What is the Facebook Ads Learning Phase? And Why Does it Matter?
The Facebook ads learning phase is critical to their campaign optimization process. Here’s how it works:
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.
Facebook shows you which ad sets are currently in the learning phase in the Delivery column:
Image source: TamiBrehse.com
Facebook also lets you know when the learning phase has been completed:
Why Does the Learning Phase Matter?
The learning phase is crucial for consistently generating great results from your Facebook ad campaigns.
Facebook’s optimization process can make a big difference to your cost per optimization event, but it can take time.
It’s very important that you don’t make major adjustments to your ad sets during the learning phase. Doing so can reset the learning phase before you’ve had a chance to generate meaningful data.
Not making adjustments early on can be difficult to do, particularly for Facebook advertising beginners.
During the learning phase your Facebook ad campaigns will be at their least effective and results are likely to fluctuate significantly. But it’s best to resist the temptation to tinker with things until the learning phase has been completed.
One of my top Facebook advertising tips, is to not give up on your Facebook ads too early. This is especially true when your ad sets are going through the learning phase.
Don’t judge your ad sets’ performance until the learning phase has finished. You’ll get a much more accurate representation of your ad sets’ performance once they have.
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When Does the Learning Phase Restart?
You won’t trigger the learning phase to restart every time you make an adjustment to your ad set or the ads within it.
For example, making small adjustments to your Facebook ad budget or setting a bid cap won’t restart the learning phase.
But the majority of edits, and particularly significant ones will restart the learning phase.
Facebook have told us that the following adjustments are likely to restart the learning phase:
- Any change to targeting
- Any change to ad creative
- Pausing your ad set for 7 days or longer
- Any change to optimization event
- Adding a new ad to your ad set
If you do need to make significant adjustments to your ad set or ads then by all means do so. Don’t let the learning phase stop you from doing that.
Just make sure that you do so once, and then wait until after the learning phase has been completed again before assessing performance.
What is Learning Limited?
Facebook has recently introduced the “learning limited” warning and you may see something like this in your ad account:
If you do see learning limited in your ad account, Facebook will most likely give the following the reason:
“This ad set isn’t generating enough leads to exit the learning phase. This usually occurs when your ad set is limited by audience size, cost control, budget or other settings. Consider making changes to your ad set to improve performance.”
In my experience, you’re most likely to see learning limited when you are operating with a relatively small budget or targeting a small audience.
However, don’t assume that Facebook ad campaigns can’t operate successfully when you see the learning limited warning.
They absolutely can and we have many ad sets delivering profitable results that are displaying this warning message.
My advice is to ignore the learning limited warning if you are generating great results.
If you are not, then you may want to try making some of the recommended adjustments to your Facebook ad campaigns to see if that will remove the learning limited warning and more importantly, improve your results.
How to Get the Most Out of the Facebook Ads Learning Phase
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Conclusion
The Facebook ads learning phase is really a important part of Facebook’s ad set optimization process.
It usually lasts until 50 optimization events have been generated and is reset when significant edits are made to an ad set or the ads within it.
If you don’t generate enough optimization events you may not exit the learning phase and you will see the learning limited warning.
During the learning phase you are likely to see inconsistent and fluctuating results.
You should not make significant adjustments to your ad sets during the Facebook ads learning phase if they can be helped.
And you should not judge performance until after the learning phase has been completed.
What’s your experience with Facebook’s learning phase been?
Let me know in the comments section.
Lawrence
Hi,
I started a FB conversion ad (for the 1st time) 3 days ago and it’s undergoing the learning phase.
So far , it has not made any conversions but the adset did about 2k impressions.
What is you recommendation ? Do I extend my “testing/learning” window for a few more days or would it be best to leave it alone and allow this to come to a gradual end?
Any recommendation / advise to take this further is appreciated?
Regards
Lawrence
Ben Heath
Hi Lawrence, for a conversion campaign to properly optimise you’re looking for around 50 conversions so you won’t complete the learning phase for a while. Whether you should kill your campaign or not depends on how much you’ve spent and what your willing to pay per conversion?
zan
hi
why my FB conversion ad Do not show learning phase.
Do you know what the reason is?
Ben Heath
Have you just launched the campaign? If it’s been running a few days then it would have completed the initial learning phase.
r5
hi Sir Ben, same as my problem with zan. I only see active in my campain never see learning phase or learning limited.. I normally use conversion, purchase and conversion page views, what do you think is the problem with our ads?
Ben Heath
This just seems to happen for some reason. Your campaigns will be learning though so I wouldn’t worry about it.
Syakir
hi sir, its look Zan problem same happen to me. in my delivery column. After i run my ads, the the delivery status is ‘active’
Ben Heath
Nothing to worry about 🙂
That happens from time to time.
John
Hi Ben – found your page researching a question regarding that “learning phase”.
I ran into an issue I cannot figure out: All the ads I run are set for Facebook’s conversion objective and tied to a custom conversion event I set up.
But for some reason, some of the ad campaigns I run with this objective will show a “learning phase” – but some others (even though they have the identical setup, just different ad content) – will show no learning phase. They will simply be “active”, but without any display of that “learning phase”.
Maybe coincidentally or maybe not, the ad campaigns WITH the learning phase came in at a lower cost per conversion – the ad campaigns without Facebook showing the learning phase show a higher cost per conversion.
Have you experienced this? What could I be missing that some ad campaigns seem to have a “learning phase” and some others don’t – even if they have the exact same structure?
Thanks a lot in advance for your insights!
Ben Heath
Hi John, that does sound quite strange. The first thing to note is that the Facebook ad platform is buggy so the ad sets may not be showing that they are in the learning phase when they actually are.
Also are the ad sets that aren’t showing they’re in the learning phase new ad sets? They may have been through the learning phase previously if they’re not.
John
They are are new ad sets inside a new ads campaign – so no prior learning phase. Also, other ad sets with a completed learning course say “learning completed” underneath. These don’t show anything.
I contacted Facebook’s ad support team but only got generalized answers, something like “our algorithm will determine if a learning phase is actually needed – otherwise the ad will deliver right away without learning phase” … didn’t make a whole lot of sense to me.
I appreciate your feedback. I am sure others have experienced this as well. I just couldn’t find any documentation on this topic of “not having a learning phase” 😉
Ben Heath
That is very interesting. Thanks for sharing – as you say there may be other cases of this but I haven’t seen it before. One thought is that if you have generated many conversions in that account already, Facebook may already have a lot of data that it can use to optimise for your objective.
Brian
I am having the same issue. My ad is entering the 3rd day and simply says “Active” in the delivery column. It has never had any other information listed (I am looking for learning phase info to be listed)
Ben Heath
Hi Brian, Facebook doesn’t show ad sets going into and finishing the learning phase all the time – I don’t know why. But your ads will still be going through the same process and the same best practices apply.
Jeffrey
John,
Were you ever able to find a solution to your problem? I have the same problem on my account. At first FB support said that there was a problem. Then after a week they closed the case and said to keep checking back with them to see if it was fixed. When I checked back with them a few weeks later, they said that there was not a problem with entering the learning phase to begin with, only that it would not show on my ad manager for some reason. My Ads don’t seem to be learning at all, so this doesn’t seem right.
