Facebook Ads Campaign Learning Phase

A new campaign (ad set) will have to go through a learning phase, which takes 50 results within 7 days to complete. Any change in your campaign might trigger the learning again.

Theoretically the CPA (cost per action/result) tend to be higher during the learning phase, we can choose to scale budget to exit the learning phase fast, which also stabalizes the campaign.

Another suggestion is NOT to have too many ad sets, which technically will slice the budget too thin among the ad sets.

Generally, some suggestions on the Learning Phase:

  • Avoid frequent edit
  • Avoid having too many ad sets
  • Avoid low budget (at start)
  • Avoid low bid/cost cap (at start)
  • Avoid small audience size


If you need help checking the performance of your campaign, sign up for my free audit: https://tribeupacademy.com/facebook-ads-audit/