when does an ad wear out?
Ads lose their pull over time. Enter how long the ad has run and its click-through rate then and now, and see how long until it halves.
Your ad, now and then
Click-through rate is the share of people who saw the ad and clicked it. Your ad platform shows it on the ad's report. Example numbers are made up.
The link holds your numbers. The card is a paper-ground PNG of the verdict.
How it works
The arithmetic
Plain version: if the click-through rate fell from 1.5% to 0.94% in 14 days, it is losing a steady share each day. Work out the daily share, then ask how many days it takes to lose half. This assumes the same steady loss, which is rough.
Read this before you act on the number
This uses two readings. A good daily trend needs many days of data. Two readings can be thrown off by one unusual day, a budget change or a holiday.
Falling click-through is a signal, not a diagnosis. Auction competition, audience overlap and season all move it.
Low volume means noise. If the ad gets only a few hundred impressions a day, the rate moves on luck alone.