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Creative age can kill EPC
Creatives age. EPC can fall. Fatigue % = (start EPC − current EPC) ÷ start EPC. Type days live, start EPC $, and current EPC $.
Pair: Creative EPC fatigue on Traffic. Cap clock: geo-cap exhaustion. Kill: campaign kill.
What you type
Days live — calendar days the creative has been running.
Start EPC $ — EPC in the launch window (typed from the network).
Current EPC $ — latest EPC on the same creative / offer.
Fatigue % = (start − current) ÷ start. EPC drop = start − current. Refresh or kill when fatigue is material — do not invent a fatigue chip.
What not to do
Do not invent a fatigue percent. Do not mix different offers into one EPC pair. Do not treat a one-day spike as start EPC. Do not ignore days live when comparing two creatives.
Related: Traffic, geo-cap exhaustion, campaign kill score, EPC vs CRM AOV.
Procedure
- Type days the creative has been live.
- Type start EPC and current EPC from the network.
- Refresh or kill when fatigue is material.
Failure modes
- Inventing a fatigue percent.
- Mixing different offers into one EPC pair.
- Treating a one-day spike as start EPC.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- Creative EPC fatigue
- (Start EPC − current EPC) ÷ start EPC. Days live is context for the drop, not a invented kill chip.
Work with us — We run this job on your accounts. Services
FAQ
- Is this geo-cap exhaustion?
- Related affiliate clock. [Geo-cap exhaustion](/manuals/maxweb-geo-cap-exhaustion) is daily cap fills. This page is EPC drop vs creative age.
- Is this campaign kill score?
- Related kill. [Campaign kill score](/manuals/campaign-kill-score) scores spend vs settled. This page is start vs current EPC on one creative.
- What fatigue percent should I invent?
- None. Type start and current EPC from the network export for that creative.