# fatigue-frequency-manager

Evaluates ad frequency spikes alongside CTR and CVR decay against a post-learning baseline. Helps decide whether to rotate creatives, widen audience pools, or hold.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 1000 installs · ★ 3013
- Author: aaron-he-zhu
- License: Apache-2.0 · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/aaron-he-zhu/aaron-marketing-skills/tree/HEAD/ad/scale/fatigue-frequency-manager/SKILL.md
- Updated: 2026-10-25
- HTML: https://affpapa.org/en/nevibecode/skills/fatigue-frequency-manager

## What it does

The skill reads frequency, CTR, and CVR trends against a baseline established right after learning-phase exit. It separates creative fatigue from audience saturation. If reach keeps growing while CTR drops and frequency climbs, the creative is exhausted. If reach stalls and frequency rises, the audience pool ran out of people. It triggers one of three decisions: `Rotate-creative`, `Widen-audience`, or `Hold`.

Direct ad platform APIs are optional. You provide a time-series CSV export containing impressions, reach, frequency, clicks, and conversions. The skill records these values via `ledger.py` to calculate exact decay slopes instead of guessing from day-to-day fluctuations. You can also supply store or analytics exports to verify real orders against reported drops.

It fails on single-day snapshots or ad sets still in the learning phase, because unstable early metrics produce noise instead of real decay signals. Note that it does not design replacement ads; another skill called `ad-creative-builder` handles that task.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add aaron-he-zhu/aaron-marketing-skills --skill fatigue-frequency-manager -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/fatigue-frequency-manager/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/fatigue-frequency-manager/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add aaron-he-zhu/aaron-marketing-skills --skill fatigue-frequency-manager -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/fatigue-frequency-manager/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add aaron-he-zhu/aaron-marketing-skills --skill fatigue-frequency-manager -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/fatigue-frequency-manager/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install aaron-he-zhu/aaron-marketing-skills fatigue-frequency-manager
```

2. **Manually: put the files in place**
- File: `.github/skills/fatigue-frequency-manager/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add aaron-he-zhu/aaron-marketing-skills --skill fatigue-frequency-manager -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/aaron-he-zhu/aaron-marketing-skills --path ad/scale/fatigue-frequency-manager
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/fatigue-frequency-manager/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add aaron-he-zhu/aaron-marketing-skills --skill fatigue-frequency-manager -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/aaron-he-zhu/aaron-marketing-skills/tree/HEAD/ad/scale/fatigue-frequency-manager/SKILL.md

## When to use it
- detect creative fatigue when CTR drops while reach grows
- spot audience saturation when frequency climbs on stalled reach
- choose between creative rotation, audience expansion, or holding
- verify reported conversion drops against store analytics

## Example prompts
- Frequency on my prospecting set hit 6.2 and CTR halved over two weeks — is it fatigue, and do I rotate or widen?
- CVR held but CTR keeps sliding on the same creatives at scale — which trigger fires?
- Here is the daily campaign export for Ad Set A — read it for fatigue vs saturation

## Source text · SKILL.md · Apache-2.0

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: 18a31a4ecdce837e.

BEGIN THIRD-PARTY FILE 18a31a4ecdce837e
````text
---
name: fatigue-frequency-manager
slug: aaron-fatigue-frequency-manager
displayName: "Fatigue Frequency Manager · 广告疲劳检测"
summary: "广告疲劳检测/频次管理/换素材还是扩人群"
description: 'Use when the user asks to "is my ad fatiguing", "why is CTR dropping at scale", or "should I rotate creative / widen the audience"; reads frequency, CTR and CVR decay against an early-flight baseline and returns Rotate-creative / Widen-audience / Hold triggers with a per-ad-set fatigue read. Not for building the replacement creative — use ad-creative-builder; not for the RQS score or vetoes — use ad-account-auditor. 广告疲劳检测/频次管理/换素材还是扩人群'
version: "20.1.0"
license: Apache-2.0
compatibility: "Claude Code and compatible agent-skill hosts"
homepage: "https://github.com/aaron-he-zhu/aaron-marketing-skills"
when_to_use: "Use when a scaled paid campaign shows rising frequency or falling CTR/CVR and the user needs a rotate-creative vs widen-audience vs hold decision, when diagnosing creative fatigue or audience saturation from a frequency + CTR/CVR trend export, or when setting frequency/decay thresholds for a scaling ad set. Not for producing the new creative (use ad-creative-builder) or the RQS gate score and vetoes (use ad-account-auditor)."
argument-hint: "<campaign/ad-set> [flight window]"
metadata: {"author": "aaron-he-zhu", "version": "20.1.0", "discipline": "ad", "phase": "scale", "geo-relevance": "low", "hermes": {"tags": ["marketing", "ad", "scale"], "category": "ad"}, "openclaw": {"emoji": "🎯", "homepage": "https://github.com/aaron-he-zhu/aaron-marketing-skills"}}
---

# Fatigue & Frequency Manager

Reads a scaling ad set for **creative fatigue** and **audience saturation** — rising frequency, decaying CTR and CVR against an early-flight baseline — and returns a **Rotate-creative / Widen-audience / Hold** trigger per ad set. This works the ROAS **S** (spend-efficiency: CTR/CVR/frequency decay) and **R** (return protection) levers at scale. It does not build the replacement creative (`ad-creative-builder` owns that) and does not compute the RQS or run vetoes (`ad-account-auditor` owns the gate).

## Quick Start

```text
````
END THIRD-PARTY FILE 18a31a4ecdce837e

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First 2221 of 11141 bytes. © aaron-he-zhu · Apache-2.0 · https://github.com/aaron-he-zhu/aaron-marketing-skills/tree/HEAD/ad/scale/fatigue-frequency-manager/SKILL.md

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---
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