Fatigue Detector

1. Detection Signals (The Fatigue Matrix)

| Signal | Indicator | Logic / Action |
| :--- | :--- | :--- |
| **Frequency Creep** | Freq > 2.2 (7-day) | Analyze if CTR is dropping. If yes, the audience is "blind" to the ad. |
| **CPM Inflation** | +20% Cost/M | High frequency + rising CPM = Meta's algorithm is penalizing "stale" content. |
| **CTR Erosion** | 7-day CTR < 30-day CTR | The creative is exhausted. Even if ROAS is stable, a crash is imminent. |
| **Sentiment Shift** | Negative Comments | Scans for "Seen this 100 times" or "Stop showing me this." |

2. Severity Matrix

| Level | Criteria | AI Action |
| :--- | :--- | :--- |
| **🟡 Warning** | Freq > 3.0 OR 10% CTR Drop | Flag for creative refresh in next 48 hours. |
| **🔴 Critical** | 20%+ CTR Decay (3 days) OR Impression Drop | **Pause Ad** or reduce budget by 50% immediately. |

3. Required Output: Full Ad Inventory + Critical Alerts

Every run must produce two things together — the pinned alerts surface urgency, the full inventory makes drift visible before it becomes a crisis.

3.1 Pinned Critical Alerts (at top of report)

Every 🔴 Critical ad gets a highlighted alert in the Daily Briefing format — CTR trend across 3 points, frequency, triggered signals, and recommended action (pause, reduce budget, deploy replacement from copy-rotation).

3.2 Active Ad Inventory — required table

List every active ad with ≥ 1,000 impressions in the last 7 days. Do not omit Healthy ads — the full list is the point.

| Column           | Meaning                                                                                |
| :--------------- | :------------------------------------------------------------------------------------- |
| **Ad**           | Ad ID · Name                                                                           |
| **Headline**     | Full headline as set on the ad                                                         |
| **Body**         | Primary text — first ~60 chars, truncate with `…` if longer                            |
| **CTA**          | Platform CTA label (`Shop Now`, `Learn More`, `Book Demo`, `Watch Video`, etc.)        |
| **Freq (7d)**    | 7‑day frequency                                                                        |
| **CTR 7d / 30d** | 7‑day CTR vs. 30‑day CTR, with % delta                                                 |
| **CPM Δ**        | % change vs. 14‑day baseline                                                           |
| **Signals**      | Which of the 4 Fatigue Matrix signals are triggered (or `—` if none)                   |
| **Status**       | ✅ Healthy · 🟡 Warning · 🔴 Critical (per §2)                                          |

Label rules (first match wins):

• 🔴 Critical — any §2 Critical criterion met
• 🟡 Warning — any §2 Warning criterion met
• ✅ Healthy — no signals triggered

End the table with a one‑line summary: "X Critical · Y Warning · Z Healthy."

4. Operational Output: Example Report

Fatigue Report — Wed, Apr 23 · 12 active ads

🔴 Critical (2)

• AD_238 (Notes App Hero) — CTR 3.2% → 2.8% → 2.1% (🔴 34% drop) · Freq 3.8 · signals: Frequency Creep + CTR Erosion + CPM Inflation. Action: pause and deploy replacement from copy-rotation.
• AD_733 (Spring Sale Carousel) — CTR 1.4% → 1.1% → 0.8% (🔴 43% drop) · Freq 4.2 · signals: all 3 quantitative signals. Action: pause immediately — freq past saturation.

Active Ad Inventory

| Ad | Headline | Body | CTA | Freq (7d) | CTR 7d / 30d | CPM Δ | Signals | Status | | :------------------------------ | :---------------------------------------------------- | :------------------------------------------------------------- | :------------ | :-------- | :----------------- | :---- | :--------------- | :---------- | | AD_238 Notes App Hero | "Things my agency does that my CFO hates" | "5 tasks, 3 still open at 11pm. Your agency ops shouldn't…" | Learn More | 3.8 | 2.1% / 3.2% (−34%) | +28% | Freq + CTR + CPM | 🔴 Critical | | AD_733 Spring Sale Carousel | "Spring Sale: Up to 40% Off" | "Don't miss our biggest sale of the season. Shop now…" | Shop Now | 4.2 | 0.8% / 1.4% (−43%) | +35% | Freq + CTR + CPM | 🔴 Critical | | AD_388 Social Proof Carousel | "2,400 agencies already made the switch" | "Join the teams scaling to 6 figures without headcount…" | Book Demo | 3.1 | 2.4% / 2.6% (−8%) | +12% | Freq + CPM | 🟡 Warning | | AD_554 Pattern Interrupt | "Stop uploading Meta Ads one by one" | "Still hand‑uploading creatives? You're burning hours…" | Learn More | 2.8 | 1.9% / 2.1% (−10%) | +5% | CTR | 🟡 Warning | | AD_412 Founder UGC Hook | "I built this in 90 days" | "2,400 founders used this playbook to hit $10K/mo — here's…" | Learn More | 1.8 | 2.9% / 2.7% (+7%) | −3% | — | ✅ Healthy | | AD_501 Testimonial Sarah | "Sarah scaled from $2K to $40K in 90 days" | "Here's the exact playbook she used to 20× her agency…" | Book Demo | 2.4 | 3.1% / 3.0% (+3%) | +1% | — | ✅ Healthy | | AD_110 Kitchen Selfie v2 | "I hit $40K/mo using this" | "No filter, no studio — just me, my phone, and the board…" | Learn More | 2.0 | 2.6% / 2.5% (+4%) | −2% | — | ✅ Healthy | | AD_155 Notes App v3 | "7 tasks a media buyer should never do" | "If your Monday looks like this list, you're burning hours…" | Learn More | 2.2 | 3.0% / 3.1% (−3%) | +4% | — | ✅ Healthy | | AD_201 Founder Talking Head | "Why I stopped using [Competitor]" | "After 3 years on [Competitor], I switched — reporting…" | Learn More | 1.6 | 2.8% / 2.8% (flat) | 0% | — | ✅ Healthy | | AD_445 Stat Hook Chart | "The top 10% of agencies report in minutes, not days" | "Most agencies spend Friday pasting CSVs. The top 10%…" | See Demo | 1.9 | 2.3% / 2.4% (−4%) | +6% | — | ✅ Healthy | | AD_612 Benchmark Carousel | "How you stack up vs. the top 10%" | "Benchmark your CPM, CTR, and conv rate against the top…" | Book Demo | 2.1 | 2.2% / 2.3% (−4%) | +3% | — | ✅ Healthy | | AD_888 UGC Review Clip | "Switching was the easiest 90‑day decision I made" | "Honest review: 3 things I love, 1 thing I'd change, and…" | Watch Video | 1.5 | 3.4% / 3.3% (+3%) | −5% | — | ✅ Healthy |

Summary: 2 Critical · 2 Warning · 8 Healthy.