Jon Loomer's case that most "creative fatigue" is really Meta shifting a new ad from remarketing to prospecting (prove it with audience-segment and attribution breakdowns), when fatigue is real (small/local or isolated remarketing audiences, too few assets, very high spend in niche markets per Ben Heath), and what to do instead of reflexively launching a new ad.

Is it really creative fatigue?

TL;DR

Fatigue means the audience has seen the ad enough and already decided. It’s most likely with a limited audience, such as a local business or an isolated remarketing audience, and limited assets: one or two ads with one text option.¹²
With broad targeting, 5 primary texts plus 5 headlines and Advantage+ creative enhancements, a single ad has many combinations and a huge pool, so fatigue “should rarely be a problem now” (Jon Loomer).³
The usual misdiagnosis. Meta first shows a new ad to the people most likely to convert, which means the warm audience. Performance drops once they’re used up and delivery shifts to prospecting. That’s an algorithmic shift, not fatigue.⁴⁵
Launching a new ad “fixes” it only because the cycle restarts with remarketing. Loomer calls the result “mostly fool’s gold”.⁶
An ad’s true performance shows after remarketing exhaustion. Ads that hold up then can run for months. Loomer saw one account spend ~$1,000/day for two years on the same two ads, and they performed better than at launch.⁷⁸

Details

How to prove which it is (Loomer):

Define audience segments properly (see Meta audience segments — proving remarketing happens on its own).
Run the audience-segment breakdown on the sales campaign over the ad’s life. Expect the highest remarketing share in the first couple of weeks, then a decline.
Add the attribution-setting breakdown or compare attribution settings. The “peak” period usually carries more view-through and engaged-through conversions, which aren’t incremental.⁵⁹

If CPA rises as the remarketing share falls, you are seeing the ad’s real cold-audience performance. The question then is whether that number is acceptable, not whether to swap the creative.

When fatigue is real. Ben Heath: at $100K+/month, some niche accounts with small target markets see ads fatigue within days, and better ads don’t fix it, “that’s just the nature of the beast”. That’s why he runs a fixed creative production cadence (see How Meta ads strategy changes from $100 to $100,000 a month).¹⁰ He also says diverse creative makes fatigue set in later.¹¹

A related trap at scale. If results collapse as soon as budget rises, the ads may only be good enough for warm or hyper-responsive buyers, not true cold audiences. The fix is better ads and offers.¹²

Disagreements / caveats

Loomer vs Ben. Loomer says fatigue is rare with broad targeting and rich assets. Ben, who manages bigger budgets in niche markets, sees real fatigue in days. Both fit: fatigue scales with spend relative to audience size.
Other notes describe fatigue as rising CPM and CPA on a former winner (Diagnosing why a Meta ad isn't working (metric-pattern cheatsheet)) and contrast it with similarity (Creative similarity and "entity IDs" — why 30 ads can get one ad's worth of delivery). Loomer’s point adds a third explanation to rule out first.
Loomer’s two-year example is a single account, and he doesn’t give its vertical.

Is it really creative fatigue? Diagnosing a Meta ad's performance drop

Is it really creative fatigue?

TL;DR

Details

Disagreements / caveats

See also

Is it really creative fatigue? Diagnosing a Meta ad's performance drop

Is it really creative fatigue?

TL;DR

Details

Disagreements / caveats

See also

Footnotes