Spotting And Managing Facebook Ad Fatigue
What Is Ad Fatigue
When a creative reaches the same audience more and more at some point it starting to perform worse.
Why?
Because after a certain number of impressions per person the audience just scrolls your ad and doesn’t react on it. Ad is no more engaging for the audience.
How to detect this situation.
Facebook has a specific metric for tracking engagements with your ads – it’s called actions. It indicates the number of likes, comments, carousel swipes, etc.
So when the audience just scrolls down your ad — the number of actions drops.
Ads Manager
So now open “view charts” tool on ad level and if you notice that the number of actions drops proportionally to the cumulative frequency growth – it’s usually a marker of Ad Fatigue.
So your frequency can be 2 or 99 – for different products and niches this number is different and nobody can say “your frequency Is 2, it’s ad fatigue”
