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Creative Fatigue Detection — Find Dying Ads Before Budget Burns

Your Meta CTR is dropping, CPA is creeping up, but you don't know which ads are dying. Manually checking 50 creatives every week is the kind of work no human should do.

For: Performance marketers running 10+ Meta creatives in parallel · Time to first output: 5 minutes

Mayur Magar in ↗

Paid Media Lead, GoMarble · Updated 2026-06-05 · 5 min read

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What you need

  • → Meta ad account ID, format act_XXXXXXXXXX (find in Ads Manager URL)
  • → At least 21 days of historical campaign data (auto-pulled via MCP)
  • → Active ads with >$500 spend for the classification logic to be meaningful

The prompt

Copy this into Claude (with GoMarble's MCP connected). Replace act_XXXXXXXXXX with your Meta ad account ID.

Lead-magnet prompt · free

I want a creative fatigue report for my Meta ad account act_XXXXXXXXXX. Use these signals to classify every ad with >$500 spend in the last 21 days:

1. CTR decline — compare last 7 days vs previous 7 days. >20% drop = fatigue signal.
2. Frequency creep — average frequency in the last 7 days. >4.0 = fatigue signal.
3. CPA increase — last 7 days vs previous 7. >25% increase = fatigue signal.
4. CVR decline — last 7 days vs previous 7. >15% drop = fatigue signal.
5. Spend shift — has Meta pulled spend away from this ad week-over-week? Yes = late-stage fatigue signal.

Classify each ad as:
- HEALTHY (0-1 signals)
- EARLY WARNING (2 signals)
- FATIGUED (3 signals)
- DEAD (4-5 signals or already paused by Meta optimization)

Return a structured table grouped by status. For every FATIGUED and DEAD ad, generate a refresh brief with:
- The ad's hook, format, persona
- Why it's fatigued (cite the signals)
- 3 specific refresh angles to test (new hook, new visual treatment, new persona angle)

Then output a paste-ready prompt I can give to Higgsfield (for video regen) or ChatGPT (for image regen) to produce the refresh creatives.

What you get back

Format: Markdown table grouped by status (HEALTHY / WARNING / FATIGUED / DEAD), plus per-ad refresh briefs

Sample output

Ad IDStatusSignalsRefresh angles
120201234... FATIGUED CTR -32% · Freq 4.8 · CPA +41% 3
120201567... EARLY WARNING Freq 4.2 · CPA +28% 0
120201890... HEALTHY none 0

Next step: Pipe the FATIGUED refresh briefs to Higgsfield MCP for AI video regeneration, or to ChatGPT for image refresh.

GoMarble MCP tools this prompt uses

  • → facebook_get_details_of_ad_account
  • → facebook_get_adaccount_insights (with breakdowns + action_attribution_windows)
  • → facebook_list_ads
  • → facebook_list_adsets
  • → facebook_get_ad_creative_details
  • → facebook_analyze_ad_creative_by_id_or_url (for refresh brief input)

All tools shown exist in GoMarble's hosted MCP at apps.gomarble.ai/mcp-api/sse. Claude routes the prompt to the right tools automatically.

One-time setup (5 minutes)

  1. 1.Sign up at apps.gomarble.ai
  2. 2.Connect your ad accounts in Integrations (Meta, Google, etc.)
  3. 3.Open claude.ai/settings/integrations and add a Custom Connector with URL https://apps.gomarble.ai/mcp-api/sse
  4. 4.Open Claude (web or Claude Code), paste the prompt above, replace placeholders, and run

Variations

Cross-channel version

Add Google Ads to the same prompt. GoMarble's hosted MCP runs the same fatigue logic against Google Ads creative if it's a Demand Gen or PMax with creative assets.

Scheduled weekly run

Move from a one-off prompt to a recurring weekly job via GoMarble's Agent Mode. Get the fatigue report in Slack every Monday morning.

Hook-pattern overlay

Cross-reference fatigued creatives with their hook archetype (sensory_demo / transformation / problem_statement / direct_address / concept_reframe). Identify which hook types are fatiguing fastest.

Upgrade

Want this automated?

Run the prompt above every Monday morning automatically. GoMarble's Agent Mode + scheduled jobs deliver the report (Slack / email / in-app) without re-prompting Claude. No more manual checks.

Try Agent Mode free →

FAQ

How does this work without performance data in the API?
GoMarble's MCP pulls live performance data via facebook_get_adaccount_insights — CTR, CPM, CPA, ROAS, frequency, all with attribution window control. Then the prompt does the week-over-week comparison and classification logic.
Why >$500 spend threshold?
Ads under $500 in a 21-day window often don't have enough impressions for week-over-week metrics to be statistically meaningful. Lower the threshold if you run smaller-budget tests, but expect noisier signals.
What if I don't have Higgsfield or ChatGPT for creative refresh?
The fatigue classification works on its own. The refresh briefs are written in plain English — paste them into any creative tool, send to your creative team, or run through Claude with image-gen tools. Higgsfield MCP is just the most automated path.
Can I run this on a schedule?
Yes. Once you've connected GoMarble's MCP, enable Agent Mode in GoMarble's web dashboard and set this prompt to run weekly. You'll get the report delivered (Slack, email, or in-app) every Monday morning without re-prompting Claude.
Does this work on TikTok or Google Ads creatives?
The fatigue logic generalizes — CTR drop, CPA creep, frequency creep all apply across platforms. GoMarble's MCP exposes equivalent tools for TikTok (tiktok_get_basic_report_enhanced) and Google (google_ads_run_gaql). Modify the prompt to target tiktok_ or google_ads_ tools, or run the same prompt against multiple ad accounts at once.

Skip the prompt — let GoMarble do this for you.

Sign up, connect your ad accounts, and creative fatigue detection runs on every account, every week, automatically.