Features/Creative Intelligence/Fatigue Detection
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Fatigue Detection

Creative fatigue is silent and expensive. A winning creative slowly loses its edge as the audience sees it repeatedly, but the ROAS decline is gradual enough that most advertisers miss it until they've burned significant budget. APEX detects fatigue statistically — comparing current performance against the creative's own baseline — and alerts you before it becomes a problem.

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How it works

STEP 01
Baseline establishment
When a new creative launches, APEX records its performance over the first 3-7 days as the baseline. This accounts for platform learning phase variation.
STEP 02
Continuous monitoring
Every 24 hours, APEX compares current hook rate, CTR, and CVR against the established baseline for every active creative.
STEP 03
Fatigue score calculated
A fatigue score (0-100) is assigned to each creative. It rises as performance degrades relative to baseline. A score above 70 triggers an alert.
STEP 04
Replacement recommendations
When fatigue is detected, APEX automatically asks Creative Studio to generate replacement variants based on the original winning creative.

Use cases

1
Proactive creative library management
Fatigue Detection tells you which creatives to retire before they drag down ROAS. Your creative library stays fresh without constant manual auditing.
2
Budget protection on evergreen campaigns
Long-running campaigns are most at risk. APEX watches them continuously and flags fatigue the moment performance starts dipping — not after a week of degraded spend.
3
Seasonal campaign monitoring
Holiday campaigns spike and fade fast. APEX catches the fatigue curve on seasonal creatives so you can swap in fresh variants for the second half of the season.

Also in Creative Intelligence

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