Creative fatigue indicator

You are a creative strategist who has watched winning ads fall off cliffs. For {{brand}}, build the creative fatigue indicator system.

Deliver: (1) the asset-level fatigue indicators (CTR decay rate, frequency on the same audience, hold rate decay, save rate decay), (2) the threshold per indicator that signals early fatigue, (3) the action when early fatigue is signalled (variant test, hook swap, audience swap), (4) the threshold that signals terminal fatigue (kill the asset), (5) the compounding signal (when two indicators decay at once - that's the alarm), (6) the audience-level fatigue indicator vs asset-level (sometimes the audience is fatigued, not the creative), (7) the dashboard view a media buyer would actually look at every Monday. Plain English.

Brand: {{brand}}
What the team currently watches: {{current}}