Gus
Hi Ben,
If I want to keep the same creative and targeting but would like to dynamically change the text in the ad, how would you recommend that I go about that without resetting the learning phase?
Ben Heath
Hi Gus, I don’t think it’s possible to make anything more than slight changes to the text without triggering the learning phase.
Kd
Hi Ben,
How would I go about periodically adjusting the ad header text without triggering the ad to start the learning phase again? I’m not adjusting the targeting or the creative just the text.
Thanks
Ben Heath
Changing the header will automatically restart the learning phase. You could create duplicate the ad and edit the header in the new version. That new ad will go through the learning phase but the existing one won’t.
natasha
Hi Ben,
Some of my ads are now out of learning phase, what would you advise to do next?
Thanks 🙂
Ben Heath
Hi Natasha, if your campaigns aren’t delivering the results that you’re looking for then I would recommend you work your way through this list: https://heathmedia.co.uk/facebook-advertising-tips/
Best of luck!
Jhon
Hi Ben,
I am just wonderin’ why my adsets doesn’t show the word “Active Learning”. It only shows “Active”. I ran my ads for a week but nothing showed.
I already duplicated my adsets into new adset on their 4th day, same interest and same budget. Does this made an effect from the Learning Phase?
Thanks.
Ben Heath
Hi Jhon, have you run similar campaigns in the past that are optimizing for the same objective? If that’s the case then Facebook ad campaigns don’t always need to go through a formal learning phase. They will however still be going through an optimization process.
Carlos
Hi Ben, Great content; very great!
My conversion objective is for leads.
I’ve collected 50 leads.
I started running 3 ads on the 2nd of May and have left the campaign for over 24 hours.
My questions:
1. Am I out of the learning phase?
2. Can I now begin to optimize?
3. If I duplicate adsets with the winning elements I can see from my ads and so on, will that disrupt the ‘optimization’ phase and/ or will that cancel out the learning phase?
Thanks Ben!
Ben Heath
Hi Carlos, you might be out of the Facebook ads learning phase. You can tell because your ad set should say initial learning complete when you are.
If you are out of the learning phase I would start optimizing. That may take an extra day or so.
Duplicating ad sets will mean those new ad sets need to go through Facebook’s learning phase themselves. But the process will be faster than the first time around. I would only duplicate an ad set if I wanted to test new targeting or delivery options. If you are just adjusting ads, I would do within the ad set that is already running.
Hopefully that helps!
Carlos
Hi Ben,
Thank you for the speedy Gonzalez response lol.
In my adset, I have never seen ‘learning phase’ or anything like that, so I am wondering if it has in fact gone through that process.
I’m just confused with the whole “you can’t touch the adset” part of the optimisation process.
Can you begin to start to do tests on the adset now that it has been through the learning phase? Or can you never touch it?
But thank you again for the response and the content.
And well done for winning at life!
Carlos Ebanks
Because if you could ‘never’ touch an adset how will I test new variants and discover winning elements to my adset?
Surely not being able to touch one would leave a myriad of prior adsets (all with their budgets), essentially meaning I’ll have to pay for all those adsets too?
Thanks Ben
Ben Heath
Hi Carlos, you can adjust ad sets. You should just wait until after the learning phase has ended.
If your account is showing when your ad sets are and are not in the learning phase then I would just wait 3 days after it has gone live before you make adjustments.
Robert Sugden
This is an excellent read. I have been doing Facebook ads for a short time. However I NEVER get the learning phase on my ads. This is with a totally new campaign, or when I modify my ads or adset. I was not aware there was a learning phase until someone else pointed it out to me. So I am now concerned that my ad account is not correct.
Thanks Robert
Ben Heath
Hi Robert, Thanks a lot. Facebook doesn’t always display the learning phase but it will still be happening. It’s very unlikely that your ad account is set up incorrectly. Also, watch for the learning phase at the ad set level – it doesn’t display at the campaign level.
Bob
Hi Ben,
I run an ad that given me more than 50 leads in less than 7days but it never undergo the learning phase. When I turn it off due to system update then i turn it on again, that is the time that it undergo the learning phase. Now it never give me a lead anymore.
Do you have any idea why I’m getting poor results now?
Ben Heath
Hi Rob, the learning phase isn’t always displayed in your Facebook ad campaigns but it’s something that nearly always take place.
If your results have dropped off – that’s probably because your audience is too small. I would try increasing the size of your audience and see if results pick up.
Maya
Hi Ben,
Does changing the budget reset the learning phase? I was able to read 50 view counts with a 5$ campaign, would I be able to jump the budget up to 50$ or do I need to scale slowly?
Also, does changing the optimization event reset the learning phase? For example, reaching 50 purchases is very difficult, would I be able to reach 50 initiate checkouts with a view count campaign, then move it over to initiate checkout? I’m just not sure how to reach 50 of the more difficult events.
Ben Heath
Hi Maya, provided you increase the budget by more than 10% it does usually restart the learning phase. The campaign doesn’t ‘forget’ everything it has learnt but it does take a bit of time to adjust to the new budget level.
I would go from $5 to about $20 first and then look to go to $50 – your CPA is likely to increase as you scale.
Yes, changing the optimisation event does restart the learning phase. I think it’s best to stick with one. If you are generating more than 20 purchases per week – that’s what I would go with – you don’t need 50 for it to the best option.
Marie
Hello,
Thank you, great article.
It looks like my ad is in the learning phase but it is not spending the budget (still at 0 spend) or delivering and it has been 4 days since I submitted it. What should I do?
Thank you!
Marie
Ben Heath
Hi Marie, thanks a lot. I would try recreating the ad. It sounds like it might have gotten stuck, which does happen. If that doesn’t work, check your audience size to make sure it isn’t too small and remove or increase any bid caps you have set.
Marie
Thank you for your reply, it is greatly appreciated.
Marie
Ben Heath
No problem at all. Best of luck with everything.
Melissa
Hi Ben. I really like how informative you are.
I’m in your Facebook ads group as well.
My question is the following.
I setup a conversion campaign with 4 ads a $20 each.
For the first time ever the (learning) displayed in my ads manager.
Since this has happened, I’m not spending any money. My campaign has been running for 20hrs and I’ve only spent $4.45.
Should I just pause this campaign and start a new one? This has never happened to me before. I’m always spending a few hundred.
I checked my targeting and lookalike audiences and all seems fine. I’m at a loss.
Any advice would be great.
Ben Heath
Awesome 🙂
Hmmm it sounds like something may have gone wrong. I’d try with a new one and see if the issue resolves itself.
Jessica
Hi Ben,
Thank you for this article! For all my Fb campaigns, the traffic is slower at the beginning (learning phase) – but the traffic is also slower towards the end of the campaigns – why? Is it because there is less and less budget? Thank you!
Ben Heath
Hi Jessica, thanks for commenting and getting involved. That sounds like you are using lifetime budgets with your campaigns. With lifetime budgets, the end of the campaign often performs poorly. You would be better off using daily budgets and then you shouldn’t see that drop off.
