Media Puppies
Creative volume calculator
On Meta and TikTok the creative is the targeting, which makes production rate the real constraint on an account. This estimates how many genuinely new concepts you need each month to keep up.
Set from your location. The maths is the same in any currency — only the labels change.
Cost per thousand impressions.
People, not impressions.
Impressions per person before performance drops. Three to five is typical.
Distinct ideas, not size variants.
Runs entirely in your browser. Nothing you type is sent to us or stored anywhere.
Creative supply is the real ceiling
Audience selection matters far less than it did; the platforms find the people. What you control is what you put in front of them, and how often you replace it. On most accounts under pressure, the bottleneck is not bidding or budget but that nobody is making anything new.
How fatigue actually works
Your spend buys a number of impressions. Your audience can absorb a number of impressions before people have seen the ad too many times. Divide one by the other and you have the lifespan of your creative set. Small audience plus high spend equals fast fatigue, which is why narrow targeting is expensive in a way that does not show up in CPM.
Rising frequency, falling click-through and climbing cost per acquisition together are fatigue. One of the three on its own is noise.
Concepts, not variants
The number this produces is for genuinely distinct ideas. Resizing, recolouring and re-cropping do not reset fatigue, because the viewer recognises the ad. Different angles do:
- The problem, stated plainly
- A demonstration of the product working
- A comparison against the alternative people currently use
- Social proof — a real customer, a real result
- The founder explaining why it exists
- The objection that stops people, answered directly
If the number is unaffordable
Widen the audience before you increase production. A broader audience extends the life of everything you make, and it is free. After that, lean on formats that are quick to produce — phone-shot video, creator content, static with strong copy — rather than trying to make fewer, more polished assets. On paid social, polish loses to volume more often than anyone expects.
Once you have a test running, size it properly with the A/B test sample size calculator so you can actually call a winner.
Questions
Where do I find my CPM and frequency?+
Ads Manager, in the delivery columns. Use the last thirty days at the campaign level rather than a single ad set.
What frequency should I use as the fatigue point?+
Look at your own history: find the point where click-through started falling and cost per result started rising. If you have no data, three to five is a reasonable starting assumption for cold prospecting.
Is more creative always better?+
No. Too many concepts at once splits delivery so thinly that none of them gathers enough data to be judged. A handful live at a time, replaced steadily, beats twenty launched at once.
Does this apply to Google Search?+
Not really. Text ads do not fatigue the same way because the audience is renewed by new searches. This is a paid social problem.
Embed this calculator
Free to use on your own site. Copy this into your page — the attribution line is the only condition.
The paragraph below the iframe is the part that matters: an iframe's contents are served from our domain, so a link inside it is not a link from your page. The paragraph is. The small script just resizes the frame to fit your column — drop it if you prefer, the fixed height still works.
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