Summer Trail — Ridge hero
Eleven weeks in market on the same audience. Frequency has climbed from 1.4× to 4.4× while click-through rate has halved, from 1.42% to 0.84%.
Lineage
Where this creative came from and what came from it
- OriginSummer Trail — Ridge hero
Ada’s analysis
This creative is exhausted on its current audience. Since launch its frequency has climbed to 3.1× while click-through has fallen to 0.95% — the classic fatigue signature, with cost per mille broadly flat. It should be rotated out. It runs on 3 platforms, with 71% of its spend on Meta Ads. Carries 71% of the prospecting campaign’s spend. Worth being precise about this: the creative itself is not the problem. It is still working on Google Ads, where it reaches a different audience at a much lower frequency. What is exhausted is one specific audience's tolerance for it. Replacing it everywhere would throw away a creative that still works. 2 variants have been built from it, so a replacement is already available without waiting on production.
Performance
Last 30 days, all platforms combined
Why this fatigue score
Three signals, each computed from this creative's own data
The same people are seeing this creative too often.
Response has fallen sharply — the audience has stopped engaging.
Efficiency has deteriorated in step with the click-through decline.