Meta Ads Creative Fatigue Detector
Upload your Facebook and Instagram ad export and see which creatives are burning out: CTR decay, CPM inflation and frequency, scored per ad and ranked worst first. Nothing is uploaded to us; it all runs in your browser.
Why creative fatigue is the silent Meta budget killer
On Meta, creative is the targeting. When an ad has saturated the people most likely to respond, the auction quietly starts charging you more for less: CTR slides week on week, CPM climbs, and frequency creeps up as the same users see the same creative again. No single day looks alarming, which is exactly why fatigue slips through weekly check-ins. The fix is trend analysis: regress each ad's daily performance over time and the burnout curve becomes obvious weeks before results collapse. In the Andromeda era, where account structures are consolidated and creative volume does the segmentation, catching fatigue early is the difference between scaling and stalling.
How to use this tool
- In Ads Manager, open Reports (or the ads table), set the date range to the last 30 to 60 days, add a Day breakdown, and export as CSV at ad level.
- Upload or paste it above. We auto-detect Meta's column names, including currency variants.
- Read the verdicts: Refresh now ads are actively decaying, Watch ads are wearing, and Low data ads just need more running time before the trend is trustworthy.
- Download the CSV report and take it into your creative planning: the refresh list is your production brief.
FAQ
No. The CSV is parsed and analysed entirely in your browser, it never leaves your machine and we never see it. There is no OAuth, no account connection and no sign-up.
An ad-level report with a Day breakdown. In Ads Manager go to Reports, export table data as CSV, with columns for ad name, day, amount spent, impressions, link clicks (or CTR) and frequency. 30 days or more of data works best.
Three signals per ad: the weekly trend in CTR (impression-weighted regression), the weekly trend in CPM, and recent daily frequency. They combine into a 0 to 100 score, where 60+ means the creative is burning out and should be refreshed.
Meta's in-platform flag is coarse and tends to fire late, after performance has already slipped. Trend analysis on your daily data shows the decay while there is still time to act on it.