Glossary
Creative fatigue
When an ad's results fall as the same people see it again and again: click-through falls, cost per result rises and ROAS drifts down.
Worked example
An ad starts at a 1.8% click-through rate and a ROAS of 4.2. By its fifth week it runs at 1.1% and 2.6 on the same budget and the same audience: the creative has tired.
In fashion, footwear and sportswear
Fashion creative tires quickly because the product changes every season. Every creative change made in Meta lands on Fabrik's timeline, so you can see what a refresh did.
Where it misleads
A fall in results can be the season, a sold-out size or a price change rather than the creative. Check what else changed that week before you replace an ad that still works.