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Ad fatigue checker
Enter impressions, reach and click-through rate now and in week one to see frequency, how far CTR has fallen and whether the ad looks fatigued, or paste several ads to rank them.
Ad fatigue
Enter your numbers to see the result.
Free tool by Telehealth Media · telehealthmedia.com
One ad per line: name, impressions, reach, CTR in week 1 (%), CTR this week (%). Stays in your browser.
Tired ads need a new angle, not another edit. Refresh with a new batch.
How it works
An ad tires when the same people see it again and again and stop responding. Two signs show it: frequency climbs and click-through rate falls.
- Frequency = impressions / reach
- CTR drop = (CTR in week 1 - CTR now) / CTR in week 1 x 100
- Fatigued = frequency of 3 or more and a CTR drop of a fifth or more
The thresholds are rules of thumb, not platform rules. Paste rows from an Ads Manager export to rank many ads at once.
Worked example
An ad has 300,000 impressions on a reach of 90,000. CTR was 1.4% in week one and is 0.95% now.
| Step | Calculation | Result |
|---|---|---|
| Frequency | 300,000 / 90,000 | 3.33 |
| CTR drop | (1.4 - 0.95) / 1.4 | 32.1% |
| Status | frequency 3+ and drop of a fifth or more | Fatigued |
These numbers illustrate the formula; enter your own.
Telehealth notes
- Telehealth audiences for one treatment are limited, so ads often tire faster than in general retail.
- A tired ad needs a new reason to buy, not a recut. Each batch is a new angle in 10 formats.
- Watch CPA too: it often rises a week or two after CTR starts to fall.
Questions
What is ad fatigue?
When an audience has seen an ad so often that it stops responding, so clicks fall and costs rise.
What frequency is too high?
There is no fixed number. Frequency matters together with a falling click-through rate, which is why this checker uses both.
Are pasted rows stored?
No. Everything runs in your browser and nothing is sent to us.