Everything you need to know about Facebook ads learning phase

What is the Facebook Learning Phase, and how long does it last?

The learning phase is when Facebook's delivery system is optimizing your ad set. During this period, it tests different audiences, placements, and other factors, so performance may vary. Ad sets typically exit the learning phase after receiving about 50 optimization events within a 7-day period, when performance stabilizes.

For more details, check out the Meta Business Help Center.

Why are my Facebook ads entering the Learning Phase after enabling Tapper protection?

Tapper’s Facebook feature safeguards your social acquisition channels by creating audience exclusion lists to block invalid users. When these exclusions are applied to active campaigns, some ad sets may enter the learning phase as Facebook recalibrates its delivery system to target improved audiences and placements. Read more about Facebook ad review in the help center.

Should I expect my ads to re-enter the learning phase when Tapper detects new invalid traffic?

No, once the audience exclusion lists are live in your ad sets, they will automatically update and improve. You shouldn't expect the ad sets to re-enter the learning phase or go through the ad review process again.

Will Tapper’s Facebook protection affect my campaign performance?

Tapper protects your Facebook campaigns from suspicious activities, like automated traffic, bots, click farms, and more. By refining your targeted audience with dynamic exclusion lists, Facebook’s delivery system can optimize and improve campaign performance over time.

Why has my delivery across placements changed after enabling Tapper’s Facebook protection?

Tapper protects your activity across Facebook, Instagram, Messenger, and Audience Network. As Facebook's delivery system learns from Tapper’s invalid traffic detection, it may adjust placement allocations to optimize your ads.

What should I do if I’m stuck in the learning phase after enabling Tapper’s Facebook protection?

Follow Facebook’s best practices for the learning phase: consolidate ad sets to avoid high ad volumes, minimize frequent edits, and set realistic budgets that support 50 conversions per week at the ad set level. For more tips, refer to Facebook’s learning phase guide.

Updated on: 15/08/2024