English
Create an Ad

Ad auction optimization

  1. Ad optimization /
  2. Ad auction optimization /
  3. Bidding and optimization /

Learning Phase

Last updated: July 2025

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.


What will trigger the learning phase status?

  • Launching a new campaign or ad group

  • Significant budget change

  • Significant bid / ROAS target change

  • Changing campaign bidding strategy

  • Adjusting targeting settings


Depending on the extent of your change, budget and bid/ROAS target edit can be a triggering condition of the learning phase. For example, when your daily budget change is from $100 to $110, the system can find the additional audience quickly based on your original campaign settings. But if you increase the daily budget from $100 to $300, the system needs to find a large group of new users for you and the campaign will enter the learning phase again.


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.


Related Articles
How to create ad accounts in Business Center
How to request access to ad accounts in Business Center
How to set up a TikTok Ads Manager account