Creative

The alert

A date, an asset, and the spend since

Not a dashboard tile that says fatigue is elevated. A message naming the asset, the day it broke, the metric that broke first, and what the blended account number did over the same window, which is nothing.

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CreativeAPP#eng-alerts
🔴 Engagement rate dropped −42.7%creative=hook-a-summer-v3
Baseline
3.85%
Now
2.20%
Confidence
99.9%
Started
Aug 10
Asset
hook-a-summer-v3
Live since
Jun 29
Frequency
4.2 and climbing
Spend on asset
$2,180/day
Likely cause · Engagement rate on hook-a-summer-v3 broke on Aug 10. Click-through followed on Aug 12, and the conversion metrics only moved on Aug 16 and 17. Nothing about targeting, bid, or budget changed across that window, and the other three assets in the account are flat, so this is asset-level fatigue rather than an account or audience effect. Account-level CPA never moved, because this asset is about 18% of spend and the blend absorbs it.
  1. 1.Cap frequency on hook-a-summer-v3 or rotate it out; it has been past its useful life since Aug 10.
  2. 2.Move its budget to carousel-offer-v4, whose click-through has held flat at 1.5% across the whole 60-day window.
  3. 3.Re-cut the hook rather than the offer. Engagement broke before conversion, which points at the first three seconds, not the landing page.
AcknowledgeFalse positiveCUSUM · q < 0.0001 · BH-corrected
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CreativeAPP#eng-alerts
🔴 Click-through rate dropped −37.6%creative=hook-a-summer-v3
Baseline
1.44%
Now
0.90%
Confidence
99.9%
Started
Aug 12
Asset
hook-a-summer-v3
Live since
Jun 29
Frequency
4.2 and climbing
Spend on asset
$2,180/day
Likely cause · Engagement rate on hook-a-summer-v3 broke on Aug 10. Click-through followed on Aug 12, and the conversion metrics only moved on Aug 16 and 17. Nothing about targeting, bid, or budget changed across that window, and the other three assets in the account are flat, so this is asset-level fatigue rather than an account or audience effect. Account-level CPA never moved, because this asset is about 18% of spend and the blend absorbs it.
  1. 1.Cap frequency on hook-a-summer-v3 or rotate it out; it has been past its useful life since Aug 10.
  2. 2.Move its budget to carousel-offer-v4, whose click-through has held flat at 1.5% across the whole 60-day window.
  3. 3.Re-cut the hook rather than the offer. Engagement broke before conversion, which points at the first three seconds, not the landing page.
AcknowledgeFalse positiveCUSUM · q < 0.0001 · BH-corrected
Why the ordering is the product

The engine dated the engagement break at 2026-08-10 and the conversion break at 2026-08-17, 7 days later. A kill rule written on conversion or CPA cannot fire before the second date, so at $2,180 a day this asset spends $15,260 inside the lag. Both numbers on this page are read off the detection run, not typed in.

The ordering rule

Statistics decide whether the asset changed. The model only writes up something that already cleared that bar. Asking a model to look at a chart and judge whether a creative is tired is how these products end up killing your best performer on a slow Tuesday.