Find TikTok creative that is wearing out

Compares the first and second halves of a window per ad and flags the ones whose hook rate, CTR or CPA have moved against them while frequency climbed — the signature of creative fatigue rather than a bad week. Use when: results have slipped without anything being changed, or the user asks whether they need new videos. A 14-day window is the default because a shorter one cannot tell fatigue from noise. Do not read a single declining metric as fatigue. Real fatigue looks like this: the hook rate falls, frequency rises, and CPM rises with them — the same people are seeing the same video again and TikTok is paying more to show it. A CTR drop on its own, with flat frequency, is usually an audience or landing-page change instead. Do not pause a fatigued ad automatically. The fix is almost always a new video against the same audience, not less budget: pausing removes the spend and the learning with it. Returns per ad the before/after hook rate, CTR, CPM and frequency with the change in each, and a one-line verdict. Ads with too little volume in either half are excluded and listed separately.