What is the learning phase?

Short answer

The learning phase is the first period of a new campaign in Meta. Meta is still figuring out who your ad works best for.

Results often go up and down in the learning phase. Meta tries out different people and placements. After that things become more stable.

Every big change starts the learning phase again. So do not change things too quickly. Keep your setup simple with few campaigns and ad sets.

Want to test something? Then change one part at a time. For example only the headline or only the photo.

Real-life example

A gardener changed his ad every two days. He never got out of the learning phase. After two weeks of changing nothing his cost per lead went down.

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