Ever felt like your ad campaigns take too long to optimize? Good news—Meta is making it easier! 🎉 The platform recently announced lower learning phase requirements, helping advertisers achieve stable performance faster.
Let’s break down what this means for you—and how to make the most of it.
(Image Source:Freepik)
Understanding Meta’s Learning Phase (Before vs. After)
Meta’s learning phase is when its algorithm tests different ad combinations to determine what works best. Previously, campaigns needed 50 optimization events (e.g., purchases, leads, app installs) within 7 days to exit this phase. Now, the threshold is reduced to just 25 events for most conversion-focused campaigns (e.g., lead gen, purchases, app installs).
Why the change?
• Smaller advertisers benefit: Businesses with lower budgets or niche audiences struggled to hit 50 events quickly. Now, they can stabilize campaigns faster.
• Faster iteration: Advertisers can test more creatives, audiences, and strategies without waiting weeks for data.
• Reduced wasted spend: Fewer optimization events mean Meta’s AI can lock in winning combinations sooner.
Which campaigns qualify?
The update applies primarily to:
✔ Conversion campaigns (e.g., e-commerce, lead gen)
✔ App install campaigns
✔ Advantage+ shopping campaigns
Note: Brand awareness and reach campaigns still follow the old rules since they don’t rely on conversion events.
How to Adapt Your Strategy (Step-by-Step)
1. Audit & Restructure Existing Campaigns
• Check learning status: In Ads Manager, filter campaigns by “Learning” or “Learning Limited.”
• Pause underperformers: If a campaign has been stuck in learning for weeks, revise audiences or creatives before restarting.
• Consolidate ad sets: Fewer events needed = you can merge overlapping ad sets without over-diluting the algorithm.
2. Test More Aggressively
• Try bolder creatives: With faster stabilization, experiment with video vs. carousel ads or new messaging angles.
• Expand audiences: Test lookalike audiences at 1%, 3%, and 5% similarity—Meta’s AI will now optimize quicker.
• Use Advantage+ placements: Let Meta auto-allocate budgets across placements (Feed, Stories, Reels) to hit 25 events faster.
3. Monitor Post-Learning Performance
• Watch for early spikes: Some campaigns may see temporary CPA increases as the algorithm adjusts. Give it 3–5 days before making changes.
• Compare metrics: Post-learning ROAS should stabilize or improve. If not, revisit audience targeting or creative fatigue.
Pitfalls to Avoid
❌ Overloading campaigns: Even with lower requirements, packing one ad set with 10 creatives can confuse the algorithm. Stick to 3–5 per set.
❌ Ignoring seasonality: If your industry has fluctuating demand (e.g., holidays), factor in longer learning periods during off-peak times.
❌ Changing budgets too soon: Avoid daily budget adjustments during the learning phase—it resets progress.
Tools to Maximize the Update
For advertisers running cross-platform campaigns, tools like AdsPolar can be a lifesaver. Their AI consolidates data from Meta, Google, and TikTok into one dashboard, so you can spot trends and adjust bids faster—perfect for capitalizing on Meta’s quicker learning phase. (I’ve used it to cut my reporting time by 60%—worth a free trial!)
Final Tip: Start Small, Then Scale
Run a few campaigns under the new rules with modest budgets first. Once you confirm stable KPIs (e.g., CPA under $20), scale winners aggressively.
Meta’s change is a rare win-win—less waiting, more results. 🚀