Meta Ads Management Term

Learning Phase

The Learning Phase is the period when Meta's algorithm is gathering data on how to deliver your ad set efficiently. It typically requires 50 conversions in 7 days to exit. During this phase, performance is unstable and costs may be higher.

Example in Practice

"We consolidated 5 ad sets into 2 to get more conversions per ad set, helping them exit learning phase faster and stabilize performance."

Related Terms

Campaign Budget Optimization (CBO)

CBO automatically distributes your campaign budget across ad sets based on performance. Instead of setting individual ad set budgets, you set one campaign budget and let Meta allocate spend to the best-performing ad sets in real-time.

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