Detecting ad fatigue in 2025

Ad fatigue in 2025 presents a complex challenge, especially for mobile subscription apps, as traditional indicators like declining click-through rates (CTR) and rising ad frequency only capture part of the issue. Detecting and combating ad fatigue involves analyzing cross-channel performance, utilizing saturation curves, and leveraging advanced techniques like SKAdNetwork (SKAN) capabilities and app onboarding flow insights. By monitoring blended return on ad spend (ROAS), subscription rates, and using proxies such as Custom Product Page (CPP) metrics and App Store referrer data, marketers can better predict when ads lose impact and take preemptive action. The article underscores the importance of early detection and strategic refreshment of ad creatives to prevent revenue loss and maintain effective user acquisition, with a particular focus on integrating multiple data sources and methodologies to enhance ad performance evaluation.