The learning phase is critically important for advertisers because this is where they understand the factors that directly determine the profitability of their campaigns on Facebook. 

Certain rules can fundamentally alter the profitability of campaigns. That's why it's best to set it and forget it, i.e., forget changing anything at all.

What's the Learning Mode status, and why does it happen?

The Facebook Learning phase begins when you launch an ad and lasts until the end of the campaign. 

Facebook's sophisticated intelligence optimizes ad delivery to generate high value for you. Each time you create an ad, the algorithm examines who is the most suitable audience for your ads and which are the prominent channels for your campaign.  

Learning Phase also determines the efficiency and profitability of your Facebook and Instagram campaigns. This makes the system more proficient at finding the right audience along with appropriate placements and ad creatives.

All campaigns by default are in learning mode when first created. However, some get stuck like that because they cannot reach 50 conversion/ sales within the first seven days. 

Learning Mode is a status, and to get out of it, you can either make the settings broader for Facebook to understand your needs quicker or delete the campaign.

A few rules to follow so you don't get stuck in the Learning Phase

  • Ensure your product has a mass audience and gets online sales on a reliable basis.
  • Do not make frequent changes to your campaign; get it right the first time.
  • Base your actions on past campaign audiences to predict how learning mode is going to affect your campaigns. There's no point making guesses, especially when it can have consequences.
  • Do not make significant/major edits to the campaign as these could cause it to reset to learning mode even if you achieved the required conversions in the specified time period. 


Significant/Major edits to avoid:

  • Changing the budget by over 20% on a daily basis
  • Changing your audience targeting during the campaign
  • Introducing new ads into the campaign
  • Changing the bid over 20% on a daily basis

Keep in mind that these significant edits may also negatively affect metrics like CPA, CPC, ROAS, etc.

The Learning Limited status

When an ad set shows sustainable performance, the learning phase ends. As per Facebook, this takes place when an ad set gets around 50 optimization events in seven days. 

However, suppose an ad set is unable to get enough optimization events. In that case, the system notifies you, and that's when the ad set receives the Learning Limited status. This signifies that this campaign isn't going to work with Facebook for a variety of issues. Usually, it's down to the audience targeting and the placements that are picked.

How to minimize the impact of the learning phase

  • Don't edit the original settings before the Learning Phase Ends, as even a minor change in your ad sets may restart the machine learning process
  • Don't create too many ad sets within the existing campaign, as it will hamper the ad delivery frequency
  • Optimize your ads for conversion events that take place regularly by allocating a budget that is in line with the size of your audiences

Is your campaign getting conversions at a low enough cost per sale?

Probably not. Now it's vital to stop your campaign immediately and reassess it.

This article offers insights into learning mode and learning limited. Numerous other factors also affect performance, and you'll learn about them as you continue to practice with new campaigns. 

Nonetheless, if you want to produce sales or brand awareness, this is a critical concept to master.

eLama, SMM manager