Learning Phase

Learning Phase is the beginning period of ad delivery when the system continuously explores new customers to help the ad group reach the most suitable audience. The Learning Phase is an experimental process that lasts 3 days for manual campaigns and 7 days for automation campaigns. Data during this stage is used to train the system to optimize delivery and performance.

After you achieve 50 conversions in the Learning Phase, you don't need to do anything else. Now that the system understands your ads and audience better, the system can start delivering more stably.Most ad groups which fail to pass the learning phase are unlikely to pass without some adjustments. If you didn't pass the learning phase, try to:

• Optimize the creative

• Broaden the target audience

• Increase the bid

Note: Don't make any adjustments during the learning phase which may have a negative impact on data accumulation, like lowering the bid or budget, deleting creative, or narrowing the target audience.

Example

You want to create a campaign to increase installs for your new e-commerce app. You set your cost per install bid at $10, and you run your ad. Your ad will enter the Learning Phase as TikTok tries to find out who in your target audience is most likely to click on the ad and install your app. Your cost per install may fluctuate anywhere from $5-30 as users start to install your app. When you get 50 installs, the Learning Phase will pass and your cost per install becomes more stable.

CPA in Learning Phase

CPA may fluctuate during the learning phase, but it will become more stable as TikTok collects enough data about your campaign. An oCPM ad group can expect a stable CPA after achieving 50 conversions.

Note: Stability doesn't mean that the cost for each conversion will never fluctuate. If there is a fluctuation in CPA on a day when there are few conversions, you will have an abnormal daily CPA. The CPA will adjust towards your target when new conversions are obtained at a lower cost. If your ad group is generating less than 10 conversions per day, we recommend using a longer period to track CPA. You can use the following timeframe to track CPA:

Note: We recommend that you not conduct any adjustment until achieving at least 20 conversions. Any improper adjustment during the learning phase may affect the ability of the system to explore, which could trigger further fluctuations in estimates and CPA.