Facebook Ads Learning Phase – What You Need To Know

<p><strong>About The Learning Phase</strong></p> <p>The Facebook ads delivery system uses machine learning to optimize your results. Each time one of your ads is shown, the delivery system learns more about the best people to target, times of day to show the ad, and placements and creatives to use. The more an ad is shown, the better the delivery system becomes at optimizing the ad's performance.</p> <p>The learning phase is the period when the delivery system still has a lot to learn about an ad set. During the learning phase, the delivery system is exploring the best way to deliver your ad set – actively trying different audiences, placements and more – so performance has not yet stabilized. The learning phase occurs when you create a new ad set or make a significant edit to an existing ad or ad set.</p> <p><strong>Exiting The Learning Phase</strong></p> <p>Ad sets exit the learning phase as soon as their performance stabilizes. Typically, performance stabilizes after an ad set receives around 50 optimization events within a 7-day period.</p> <p>If your ad set isn't getting enough optimization events to exit the learning phase (or if the delivery system predicts that it won't receive enough optimization events in the future), the Delivery column reads "Learning limited".</p> <h2><strong>Avoid frequent edits</strong></h2> <p>Manual optimizations (edits) are a leading contributor to ad sets not exiting the learning phase. The certain campaign, ad set, and ad edits reset the learning phase. These are the edits that will cause an ad set to re-enter the learning phase:</p> <p><strong>Campaign</strong></p> <p>- Budget (depending on magnitude)<br> - Bid amount (depending on magnitude)<br> - <a href="https://www.facebook.com/business/m/one-sheeters/facebook-bid-strategy-guide"><u>Bid strategy</u></a></p> <p><strong>Ads</strong></p> <p>- Any change</p> <p><strong>Ad sets</strong></p> <p>- Targeting<br> - Placement<br> - Optimization event<br> - Adding new creative<br> - <a href="https://www.facebook.com/business/m/one-s