Magda
Hi, I Put my ad for conversions for link clicks and it had completed within a day. What do i do from there?
Ben Heath
Hi Magda, I’m not sure what you mean by it completed within a day? Are you talking about the learning phase? If so then I would go about optimizing your campaign. I created a video about it here:https://youtu.be/biP_LsgwSlU
Rori
Are you setting up new ads for testing as cbo or abo?
Ben Heath
I usually use CBO 🙂
vani
Hi Ben,
we underwent a restructure so we have less campaigns and adsets running therefore moving away from micro targeting we previously did. The previous structure was great for us we has great conversion. We were advised in order to scale we need to move to a streamlined new campaigns for prospecting and retargeting with minimal adsets. We just can not get the same number of conversions on cost cap, it seems to constantly underdelivering and staying in the learning phase in the new structure. What could be the reason ?
Also regarding budget – if we set a rule for the budget to change each day would that push us back into the learning phase?
Ben Heath
Hi Vani, if the rule increases the budget by more than 10%, then yes, you will re-enter the learning phase. I would recommend you scale less frequently than every day. I’ve actually got a couple of videos that I think you’ll find really useful. The first shows you how I structure my Facebook ad campaigns: https://youtu.be/NsOrb6D0-HI
The second shows you how I go about scaling a Facebook ad campaign: https://youtu.be/nDtRj7xzZco
WengKitt
Hi Ben,
I initially run an October Campaign with the “Page Like” objective. The results was satisfying & I have not seen the Learning Phase text and all.
However, when i duplicate that campaign for the month November with changes made to the adset Visual and Copy, it started going into learning phase. You mentioned that even if it does not show learning phase, all adsets will go through that process but when i compared the results of October and November, there is a HUGE difference.
Not to mentioned that my campaign for November skyrocketed to RM2+ cost per result, something that should not occur. I’m wondering it’s there some sort of mechanics that can cause these discrepancy even when i duplicate the Campaign with the same targeting to the adset
Ben Heath
Hi Weng great question. In your case I would not duplicate the campaign. I would keep the same running if you are generating great results. When you duplicate the campaign, the new version won’t benefit from all the learning and optimisation that has taken place in the first campaign. That should help you achieve more stable results.
Ben Heath
Hi Weng great question. In your case I would not duplicate the campaign. I would keep the same running if you are generating great results. When you duplicate the campaign, the new version won’t benefit from all the learning and optimisation that has taken place in the first campaign. That should help you achieve more stable results.
Gloria
This is about my 20th article and still don’t know how long this phase is going to be. It’s been 12 hours and no change. This is my first fb ad and thinking of just cancelling it and trying another marketing strategy. They can at least give a range of how long it will take.
Ben Heath
Hi Gloria, it will almost certainly be longer than 12 hours. About 48 hours in the average but it can really vary depending on how much you’re spending and how many conversions you are generating. Hope that helps 🙂
Ashwani kumar
Hello Ben,
Thank you for sharing such a knowledgeable article.I want to ask you about my FB ads in my camping i already got around 50+ sales and i am running LLA purchase pixel it was running very good but recently i got this massage “This ad set isn’t generating enough purchases to exit the learning phase. This usually occurs when your ad set is limited by audience size, cost control, budget or other settings. Consider making changes to your ad set to improve performance.”
Can you help me out what should i do i afraid if i increases budget ad might be go to learning phase again kindly check
Ben Heath
Hi Ashwani,
I wouldn’t worry about increasing the budget and re-entering the learning phase here because your ad set is stuck in the learning phase anyway. If you can, the first thing I would do is increase the budget. Increasing the number of conversions generated should help.
Ronak
Hi Ben,
If i duplicate a campaign with different banners, Will let generate the same result
If I change End date and budget will it again go to learning phase?
Ben Heath
Hi Ronak, changing a Facebook ad is likely to affect your results. And yes, changing the budget is likely to restart the learning phase.
Guruchand Guru
Hey Ben,
Why the learning phase is a optimization help offered by Facebook when they have a common goal (50 conversions in a week) for all ads? Let’s say I run 2 different Campaigns with same objective – Lead Generation
1. Recruitment Campaign
2. An ERP Software solution
I will definitely get 50 results for the first campaign as it easily attracts audience and the target will be achieve in no time.
Whereas the second ad will not definitely get the 50 results as ERP solutions leads are not easy to come and I do not need the same number of leads for both the campaigns as my target in a week is not the same for both the campaigns.
Awaiting your reply
Ben Heath
So the first campaign you listed there will take less time to optimise because of the increased conversion volume. But that doesn’t mean you should ignore the other campaign if that produces higher quality leads for you. You can run a successful conversion or lead generation campaign with less than 50 conversions per week. We do it all the time 🙂
Kyle
Hi Ben,
Your site is a tremendous help. I believe this article and the 30-day plan are the best on the respective topics. Thank you.
My question is, ‘How do I choose the best objective?’
I sell upmarket travel shirts and my customers routinely plan their purchases with me as they plan their travel. This means they visit my site (and my competitor’s) multiple times over weeks and months until they are ready to get on a plane. During this time, they don’t add-to-cart, sign up for the newsletter, etc. When they are ready, they buy.
However, for my first campaign (6-days in), I set the objective as “add-to-cart” because I thought I might have some luck with a very narrow, customer-only lookalike audience (and I didn’t want FB to target click-happy, low-converting people).
So far, there have been ‘0’ add-to-carts, but the cost/click is low in this highly targeted group.
I believe I’m getting quality, albeit low, traffic. But, conversions pay the bills. How do I maximize FB learning? Should I change the objective to “clicks” and keep the audience tight? And/or, loosen up the parameters?
Ben Heath
Hi Kyle,
Thanks for the kind words.
I prefer to optimize for the event I want people to take. If that is purchase then that’s what I would use in your case. However, you may need to have another campaign operating in front of your conversion campaign given your industry and average customer value – as you say, your sales cycle is likely to be relatively long. Either a lead magnet first or omnipresence content is what I would recommend. If you’re not familiar with those I would strongly recommend you check out my Facebook Ads Insiders course as all the details are explained: https://heathmedia.co.uk/facebook-ads-insiders/
Ranjeet
Hi Ben,
I am running multiple ad campaigns with goal type conversion. Some of them are delivering good conversions and some of are not but all are under “learning phase”. If I am going with broad audience, I is showing “Learning Limited” after 4-5 days.
Does Facebook have bug or why all my ads are under “learning”? Please provide me exact reason and also a solution to outcome from this phase to deliver better results.
Thanks in advance.
Ranjeet
Ben Heath
Hi Ranjeet, Facebook have recently updated their system to show learning limited in a lot of different ad sets. It doesn’t actually seem to be affecting performance in our campaigns so it’s not something I’m worried about right now. I think Facebook need to re-calibrate this feature which is something they often do when they release something new.
Jane
Hi Ben,
Thanks so much for a great article!
