Creative Performance Review

Creative fatigue is the leading cause of ad performance decline. The Mobile Ads AI monitors creative health and surfaces when refresh is needed.

Fatigue indicators

• CTR decay — click-through rate falling week-over-week while impressions hold steady
• Frequency increase — average number of times the same person has seen your ad rising above 4–5×
• CPM increase without volume change — platform is charging more to reach the same audience (signal: relevance score dropping)
• Relevance score drop — Meta's signal that the audience finds the ad less engaging

Reading the creative dashboard

Mobile Ads → Creative Performance. The dashboard shows each active ad variant with: CTR, Frequency, Impressions, Spend, Conversions, Relevance Score (Meta), and a Fatigue Status indicator (Healthy / Warning / Replace).

When to refresh creative

• Fatigue Status = Replace (auto-generated).
• CTR has dropped more than 30% over two consecutive weeks.
• Frequency exceeds 5× in the past 7 days.

Triggering creative regeneration

Mobile Ads → Creative Performance → [Ad] → Generate Replacement. The AI generates 3 new variants based on your brand inputs. Review and approve before publishing. Or configure automatic refresh: Mobile Ads → Settings → Auto-Refresh → Enable (platform publishes new creative automatically when fatigue threshold is hit).