Why it matters
Every ad has a shelf life. As frequency (average views per person) climbs, click-through rate falls and cost per result rises. The ad didn't change; the audience got used to it.
Signs to watch:
- frequency rising week over week,
- click-through rate falling while impressions hold,
- cost per purchase or sign-up creeping up with no other change.
The fix is fresh creative, not just new targeting. Teams that keep a steady pipeline of new hooks, formats and UGC ads rarely get stuck with one tired winner.
How Cosmo handles it
Cosmo checks frequency, click-through and cost per result on your connected ad accounts and flags fatigue before it gets expensive. With the flag comes a replacement: new variants of the winning idea, created paused, as an approval card.