Tools · 06 · Creative Fatigue
The exact day your ad stops working.
Every ad creative decays. This tool models CTR fatigue on your audience, spend, and creative type — and flags refresh day and dead day.
Inputs
Creative type
UGC fatigues slowest, static images fastest.
Day-1 CTR
%2.4
Audience size
18,00,000
Daily ad spend
₹25,000
CPM
₹180
Fatigue curve
Refresh day
D14
CTR falls to 70%
Dead day
D35
CTR falls to 40%
Day-45 CTR
0.74%
from 2.4%
Day 0Day 15Day 30Day 45
At ₹25,000/day against 1.8M reach, this creative hits refresh territory around day 14. Have the next variant briefed, shot, and edited by day 9. Otherwise you spend the last week paying for tired creative.