Facebook introduced the new “Learning phase progress” status a few days ago to let you know their sophisticated algorithm is at work optimizing Ad Sets based on campaign objective.
It has always been standard practice to allow Ad Sets to run 3 -4 days and/or 15 – 25 conversions before making any changes to allow the algorithm to collect enough data and make the needed optimization changes. Otherwise, any premature changes could risk resetting the algorithm along with optimization efforts causing negative KPI changes.
As you can see with the screen capture, Facebook is now requiring “about 50 purchases” to make necessary optimizations along with normalizing costs. The status window also mentions that “making significant edits will restart the learning phase”, something most experienced Facebook Ads experts have always known. Now they are spelling it out in the status box to increase awareness regarding this sensitive feature.
The status box is a clear indicator that many Facebook Ads individuals didn’t understand the Facebook’s algorithmic process and disrupting the optimization process. This little feature should now allow better success for more individuals when starting any new Ad Sets.