Facebook Learning Phase: Why Do You Need to Remember It?

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A new Facebook campaign isn’t working as it should. Your first reaction? You certainly want to make the necessary changes. Or maybe it’s worth… waiting? It’s all because of the learning phase, which no campaign can do without. What exactly is the learning phase on Facebook, why is it a curse for many marketers, and what can you do to tame it?



In the article you will read about:

Facebook Learning Phase
Limited learning
Facebook's Learning Phase and Its Impact on Your Campaign
Facebook Learning Phase – How to Shorten Its Length?
Optimization events
Optimization window
Budget
Target group size
Plan for changes
Facebook Learning Phase
The learning phase will kick in whenever you launch a new Facebook ad set or make mexico rcs data changes to an existing one. What is its purpose?

Facebook's algorithm needs time to optimize its operation and show ads to those users who will give the greatest chance of conversion : whether it is a like or a purchase.

In other words, the learning phase is here to make your campaign more effective.

Technically, the learning phase is when the algorithm shows your ads to different people in your target group and then tries to determine the exact profile of people who convert. The learning phase is therefore a type of test during which the campaign may perform worse.

Facebook typically needs 50 conversions (optimization events: events that your ad set is optimized for) for the algorithm to build an effective profile of a desired user, complete the test, and start showing ads to audiences most likely to convert.

The ad set status then changes from "Learning Phase" to "Active". The learning phase usually lasts no longer than 7 days, but may end sooner if the ad set has generated the required number of events.

If your ad set is in the learning phase, you'll find a message in the "Delivery" column in the ad set preview.

Want to learn more about the learning phase? I invite you to watch my podcast episode on the subject .