Learning Phase

The learning phase is a period during which our ad system identifies the best users for a specific campaign target. Throughout this phase, campaign performance may fluctuate as the system explores and adapts to the campaign settings.

Most campaigns and ad groups tend to perform more stably as they gather more results and run for extended periods. Typically, volatility starts to decline after about 25 campaign results or 7 days from when the campaign enters the learning phase.

How can my campaign successfully complete the learning phase? When your campaign is in the learning phase, avoiding the following operations that will influence your learning phase results or prevent your campaign from exiting the learning phase status:

• Pausing campaigns / ad groups.

• Edits that retriggers the learning phase status.

• Unreasonable budget setting or creative volumes.