I’m running ads for 2 specific events per week, so my ads only run for 1 week at a time and hence are always in the learning phase. Is there anything you would recommend for shorter campaigns? I really can’t run them for longer otherwise they’ll clash with last weeks events, but the results fluctuate greatly. I could just change the text and link, but from what I understand, that would trigger the learning phrase to reset?
Really appreciate your help!
Ben Heath
Thanks a lot Jane.
That’s a great question. In your case I would keep the campaign and ad sets consistent. I would just create a new ad every time you need to advertise a new event.
Creating a new ad will make the campaign re-enter the learning phase but it won’t be as significant as creating a new campaign. You’ll probably find the learning phase takes a lot less time to complete.
Aaron Collier
Amazing article, Ben!
I’m certainly in the learning phase of FB ads. Recently I started a single 4 day campaign testing 3 different adsets (each with only 1 ad). My total daily budget was $15, so approx $5 per each ad). One of the ads was successful, and so I decided to run it again for yet another 4 days. At this point, I went into the campaign and changed the budget to $5 while turning off the other two ads. I did this because I figured that it was appropriate to allot only $5 for a single ad, considering that’s how I had the campaign set up. This was apparently a terrible idea, because my ad went from several conversions per day to hardly any likes or shares. What did I do wrong here exactly? Should I have kept it at $15 per day?
I appreciate your help and the incredibly enlightening article!
-A
Ben Heath
Thanks a lot Aaron, that’s much appreciated.
I would recommend using daily budgets instead of lifetime budgets. By running a campaign for 4 days and then running another one you are going to be in the learning phase a lot of the time. By running one campaign continuously you avoid that issue and you should see more consistent results. I hope that helps 🙂
Paul
Hi Ben!
I have set up a campaign with 5 ads. After being approved they are showing the learning phase for some time. Then automatically the ads are going off one after one without a single impression. Again I started them but facing same issue. It is 4th day and still no impression is there.
Ben Heath
Hi Paul, that’s odd and sounds like your targeting might not be set up properly if you aren’t seeing impressions. I would try making your target audience larger.
Egzy
Hey Ben,
I hope you’re doing fine!
Could you please help me with lead campaign ads?
My ads are unable to leave the learning stage as they’re not able to generate 50 leads. I’ve tried with the open audience and specified one as well.
Ben Heath
Hi Egzy, I am indeed, I hope you are too.
Sure, the best way for me to help you with something like that is during a consulting session. That way I can take a look at your current set up and make real time adjustments and recommendations. You can book a consulting session here: https://heathmedia.co.uk/consulting-sessions/
Moises
I have two conversion campaigns on Facebook; when I do, the campaigns never have the learning mode, always was active. Today I duplicate my Ad Sets, and after the review, now it’s in learning and one that I don’t do anything now appear in learning limited; This is new for me. I don’t know if it’s good or not; what I have to do?
Ben Heath
Hi Moises, if your campaigns are delivering good results then I wouldn’t worry about any learning limited warnings. If they aren’t then there are certain steps you can take to mitigate this issue. The most obvious being to increase your budget and your audience size.
Meeri
Hi Ben,
Thanks for writing this up, the intro to “learning phase” was helpful for my sanity! 🙂 I do have one quick question though – I am running 4 versions of the same ad to test some of the creative, and am currently seeing one version with over 2,000 impressions and nearly 100 conversions, while the other versions have barely 10 impressions and no conversions.
Is this still due to learning phase (I launched the campaign less than 24 hours ago) or has FB somehow allocated my whole budget to the ad that got through the review process first (i.e. the one with all the impressions basically)? Any insight appreciated!
Ben Heath
Hi Meeir, you are very welcome 🙂
Yes that is relatively common. I would give your campaign some more time – usually around 7 days and see how the other ads perform. Facebook is likely to give those more budget over the next few days.
charlie Thurley
Hi Ben,
I’m Currently running 5 ad sets at £10 per day and have been for around a week now. for the first 48-72 hours results were non-existent they then started to generate around 2-3 sales a day between them and actually became slightly profitable on the 4,5 and 6th day. Now for the past two days, they’ve not made any sales at all and have gone back to being unprofitable.
do you think I should just let them run in hopes they’ll pick back up? I want to increase the budgets but don’t want to do that now until they start to get conversions again.
All the best!
Charlie.
Ben Heath
Hi Charlie, yes I think you probably need to give that campaigns longer. As you are using a fairly small budget, it is going to take a while before you generate statistically significant data. You want to reach a point at which your campaign is performing consistently before making adjustments and assessing results.
Daniel
Hi Ben, great artice!
I have a couple of questions I am having issues with and hope you can help.
The first is a general question into your thoughts on optimizing for “Purchase”, “ATC” OR “IC” for best results based on current conversions. Reaching 50 purchase conversions is possible with few adsets but no so much when you have many adsets running. What is your advice for this? Is it best to optimize for purchase even if you don’t reach those numbers or will you get better “purchase” conversions if you settle for a different optimization event if it is able to complete its learning phase?
My other question is related to sudden drops in conversions even though frequency, ad fatigue, audience size etc seem fine. Went from an average of 7-15 sales per day to 0-2 overnight and can’t seem to find a reason. The only thing I can think of is doing a few changes to some adsets and feel like I may have messed up the algorithm. If this is the case, can you get back to normal by just leaving it and letting FB do its thing?
Thanks again for your advice and great articles!
Daniel
Ben Heath
Thanks Daniel, I would optimise for purchases even if you are generating far less than 50 per week. We’ve tested this a number of times and it delivers the best results.
Those sorts of drops do happen from time to time – it could be to do with everything that is occupying the news cycles right now. It could just be statistical variation. I don’t like to assess performance on a daily basis and think it’s much better to assess things on a weekly or monthly basis – that way you make decision based on much larger trends instead of temporary dips and fluctuations.
Hope that helps 🙂
Daniel
Thanks, Ben great help! It isn’t easy when you are first starting out and things just change suddenly and you have nobody to tell you why, so your experience really helps us out while testing and is very much appreciated.
If you could give your last piece of advice on this it would help me lots:
After spending close to 2k over the last month I have quite a lot of data and approx 150 sales. I have created all best lookalikes, custom, retargeting etc and tested the best performing ads that were working on interest testing and let them run on these better audiences with not much luck, the opposite of what was expected considering all the advice out there.
My plan is to consolidate under one CBO all best performing interest audiences into 1 adset, all lookalikes in a separate adsete and another for retargeting and put a higher budget into this rather than 5-6 smaller campaigns all mixed up. Then just let it run for a couple of weeks without touching it to let it optimize.
Would your experience say this is a good strategy?
Thanks again!
Daniel
Ben Heath
You are very welcome.
That’s interesting that your lookalike didn’t perform as well as other cold audience targeting option. It may be that your source audience for your lookalike audience hasn’t got enough people in it yet to be really effective – I would try again in a month’s time.
