---
name: meta-ads-creative-fatigue
description: "[Didoo AI] Analyzes creative fatigue signals across Meta Ads campaigns. Use when reviewing declining CTR or ROAS, planning creative rotation schedules, or managing creative lifecycle. Run standalone or after meta-ads-daily-pulse flags creative fatigue."
homepage: https://didoo.ai/blog
---

## Required Credentials
| Credential | Where to Get | Used For | OAuth Scope |
|-----------|-------------|---------|-------------|
| META_ACCESS_TOKEN | Meta Developer Console → Graph API Explorer → Generate Token | Fetching ad performance and frequency data | `ads_read` (read-only) |
| META_AD_ACCOUNT_ID | Ads Manager URL: `adsmanager.facebook.com/act_XXXXXXXXX` | Identifying which account to query | — |

## When to Use
When creative has been running for 7+ days and performance is declining — or proactively when managing a portfolio of creatives. Use before scheduling creative refresh.

---

## Requirements
- account_id (required)
- campaign_id or ad_ids (optional — defaults to all active ads in account)
- date_range: last_30d (default)

---

## Step 1: Fetch Active Ads
Get list of all active ads with performance data:
- get_ads_list → ad names, IDs, campaign association
- get_ads_insights per ad: frequency, CTR, ROAS, spend, impressions

---

## Step 2: Calculate Fatigue Signals
For each ad, compute:
- Days active: from ad creation date
- CTR drop %: (Week 1 CTR − Current CTR) / Week 1 CTR × 100
- Frequency decay: CTR at freq 1-2x vs CTR at freq 5x+
- Decay rate: CTR drop % per day since launch
- Days until death: estimate based on current decay rate and "Dead" threshold
- Lifespan status: see Classification table below

---

## Step 3: Fatigue Classification
| Level | Criteria | Action |
|-------|----------|--------|
| Fresh | < 7 days OR CTR drop < 10% | Monitor |
| Mild | 7-14 days, CTR drop 10-20% | Monitor |
| Moderate | 14-21 days, CTR drop 20-35% | Rotate Soon |
| Severe | 21-28 days, CTR drop 35-50% | Refresh Now |
| Dead | > 28 days OR CTR drop > 50% OR Freq > 5x with CTR < 50% of baseline | Kill Immediately |

---

## Step 4: Lifespan Status
| Status | Criteria |
|--------|----------|
| Growing | ROAS within 10% of peak, < 14 days |
| Peak | ROAS at maximum, 7-21 days |
| Declining | ROAS decay > 5%/day, > 21 days |
| Expired | ROAS < 50% of peak OR > 35 days |

---

## Step 5: Build Rotation Pipeline
Classify all active creatives into pipeline buckets:

| Status | Count |
|--------|-------|
| Active Winners | |
| Active Decaying | |
| Recently Killed | |
| In Pipeline | |

Calculate:
- Creatives dying this week
- Creatives dying next week
- New creatives needed
- Testing velocity (new creatives launched per week)

---

## Step 6: Output Format

### SECTION 1: Fatigue Status Overview
Fatigue Health Table (top 15-20 creatives):

| Creative | Days Active | Current Freq | CTR Week 1 | CTR Now | Drop % | Fatigue Level | Action |
|----------|-------------|--------------|------------|----------|---------|---------------|--------|

### SECTION 2: Frequency Decay Analysis
Frequency Impact Table (top 10-12 highest frequency):

| Creative | Freq 1-2x CTR | Freq 3-4x CTR | Freq 5x+ CTR | Current Freq | Decay Rate |
|----------|---------------|---------------|--------------|--------------|------------|

### SECTION 3: Performance Degradation Timeline
ROAS Decay Table (top 12-15):

| Creative | Launch Date | Peak ROAS | Current ROAS | Days to Peak | Days Since Peak | Decay Rate | Lifespan Status |
|----------|-------------|-----------|--------------|--------------|-----------------|------------|------------------|

### SECTION 4: Rotation Pipeline Status
Creative Inventory Table:

| Status | Count |
|--------|-------|
| Active Winners | |
| Active Decaying | |
| Recently Killed | |
| In Pipeline | |

Refresh Needs: Dying this week, dying next week, new needed, testing velocity.

### SECTION 5: Refresh Recommendations
Action Priority Table (top 10-12):

| Creative | Current Status | Days Until Death | Action | Priority | New Direction |
|----------|----------------|------------------|--------|----------|----------------|

Priority: Urgent (24h), High (3d), Medium (7d), Low (monitor).

---

## Rules
- Prioritize by: Severity > Days Until Death > Spend
- New Direction must be specific angles, not generic advice ("Test urgency angle" not "new creative")
- No executive summary
- This is analysis only — recommendations route to meta-ads-recommendation

---

## Session Context — What This Skill Writes

After completing analysis, store the following in session context:

| Key | Description | Example |
|-----|-------------|---------|
| rotation_pipeline | Creative inventory by status bucket | "2 growing, 3 declining, 1 dead, 2 in pipeline" |
| fatigue_level | Per-creative fatigue classification | "Blue Banner v2: Severe; CTR drop 52%" |
| days_until_death | Estimated days before each creative expires | "Banner v3: 8 days; Banner v4: 22 days" |

> meta-ads-recommendation reads these keys to produce the creative rotation action plan. For new creative generation, route to meta-ads-builder.


---
Source attribution: elias-didoo
Original project: https://github.com/elias-didoo/didoo-marketing-suite/blob/70c89f2304d4360f553768e2b2626c4b319caa58/meta-ads-skills/analysis/meta-ads-creative-fatigue/SKILL.md
License: MIT
License information: https://opensource.org/license/mit
Original upstream instructions; downloaded from Dave AI.

## Upstream license notice

# MIT License

Copyright (c) 2026 Didoo AI

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
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furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
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AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
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OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

---

## Trademark Notice

"Didoo AI" and the Didoo AI logo are trademarks of Didoo AI. This license
does not grant permission to use the "Didoo AI" name, trademark, or product
name for commercial or promotional purposes without prior written consent.
Distributing skills or derivatives claiming to be "official" Didoo AI
integrations is prohibited.


# Dave AI resource metadata

Creator / publisher: elias-didoo
Original project: https://github.com/elias-didoo/didoo-marketing-suite/blob/70c89f2304d4360f553768e2b2626c4b319caa58/meta-ads-skills/analysis/meta-ads-creative-fatigue/SKILL.md
Attribution basis: Source repository record

Fields of work: Marketing
Roles: Advertising Specialist, Growth Marketer, Marketing Analyst
Specialties: API, Frontend, Testing
Tools: Meta Ads
Country applicability: Country not specified
Classification basis: Source catalog labels
Instruction SHA-256: a7d8fcea3b66692e03c8ad1d319e9df31686b38b8de12ce54f3806662443c5e8