You have 600 ads live. Your costs are climbing anyway.
You can run hundreds of ads and still be fatigued, because to the auction they are one ad wearing different product names.
Meta's definition, and the distinction that matters
Fatigue is overexposure to the same creative. Similarity is ads that look alike even though they are technically different files. Volume and variety are different inputs.
The signals worth watching
Watch frequency and reach together. Frequency up plus reach flat is the cleanest early signal that you are buying the same eyeballs again.
Tiering, so the work matches the value
- Hero tier: genuinely distinct concepts
- Core tier: template-driven production with meaningful variety
- Long tail: feed-driven, dynamic, and cheap to maintain
What a working system looks like
- Track signals at creative level
- Treat fatigue flags as a queue
- Judge variety, not file count
- Build refresh into a calendar
- Keep feed image quality clean
The teams that hold performance longest are usually not the ones with the best single ad. They are the ones who never run out of the next one.