Fatigue is a pattern across five signals, not one line falling.
The attribution service and the business metrics service track five signals against each node: post-click conversion rate declining, frequency rising where the network reports it, click-through rate falling, CPM climbing while the audience definition is unchanged, and CRM or financial outcomes recorded after delivery deteriorating while impressions and clicks hold steady. The model reads the combination and names which reading fits. Rising frequency with stable conversion is saturation; steady delivery with worse lead quality in your CRM points at the message rather than the media.
One signal on its own proves nothing
Click-through rate drops for seasonal reasons, CPM rises when auction competition changes, and conversion dips when a landing page is slow. Alerting on any single line produces rotations that cost money and teach nothing, so a fatigue read requires several signals moving together.
Signals are isolated per node
The same five checks run at the concept, the asset and the channel variant. When one placement decays while the concept holds elsewhere, the proposal is a new cut rather than a new idea — and when the concept decays everywhere, refreshing files will not save it.
Rotation arrives as an evidenced proposal
A refresh proposal names the variants involved, the signals that moved, the window they moved over and which truth layer each figure came from. It executes only within the limits set in the Campaign Constitution, and every rotation is logged and reversible.
In this capability
- Five-signal fatigue reads
- Per-node signal isolation
- Saturation versus message diagnosis
- Constitution-bounded rotation
Creative Intelligence
The rest of Creative Intelligence
Creative Graph
Ten node types and the edges between them, so every variant knows which concept it came from and where it ran.
Message Concepts
Learning at the idea level: which claim holds with which buyer, kept separate from the file that carried it.
Asset Library
Approved assets arrive from your brand asset system with ownership, licence status and usage limits still attached.
Generation
Channel-native drafts from an approved brief: Google headlines, Meta and Reels briefs, TikTok scripts, LinkedIn copy.
Creative Briefs
Messaging from your content platform, cleared assets and the recorded performance, assembled before anything is written.
One goal. Every channel. Real business truth.
Connect your ad accounts, say what a good customer is worth, and let the Growth Brain work the objective inside limits you set.
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