{"id":3974,"date":"2022-11-25T14:10:19","date_gmt":"2022-11-25T14:10:19","guid":{"rendered":"https:\/\/staging.elixirrdigital.com\/us\/2022\/11\/25\/facebook-learning-phase-the-key-to-successful-facebook-advertising\/"},"modified":"2025-06-17T07:48:06","modified_gmt":"2025-06-17T07:48:06","slug":"facebook-learning-phase-the-key-to-successful-facebook-advertising","status":"publish","type":"post","link":"https:\/\/staging.elixirrdigital.com\/us\/2022\/11\/25\/facebook-learning-phase-the-key-to-successful-facebook-advertising\/","title":{"rendered":"Facebook Learning Phase: The Key to Successful Facebook Advertising"},"content":{"rendered":"<p><span class=\"lead\">A lot of people have misconceptions about the Facebook learning phase, but no matter what they say, the learning phase is beneficial towards campaigns.<\/span><\/p>\n<p>To get the best results for your ads on Facebook it\u2019s important to understand:<\/p>\n<ul>\n<li>How the learning phase works<\/li>\n<li>How the learning phase can help your ads<\/li>\n<li>How you should approach it<\/li>\n<\/ul>\n<p>Read on to find out more.<\/p>\n<h2><u>What is the Facebook learning phase? <\/u><\/h2>\n<p>According to Facebook: <em>\u201cThe learning phase is the period when the delivery system still has a lot to learn about an ad set. During the learning phase, the delivery system is exploring the best way to deliver your ad set \u2013 so the performance is less stable, and cost-per-action (CPA) is usually worse.\u201d<\/em><\/p>\n<p>In other words, Facebook\u2019s delivery system learns more each time an ad is shown and it understands the best people and places to target. Therefore, the more your ad is shown the better it is for optimising your ads\u2019 performance.<\/p>\n<p>Machine learning is used to show your ad to the right people and put your ad in the right places to get the best results for your campaign, which is why the learning phase can help get the lowest cost-per-action possible. This process can be volatile and pricey at the beginning, but it\u2019s worth it in the end.<\/p>\n<h2><u>How does the learning phase work? <\/u><\/h2>\n<p>The first few weeks are the most interesting because it takes time to settle down out of volatility. Once the learning phase ends you will still see some variation in pricing for conversions, but the cost will dramatically come down.<\/p>\n<p>The learning phase normally lasts about 48 hours, but this depends on how much you spend. If you have a small budget then the learning phase could be extended, but if you have a massive budget it could only take a few hours.<\/p>\n<p>Once Facebook figures out how to optimise your campaigns you will notice the costs will start to drop.<\/p>\n<h2><u>Adjusting your campaign and putting it back into the learning phase<\/u><\/h2>\n<p>To get the best results from your campaigns, it\u2019s a good idea to test new audiences and\/or creatives. However, a lot of people are afraid of making these changes because it will put the campaign back into the learning phase.<\/p>\n<p>We would recommend not doing it too frequently, but don\u2019t be afraid of the learning phase \u2013 make the adjustments and test new things out. Adjusting once a week is fine, but if you have multiple adjustments we suggest doing them all at once.<\/p>\n<h2><u>What is the learning limited phase? <\/u><\/h2>\n<p>When campaigns leave the learning phase, they can get stuck in something called the learning limited phase. This means that the ad set isn\u2019t getting enough conversions, so we recommend double-checking to see if you\u2019re getting conversions at good prices as sometimes the learning limited phase isn\u2019t accurate.<\/p>\n<p>Overall, we recommend not worrying about this phase too much because the optimisations you can make to get out of the learning limited phase can backfire and your costs can go up, if you significantly increase your budget.<\/p>\n<h2><u>Don\u2019t be afraid of the learning phase<\/u><\/h2>\n<p>Let the learning phase do its thing and don\u2019t be afraid of it! Facebook want you to get good results because they want you to spend more money \u2013 it\u2019s a win-win for everyone.<\/p>\n<p>Do you need some help with your Facebook ads? <a href=\"https:\/\/staging.elixirrdigital.com\/contact\/\">Get in touch<\/a> with our friendly team of <a href=\"https:\/\/staging.elixirrdigital.com\/services\/social-media-marketing\/\">social media experts<\/a> to find out how we can spice up your ads.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A lot of people have misconceptions about the Facebook learning phase, but no matter what they say, the learning phase is beneficial towards campaigns. To get the best results for&hellip;<\/p>\n","protected":false},"author":29,"featured_media":3844,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[112,109],"tags":[],"related_service":[47,68,43],"related_industry":[],"class_list":["post-3974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook","category-social-media"],"acf":[],"card":"<article class=\"wp-component-card wp-component-card--dark wp-component-card--resource wp-component-card--post wp-component-card--full-width            wp-component-card--link js-card-link\n        \">\n            <div class=\"wp-component-card__image\">\n            <img width=\"456\" height=\"566\" src=\"https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/Facebook-Advertising-1.jpeg\" class=\"attachment-card-1-col size-card-1-col\" alt=\"Facebook Advertising\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/Facebook-Advertising-1.jpeg 456w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/Facebook-Advertising-1-242x300.jpeg 242w\" sizes=\"auto, (max-width: 456px) 100vw, 456px\" \/>        <\/div>\n        <div class=\"wp-component-card__content\">\n        <div class=\"wp-component-card__content-top\">\n                                                    <p class=\"wp-component-card__eyebrow\">\n                    Blog                <\/p>\n                        <a href='https:\/\/staging.elixirrdigital.com\/us\/2022\/11\/25\/facebook-learning-phase-the-key-to-successful-facebook-advertising\/'>\n        <h2 class='wp-component-card__title'>\n            Facebook Learning Phase: The Key to Successful Facebook Advertising\n        <\/h2>\n    <\/a>        <\/div>\n                    <div class=\"wp-component-card__content-bottom\">\n                                    <p class=\"wp-component-card__description\">\n                        A lot of people have misconceptions about the Facebook learning phase, but no matter what they say, the learning phase is beneficial towards campaigns. To get the best results for&hellip;                    <\/p>\n                                                                    <div class=\"wp-component-card__meta\">\n                                                    <p class=\"wp-component-card__date\">\n                                25 November 2022                            <\/p>\n                                                                            <div class=\"wp-component-card__terms\">\n                                                                                            <div class=\"wp-component-tags__tag\">\n                Digital Marketing            <\/div>\n                                <div class=\"wp-component-tags__tag\">\n                Facebook            <\/div>\n                                <div class=\"wp-component-tags__tag\">\n                Social Media            <\/div>\n                                                                                                            <\/div>\n                                            <\/div>\n                                            <\/div>\n            <\/div>\n<\/article>\n","_links":{"self":[{"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/posts\/3974","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/comments?post=3974"}],"version-history":[{"count":0,"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/posts\/3974\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/media\/3844"}],"wp:attachment":[{"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/media?parent=3974"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/categories?post=3974"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/tags?post=3974"},{"taxonomy":"related_service","embeddable":true,"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/related_service?post=3974"},{"taxonomy":"related_industry","embeddable":true,"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/related_industry?post=3974"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}