What is Ad Fatigue?

Ad fatigue is an issue that will affect even the most successful Facebook ad campaigns. It occurs when your campaign frequency gets too high, causing your target audiences to see the same ads again and again, and therefore become less responsive to them.
Ad fatigue affects other core campaign metrics. It decreases relevance scores, which in turn increases your CPM and cost per results. Ultimately, it decreases the number of results your campaign gets, reducing your overall return on ad spend (ROAS). When ad fatigue happens, your click-through rate (CTR) drops as your frequency increases. As a result, your campaign becomes less effective, and you don’t see a great return on investment (ROI).