Creative fatigue: when to refresh an ad

The short version

Start with the question you want answered, pick the one number that answers it and look at it the same way every week. Consistency beats sophistication when you are deciding where the next dollar goes.

How we approach it

We pull the last ninety days of spend and revenue, split them by channel and by new versus returning customers, and compare that to what the platforms report. The gap between the two is where most of the answers are.

What to watch

Cost per new customer, payback period and the share of revenue that would have happened anyway. If one of those moves, find out why before you move budget.

Where to start

Write down your target cost per customer, check your tracking against your store orders and run one clean test at a time. Then come back to this in a month.