Score how fatigued an ad, email, or landing-page angle is and whether it needs a creative refresh before you scale. Adjust the inputs below and use the result as a practical planning guardrail.
Add the signal
Spend, fatigue, margin, or offer context
See the decision
A score, ceiling, checklist, or creative angle
Move with intent
Carry the result into a controlled workflow
Ready now
Ad fatigue
Adjust the inputs and use the output as a practical guardrail, not a black-box verdict.
Selected workbench
Score how fatigued an ad, email, or landing-page angle is and whether it needs a creative refresh before you scale.
Decision
Freshness score
58/100
Refresh soon
Recommendation
Prepare a new hook and creative variant before fatigue starts compounding.
The score starts at 100 and loses points for how long the creative has run and for any fall in click-through rate, conversion rate or search demand, or any rise in cost per acquisition. Improvements in those numbers win back a few points. The result lands in one of four bands, each with a recommended next step.
Ad fatigue is the fall in response that happens when the same audience keeps seeing the same creative. Click-through rate usually drops first, then cost per acquisition rises because the platform has to work harder to find people who still respond.
Age costs nothing for the first 7 days, 12 points from day 8, 24 from day 15, 38 from day 22 and 55 after day 30. A CTR drop costs 0.6 points per percent (up to 25), a CPA rise 0.5 points per percent (up to 25), a conversion-rate drop 0.4 points per percent (up to 15) and a search-demand drop 0.3 points per percent (up to 10). Gains in the same metrics add back up to 19 points in total.
75 to 100 is Healthy: keep the creative live. 55 to 74 is Refresh soon: prepare a new hook and variant. 35 to 54 is Refresh now: ship a new angle and audience variant this week. Below 35 is Relaunch: replace the lead hook, audience framing and landing-page promise before you scale spend.
Enter each change as a percentage between two periods of the same length, such as the last 7 days against the creative's best 7 days, using the same attribution setting. A CTR change of -12 means click-through rate fell by 12 percent.
Only up to 30 days. After 30 days the age penalty is 55 points, and the most that improving metrics can add back is 19, so the score tops out at 64 and the best result is Refresh soon.
Falling demand for the topic can pull results down even when the creative itself is fine, so the calculator counts it lightly: a demand drop costs at most 10 points, against 25 each for CTR and CPA.
Save the audiences that matter, turn live signals into briefs, and keep reporting close to the decision that changed the campaign.