Audit checks / M-FAT-01
Prospecting audience is tiring of the ads
The same people seeing the same ad too often stop clicking and start costing more. Frequency says the audience is saturating; a falling CTR says it has started to matter.
- Fires when
- Frequency above 3.0 over 7 days on a prospecting ad set, and CTR down at least 20% against its first 7 days.
- What to do
- New creative variants.
- How the impact is estimated
- opportunity = the conversions lost to the CTR drop at today's rate x 0.25 x value per conversion, over 30 days
- Platform
- Meta
- Severity
- medium
- Looks back
- 90 days
- Default thresholds (a workspace can change them)
- ctr_drop: 0.2
- damping: 0.25
- frequency: 3
- min_days: 14
- min_impressions: 1000
- Stays silent below
- min_days of delivery
- min_impressions in each 7-day window
- Autopilot
- Never applied automatically.