ad-creative-fatiguelisted

# Creative Fatigue Read a creative's performance-over-time data and decide whether it is genuinely wearing out, how confident that call is, and what to do about it. The core discipline is refusal: many things can cause a declining metric, and creative wear-out is only one of them. Most refresh decisions are made too early, off one metric, against no baseline. This skill runs a differential diagnosis in a fixed order, confounder screen before the fatigue call, never after: 1. Baseline 2. Confounder screen 3. Decay measurement 4. Confidence gate 5. Verdict Two further tensions stay live throughout: - Fatigue is often hook fatigue rather than whole-ad fatigue (Ben Heath). - Some ads improve with repeated exposure, the "wear-in" effect Les Binet describes in brand advertising, though Meta's 2023 research found no wear-in for direct-response objectives - wear-in is a real verdict only where the objective is brand, not DR. There are no universal thresholds here: every trigger is derived from the creative's own trailing baseline and the account's own history. Named practitioner numbers appear only as attributed starting reference points. This skill ends at the verdict and the recommended action. - Producing the replacement asset belongs to `mbfinotti/advertising-skills@ad-copy-variants`, `mbfinotti/advertising-skills@ugc-ad-scripts`, and `mbfinotti/advertising-skills@ad-creative-brief`. - Sample-sizing a pre-launch test belongs to `mbfinotti/advertising-skills@ad-creative-te