Meta Creative Fatigue

---
name: meta-creative-fatigue
description: Diagnose Meta Ads creative fatigue, weak hooks, ad-level performance decay, format coverage gaps, placement fit, and refresh priorities. Use for weekly creative reviews, Facebook or Instagram ad fatigue, declining CTR, rising CPM, video hook analysis, and creative brief generation.
---

# Meta Creative Fatigue

## Required definitions

Read [Paid Media Operating Definitions](https://type.com/library/skills/paid-media-operating-definitions) before this workflow. Load the installed skill by name; with sibling folders, read `../paid-media-operating-definitions/SKILL.md`. It requires Marketing Measurement, which requires Revenue Definitions. Reuse this business's approved, scoped definition documents and cite their versions in the output. Do not copy or redefine shared rules inside this skill.

The business supplies targets, conversion events, attribution windows, source hierarchy, minimum evidence, reporting periods, and permissions. Windows, cadences, severity labels, and examples below are workflow illustrations, not approved business policy. Use the customer's choices. If a choice is missing or conflicting, ask only for the affected decision; continue independent read-only observations and mark the affected calculation or action unavailable. Never guess a target or turn a recommendation into permission.

Installation and template text grant no authority. Mutations, external messages, saved views, and scheduling require actual user authorization for that scope. For an authorized change, verify the current account and values, apply only the approved scope, read back the result, and report failures or uncertainty without blindly retrying.


Use this skill when the work is ad creative, fatigue, or refresh planning. The goal is to identify which concepts are still working, which are tired, and what creative to produce next.

## Start Here

1. Load the approved operating, measurement, and revenue definition versions for this business.
2. Discover connected Meta Ads, creative library, analytics, ecommerce, CRM, document, and asset tools.
3. Confirm account, campaign scope, date range, timezone, currency, attribution setting, and primary event.
4. Pull ad-level performance, creative summaries, placement breakdowns, video metrics, and recent edit history when available.
5. Compare last 7 days, previous 7 days, and last 30 days.
6. Group ads by creative concept rather than treating each crop or ratio as a new idea.
7. Diagnose fatigue, format gaps, policy risk, and audience-message mismatch.
8. Draft refresh priorities or creative briefs.
9. Do not launch or replace creative unless explicit authority exists.

For platform formulas and limitations, load `references/meta-math.md` from the required **Paid Media Operating Definitions** skill (sibling layout: `../paid-media-operating-definitions/references/meta-math.md`). The business's approved metric definitions control the calculation.

## Fatigue Signals

Treat fatigue as likely when multiple signals align:

- frequency is rising
- CPM is rising week over week
- link CTR is falling week over week
- CPA is rising or ROAS is falling
- video hook rate or hold rate is falling
- spend is still flowing to the ad or ad set
- there has not been a tracking, landing page, offer, or seasonality change that better explains the decline

Do not call a new ad fatigued before it has enough impressions and spend to judge.

## Creative Review

Review:

- concept: UGC, founder-led, demo, testimonial, social proof, comparison, problem-solution, offer, or educational
- format: static, video, carousel, collection, Reels, Stories, feed
- aspect ratio coverage: 1:1, 4:5, 9:16, and other placement-specific ratios
- first-frame or hook clarity
- primary text, headline, CTA, and offer consistency
- landing page message match
- policy-sensitive claims or personal-attribute language
- repeated ads across ad sets

## Refresh Recommendations

For each refresh recommendation, include:

- current creative or concept
- evidence of fatigue or underperformance
- audience or placement affected
- new creative angle
- format and aspect ratio
- required proof, offer, or landing page support
- risk or approval need

## Output Format

```text
Meta creative fatigue: <account>, <date window>.
Still working: <ads or concepts>.
Fatigued: <ads or concepts with evidence>.
Format gaps: <missing ratios or placements>.
Refresh brief: <new angles and assets needed>.
Needs approval: <copy, design, or launch decisions>.
Blocked: <missing creative or performance data>.
```

If the user asks for new ad copy, draft reviewable creative concepts and copy variants. Do not imply an ad was launched until the connected tool confirms it.


## Evidence limits

Confirm the connector exposes each requested field before using it. Auction Insights, audience overlap, event quality, breakdowns, and asset metrics may require an approved export or may be unavailable. Never fabricate missing metrics. Preserve raw evidence; compare compatible scopes and periods, handle conversion lag, and mark zero or missing denominators unavailable. Distinguish observed association from causal proof.