An ad can keep receiving impressions after people stop paying attention. Watch the trend alongside delivery and spend before deciding to rotate or pause it.
Pick a consistent comparison window
Compare similar powered periods so a short or unusually quiet week does not look like fatigue.
- Use the same number of days for the first and latest period.
- Check that the ad received enough delivery in both periods to make the comparison useful.
Look for a pattern
Falling attention matters more when delivery continues and spend follows it. Review the account or audience mix as well, because a change in who saw the ad can move the trend.
- Compare attention, impressions, and spend together.
- Check whether a different audience explains the change.
Choose a measured response
A flagged ad is a prompt to review the creative, not an automatic instruction to pause. Prepare a replacement and decide whether to rotate, revise, or leave it running.
- Record the evidence behind the decision.
- Review the next period to see whether the change helped.
THE TAKEAWAY
Treat fatigue as a review signal backed by trend and spend, not a single low number.