What is the Facebook ad learning period?

When advertising on advertising platforms such as Facebook, there will be an ad learning period. During this stage, the system will analyze the early performance of the ad to find the best delivery method, positioning and budget allocation. By collecting enough data, the effect and stability of ad delivery are continuously optimized.

Facebook considers the learning period to be completed when 50 conversions are achieved within 7 days after the ad starts. If this standard is not met, the ad may not enter the “stable” state. It may usually continue to be displayed as a learning period or insufficient data during the learning period, which does not affect the normal delivery of the ad and allows the ad to continue to be delivered.

During the learning period, the performance of the ad may not be stable enough, and the conversion rate, click-through rate and display frequency may fluctuate. This is because the system is still trying to target the optimal audience.

The end of the learning period means that the algorithm’s optimization of the ad has stabilized, and the conversion effect and cost of the ad will be more stable at this time.

We can optimize the ad creative, attract more users to click and convert, accelerate data accumulation, and appropriately increase the budget to ensure that the ad can get enough display opportunities to quickly reach the specified number of conversions to shorten the learning period.

We should avoid modifying the content of the ad during the learning period, otherwise it will cause the learning period to reset. Try to reduce adjustments during the learning period to ensure that the ad passes the learning period smoothly to achieve a more stable delivery effect.

Ensure that elements such as ad creativity, title, description, etc. can attract target users and increase ad click-through rate. Increase the budget to ensure that the ad has enough display and click opportunities to speed up data collection. Modifying bidding, budget, etc. will cause the learning period to reset. Try to avoid frequent changes in ad settings.

Facebook’s learning period is the process of data collection and optimization by the ad delivery algorithm. The existence of the learning period can help the system find the best audience and bid in the shortest time, thereby improving the advertising effect. Advertisers should avoid frequent changes in settings in the early stage of delivery to ensure that the ad passes the learning period smoothly to achieve a more stable delivery effect.