That’s not exactly how I would structure your campaign. I think it’s best to use 1 targeting option per ad set. But I would include all those ad sets in one CBO campaign. I think you will find this video really helpful, where I demonstrate my ideal Facebook ad campaign structure: https://youtu.be/TBSuxR_Qa90
Denit Thomas
Hi Ben,
Thanks for the details! I have a new pixel with not many visitors, maybe around 250. Now am trying to run a conversion campaign optimized for purchase. I managed to make 1 sale in 2 days but I think it was just luck 🙂 As since then, it’s been running for 3 days with no sale. My adsets don’t show anywhere whether it is in the learning phase or not. In the last couple of days, the cost/click increased 2x times…(it started from around $0.26 on the day the sale happened and today after 3 days its around $1.09. I have spent around $100 on this campaign. Do you think these are stats I should stick with?
The flow am using:-
Ad -> Landing Page -> Affiliate Offer
Impressions – 3,062; Clicks – 302 ; CTR(All) – 8.85%; CTR(Link-Click) – 5.54%, Content Views – 107; Purchase – 1
Thanks a lot!
Denit
Ben Heath
You are very welcome Denit.
That depends what you’re break even cost per purchase is? If it’s anything over $30 then I think you need to give this campaign some more time to get statistically significant data.
Denit Thomas
Thanks Ben!
The average sale is $80. Also, the content view is the VSL page of the affiliate product.
So I will stick with this campaign for few more days 🙂
Ben Heath
Awesome – glad to hear it 🙂
AADIL AMEZEAN
Hello
I have been using Facebook Ads for a long time but yesterday I launched the CBO campaign, but all adset Show her ‘learning’ is she good for adsets? It always appears’active’
Ben Heath
That’s nothing to worry about and to be expected 🙂
Mohamed Abdelhameed
Hello,
Recently I created my second Facebook Business account. When I started advertising on the new account, I noticed something unusual. I learned from my first ad account that when you create an ad set and/or ad, and publish it, the status becomes ‘in review’. Then, typically it takes at least 20 minutes, or up to a day to get approved. Once approved the status become ‘learning’. However, When I started advertising on my new account, it never goes into learning status. The new ad sets and ad I create become active right away. Also, they get approved strangely quickly, unlike my first account. It only takes about 2-3 minutes for my ad sets and ads to get approved, then they switch to active. I did extensive research to find people who have experienced this issue or for a troubleshoot to it, but it seems like I am the only one who is experiencing this issue. I also tried to contact Facebook Business but it seems like there is no way of reaching them. Have you experienced this before and do you have any tips on how I can troubleshoot this?
Ben Heath
Hi Mohamed, good question but there is nothing to worry about. A lot of people experience the same thing and I get questions about this often. Sometimes Facebook doesn’t display learning but your campaigns will be going through the learning phase and your campaign performance will not be affected.
RON
Where can I check what I am spending on learning phase?
Ben Heath
Hi Ron, you can’t really see what you have spent during the learning phase but you can see what you have spent on the campaign. When it exits the learning phase, you’ll be able to see how much you have spent so far at that time. That’s the best you can do.
K
Hey Ben
I have started one campaign to target US customers basically handmade fashion accessories from India.
Have been running single campaign and single adset it’s been more than a week now getting clicks and impressions but no sales at all. Image is well created on the Conversion AD.
Can you suggest me some Ideas to scale it May be because I am running just one product ad?
Ben Heath
Hi K,
So I wouldn’t be looking to scale yet if your campaign isn’t performing at your current ad spend level. How much are you spending and what is your target cost per purchase?
A top tip is to try incentivising the offer. Perhaps offer 25% for the next 50 customers only – something like that.
Abhi
Hi Ben,
My ad sets started to show learning phase right when I had enough lookalike audience data. I have more than 3000+ sales from facebook ads. Started off with regular interests and right when I had enough data to start lookalike audience adsets and scale the learning phase. Which sounds weird because learning phase should in beginning of advertising phase. Mine happened right when I have lot of pixel data. Not sure what is wrong.
Ben Heath
Hi Abhi, your ad sets will go through the learning phase whenever you make a significant adjustment. That’s the case no matter how many conversions you have.
Ranjit Singh
how to resolve learning limited wen we have small audience size. any suggestions?
Ben Heath
Can you make the audience larger?
Matt
Hi Ben,
Great article. If using CBO and targeting conversions, does Facebook require around 50 conversion events in your conversion window per ad set to optimise, or will it still do this effectively if you get those conversion events across multiple ad sets within the CBO campaign?
Thanks
Ben Heath
Thanks Matt. Facebook can optimise your campaigns with less conversions than that. But 50+ is ideal as that allows Facebook to fully optimise. Achieving that within one ad set or multiple ad sets in a CBO campaign is fine.
Dave
Hi Ben! Ive had an ad account running now for atleast a week or so and I changed my budget recently from 300 to 400 to 500 every 2 days now I decided to stay on 500. will that reset my learning phase? I also have a campaign budget optimisation and i change my budget there like that too.
My other concern is everytime I create new ads set or ads. The delivery status doesnt indicate if its learnning. It only says active.
My CBO with 1 ad set has 11 conversion now
my other ad set normal campaign has 12
Ben Heath
Hi Dave, it sounds like you are adjusting your budget too frequently and yes budget adjustments can reset the learning phase. I’d recommend checking out this video: https://youtu.be/f-Rzow-qhh4
Joyce
Hi Ben,
really appreciate your article. its so helpful.
I am experiencing very difficult time now on my facebook ads. one conversion campaign of one winning product was running quite good: ROAS above 2 and CTR above 2.%. I have budget $200 on it, it usually converted more than 20 order a day before.
however, I changed some setting on this campaign days ago, and triggered facebook learning phase. and since it starts the learning phase, everything down to the bottom: only very few conversions a day. and after days, it says learning limit.
so i had to change the goal to add-to-cart or even clicks, but the result is, even less purchase generated.
currently the leaning phase end up with the conversion goal of add-to-cart and clicks. so now very few orders these days(like only 1 or 2 orders). Can you suggest me some ideas to adjust the campaign because I am running it for purchase only.
Thank you so much.
Ben Heath
Thanks Joyce.
It sounds like your campaign may have gotten a bit stuck with all the adjustments. I’d recommend duplicating it and changing the settings on the new back to what was working and running that only. That should help 🙂
Stuart Cytron
Ben, if you’re new to this and have, say, $50 per week to spend on ads, is there an optimal # of ads to run? I’m guessing 1 is too few and 100 too many right? I’m also guessing that optimization and learning have a are maximized somehow. ??? Is there a rule of thumb on how many ads for every so many dollars? Thanks! Stuart
Ben Heath
Hi Stuart, great question. I like to limit campaigns to 3-4 ads per ad set. With your budget I may use less than that. You’ll probably just want 2 or 3.
Sandip
Hey ben.
i’m a beginner on using facebook ad
“i made 2 campaigns before (conversion) in total got only 8 conversions and again i tried 3rd conversion campaign but i got a learning phase tag, after that neither it spending any money nor i’m getting any conversions, i researched so much about what is learning phase but did not get my answer.
Q1-Should i turn off my campaign or make any difference?
Q2-i have 8 ad sets each $10 per day, what if i increase the budget does it
help to get out of learning phase sooner?
