How long does the Meta ads learning phase take?
Short answer
The learning phase usually ends after an ad set gets about 50 optimisation events within seven days of a significant edit. Until then performance is less stable, so avoid frequent changes to budget, targeting or creative.
Edits that typically restart learning include large budget changes, changing the optimisation event, adding or removing creatives, and changing targeting.
If an ad set never exits learning, it usually has too little budget for its cost per purchase or is split across too many ad sets. Consolidating campaigns is often the fastest fix.
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Answered by ScaleInbox · Reviewed by Shubham Vishwakarma, founder