How to Use This Tool
Turn audience size, delivery pace and frequency threshold into a review date. Estimate days until a creative reaches a chosen average-frequency review threshold using audience size and daily impression pace.
The decision this tool supports
Teams often react to fatigue after performance falls because frequency thresholds were not translated into the current delivery pace. This page keeps the decision bounded to days until review threshold and the supporting outputs shown beside it. Creative Fatigue Review does not import an account, infer a market rate, or silently substitute an industry average.
Inputs and units
The Creative Fatigue Review calculation uses Targetable audience, Current average frequency, Review frequency threshold, Daily impressions. Keep all money values in one currency and all time, distance, mass, energy or volume entries in the unit printed beside the field. Mixing Creative Fatigue Review scopes can produce a plausible number with the wrong meaning.
- Targetable audience is entered in people.
- Current average frequency is entered in impressions/person.
- Review frequency threshold is entered in impressions/person.
- Daily impressions is entered in impressions/day.
Formula and worked check
Additional impressions to threshold = audience × (review frequency − current frequency); days = additional impressions ÷ daily impressions. A 300,000-person audience moving from frequency 1.8 to 3.5 needs 510,000 more impressions, or 8.5 days at 60,000 daily. The Creative Fatigue Review default is an executable known-answer case, not a benchmark or recommendation. Change one input and verify that the direction of days until review threshold still matches the stated relationship.
How to interpret the result
The date is a monitoring checkpoint, not proof of fatigue; compare creative-level response and audience saturation at that time. The additional Creative Fatigue Review outputs expose the denominator, comparison, capacity or reverse value needed to audit the primary result instead of presenting one unexplained number.
Assumptions
- Current and threshold frequency use the same reach definition.
- Daily impressions remain constant during the estimate.
- The audience does not materially expand or contract.
Save the Creative Fatigue Review input values and date with any material decision. A later Creative Fatigue Review rerun is reproducible only when the same assumptions and units are available.
Limitations and safety boundary
It assumes stable audience size and delivery, and does not model reach expansion, recency, placement mix or creative rotation. Creative Fatigue Review is an estimate and cannot replace a contract, local code, licensed professional, calibrated measurement, lender statement or platform report where one governs the decision.
Source and privacy
The Creative Fatigue Review definition or rule was checked against Google Ads Help — About reach and frequency on 2026-08-26. Recheck Google Ads Help — About reach and frequency when a specification or policy behind Creative Fatigue Review can change. Creative Fatigue Review arithmetic runs in this browser tab; ecech does not receive the values through a calculation API.
Sources & assumptions
Tool Spec v2 · verified 2026-08-26. Platform rules and fees can change; the editable inputs remain authoritative for your account.
Official references
- Google Ads Help — About reach and frequency (checked 2026-08-26)
Model assumptions
- Current and threshold frequency use the same reach definition.
- Daily impressions remain constant during the estimate.
- The audience does not materially expand or contract.
- It assumes stable audience size and delivery, and does not model reach expansion, recency, placement mix or creative rotation.
