The learning phase is costing you money. Here's how to handle it.

Meta (Facebook) uses a powerful algorithm that optimizes ad delivery toward the people most likely to convert. For the system to work efficiently, it first has to “learn” which audiences respond best. This process is called the learning phase.

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The learning phase begins whenever you launch a new campaign or ad set, make a significant change, or when performance becomes unstable. During this period the algorithm needs enough stable conversions to find its footing — so the fewer disruptive edits you make, the faster it settles and the sooner your results become predictable.