Creative: Diversity & Fatigue

13 controls, 3 of them critical.

M-AN1criticalMeta Ads

Andromeda creative diversity

Pass: Ads genuinely diverse across creative concepts, messaging motivators, visual styles. Creative Similarity Score <60% across ad set. Different motivators unlock new audiences 89% of the time
Warning: Some diversity but similar visual templates or minor copy variations
Fail: All ads are minor variations (Andromeda clusters similar ads with Entity IDs; 100 minor variations = no better than 10)

M25criticalMeta Ads~15 min to fix

Creative format diversity

Pass: ≥3 formats active (static image, video, carousel)
Warning: 2 formats
Fail: Only 1 format used

M28criticalMeta Ads

Creative fatigue detection

Pass: No creatives with CTR drop >20% over 14 days while active. Andromeda compressed lifespan to 2-4 weeks (was 6-8). Creative Similarity Score: ads >60% similar get retrieval suppression by Andromeda
Warning: CTR drop 10-20%
Fail: CTR drop >20% + frequency >3 (fatigue confirmed)

M-CR1highMeta Ads

Creative freshness

Pass: New creative tested within last 14-21 days (tightened from 30d due to Andromeda acceleration)
Warning: New creative 21-45 days ago
Fail: No new creative in >45 days

M-CR2highMeta Ads

Frequency: Prospecting (ad set)

Pass: Ad set frequency <3.0 in last 7 days
Warning: Frequency 3.0-5.0
Fail: Frequency >5.0 (audience exhausted)

M-CR4highMeta Ads

CTR benchmark

Pass: CTR ≥1.0%
Warning: CTR 0.5-1.0%
Fail: CTR <0.5%

M26highMeta Ads

Creative volume per ad set

Pass: ≥10 creatives for Advantage+ Sales campaigns, ≥5 for standard. Research: 25 diverse creatives = 17% more conversions at 16% lower cost
Warning: 3-4 creatives
Fail: <3 creatives per ad set

M27highMeta Ads

Video aspect ratios

Pass: 9:16 vertical video present for Reels/Stories
Warning: Only 1:1 or 4:5 video
Fail: No video assets

M29highMeta Ads

Hook rate (video)

Pass: Video ads: <50% skip rate in first 3 seconds
Warning: 50-70% skip rate
Fail: >70% skip rate in first 3s

M31highMeta Ads

UGC / social-native content

Pass: ≥30% of creative assets are UGC or social-native
Warning: 10-30% UGC content
Fail: <10% UGC (all polished/corporate)

M-CR3mediumMeta Ads

Frequency: Retargeting

Pass: Ad set frequency <8.0 in last 7 days
Warning: Frequency 8.0-12.0
Fail: Frequency >12.0

M30mediumMeta Ads

Social proof utilization

Pass: Top organic posts boosted as partnership/Spark ads
Warning: Some organic boosting
Fail: No organic content leveraged

M32mediumMeta Ads

Advantage+ Creative

Pass: Advantage+ enhancements enabled (test vs control)
Fail: Not tested