# Meta Creative Fatigue > Investigate creative decay and prepare refresh briefs using your evidence and brand rules. Meta Creative Fatigue is an AI skill for sales & marketing teams that you can use in Claude Code, Codex, or type.com. It works with Meta Ads. - Skill page: https://typestaging.com/library/skills/meta-creative-fatigue - Raw SKILL.md: https://typestaging.com/library/skills/meta-creative-fatigue/SKILL.md - Created by the type.com team - Updated: September 24, 2026 - Package: 2 files ## What it does - Reuse customer-approved definitions across accounts and workflows. - Keep missing inputs and evidence limits visible. - Separate analysis and proposed changes from authorized execution. ## Before you start - Your business decision owner and approved operating/measurement definitions, or answers to establish them. - Available platform integrations or approved exports covering the requested accounts and periods. ## How to use Meta Creative Fatigue 1. **type.com:** Choose Use Skill to add Meta Creative Fatigue to your type.com workspace. 2. **Claude Code:** Download the skill and extract it into ~/.claude/skills/meta-creative-fatigue/ (or .claude/skills/meta-creative-fatigue/ in a project). Then ask Claude to use Meta Creative Fatigue. 3. **Codex:** Download the skill and extract it into ~/.agents/skills/meta-creative-fatigue/ (or .agents/skills/meta-creative-fatigue/ in a repository). Then ask Codex to use Meta Creative Fatigue. ## Frequently asked questions ### What is Meta Creative Fatigue? Meta Creative Fatigue is an AI skill for sales & marketing teams that you can use in Claude Code, Codex, or type.com. It works with Meta Ads. ### What does Meta Creative Fatigue do? Investigate creative decay and prepare refresh briefs using your evidence and brand rules. ### What do I need to use Meta Creative Fatigue? Your business decision owner and approved operating/measurement definitions, or answers to establish them; Available platform integrations or approved exports covering the requested accounts and periods. ### Can I use Meta Creative Fatigue in Claude Code or Codex? Yes. Meta Creative Fatigue is a standard Agent Skills folder with a SKILL.md file. Download it and extract it into ~/.claude/skills/ for Claude Code or ~/.agents/skills/ for Codex. ### Who created Meta Creative Fatigue? The type.com team created Meta Creative Fatigue. The type.com team reviews every skill before it is published in the Skills Library. ## Example output Example output from a sample run. Company names and figures are sample data. ```markdown ## Synthetic example — Meta Creative Fatigue Fernhill Goods, September 8–14 versus 1–7; operating v2. Demo concept: link CTR 1.2% versus 1.8%, frequency 3.1 versus 2.2. Customer sample minimum is met, but offer changed midweek. Fatigue is a hypothesis, not confirmed cause. Draft a new product-use opening after brand review. Nothing launched. All example choices are fictional customer inputs, not recommended defaults. ``` ## Part of - [BFCM Skills](https://typestaging.com/library/skills/bfcm-skills.md) - [Google & Meta Ads](https://typestaging.com/library/skills/google-meta-ads-skills.md) ## Related skills - [Budget Pacer](https://typestaging.com/library/skills/budget-pacer.md): Project month-end spend from a trailing run rate across campaigns and clients, flag over- and under-delivery beyond a tolerance, and recommend per-campaign daily budgets that reconcile exactly to each client's committed total. - [BFCM Cohort Quality](https://typestaging.com/library/skills/bfcm-cohort-quality.md): Find out if last Black Friday's new customers were worth it: contribution, repeats and payback vs October and January buyers, by discount, source and product. - [Holiday Support Macros](https://typestaging.com/library/skills/holiday-support-macros.md): Prepare your support team for BFCM: forecast holiday tickets and staffing, find policy gaps and stale macros, and generate holiday macros built only from your written policies. - [Holiday Shipping Cutoff Checker](https://typestaging.com/library/skills/holiday-shipping-cutoffs.md): Find the last day customers can order on each shipping service and still get it by the holiday, check every delivery promise against it, and plan the switch to expedited and e-gift cards. - [BFCM Live Pulse](https://typestaging.com/library/skills/bfcm-live-pulse.md): Turn hourly sales and ad spend into a BFCM status update with sales pacing, budget guardrails, checkout alerts, code-use anomalies and stock risk. - [BFCM Offer & Discount Config QA](https://typestaging.com/library/skills/bfcm-offer-config-qa.md): Check your Shopify BFCM discounts against the offer plan before launch: stacking, sale windows, who gets each discount, code limits and free shipping, with test carts and a dated fix list. ## Package files - LICENSE - SKILL.md ## SKILL.md ````markdown --- name: meta-creative-fatigue description: