Days to your ceiling
15.0
Your ceiling divided by the modeled daily frequency.
Free app marketing library
Exposure planning
App-Ad Creative Fatigue Calculator
Model even-delivery impressions per creative and time to your own frequency ceiling without pretending to predict fatigue.
Your delivery assumptions
Model exposure, not performance
Use audience and impression numbers from your own plan or reports.
Even-delivery model
2.80x modeled frequency
Across 14 days, assuming the entered impressions reach the audience evenly.
Impressions per creative
56,000
Window impressions split evenly across active creatives.
Per creative at ceiling
60,000
Audience impressions at your threshold, split evenly.
Window status
Below ceiling
A comparison with your entered threshold, not a refresh recommendation.
This arithmetic does not detect creative fatigue, predict results, or account for uneven platform delivery.
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How to use it
Use this as a delivery baseline, then check real reports.
The model assumes daily impressions are spread evenly across the entered audience and active creatives. That makes every formula visible, but real platforms may concentrate delivery.
Choose the frequency ceiling from your own evidence. Crossing it does not prove fatigue, and staying below it does not prove a creative is healthy.
Questions
What to know before you use it.
Does this predict when an ad will stop working?
No. It models even delivery against the audience size and frequency ceiling you enter. Actual delivery and results can move differently.
Why split impressions evenly across creatives?
It creates a transparent planning baseline. Ad platforms rarely deliver every creative equally, so compare the model with your real reports.
What should I use as the frequency ceiling?
Use a threshold your team already chose from its own evidence. This tool does not provide a market benchmark or recommend a refresh date.
Ready to make the ads?
Keep planning free. Use ClipStitchr when it is time to produce.
ClipStitchr is paid software for organizing reusable footage and turning it into finished short-form ads.