Creative concept grouping and fatigue
How creatives are grouped into concepts and when fatigue is flagged.
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Reporting at the individual ad level makes it impossible to tell whether a concept works or one execution got lucky. Creatives are grouped into concepts using naming conventions, asset similarity, and shared landing pages.
Naming conventions help
If your ad names contain a concept token, grouping accuracy improves substantially. A convention like the following is enough:
{concept}_{format}_{hook}_{variant}
socialproof_video_founder-story_v3Fatigue detection
A concept is flagged when efficiency decays consistently over its own trailing baseline while frequency rises. The recommendation includes the observed decay rate and a suggested refresh window.
See also
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