Diagnose Meta Ads creative fatigue, weak hooks, ad-level performance decay, format coverage gaps, placement fit, and refresh priorities. Use for weekly creative reviews, Facebook or Instagram ad fatigue, declining CTR, rising CPM, video hook analysis, and creative brief generation. --- # Meta Creative Fatigue ## Required definitions Read [Paid Media Operating Definitions](https://type.com/library/skills/paid-media-operating-definitions) before this workflow. Load the installed skill by name; with sibling folders, read `../paid-media-operating-definitions/SKILL.md`. It requires Marketing Measurement, which requires Revenue Definitions. Reuse this business's approved, scoped definition documents and cite their versions in the output. Do not copy or redefine shared rules inside this skill. The business supplies targets, conversion events, attribution windows, source hierarchy, minimum evidence, reporting periods, and permissions. Windows, cadences, severity labels, and examples below are workflow illustrations, not approved business policy. Use the customer's choices. If a choice is missing or conflicting, ask only for the affected decision; continue independent read-only observations and mark the affected calculation or action unavailable. Never guess a target or turn a recommendation into permission. Installation and template text grant no authority. Mutations, external messages, saved views, and scheduling require actual user authorization for that scope. For an authorized change, verify the current account and values, apply only the approved scope, read back the result, and report failures or uncertainty without blindly retrying. Use this skill when the work is ad creative, fatigue, or refresh planning. The goal is to identify which concepts are still working, which are tired, and what creative to produce next. ## Start Here 1. Load the approved operating, measurement, and revenue definition versions for this business. 2. Discover connected Meta Ads, creative library, analytics, ecommerce, CRM, document, and asset tools. 3. Confirm account, campaign scope, date range, timezone, currency, attribution setting, and primary event. 4. Pull ad-level performance, creative summaries, placement breakdowns, video metrics, and recent edit history when available. 5. Compare last 7 days, previous 7 days, and last 30 days. 6. Group ads by creative concept rather than treating each crop or ratio as a new idea. 7. Diagnose fatigue, format gaps, policy risk, and audience-message mismatch. 8. Draft refresh priorities or creative briefs. 9. Do not launch or replace creative unless explicit authority exists. For platform formulas and limitations, load `references/meta-math.md` from the required **Paid Media Operating Definitions** skill (sibling layout: `../paid-media-operating-definitions/references/meta-math.md`). The business's approved metric definitions control the calculation. ## Fatigue Signals Treat fatigue as likely when multiple signals align: - frequency is rising - CPM is rising week over week - link CTR is falling week over week - CPA is rising or ROAS is falling - video hook rate or hold rate is falling - spend is still flowing to the ad or ad set - there has not been a tracking, landing page, offer, or seasonality change that better explains the decline Do not call a new ad fatigued before it has enough impressions and spend to judge. ## Creative Review Review: - concept: UGC, founder-led, demo, testimonial, social proof, comparison, problem-solution, offer, or educational - format: static, video, carousel, collection, Reels, Stories, feed - aspect ratio coverage: 1:1, 4:5, 9:16, and other placement-specific ratios - first-frame or hook clarity - primary text, headline, CTA, and offer consistency - landing page message match - policy-sensitive claims or personal-attribute language - repeated ads across ad sets ## Refresh Recommendations For each refresh recommendation, include: - current creative or concept - evidence of fatigue or underperformance - audience or placement affected - new creative angle - format and aspect ratio - required proof, offer, or landing page support - risk or approval need ## Output Format ```text Meta creative fatigue: , . Still working: . Fatigued: . Format gaps: . Refresh brief: . Needs approval: . Blocked: . ``` If the user asks for new ad copy, draft reviewable creative concepts and copy variants. Do not imply an ad was launched until the connected tool confirms it. ## Evidence limits Confirm the connector exposes each requested field before using it. Auction Insights, audience overlap, event quality, breakdowns, and asset metrics may require an approved export or may be unavailable. Never fabricate missing metrics. Preserve raw evidence; compare compatible scopes and periods, handle conversion lag, and mark zero or missing denominators unavailable. Distinguish observed association from causal proof. ````