What is the Facebook Ads Learning Phase? And Why Does it Matter?

The Facebook ads learning phase is critical to their campaign optimization process. Here’s how it works:

How the Facebook Ads Learning Phase Works:

When you create an ad set and select an objective, Facebook will optimise your campaign for that objective.

In other words, Facebook will put your ads in front of people that are most likely to take your desired action.

For example, if you select the traffic objective, Facebook will serve your ads to the ‘clickiest’ people in your target audience.

To do this effectively, Facebook needs to experiment early on and show your ads to different types of people within your target audience. That way they can work out who is most likely to take your desired action.

How Long Does the Learning Phase Last?

Facebook’s learning phase usually ends when you have generated 50 optimization events.

What that optimization event is, depends on your objective.

50 optimization events for a lead ad campaign would be 50 leads. Whereas 50 events for a conversions campaign would be 50 conversions.

It’s important to note that if you’re optimizing for conversions, the 50 conversions will need to occur inside your conversion window.

A 7 day conversion window means you need to generate at least 50 conversions per week for your campaigns to be optimized properly.

If you’re running a conversions campaign and generating significantly less than 50 conversions per week, you may want to use another objective such as traffic.

Facebook won’t stop gathering data and optimizing your ad sets after the learning phase has ended.

The longer your ad sets are active and the more optimization events you generate, the easier it will be for Facebook to optimise your campaigns. This should lead to a reduced cost per optimization event and more stable results.

Facebook shows you which ad sets are currently in the learning phase in the Delivery column:

Facebook ads learning phase reporting

Image source: TamiBrehse.com

Facebook also lets you know when the learning phase has been completed:

Facebook ads initial learning complete

Why Does the Learning Phase Matter?

The learning phase is crucial for consistently generating great results from your Facebook ad campaigns.

Facebook’s optimization process can make a big difference to your cost per optimization event, but it can take time.

It’s very important that you don’t make major adjustments to your ad sets during the learning phase. Doing so can reset the learning phase before you’ve had a chance to generate meaningful data.

Not making adjustments early on can be difficult to do, particularly for Facebook advertising beginners.

During the learning phase your Facebook ad campaigns will be at their least effective and results are likely to fluctuate significantly. But it’s best to resist the temptation to tinker with things until the learning phase has been completed.

One of my top Facebook advertising tips, is to not give up on your Facebook ads too early. This is especially true when your ad sets are going through the learning phase.

Don’t judge your ad sets’ performance until the learning phase has finished. You’ll get a much more accurate representation of your ad sets’ performance once they have.

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IMPORTANT: If you haven’t yet seen my FREE training on Facebook Ads Strategy, I’d strongly recommend you check it out right now:

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If you want better results from Facebook Ads – this is a must watch!


When Does the Learning Phase Restart?

You won’t trigger the learning phase to restart every time you make an adjustment to your ad set or the ads within it.

For example, making small adjustments to your Facebook ad budget or setting a bid cap won’t restart the learning phase.

But the majority of edits, and particularly significant ones will restart the learning phase.

Facebook have told us that the following adjustments are likely to restart the learning phase:

  • Any change to targeting
  • Any change to ad creative
  • Pausing your ad set for 7 days or longer
  • Any change to optimization event
  • Adding a new ad to your ad set

If you do need to make significant adjustments to your ad set or ads then by all means do so. Don’t let the learning phase stop you from doing that.

Just make sure that you do so once, and then wait until after the learning phase has been completed again before assessing performance.

What is Learning Limited?

Facebook has recently introduced the “learning limited” warning and you may see something like this in your ad account:

facebook ads learning limited

If you do see learning limited in your ad account, Facebook will most likely give the following the reason:

“This ad set isn’t generating enough leads to exit the learning phase. This usually occurs when your ad set is limited by audience size, cost control, budget or other settings. Consider making changes to your ad set to improve performance.”

In my experience, you’re most likely to see learning limited when you are operating with a relatively small budget or targeting a small audience.

However, don’t assume that Facebook ad campaigns can’t operate successfully when you see the learning limited warning.

They absolutely can and we have many ad sets delivering profitable results that are displaying this warning message.

My advice is to ignore the learning limited warning if you are generating great results.

If you are not, then you may want to try making some of the recommended adjustments to your Facebook ad campaigns to see if that will remove the learning limited warning and more importantly, improve your results.

How to Get the Most Out of the Facebook Ads Learning Phase

One of the keys to success with Facebook advertising is to create a full sales funnel, and use the right strategy for YOUR products and services.

If you want to know how to create a Facebook advertising sales funnels, and customize your approach for what you sell, you should check out my free training called: 3 Killer Facebook Ads Strategies To Double (or More!) Your Revenue.

