Running Facebook ads sounds simple, but anyone who's tried knows it can get messy fast. One of the biggest headaches? Getting stuck in the learning phase! You launch your ad, and instead of steady results, you’re watching Facebook’s algorithm spin its wheels, trying to "learn." It's super common, and the longer you’re stuck there, the more money you’re potentially wasting.
But don't worry, because with a few smart moves, you can speed things up. We’ll cover some tried-and-true tips to help you get past the learning phase quickly and see more consistent results. So grab a coffee, and let’s get your ads out of the learning phase and into high performance!
What is the Facebook Learning Phase?
According to Facebook, the learning phase is the period when the delivery system still needs to learn about how an ad set may deliver and perform. During the learning phase, the system is exploring the best way to deliver your ad set when you either create a new ad or ad set or make a significant edit to an existing one.
For some advertisers, the learning phase can feel unpredictable - one day might bring strong results, followed by a few low-performing days, then an average day, and then a couple of excellent days, only to see another drop in performance.
Learning phase statistics for Ad Spent per CPA by Portent
Others experience a smoother, more consistent flow with only minor fluctuations. This variation largely depends on the volume your campaign is generating and how quickly Facebook can understand your audience’s responses to the ads.
Why Do Ads Enter Learning Phase?
The first reason is that you create any new campaign, ad set, or ad creative. Each time you launch something new, it automatically enters the learning phase because Facebook needs to assess how it will perform. This part is fairly straightforward.
The second reason behind it is more complicated. Any major change that Facebook considers a “significant edit” will likely reset your ad set to a learning phase to help Facebook recalibrate its delivery strategy.
For more information please refer to Facebook
Remember, every edit you make - whether during or after the learning phase - affects ad delivery, but not all edits cause your ad set to re-enter the learning phase. Only significant edits trigger a reset. In the learning phase, Facebook’s delivery system is working to find the best way to optimize your ad set based on your selected optimization event, which can result in less stable performance and higher costs per result.
Criteria For Completing Learning Phase
To successfully complete the learning phase on Facebook, an ad set generally needs to accumulate approximately 50 optimization events - such as clicks, conversions, or other relevant actions - within a 7-day period. This threshold allows Facebook’s delivery system to gather enough data to assess how the ad is performing and how best to deliver it to your target audience. Once this data is collected, the ad set’s performance tends to stabilize, signaling the end of the learning phase.
However, the process can be influenced (in a positive way) by several factors. For example, a steady flow of events, along with clear and consistent responses from your audience, enables Facebook to optimize ad delivery more effectively. Additionally, the larger the volume of interactions, the quicker Facebook’s algorithm can identify patterns, helping the system find the most efficient delivery method. This ensures that your ad set performs consistently over time, maximizing both reach and cost efficiency.
Challenges of Being Stuck in the Learning Phase
As we’ve said, Facebook requires around 50 optimization events within a week period. Without hitting that range, the delivery system can’t fully “learn” and keeps your ad in a state of flux, leading to inconsistent results and often higher costs.
This issue is unfortunately very common and is still ongoing, as you can see from the screenshot below, users have searched this both recently and more than a year ago.
Screenshot of Reddit search results for “Stuck in learning phase” query
Several things can keep your ad from moving out of the learning phase. A small audience or tight budget can limit reach, while making frequent or major edits can reset the learning phase every time, preventing Facebook from stabilizing. Also, if your objective doesn’t align with how your audience typically interacts (like aiming for conversions when they’re more likely to engage), this mismatch can lead to fewer events.
When an ad set can’t exit the learning phase, you can notice Facebook giving it a "Learning Limited" status. This basically means Facebook has determined that, even with extra time, it likely won’t gather enough data to complete learning properly. In practical terms, Learning Limited functions a lot like being stuck in the learning phase, with Facebook still trying to figure out the best delivery. You’ll probably notice less consistent performance day-to-day, along with overall lower results than you’d see if the ad had successfully exited the learning phase.
How to Exit the Learning Phase Quickly
- To get your ad moving, consider broadening your audience or increasing your budget, it can help Facebook gather data faster. Tools like LeadEnforce can help refine your targeting by tapping into competitor audiences, ensuring your ad sets reach the most relevant people.
- Try to avoid big changes during the learning phase, as each one pushes the system back to square one.
- Combine ad sets and campaigns. Merging ad sets and campaigns can help you achieve results faster, leading to quicker stability in your ad performance.
- Adjust your optimization event. Try selecting an optimization event that happens more frequently - like switching from purchases to add to basket.
Wrapping up, successfully exiting the Facebook learning phase is all about strategy, patience, and precision. The learning phase isn’t just a hurdle, it’s a crucial period for Facebook’s algorithm to gather data and optimize your campaign performance. To make the most of it, ensure your campaign setup is rock-solid from the start - use well-defined audiences, compelling creatives, and a budget that matches your campaign goals.
