Free resources
Creative fatigue calculator
Estimate how often each ad reaches your audience, when it passes your fatigue threshold, and how many creatives a week of spend needs. Adjust the threshold to match your own creative review rules.
The ad set's spend on a normal day.
Cost per 1,000 impressions.
People Meta can actually reach for this ad set.
Active creatives that share this spend.
Results
Creatives to keep in rotation
At this rotation, each creative reaches the fatigue frequency in about a week, so this is also roughly how many new creatives a week this spend needs.
Daily impressions
Weekly frequency per creative
Days until a creative passes the fatigue frequency
Under the fatigue frequency.
How it works
- Daily impressions are daily spend divided by CPM, then multiplied by 1,000.
- Weekly frequency per creative is daily impressions × 7 ÷ creatives ÷ reachable audience.
- Days until a creative passes the fatigue frequency are fatigue frequency × audience × creatives ÷ daily impressions.
- Creatives to keep in rotation are rounded up from daily impressions × 7 ÷ (fatigue frequency × audience).
- The threshold is an editable estimate. Skaler's Creative fatigue in Meta ads research treats 3 exposures within 7 days as the danger zone, reports a 3-day median Meta ad lifespan across 2.9 million ads, and cites Meta's November 2023 finding that conversion likelihood falls about 45% by the fourth exposure.
- Median ad lifespan reflects fast kill decisions, not fatigue alone. This page makes no remote calls, collects nothing, and does not promise performance results.