The Energy Blend hero creative feels tired — CPM is drifting up and I think ROAS is softening. Confirm it and give me a rotation plan.
You're right — it's fatigued. I'll confirm with both Meta Ads Manager data and Triple Whale attribution, so we're not just reading platform-reported ROAS.
Confirmed fatigue on the Energy Blend hero — EB-Hero-AfternoonLift-v3. It's been live 14 weeks, which is the runway limit most DTC brands see on a single angle. Here's the weekly trend, rolling CTR + frequency:
| WEEK | CTR | FREQ | CPM | nROAS (TW) |
|---|---|---|---|---|
| wk 10 (Apr 13–19) | 0.94% | 4.2 | $18.40 | 0.91 |
| wk 9 (Apr 6–12) | 1.22% | 3.9 | $17.10 | 1.08 |
| wk 8 (Mar 30–Apr 5) | 1.38% | 3.7 | $16.20 | 1.24 |
| wk 1 (Jan 8–15) | 2.04% | 1.4 | $14.90 | 1.62 |
CTR is down -32% week-over-week and -54% since launch. Frequency 4.2 means most of our target audience has seen the ad 4+ times — that's the signal to rotate. Triple Whale's 14d-window nROAS says 0.91 on the hero ad set, even though Meta's in-platform ROAS still shows 1.7 (Meta double-counts view-through at this frequency) .
The portfolio ad set — Energy Blend across all creatives — is still healthy at nROAS 2.08. So we don't kill the product's spend, we rotate the angle.
Rotation plan:
- Wind
EB-Hero-AfternoonLift-v3from 60% → 20% budget share by tomorrow, park it by 2026-04-27 - Launch the 2 approved-but-unused variants already in the brand kit —
EB-DeskReset-v1(ASMR open-the-jar) andEB-3pmSlump-v1(UGC-style testimonial). Each takes 35% of the freed budget - Keep 10% on
EB-Hero-v3for the retargeting-only ad set — frequency is fine on warm audiences and it converts better there - Set a 10-day fatigue guardrail on the new variants — ping me in #performance if CTR drops >20% WoW
Want me to push the budget changes live now, or queue them for Devon to review in the morning?