Ben Heath
Hi Sandip. It sounds like that campaign has gotten stuck. I would recommend creating a new one.
And yes spending more will help you exit the learning phase faster but you want to be careful with that.
Shokri
Hi Ben,
am 3 events away of 50 conversion events and my adset just triggered learning limited, does it mean that the adset will stop spending until I make adjustment, if not, if it keeps spending and deliver the remaining 3 events for the learning phase, will it exit the learning limited phase without making any adjustments?
Ben Heath
Hi Shokri, not the campaign will keep spending. It won’t necessarily exit the learning phase when you do reach 50. We have some ad sets with hundreds of conversions that display it. My recommendation would be to try and ignore it 🙂
Angie Perez
Hi Ben,
I’ve been running a campaign for one week now and I got 23 Leads during this learning phase with a 10$ budget and now it says limited by budget. Can I increase budget to 15$ or 20$? Will this restart the learning process?
Also my targeting is Philippines, United States, Canada, Australia.
All of my leads are coming from Philippines, if I duplicate this audience without Philippines to try something new, will this Ad Set start a new learning process? And how about if I do it now? Will this restart the learning process from my actual campaign?
Thank you!
Ben Heath
Hi Angie, you certainly can increase the budget and I wouldn’t worry about going back into the learning phase. The learning phase is something to be aware of but not avoided at all costs.
AKASH
Hi Ben,
I have been running my campaign for last two weeks and i have got around 24 sales .I just noticed today there is learning tag beneath my adset and ad level names.It might be because i changed my interest and ads frequently .What should i be doing now ?Should I restart with new campaign or wait for 50 conversions??Thanks in advance.
Ben Heath
Hi Akash,
Yes you are right. If you make significant changes to your ad set or your ad, that ad set will re-enter the learning phase.
I wouldn’t start a new one, I would just give the existing campaign some time to settle and you should see results improve. I would try not to make further adjustments for at least another week.
Maxine
Hi Ben!
I’m running a lead gen ad, and have a question about something.
When I hover over the Learning button, a box pops up and shows my total leads and mentions a 1-day click conversion window. Is this limiting the amount of time my ads have to generate leads before I can exit the learning phase? If so, is there a way I can extend this via some settings?
Another question: If I’m running multiple ads in the ad set, but one of those ads hasn’t generated a single lead in the past two days since I’ve set the campaign up, will turning that ad off assist? Considering budget will focus more on those ads that are converting. Or, should I leave them all on and give them a bit of a chance?
Look forward to hearing from you.
Ben Heath
Hi Maxine, it’s not limiting the amount of time your campaign has. That setting is determining what data Facebook uses to optimise the campaign.
I’d give your ad set a bit more time than 2 days but after 5-7 days I would turn it off if it isn’t doing well.
Danny
Hi Ben,
I Love your work, I have attempted to contact Facebook Support but can’t get a clear answer. I have been running ads and constantly changing/deleting them when they underperform until I read this article about the learning phase (my ads manager has no indication of status) So thought despite a bad return I would stick it out. I have made no adjustments in 7 days and had mixed results from a large audience (3million). The Cost per result is £17.59 and ideally, I would like it to be around £5. Some days are much better than others. Can I expect now 7 days have passed for these results to start to improve or shall I ditch the Ad?
Ben Heath
Hi Danny, I doubt you’ll see a drop to £5 cost per purchase. That is a long way off from where you are now and £5 cost per purchases are very rare nowadays. I’d find a way to make a higher CPP work for you. With upsells, subscriptions, autoresponder, etc.
Jade
Hi Ben,
I am still in the process of figuring out the best practice for my facebook/insta add, a bit of a facebook advertising beginner.
I have been creating ads with the conversion goal, but given the price of my products I doubt I will ever reach the 50 conversion goal to have my ads move out of the learning phase. I find it hard enough to create a single purchase so 50 seems very unlikely. I do wish for my add to reach the active phase, do you have any recommendations ?
Ben Heath
Hi Jade, in that scenario I wouldn’t worry about not leaving the learning phase. You’d have to alter your campaigns in a way that would not be beneficial at all to exit the learning phase. Your campaign can still do very well in the learning phase.
Rob Pierce
Hi Ben,
As Facebook drives more budget towards the biggest audience, would it be helpful to pause the Big audience once it leaves the Learning Phase (Within the 7 Day limit)? To allow for Facebook to give the smaller audience(s) some attention?
Best,
Rob
Ben Heath
Hi Rob, you could do, but I prefer to let Facebook do its thing.
Arnold
Hi Ben,
Interesting read 🙂 I also watch your youtube vids and it’s all very educating. I started advertising not too long ago and I stumble across some stuff where the opinion is quite spread depending who you ask and I wonder what your take is one the following:
In my case I am selling a cheap product ($15-25) and my pixel is still new, I don’t have a single conversion yet, do you recommend me to stick to your advice and go to purchase right away? Or should I run traffic optimizing on landing page for a bit?
I actually ran a traffic campaigns for 2-3 days before I saw your vids and it gave me a lot of engagements as well as content views, but no sales, and only a couple of add to carts. But looking at the engagement, people actually share it, and like it etc.
Currently I am following your advice and run a conversion campaign optimizing on purchase, now a few hours in, but people are not clicking on it. 500 impressions in and only 2 clicks. How should I continue? Should I wait a bit longer or kill the ad and go back to traffic ads for a while?
Thank you in advance!
Arnold
Ben Heath
Hi Arnold, that’s a good question and the simple answer is that yes I would go for conversions right away 🙂
Alex Overmeyer
Hi Ben,
Thanks for this platform to ask questions.
All my campaigns are in the learning phase for almost a week with barely any impressions or landing page views.
I know you said it takes up to 50 conversions for the learning phase to end, what if I have set my charge to impressions and I have landing page views as the metric. How does this impact the conversions and learning phase?
I’m a bit new to this and trying to understand how I can better optimize my ads.
Thank you.
Kind regards,
Alex
Ben Heath
Hi Alex,
Optimizing for landing page views should mean that you exit the learning phase much faster.
But if you’re not generating many impressions that’s not because of the learning phase. It’s probably because your audiences are too small.
Aymee
Dear Ben,
I’m not sure if I’m only assuming this and it is stupid, or if it’s true… I usually boost/promote my existing posts and always ad a ‘message’ button to them. =)
However, when I use messaging objective, I feel the ads are doing way better than when I use engagement, even though the posts look the same to people who stumble upon them.
Now, with advertising changes in Europe and messaging objective getting banned as a consequence… Is this true, or am I just paranoid that my engagement objective will be useless?
The other objectives are not appropriate, because I don’t sell through my website, that’s why I encourage messages and orders in my FB inbox.
Is there really such a difference between these two, even though they visually look exactly the same? =)
Loved your article, one of the most useful I’ve ever read on this topic…
I wish you all the best.
Ben Heath
Hi Aymee, there is a difference between the two but you are going to have to go with engagement by the looks of things. I’d give that an extended run and see have it goes.
