What is Facebook Learning Phase?
Each time an ad is shown, Facebook ads delivery system learns more about the best people and places to show the ad. The more an ad is shown, the better the delivery system becomes at optimizing the ad’s performance. The learning phase is the period when the delivery system still has a lot to learn. During the learning phase, the delivery system is exploring the best way to deliver your ad set - so performance is less stable and cost-per-action (CPA) is usually worse. The learning phase occurs when you create a new ad or ad set or make a significant edit to an existing one.
How to best adjust to the Learning Phase?
This all goes back to ad set optimization, turning on and off ad sets is not the way to get optimal results. When you have an ad set that is not converting well, it is best to wait until your ad set has completed the Learning Phase (around 50 conversions) to begin adjusting your targeting or adding new creative.
How do I navigate the Facebook Learning Phase Guidelines?
Unfortunately, Facebook doesn't necessarily provide the appropriate tools to help users through their suggested guideline. This is why we created LIFTR; to give more visibility to the Facebook advertising process. As a marketer, you're constantly tweaking your ads for optimal results and asking questions like:
The list goes on and on...
LIFTR to the rescue
With LIFTR you can test your best ideas against your existing Facebook audiences before you launch. By connecting your Facebook account, you are able to run tests against a LIFTR model that takes in your previous campaign data and uses it to adapt its engagement understanding. Using LIFTR's engagement scoring will highlight which edits are necessary, by showing relative scores for all creative versions.
LIFTR also provides detailed information around ad and ad set performance, informing you with insights such as how much of your budget should be dedicated to each customer segment. These insights help decrease your ad and ad set volume by going further than just suggesting that you combine similar ad sets. Facebook wants high engagement ads. They want people to engage with your ads. It is core to their business and user experience. In order to get the most out of your ads, you should only publish ads LIFTR identifies as the most engaging.
Facebook has developed a great advertising system, but there is still a lack of visibility for users to who want to know what actions they need to take to improve their ad performance. This lack of visibility forces a lot of guessing, testing and adjusting all while depleting your budget. LIFTR provides additional visibility and functionality to make data driven decisions.