06 · Fatigue & refresh
Performance decay
Declining IPM below — refresh them before they’re sent to the graveyard.
Peak vs latest average IPM · each app uses its own threshold or the global default
Creative fatigue is what happens when the same people see an ad too often: they stop reacting, and it starts buying fewer installs for the same money.
We spot it by watching IPM day by day. When a creative’s recent average falls well below its best stretch, we flag it here.
What to do: refresh it. Request a variation — a new hook, a different first three seconds, another voiceover tone, a fresh call to action, or a resize — instead of letting a tired ad keep spending.
Nothing here yet
No performance data yet
No creative-attributed AppsFlyer data yet for these apps. Metrics appear automatically once ads tagged with creatives start running.