Matthew Clark
Hey Alex,
Firstly – love your work.
Quick question that has plagued me re the Learning Phase:
I don’t ever seem to actually see it. I feel as though I only ever see the ‘active’ status.
Any specific reason for this?
I generally run conversion campaigns (ad to landing page etc) to collect leads.
Cheers
Matt
Ben Heath
Hi Matt, this is relatively common and I wouldn’t worry about it. Your campaigns will be learning. As to why you aren’t seeing it – who knows!
KT LOW
Hi Ben
Thank you for the informative article.
I have a question – If my FB Ad Campaign is coming to the end of the set dates and I would like to extend the dates if running thr campaign, what do I do?
Should I adjust the schedule end date before the end of the campaign or should I duplicate the Adset and the Ad to avoid going to the learning phasw again.
Thank you in advance for your expert advise.
Ben Heath
Hi, you definitely want to adjust the end date there.
Sara
Hi Ben,
We have set a lead generation campaign for a month for a budget of $4 each day. But we have only got 30 leads in the month time with much high rate for a lead nearly it is taking $3 for a lead in some days. It is still in learning phase does we need optimize it or increase the budget. Industry is education sector.
Ben Heath
Hi Sara, $3 per lead sounds like a very good lead cost to me. That will be far lower than the average. Does that not work for you? What number do you need it to be? In my experience you are unlikely to see a reduction in cost per lead by increasing the budget.
Nick
Hi Ben,
Is it OK to duplicate an adset when it’s currently in learning phase? It’s for vertical scaling (eg increase budget to the duplicated campaign)
Please advise, many thanks!
Ben Heath
Hi Nick, yes it is but it’s not ideal. So I wouldn’t do so too often.
Ruwan Ranasinghe
Hi Ben,
I have already set up the Lead conversions ads 02 days ago with a daily budget 10USD to lifetime. Now FB started the learning stage and I can see the impression and reach are getting increased and at the same time money is also consuming. Well, according to the advice, I should not touch the ads this time and my only worry is how long will it take to get over this learning phase? Will I just end-up with lots of money consumed but without any results? What is your advice?
Ruwan
Ben Heath
Hi Ruwan, you always run the risk of losing money when you launch an ad but that is something you just have to live with. It’s best not to touch it for a while.
Dummy Prac
Hi Ben! I would like to ask. Why can’t I see the phrase “learning phase” under delivery column. It only shows either the campaign is active, scheduled, or error. How will I setup that option?
Ben Heath
It’s one of those ad Facebook ad things that no one can really explain. For some reason, that doesn’t always appear. Your campaign will certainly be learning though so it’s not something to worry about.
Charlie Brinicombe
Hi Ben,
I am running a campaign with three ad sets each with one targeting option and £2 daily budget. I have seen 1 conversion event within the first week. A couple of questions if you don’t mind:
1.) With such a small budget, is it still realistic to aim for 50 conversion events?
2.) With just over 4000 impressions to date, how much precedence should I be putting on any emerging trends I can already see – even if they appear quite informative and sensible?
Ben Heath
Hi Charlie, good questions.
1) No that won’t be possible. You’d usually need a significantly larger budget to achieve that. You can always scale to get there though. You don’t need to reach 50 conversions a week when you are getting started.
2) I think it’s probably too early to start to draw conclusions. You want to base your optimization decisions around cost per conversion and you need a reasonable amount of conversions to do so.
Syed raza
Hi ben -i have read all the content you have written but i have a question while our adset is in learning phase, should we start with a little budget or not. As my ad is charging me $25/day but not getting sales as you described but the thing is, why would we spend in a start that much if we are not getting a single purchase conversion. I would really appreciate if you give me solution.
Lets talk about the campaign which i have started 3 days before and till today it has taken $79 and did not give me a single purchase conversion even though i have selected the good target with everything which is necessary. I hope you got my question.
Thank you
Ben Heath
Hi Syed, I would recommend that you start with a small budget while testing. You don’t want to increase your budget significantly to get out of the learning phase. If your campaign is not converting that’s because it isn’t good enough. I would work on improving it at your current budget level and only scaling once you are generating an acceptable cost per purchase.
Kasper Emil Klausen
Hey Ben,
Are you able to make whatever changes to your ads when the learning phase is completed? It won’t restart all over again?
Thank you
Kasper
Ben Heath
Hi Kasper, you can make changes but make sure that you don’t do so too often, otherwise you’ll constantly be in the learning phase.
Rose
Hi Ben,
Great content! I have a question. When I duplicate a successful ad set that’s already exited the learning phase, will the new ad set bring over what the old one learnt?
Thank.
Ben Heath
Thanks Rose – it will to some extent but not completely. Basically you will get all the learning that has taken place at the ad set level but not necessarily the ad level.
tara huelebusch
Hi Ben-
I have a traffic campaign set at $75 a day that has been running for about 4 days. The adsets are still in learning phase even though there has been over 50 conversions (in this case clicks). However, it’s only spent $81. Would this lead you to assume its ‘stuck’ and I should duplicate and re-run?
Ben Heath
Hi Tara, good question but not necessarily. I wouldn’t say there are any issues yet. This is something we see quite often. I’d give the campaign another 3 or 4 days at least before making that call. Hope that helps 🙂
Olivia
Hi Ben,
I run Facebook Ads with budget $30/day.
Its ROAS is 4,2 in the first day. But in the second day, it doesn’t generate sales at all. Based on your experience, is it normal? Is there something wrong with my ad? Should I wait and see or should I kill this ad?
Thank you 🙂
Ben Heath
Hi Olivia, yes that’s very normal and it’s not something to be worried about. I would give your campaign a lot longer than one bad day. It’s the averages over 7 days, 14 days or 30 days that you want to make decisions around.
Rev
Hey Ben, I appreciate all your answers here. Hope you can help 🙂
I am running lead form ads, and the exact same campaign (audience, ads, adset, everything) was performing great last December, at $30/day budget. Getting around $7/lead. I turned it on again after being off for a few months, and now it is stuck in “learning phase” not delivering AT ALL. Zero impressions, zero adspend. (The only change I made to the adset was adding a few new ads on top of the ones that were doing well.) Now the weird thing is, when I turned on the campaign again, one of the ads that previously had been running fine, with good leads, got rejected.
So I duplicated the adset, with the same ads (except the rejected one), same budget, same everything, and this adset also is in the learning phase with ZERO DELIVERY. None of my $30/day is being spent.
50 leads/week is way higher than I ever did before, or thatn I want. I was getting about 1-2 leads/day before, so the “50 events/week” isn’t really appropriate for me.
Also, before (with the exact same audience) I had a reach of 200-500/day. Now it says Reach
3 – 14?? (bizarre!)
Do you have any suggestions for me? Should I:
1) change the conversion window? (not sure what that would do, but i find that mentioned in other articles)
2) change the “goal” so that the 50 events can be achieved (ie – change from aim of leads, to clicks or something?)
3) raise my budget to $100/day to see if that moves something?
4) use a different audience? This audience was doing so well, it makes me sad to dilute it, but the reach has reduced by a magnitude of 10.
