Is your audience tired of your ad?
In a small audience the same people see the same ad again and again, and the click rate sags. Enter impressions, reach and the click rate at the start and now, and this says whether frequency is the likely cause.
Average frequency
5.0
Times each person saw it
Per person, per week
2.5
CTR change, first → latest week
-36%
What this means
Click rate fell 36% while each person saw the ad 2.5 times a week. In a small audience that is fatigue: rotate the creative or widen the audience before raising the bid.
How it works
Frequency = impressions ÷ unique reach; weekly frequency spreads it over the days the campaign ran.
A click rate down more than a fifth from the first week while frequency rises is flagged as fatigue. It is a heuristic, not a test — confirm it by rotating in a fresh creative and watching whether the rate recovers.