How to Calculate Ad Creative Fatigue Cycle
Showing the same creative repeatedly builds up average frequency per user until it crosses a fatigue threshold. This tool uses Daily Frequency Increase = Daily Impressions ÷ Target Audience Size and Days to Fatigue = Fatigue Threshold ÷ Daily Frequency Increase.
The fatigue threshold depends on campaign goal. Brand awareness campaigns are often managed conservatively around 2.5, while conversion-focused retargeting tolerates up to 5.0.
This estimate assumes impressions are distributed evenly across the audience. In reality, exposure can concentrate on specific segments, so track CTR and CPA trends alongside this estimate to catch early warning signs.
Frequently Asked Questions
Acceptable repeat exposure depends on campaign goal. A conservative threshold (2.5) suits brand awareness campaigns that protect brand image, while an aggressive threshold (5.0) fits conversion-focused retargeting.
Use the platform's estimated potential reach for the targeting settings, or the actual reach metric from a running campaign.
This estimate assumes an even impression distribution. In practice, exposure can concentrate on certain segments, so monitor CTR and CPA trends together to catch early warning signs.