01 / Glossary
Ad fatigue
Declining interest, falling click-through rate and rising costs as the same audience sees the same ad many times.
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Why it matters
An ad that worked well at first can bring noticeably fewer results on the same budget after a few weeks. Rising frequency and a falling click-through rate are signs of fatigue. New creative, different angles and a broader audience bring performance back.
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Example
A campaign's click-through rate is 2 percent in the first week and 0.6 percent in the fifth, with frequency up to 9. Once three new videos are added, the rate climbs back to 1.8 percent.
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Common mistake
Trying to fix falling performance by raising the budget. More impressions to a fatigued audience deepen the problem.
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Related terms
Related services and guides
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