Ad Fatigue (Auction Decay)
What is the definition of Ad Fatigue (Auction Decay)?
Ad fatigue is auction-level decay: overlapping audiences see the same creative footprint until marginal CPA rises. Hook Rate collapse often precedes CPA inflation by 3–7 days. Fresh structural variants — not minor tweaks — reset the signal.
Full editorial guide with benchmarks, diagnostics, and workflow:
Read the canonical guide →eonik heuristic application
Monitor Hook Rate week-over-week and frequency above 2.5. Ship structural variants before ROAS drops — throughput beats guessing.