How the Facebook Ads Learning Phase Works:
When you create an ad set and select an objective, Facebook will optimise your campaign for that objective.
In other words, Facebook will put your ads in front of people that are most likely to take your desired action.
For example, if you select the traffic objective, Facebook will serve your ads to the ‘clickiest’ people in your target audience.
To do this effectively, Facebook needs to experiment early on and show your ads to different types of people within your target audience. That way they can work out who is most likely to take your desired action.
How Long Does the Learning Phase Last?
Facebook’s learning phase usually ends when you have generated 50 optimization events.
What that optimization event is, depends on your objective.
50 optimization events for a lead ad campaign would be 50 leads. Whereas 50 events for a conversions campaign would be 50 conversions.
It’s important to note that if you’re optimizing for conversions, the 50 conversions will need to occur inside your conversion window.
A 7 day conversion window means you need to generate at least 50 conversions per week for your campaigns to be optimized properly.
If you’re running a conversions campaign and generating significantly less than 50 conversions per week, you may want to use another objective such as traffic. Facebook won’t stop gathering data and optimizing your ad sets after the learning phase has ended.
The longer your ad sets are active and the more optimization events you generate, the easier it will be for Facebook to optimise your campaigns. This should lead to a reduced cost per optimization event and more stable results.