How To Push Your Facebook Ads Past The Learning Phase To Get Results Faster
Q: I started a Facebook campaign for a sale we’re running. It’s been a few days, and I’m not seeing the results I wanted. What should I do?
A. If it’s only been a few days, your ad sets are probably still stuck in the learning phase, which means Facebook doesn’t have all the data necessary to deliver ads as stably as possible. In order to get that data, Facebook has to show ads to different types of people to learn who is most likely to get you the results you’re optimizing for. This process is called the “learning phase.”
A few tips for pushing your ads past this phase so you can get the results you desire faster:
- Don’t make significant edits to your ad set during the learning phase. Doing so may cause the learning phase to reset before generating any meaningful information.
- Your ad set needs to get about 50 optimization events after starting to run or since the last significant edit to complete the learning phase. If your website doesn’t get 50 purchase conversions, or add to cart conversions in a week it will be very hard for Facebook to optimize your ads. 50 pixel conversions. 1 week. Double check to make sure you’re setting your campaign up for success.
- Use the conversion window that’s relative to your customer journey. If your customer takes a long time to convert, open your conversion window up. If your product is more of an impulse buy, use the 7-day click conversion window to speed up your ads learning phase.
- Use Value Based Audiences such as a Look-A-Like Audience Based on purchase. By feeding Facebook this data, you’re helping set up your campaign for faster success.
Once your ads push past the learning phase, you’ll experience fewer performance fluctuations. If you’re getting the results you desire, you can keep the ads running or add budget. If you’re not getting the results you desire, you can change up the audience, creative, targeting or pause the ad at this time with the confidence that Facebook has the data it needs to get you the best results possible.