Q: I started a Facebook campaign for a sale we’re running. It’s been a few days, and my ad’s delivery is stuck in “learning”. 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 1-day click 1-day view 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.
Why is it important to get campaigns to “active” status?
Active status means Facebook’s algorithm can easily find the audience likely to give your the results for your chosen bidding objective. This is the gold status of Facebook ads where results flow like water down the Amazon. Once your ads push past the learning phase into “active”, you’ll experience fewer performance fluctuations. If you’re getting the results you desire, you can keep the ads running or add budget by 10%/day. Increasing the budget too much can kick your ads back into learning so be sure not to add too much budget too fast.
All of this being said, if your ads are stuck in “learning limited” but you like the results you’re getting then don’t worry too much about reaching “active” status.
If you’re not getting the results you desire and are stuck in “learning limited”, you can change up the audience, creative, targeting, increase your spend, decrease the number of ads you’re running and then duplicate the campaign to re-set the learning with these changes with the hope to get better results with these new changes.