Creative fatigue develops gradually. By the time conversions clearly fall, the same audience may have been seeing the ad too often for several days or weeks. Monitoring early signals gives the team time to introduce new creative before performance deteriorates. Frequency is useful, but it should not be read on its own. The thresholds Adsights has documented suggest watching for a combination of changes: prospecting frequency reaching about 2 to 2.5 within seven days, click through rate falling by 20% to 25% for at least three consecutive days, and CPM rising by 15% to 20% without a clear change in the auction. Together, these signs can reveal fatigue one or two weeks before the overall campaign results make it obvious. The pace varies by placement and audience. Performance often peaks between days 7 and 21, while creative used heavily on Reels may wear out within two or three weeks. Mako Metrics' latest signal tracking also notes the sharp decline in click through rate that can follow repeated exposure to the same ad. Frequency caps can slow repeated exposure, but they do not solve a shortage of creative. Teams still need a regular supply of new hooks, formats, and visual treatments. One workable approach is to keep about 70% of the budget on proven ads and use the remaining 30% to test fresh ideas. bm2500 offers a weekly template for monitoring these signals.