Respond to creative fatigue with a learning loop
Use PDCA to distinguish creative fatigue from audience, frequency, or supply issues.
Fatigue signal CTR is down 41 percent, average frequency is 8.2, but qualified visits are only down 6 percent. The team needs to decide whether the message is tired, the audience is saturated, or the click metric is simply normalizing. PDCA Hypothesis -> contained change -> readout -> rule Creative changes should create learning, not just a new asset queue. Reflex Refresh everything because CTR fell. The team learns when creative needs a refresh versus when delivery needs a guardrail. A falling engagement metric is not enough; fatigue needs exposure and quality context. P Plan D Do C Fresh case…
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