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Meta Business Help Centre
About creative fatigue guidance in Meta Ads Manager
This feature is only available for ad sets with one creative except those with Advantage+ catalogue ads (previously dynamic ads), dynamic creative or Meta Advantage+ app campaigns. It is not available with the Catalogue sales or Store traffic objectives before an ad set is active.
Creative fatigue occurs when an audience has seen the same creative too many times. People may be less likely to engage with your ad, which can lead to a higher cost per result. We provide guidance in Meta Ads Manager before and after your campaign is active to help you avoid or resolve creative fatigue.
How we identify creative fatigue
- Before a campaign is active: If we predict that creative fatigue may occur in the first seven days of your campaign, we will warn you before you publish your ad.
- After a campaign is active: When we believe that your audience has seen the same ad too many times, you will see Creative limited or Creative fatigue in the Delivery column status for your ad set or ad. We consider all recent exposures of the ad's image or video, including those from other campaigns from your Page. We also consider your ad's cost per result. When cost per result is more than ads that you've ran in the past, but less than twice as much, you will see a Creative limited status. When cost per result is more than or equal to twice as much as ads that you ran in the past, you will see a Creative fatigue status.
Potential recommendations for creative fatigue
Depending on your ad setup, we may provide the following recommendations before or after your campaign is active:
- Create another ad: Create a new ad with a new image or video that is materially different from the original creative. Note: Keeping your original ad active instead of pausing or turning it off may maximise results.
- Expand your audience: Increase your audience size and reach new people who have not seen your ad too much yet.
- Try Meta Advantage+ creative: Advantage+ creative automatically creates variations of your ad using a single image or video and shows a personalised ad to each person based on what it appears that they are most likely to respond to. Note: Advantage+ creative is only available for campaigns using the Traffic or Conversions objectives with website destination.
