At Adventure Media, we pride ourselves on staying ahead of the curve by developing custom scripts that empower our clients to manage their advertising campaigns with precision and insight. One such example is our Ad Fatigue Monitoring Script Suite, a powerful toolset designed specifically for medium- to large-scale accounts running Video, Display, and Demand Gen campaigns. Here’s a closer look at how these scripts work and why they’re essential for advertisers.
The Challenge: Ad Fatigue in Modern Campaigns
Ad fatigue is a common challenge for advertisers who manage multiple campaigns and creatives. It occurs when an audience sees the same ad too frequently, leading to declining performance metrics such as Impressions, Clicks, and Engagement Rates. Traditionally, monitoring ad fatigue has been a manual and time-consuming process—but with our custom scripts, we’ve streamlined this process, enabling smarter, data-driven decisions.
Why A Two-Script System?
When our team first developed the Ad Fatigue script, one of our primary goals was to make it as efficient and scalable as possible—especially for busy account managers juggling multiple campaigns. That’s why we created a two-script system: one script automatically calculates and stores performance thresholds each week, while the second compares current ad performance against those benchmarks to flag signs of fatigue.
This setup takes the manual work out of the equation. No more manually finding and adding thresholds into the Ad Fatigue script each week—thresholds are generated and applied automatically. It’s a light lift for account managers, allowing them to focus on strategy and optimization instead of repetitive tasks.
How Our Two-Script System Works
1. Threshold Calculation Script
Purpose
Establish dynamic thresholds for each key performance indicator (KPI) Impressions, Clicks, CTR, Views, View Rate, and Engagement Rate.
Note: This script intentionally excludes Conversions, Conversion Rate, and Conversion Value, as the focus is on evaluating top-of-funnel engagement metrics most indicative of ad fatigue.
How It Works
- Frequency Setting: Run every Monday between 6 AM - 7 AM (must be scheduled one week before the Ad Fatigue Script to collect data).
- Calculation:
To monitor ad fatigue at the ad level—rather than campaign level—this script calculates thresholds based on the previous week’s average performance per ad format (Image or Video). The distinction between ad types is important because certain KPIs, such as Video Views and View Rate, only apply to video ads.
For each format, the script totals key metrics across all eligible ads and then divides those totals by the number of ads of that format. This gives us a per-ad average, which is then scaled down (typically to 70%) to create dynamic performance thresholds.
The scalability of multiplying the threshold by 70% provides Account Managers with wiggle room for fluctuations in performance. This can be adjusted to be higher (80%) for less flexibility or lower (60%) for more flexibility depending on your exact needs.
Example: If an account has 3 Demand Gen campaigns with a total of 1,000 impressions from 4 video ads and 3 image ads over 7 days, the script will calculate the video impressions threshold as 1,000 / 4, and separately calculate the image impressions threshold as 1,000 / 3. Each format gets its own set of performance benchmarks.
2. Ad Fatigue Script
Purpose
Identify ads that are underperforming and might be suffering from ad fatigue.
How It Works
- Frequency: Runs every Monday (one week after the Threshold Calculation Script).
- Process:
- Retrieves thresholds from the Threshold Calculation Script.
- Collects current week data and calculates the 7-day averages for each KPI.
- Compares each ad’s performance to the threshold values.
- If an ad falls below the threshold in 3 or more KPIs, it’s flagged as fatigued.
- Notifies the account manager via email and logs the ad in a cooldown period tab, ensuring the same ad isn’t flagged again for 4 weeks.
Implementation Made Easy
To make these scripts accessible and easy to use for our clients, we’ve included step-by-step implementation instructions, ensuring that account managers can deploy them effectively without risking accidental changes that could break the scripts. Here’s a quick summary:
Threshold Calculation Script:
- Copy and paste the script into the Google Ads account.
- Make a copy of the threshold sheet and update the thresholdSheetURL.
- Schedule the script weekly on Monday from 6 AM - 7 AM.
- Run this script 1 week before setting up the Ad Fatigue script in the account
Ad Fatigue Script:
- Copy and paste the Ad Fatigue script into the Google Ads account
- Paste the Threshold Calculation sheet URL from step 2 in the instructions above in thresholdSheetURL. If this sheet is not populating correctly, review steps for Threshold Calculation Script again.
- Make a copy of the log sheet in logSheetURL line and update the link
- Update the emailRecipients field with the relevant email address.
- Schedule the script weekly on Monday from 7 AM - 8 AM.
Why It Matters
With this custom solution, our team can:
- Proactively manage ad fatigue, reducing wasted spend and improving performance.
- Rely on dynamic thresholds that adapt to campaign performance, rather than static benchmarks.
- Focus on optimization strategies that drive results instead of being bogged down by manual reporting.
Ready to Take Control of Ad Fatigue?
At Adventure Media, we believe in delivering solutions that make a real difference. Our custom script development is just one example of how we empower our clients to achieve sustainable success in their advertising efforts.
Looking for more detailed instructions? Contact us today to learn more about how we can help automate and optimize your campaigns!
