Meta has added a native creative diversity score — rated Low, Medium, or High — to Ads Manager, evaluating visual and messaging variation within campaigns and ad sets. The metric is designed to surface creative fatigue before it registers in performance deterioration. The critical clarification in Meta's own guidance is that volume does not constitute diversity: twenty ad assets sharing identical product imagery, spokesperson, and messaging angle score as Low regardless of the number of creative variants in the set. The recommended intervention is diversification of hooks, visual styles, creators, formats, and offers — a requirement that effectively mandates a different brief structure from the outset of campaign production rather than a variation pass on completed assets. Given Meta's broad-targeting architecture, in which the algorithm optimises creative delivery against an audience defined more loosely than it once was, creative strategy has been the primary campaign optimisation variable for several quarters. This metric formalises that priority and provides a reportable indicator that can anchor creative review conversations between agencies and client marketing teams.