What is the Learning Phase?

The Learning Phase

When you create a Facebook ad for the first time, it enters what is called the ‘Learning Phase’.  You have probably seen this on your adverts.

What does this mean?

The Learning Phase is the period where Facebook’s algorithms are learning about the data and obtaining data about how best to optimise your campaign.  Therefore, during this period your results can be extremely unpredictable and unstable.  So, as an advertiser, you want to get out of the Learning Phase as quickly as possible.  You will exit the Learning Phase when your campaign has received about 50 conversions or 50 actions.