guides · Neurodance Insights
How often should I refresh Meta ad creative?
Refresh Meta creative on performance and frequency triggers rather than a fixed calendar alone.
Published by Neurodance Research ·
Short answer
Refresh on triggers, not a calendar alone. Frequency, rising CPA and falling CTR matter more than a preset date. Common schedules vary by audience and campaign, so use performance deterioration to decide when a controlled refresh is needed.
Practical steps
- Define fatigue signals before launch. - Review frequency, CTR, CPA and delivery context together. - Prepare hook and visual-treatment variations before the winner declines.
Keep in mind
There is no universal two-week or four-week rule; retargeting and prospecting audiences can fatigue at very different rates.