Creatives-per-Month Calculator · free · 2 minutes, with Ads Manager open

How many ad creatives do you need each month?

Ads wear out. The same people see them again and again, stop reacting, and Meta charges more to show them to anyone new. Here is how many new ones your spend actually needs.

Monthly ad budget on Meta

Instagram and Facebook together.

Cost per 1,000 impressions (CPM)

From Ads Manager, last 30 days.

Audience size

People your ads can reach. Ads Manager shows a range: use the lower number.

Your actual 30-day frequency (optional)

Optional, and better than an estimate: the Frequency column in Ads Manager for the last 30 days.

Views before an ad tires

How many times one person can see the same ad before it stops working. Fatigue usually shows somewhere past 3; lower it if your ads tire fast.

New concepts to test each month

A concept is a different reason to buy: price, gifting, a problem solved, a review, a founder story.

Variations of each concept

The same idea as a static, a video, a UGC clip, a carousel, a new opening.

How it works

Impressions = budget ÷ CPM × 1,000. Frequency = impressions ÷ audience size, unless you give your real 30-day frequency from Ads Manager.
Ads to stay ahead of fatigue = frequency ÷ the views an ad survives, rounded up.
Ads for testing = concepts × variations of each.
You need whichever is bigger. Spread it across the month in weekly batches.

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