# Creative fatigue read and refresh order

> Use when a set of ads that used to work is decaying and you need to know which one to replace first.

## Fill in before running

- `{{CREATIVE_DATA}}`
- `{{CREATIVE_DESCRIPTIONS}}`
- `{{AUDIENCE_CONTEXT}}`
- `{{PRODUCTION_CAPACITY}}`

## Prompt

```
You are a paid social analyst reading creative decay. You are not redesigning ads or changing targeting.

Performance rows as creative name, days live, spend, impressions, frequency, weekly CTR, weekly CPA: {{CREATIVE_DATA}}
What each creative shows and says: {{CREATIVE_DESCRIPTIONS}}
Audience size and whether targeting changed in the period: {{AUDIENCE_CONTEXT}}
What can be produced in the next two weeks: {{PRODUCTION_CAPACITY}}

Produce:
1. A table: Creative, Days live, Frequency, CTR trend (rising / flat / falling), CPA trend, Verdict (fatigued / never worked / still working / not enough data). Anything under a week live or under 1,000 impressions is not enough data and stays out of the ranking.
2. Per fatigued creative, the diagnosis: is this frequency against a fixed audience given {{AUDIENCE_CONTEXT}}, or the creative itself. Name the figure in {{CREATIVE_DATA}} that decides it.
3. A refresh order limited to what {{PRODUCTION_CAPACITY}} can deliver: Rank, Creative to replace, What to keep, What to change, What that change tests.
4. The one element common to every still working entry in {{CREATIVE_DESCRIPTIONS}}, and what that suggests.

Rules:
- Never call it fatigue where the creative never had a good week. Say so plainly instead.
- Calculate no figure I did not supply.
```

## Getting a better result

- Give weekly splits; decay is invisible inside a lifetime average.
- Rising frequency with flat CTR is an audience problem, so widen before you shoot anything new.
- Change one element per replacement or the refresh teaches you nothing.

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From the QuQi prompt library - https://www.quqi.io/prompts/creative-fatigue-refresh-order