Detect CTR Decay by Ad Variant and Open Notion Refresh Briefs

Every morning this workflow scans your paid-campaign performance table in BigQuery, compares each ad variant's current click-through rate against its rolling 7-day peak, and identifies the variants that have slipped below a decay threshold (for example, CTR down 25% or more from peak with enough impressions to be statistically meaningful). For each fatigued variant it opens a structured refresh brief in Notion so the creative team has a ready-to-action ticket instead of a raw number.

Use this when you run always-on paid social or search campaigns and want to catch creative fatigue before wasted spend piles up. It replaces the manual habit of squinting at dashboards and pinging designers ad hoc.

1. 1A daily schedule fires the run.
2. 2BigQuery returns per-variant CTR for today and the trailing 7-day window.
3. 3A decay-detection step computes the drop from each variant's peak and filters to variants past the threshold with sufficient impressions.
4. 4For each flagged variant, a Notion page is created in the Creative Refresh database, pre-filled with the variant name, campaign, peak vs. current CTR, spend, and a suggested angle.
5. 5The new brief is the delivered output the team picks up.