B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
30%
30% -- creative effectiveness decay for major ad platforms (2026)
Across major ad platforms, ad creative effectiveness commonly degrades by 30% to 40% after 10 to 14 days of sustained exposure to the same audience.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
30%
Unit
Percentage
Data Vintage
2026
Entity
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
AdMapix
Primary
Tier B
https://www.admapix.com/blog/best-practices/ad-optimization-best-practices-the-2026-performance-play… ↗
Source Article
Ad Optimization Best Practices: The 2026 Performance Playbook
Ad Optimization Best Practices: The 2026 Performance Playbook
The definitive 2026 guide to ad optimization best practices — a high-output creative production system, statistically honest A/B testing, budget governance and pacing rules, the metrics that matter, structured account hygiene, an optimiza…
Original Research
AdMapix
· Original study ↗
Methodology
Range 30-40%, midpoint used; described as commonly observed across major platforms
Methodology documented
Segmentation
IndustryAdvertising & Marketing
RegionGlobal
RoleAll marketers
Channelpaid_ads
Cite this stat
Plain Text
major ad platforms: 30% creative effectiveness decay. Source: AdMapix (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/creative-fatigue-decay-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/creative-fatigue-decay-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>30%</strong> -- creative effectiveness decay for major ad platforms<br><small>Source: AdMapix (2026) · <a href="https://lighthousedata.io/data/creative-fatigue-decay-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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