← Back to Episodes

Why are my ads still spending but getting worse results over time?

Campaigns continue to deliver impressions and conversions at scale while underlying engagement weakens — rising frequency and falling CTR signal that the audience has stopped responding to the creative.

S: Ad Frequency has reached 4.8 — the same audience member has seen the active creative nearly five times on average without a creative change. C: Platform algorithms optimize for delivery probability to audiences with conversion history — not for attention probability — so frequency climbs while engagement falls. I: CPA has risen thirty-one percent as more impressions are required to generate the same conversion volume from a fatigued audience.