5) create a new campaign?
6) create an entirely new ad account (some guy on reddit said that worked for him)
Thanks for your help, I really appreciate it!!
Ben Heath
Hi, sorry for the delay in getting to this.
That’s a tricky situation. I wouldn’t worry too much about not hitting the 50 conversions per week – it sounds like to do so would be contrary to your goals so don’t let that bother you.
The first thing I would do is 5, create a new campaign. It sounds like your original campaign has had a technical glitch more than anything.
If that doesn’t work I would try a different audience. It’s possible that Facebook has reclassified your old audience and that is causing an issue. They do this from time to time.
The options you’ve mentioned I would steer clear of.
Hopefully that helps.
Matisse
Hello Ben,
I thank you for all the values you share daily via your blog or even your Youtube channel. Here I am facing some difficulties. Here is the situation: What I did: I launched a CBO campaign with 10 adsets $20 each. This one performed extremely well on the first day so at the midnight I duplicated this campaign and changed just the interest so I ended up with 2 campaigns of 10 differentes adsets so a total of 20 adsets. The second day and the third day the results were very good. But on the fourth day, 100% of my adsets went to Limited Learning. And the results have completely dropped. I don’t know what to do anymore?
I specify that it is a physical product for ecommerce.
Thank you for your help!
Ben Heath
Hi Matisse, sorry the delay in replying.
Thank you for your kind words.
I think you’ve got far too many ad sets running at once there. I like to have no more than 5 live at any one time in my main campaign. Reducing the number of ad sets will help consolidate your budget across less variables and should help you get out of the learning phase.
Hope that helps.
Ben Heath
I also wouldn’t usually duplicate a campaign if it’s working well. I would stick with that campaign and look to scale it.
Dhiraj Mundhra
Hey,
I launched a Lead Generation campaign last evening and it went under the learning phase. The ad hasn’t optimized any leads and zero amount was spent. What should I do?
Ben Heath
Hi Dhiraj, that could be a technical issue and you may want to recreate the campaign. Sometimes Facebook just gets stuck. Also, check to make sure your audience isn’t too small.
suvarna chungade
Hi Ben,
Knowing you have replied on all the comments make me hopeful that I will get my answer too 🙂
– There is this health care account that I manage on FB.
– I am running lead gen and conversion campaign on this account
– Our target audience is very niche – thus making audience size very small and because its local business I can’t increase the audience size by increasing my radius.
My problem is my campaign is always in limited learning phase, even when I came ad changes it moves from active to limited learning in a days time.
I do not have much options to increase the audience and there is not much data to optimise.
I am hardly getting 1-2 leads per month 🙁
Also, my lookalike audience is not getting populated
Kindly suggest how can I improve the performance
Ben Heath
Hi Suvarna,
In that situation there is nothing you can do about learning limited or being in the learning phase and I would not worry about it. I would continue to improve your campaigns as you would normally. By testing new offers, different ad creative, etc.
I hope that helps 🙂
Reece
Hi Ben,
I’m currently running ads with an ABO budget set to $20 and with 2 days of spend, the ads only have 227 impressions which is very low. The ads are in the learning phase and are not being shown to many people, I have my conversion event set to purchase. What should I do to get my ads to more people and improve the performance?
Ben Heath
Hi Reece, at this point you are probably just going to have to give your campaign more time. You are in the learning phase and after iOS 14.5 there is now a reporting delay. Make sure you aren’t targeting really small audiences – otherwise that’s what I would recommend.
Hayat
Hi Ben,
Thank you for the great content,
I launched a new Adset in a new Campaign for purchases, in the 1st 24h it was active and generated 3 results, However now which is the 2nd day it went from Active to Learning and zero results, i may look impatient but with the low performance it may took alot of time to generate 50 leads. My question is, is there a minimum days or a number of results per day to concider before judging either to kill it or not.
Thank you for being the FB advertisers savior, every time 🙂
Ben Heath
Thanks Hayat.
I would usually give a campaign 7-10 days before I started really judging it. So I would certainly give yours some more time at this point 🙂
Haha – happy to help 🙂
Hayat
Thank you so much for your advice,
Update: it is the 4th day and the purchases are coming with a very good CPP!
However i have another question, Because my stock will take maybe more than 2 weeks to be refilled, i want to reduce the budget of my adsets to let’s say $5-3/day (it is $15 now for testing) till i’m ready to deliver and then rise it to $50/day.
Is it a big risk to edit the budget since the Adsets are still in the learning phase? what do you suggest.
Thank you!
Gergely (Greg)
Hi Ben.
I have been using campaign budget optimization for the first time so I am not too experienced in it yet.
First I used only one ad set in every campaign, it is a mistake, isn’t it?
My experience was that for a longer period of time most campaigns had had no any considerable spendings. But then my spendings had drastically sped up from one day to another so I had lost a lot of money before I could turn the bad ad sets off. What do you think has happened to my ads?
Sorry for my poor English, I am not a native speaker.
Greg
Per
Hi Ben,
Since a few days a strange thing is happening yo our new campaigns. In the “results” column there are conversions and there is a cost per convesion in another column. However… Under delivery it says “0 optimization events since…”
Sorry if i got any of the names of the columns wrong. They are loosely translated from my Swedish Ads manager. Hope you get what I mean anyway,
Jemma
Hi Ben
Thank you for an amazing article. I would love your advice if possible:
I am running one campaign (limited budget of $10) per day and I am using the conversions objective (purchase)
I am not getting any conversions (its been 2-3 days) and I worry I wont exit the learning phase because I am not getting purchases. My audience is around 1.1 million (Australia specific and related to weddings) Should I change my objective to link clicks (have 20 of those in the last 2 days) or wait it out until I hit 7 + days. If after 7 days I am still not seeing results would you suggest changing the objective, increasing budget etc.
Thank you so much
Jemma
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This is my challenge too!
Mitir Das
Hi, My ad campaign is showing “Active”. But Ad set and Ad creative are showing “Learning” status. what should I do?
khushi
Hi
I m facing a learning problem in my campaigns because of that my ads are not performing at all I m not getting leads can you please help me, what should I do now?
mohammed
plz how do i know that my ad out of learning phase (is there some word showing up…?), and i t’s day 6 and no one conversion for purchase has generated
Haider
Hi Ben
I have 2 questions.
1. I have run a campaign for conversions for a long time, where i have 4 adsets. All of them were active and out of the learning phase. Then i added a new ad in all adsets. Same ad duplicated. One of the adsets went into learning phase, and the others did not. Then i took the ID from the ad where it was in learning phase, and inserted it in the other ads i just launched, so the comments like etc. would be figuring on all 4 ad sets.
after that all of the ad sets went into learning phase.
I have tried to put new ads on the ad sets before, but without going into learning phase. i dont see it as a significant change. but should it go into learning phase after adding a new ad?
2. I have only 1 campaing active with 4 adsets. Broad, retargeting 7 days, retargeting 30 days, intbased.
Should i keep retargeting in one campaing and broad and intbased in another? Or is it ok that it is in the same?
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