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Creatives

Every live asset, how long it has been running, and whether the audience has stopped seeing it.

AI verdict
3 of 8 live creatives are fatigued and they hold 17% of spend.
3 actions
3 fatigued assets still spending
245.5k SAR is running behind creative past its fatigue point. Rotating these resets frequency without touching the budget.

Live assets

Ranked by spend

Collection
Collection — Ramadan edit
aging28d live
4.61× ROASfreq 4.6
Static 1:1
Static — Offer tile
fatigued52d live
3.47× ROASfreq 5.8
Video 9:16
Video — Unboxing the gift box
aging24d live
5.15× ROASfreq 4.4
Video 4:5
UGC — Founder on the sourcing
fresh3d live
3.76× ROASfreq 3.2
Static 1:1
Static — Before / after
fresh12d live
3.94× ROASfreq 2.4
Video 9:16
UGC — "3 drops changed my skin"
fatigued55d live
2.22× ROASfreq 6
Story
Story — Flash Sale 48h
aging17d live
7.35× ROASfreq 2.6
Carousel
Carousel — Bestsellers
fatigued58d live
2.38× ROASfreq 4.4

Asset detail

CreativeFormatChannelSpend · SARImpressionsCTRROASFrequencyDays liveState
Collection — Ramadan editCollectionTikTok148k12.2M1.77%4.61×4.628aging
Static — Offer tileStatic 1:1Google144.2k19.6M1.72%3.47×5.852fatigued
Video — Unboxing the gift boxVideo 9:16Snapchat102.3k8.4M1.28%5.15×4.424aging
UGC — Founder on the sourcingVideo 4:5Meta96.6k11.5M1.6%3.76×3.23fresh
Static — Before / afterStatic 1:1Snapchat73.2k7M3.46%3.94×2.412fresh
UGC — "3 drops changed my skin"Video 9:16Google70.8k8.1M1.4%2.22×655fatigued
Story — Flash Sale 48hStoryTikTok67.3k8.5M1.7%7.35×2.617aging
Carousel — BestsellersCarouselMeta30.4k4.8M0.89%2.38×4.458fatigued
Creative analysis
Sightrz Analyst · claude-opus-5 · 2026-08-07 06:00 UTC

3 of 8 live creatives are fatigued and they hold 17% of spend.

8 assets are live across 4 channels. 2 are fresh, 3 are ageing and 3 are fatigued. Blended CTR is 1.83% against a 8.22 SAR CPM, and the highest-spend asset — Collection — Ramadan edit — has been live 28 days at frequency 4.6.

What the data says · 3
CriticalConfidence87%
245.5k SAR is running behind fatigued creative

Budget concentration and fatigue compound: the more an asset spends, the faster its audience saturates, and the allocation rule keeps feeding it because yesterday it performed. This is the most common way an account decays while every daily report still looks fine.

Static · 52d live · freq 5.8 · CTR 1.72% · UGC · 55d live · freq 6 · CTR 1.4% · Carousel · 58d live · freq 4.4 · CTR 0.89%
ContextConfidence74%
Studio assets are currently outperforming creator ones

Unusual, and worth checking before concluding anything — it is more often a targeting difference than a creative one.

UGC mean CTR 1.5% across 2 assets · everything else 1.8% across 6
WatchConfidence80%
Refresh cadence is slower than the decay

The oldest live asset has been running 58 days. Measured fatigue on this account sets in nearer day 18, and the gap between the two is where CPA rises.

Oldest 58d · newest 3d · blended frequency 3.6 against a 3.0 target
Recommended actions · 3
Replace the top three fatigued assets this week

Same offer, new hook and opening three seconds. A full concept rebuild is not required to reset frequency.

Recover ~15% CTRMedium effortConfidence82%
Brief 9 creator assets against the top listening theme

"Packaging & unboxing" is what people already say unprompted. Creative that repeats the audience's own language outperforms creative that introduces a new claim.

−11% CPA on prospectingHigh effortConfidence71%
Rotate any asset crossing frequency 3.2

The rule is mechanical and currently done by hand once a month. Automating it removes the lag between fatigue and response.

Removes a recurring 2-week lagMedium effortConfidence85%