It shows up as falling CTR and conversion rate with rising frequency and CPA. A steady testing cadence of new concepts, not just new versions of the same concept, is the reliable defence.
Check whether a test result is real, or plan how many visitors and days a test needs before you start.
Related terms
- Ad frequencyFrequency is the average number of times each person in an audience has seen an ad over a period.
- CTR (click-through rate)CTR is the share of ad impressions that result in a click.
Part of the growth marketing glossary by Shiva Sharma.