What it is
When an ad set stops paying back
The point when the audience has seen the video enough and stops reacting. Visible as a steady CTR decline while reach stays flat.
Example
What it looks like in numbers
A creative held a CTR of 1.6% for two weeks; on day 15 it dropped to 0.9%. Reach and audience did not change, seasonality was not a factor. The video has been shown to everyone it could reach, and the next impression goes to someone who has already seen it.
Where this lives in the work
Where it shows up
Related terms
Next to it in the report
In practice
Where this shows up
Pages where Creative burnout is not explained but used — in a channel’s mechanics, in a launch breakdown or in a report.
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