Creative
Creative fatigue
Specific subform of ad fatigue at the individual-creative level.
Creative fatigue is the specific subform of ad fatigue where one specific creative's CTR/CVR is decaying faster than the campaign's audience pool would explain. Diagnosis: the same creative shows 30%+ CTR decline over 2 weeks while a freshly-launched creative on the same campaign performs at the original CTR. Most native operators run 8–20 creatives in rotation per campaign to mask creative-level fatigue.
Example
Skin-cream advertorial 'Ad #14' clears 0.71% CTR week 1, drops to 0.48% by week 3 while sister creatives hold at 0.68% — operator pauses #14 and replaces with the next variant in the queue.