Also known as: Ad fatigue, Creative burnout
Occurs when the same ad or content is shown too often to the same audience — recognisable by rising CPM, falling CTR and weaker conversion.
Especially in paid social: an ad that had €5 CPM and €0.50 CPC in week 1 can drift to €12 CPM and €1.20 CPC by week 4. The algorithm has less room to show the ad to new people. Fix: rotate creative every 2-3 weeks for the same audience.
A client runs a video ad non-stop for 6 weeks. Week 1: ROAS 6. Week 6: ROAS 1.2. The agency refreshes the creative with a new video and hook: ROAS in week 7 = 5.8. Without rotation the budget would have been wasted.
CPM is the cost to show an ad 1,000 times — a key metric for judging the efficiency of paid social media campaigns, independent of conversions.
ROAS is the ratio between revenue and ad spend — usually expressed as a multiple: a ROAS of 4 means every €1 of ad spend generates €4 in revenue.
The percentage of people who click a link or CTA after seeing a post or ad — a key KPI for lead-gen and e-commerce campaigns.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
Reach is the number of unique people who saw a post; impressions is the total number of times a post was shown, including multiple views by the same person.
CPM is the cost to show an ad 1,000 times — a key metric for judging the efficiency of paid social media campaigns, independent of conversions.
ROAS is the ratio between revenue and ad spend — usually expressed as a multiple: a ROAS of 4 means every €1 of ad spend generates €4 in revenue.
The number of new followers an account gains over a given period — an important but context-sensitive KPI, because follower quality matters more than quantity.
Systematically tracking and analysing what is said online about a brand, industry or competitor — to spot trends, opportunities and problems early.
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