Free marketing decision tool

Ad Fatigue Decision Tool

Assess whether rising frequency is coinciding with deteriorating campaign performance and identify the next action to consider.

Calculate

Compare a previous period with the current period. Required fields are marked.

Performance comparison

Previous Frequency (required)

Average exposures in the previous period.

Current Frequency (required)

Average exposures in the current period.

Previous CTR (required)

Click-through rate for the previous period.

Current CTR (required)

Click-through rate for the current period.

Previous CPA (required)

Cost per acquisition in the previous period.

Current CPA (required)

Cost per acquisition in the current period.

Optional context

Previous Reach (optional)

Optional unique reach in the previous period.

Current Reach (optional)

Optional unique reach in the current period.

Previous ROAS (optional)

Optional average ROAS in the previous period.

Current ROAS (optional)

Optional average ROAS in the current period.

Current Marginal ROAS (optional)

Optional return from additional spend.

Required / Break-even ROAS (optional)

Optional business threshold for additional spend.

Previous Spend (optional)

Optional spend in the previous period.

Current Spend (optional)

Optional spend in the current period.

Creative changed recently? (required)

Yes No

How this tool works

Hypermacx compares changes in frequency with changes in attention, efficiency and reach using transparent decision rules. It does not estimate an individual's causal fatigue state, use a universal frequency threshold, or predict user-level fatigue.

This is a diagnostic decision aid, not a causal measurement system.

Research on ad-fatigue modeling shows why more complex models do not automatically outperform simple heuristics when conversion data is sparse or confounded.

Related Hypermacx resources

Ad Frequency metric Ad Fatigue glossary Ad Frequency & Fatigue guide Research analysis Marginal ROAS Marginal ROAS Calculator Saturation Curve glossary Saturation Curve visualizer

Creative fatigue may be one explanation for declining attention. Review creative quality and variation alongside frequency.