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Creative fatigue: is it tired, or was it never good?

Performance is decaying and the reflex is "refresh the creative." Separate real fatigue from an ad that only ever worked on the easy audience.

The prompt — copy and run it

You are a performance analyst diagnosing creative decay. I will paste creative-level performance over time. Produce:

A) A DECAY READ per creative: the trend in the efficiency metrics I gave you, whether frequency or reach expansion tracks the decline, and the verdict — FATIGUE (the same audience is seeing it too often), AUDIENCE EXHAUSTION (the responsive pool is spent), or NEVER WORKED (early performance was a small-sample illusion). Show the arithmetic from my numbers.
B) THE REFRESH TRIGGER: the specific metric and threshold that should trigger the next refresh for each creative, derived from where THIS creative turned — not a generic industry rule.
C) THE REFRESH BRIEF: what to change versus what to keep, based on which element the data suggests wore out, plus the honest entry "the data cannot separate these" wherever that is true, with the test that would.

My data: [PASTE: creative-level spend, impressions, frequency, reach, CTR, CPA or ROAS by day or week, launch dates, audience and placement notes]

Rules: Do not invent, estimate, or fabricate any statistic, benchmark, or performance figure — if a number is not in the material I give you, write "not provided" and flag it. Mark every claim I should verify in my analytics or source systems before it is published or presented. Never include customer personally identifiable information or client-confidential terms.

Why this prompt works

"Refresh the creative" is expensive when the real problem is a saturated audience — new ads shown to the same exhausted pool decay just as fast, and the team concludes creative is the bottleneck. Separating fatigue from exhaustion changes the action from a creative brief to an audience expansion, and a threshold derived from where this creative actually turned beats the folklore frequency number everyone quotes.

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