creative fatigue, provide:\n\n```\n## Meta Creative Fatigue Analysis\n\n### Fatigue Score: X/10\n(10 = severe fatigue)\n\n**Components:**\n- Frequency: [score] - [current] vs [threshold for campaign type]\n- CTR trend: [score] - [% change over 7 days]\n- CPM trend: [score] - [% change over 14 days]\n- Days active: [score] - [days] vs 14 day threshold\n\n### Status: [Healthy / Warning / Critical]\n\n### Platform Signals\n- Creative Limited: [Yes/No]\n- Creative Fatigue Warning: [Yes/No]\n- Learning Limited: [Yes/No - if yes, different issue]\n\n### Diagnosis\n- Fatigue detected: [Yes/No/Likely]\n- Primary indicator: [which metric is driving diagnosis]\n- Days until refresh needed: [estimate]\n\n### Recommendations\n\n**Refresh or Continue:** [decision]\n\n**If Refresh:**\n1. [Specific action 1]\n2. [Specific action 2]\n\n**Creative Suggestions:**\n- [Based on current creative type]\n\n**Audience Recommendation:**\n- [Expand/Maintain/Test new]\n\n**Testing Ideas:**\n- [A/B test suggestion]\n```\n\n## Monitoring Checklist\n\n### Daily Checks (High-Spend Campaigns)\n- [ ] Frequency by ad set\n- [ ] CTR trend (last 3 days)\n- [ ] CPM trend (last 3 days)\n- [ ] Platform alerts (Creative Limited, etc.)\n\n### Weekly Checks\n- [ ] Calculate fatigue score per creative\n- [ ] Identify refresh candidates\n- [ ] Review creative library depth (need 4-6)\n- [ ] Plan next week's refreshes\n- [ ] Compare UGC vs polished performance\n\n### Bi-Weekly Review\n- [ ] Average creative lifespan analysis\n- [ ] Frequency threshold validation\n- [ ] Budget allocation vs creative performance\n- [ ] Learnings documentation\n\n---\n\n*Sources: Alison.ai \"Creative Fatigue Report Q3 2025\" (Sep 2025), Sovran Meta Ads benchmarks (Q1 2026), Meta Business Help Center. Meta creative fatigue is more gradual than TikTok — plan for 2-week refresh cycles with monitoring. With Andromeda, maintaining 15+ creative variations is the most effective fatigue prevention strategy.*\n"},"changes":[],"summary":"First saved snapshot. No earlier version is available for comparison.","summary_kind":"deterministic","summary_metadata":{}}