In it, I demonstrate 3 Facebook Ads strategies I’ve used to repeatedly generate 7+ figures for our clients.

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As a Facebook advertising agency we’ve helped hundreds of clients achieve fantastic results through Facebook.

If you would like to find out more about our services, you can book a free 30-minute strategy session.



The Facebook ads learning phase is really a important part of Facebook’s ad set optimization process.

It usually lasts until 50 optimization events have been generated and is reset when significant edits are made to an ad set or the ads within it.

If you don’t generate enough optimization events you may not exit the learning phase and you will see the learning limited warning.

During the learning phase you are likely to see inconsistent and fluctuating results.

You should not make significant adjustments to your ad sets during the Facebook ads learning phase if they can be helped.

And you should not judge performance until after the learning phase has been completed.

What’s your experience with Facebook’s learning phase been?

Let me know in the comments section.

  • November 13, 2018


    I started a FB conversion ad (for the 1st time) 3 days ago and it’s undergoing the learning phase.

    So far , it has not made any conversions but the adset did about 2k impressions.

    What is you recommendation ? Do I extend my “testing/learning” window for a few more days or would it be best to leave it alone and allow this to come to a gradual end?

    Any recommendation / advise to take this further is appreciated?


  • January 25, 2019

    why my FB conversion ad Do not show learning phase.
    Do you know what the reason is?

      • December 13, 2020

        hi Sir Ben, same as my problem with zan. I only see active in my campain never see learning phase or learning limited.. I normally use conversion, purchase and conversion page views, what do you think is the problem with our ads?

      • July 6, 2021

        hi sir, its look Zan problem same happen to me. in my delivery column. After i run my ads, the the delivery status is ‘active’

  • January 30, 2019

    Hi Ben – found your page researching a question regarding that “learning phase”.

    I ran into an issue I cannot figure out: All the ads I run are set for Facebook’s conversion objective and tied to a custom conversion event I set up.

    But for some reason, some of the ad campaigns I run with this objective will show a “learning phase” – but some others (even though they have the identical setup, just different ad content) – will show no learning phase. They will simply be “active”, but without any display of that “learning phase”.

    Maybe coincidentally or maybe not, the ad campaigns WITH the learning phase came in at a lower cost per conversion – the ad campaigns without Facebook showing the learning phase show a higher cost per conversion.

    Have you experienced this? What could I be missing that some ad campaigns seem to have a “learning phase” and some others don’t – even if they have the exact same structure?

    Thanks a lot in advance for your insights!

      • February 2, 2019

        They are are new ad sets inside a new ads campaign – so no prior learning phase. Also, other ad sets with a completed learning course say “learning completed” underneath. These don’t show anything.

        I contacted Facebook’s ad support team but only got generalized answers, something like “our algorithm will determine if a learning phase is actually needed – otherwise the ad will deliver right away without learning phase” … didn’t make a whole lot of sense to me.

        I appreciate your feedback. I am sure others have experienced this as well. I just couldn’t find any documentation on this topic of “not having a learning phase” 😉

          • October 1, 2019

            I am having the same issue. My ad is entering the 3rd day and simply says “Active” in the delivery column. It has never had any other information listed (I am looking for learning phase info to be listed)

        • August 25, 2019


          Were you ever able to find a solution to your problem? I have the same problem on my account. At first FB support said that there was a problem. Then after a week they closed the case and said to keep checking back with them to see if it was fixed. When I checked back with them a few weeks later, they said that there was not a problem with entering the learning phase to begin with, only that it would not show on my ad manager for some reason. My Ads don’t seem to be learning at all, so this doesn’t seem right.

  • January 31, 2019

    Hi Ben,
    If I want to keep the same creative and targeting but would like to dynamically change the text in the ad, how would you recommend that I go about that without resetting the learning phase?

  • January 31, 2019

    Hi Ben,
    How would I go about periodically adjusting the ad header text without triggering the ad to start the learning phase again? I’m not adjusting the targeting or the creative just the text.


  • March 3, 2019

    Hi Ben,

    Some of my ads are now out of learning phase, what would you advise to do next?

    Thanks 🙂

  • March 10, 2019

    Hi Ben,

    I am just wonderin’ why my adsets doesn’t show the word “Active Learning”. It only shows “Active”. I ran my ads for a week but nothing showed.

    I already duplicated my adsets into new adset on their 4th day, same interest and same budget. Does this made an effect from the Learning Phase?


  • May 3, 2019

    Hi Ben, Great content; very great!

    My conversion objective is for leads.

    I’ve collected 50 leads.

    I started running 3 ads on the 2nd of May and have left the campaign for over 24 hours.

    My questions:

    1. Am I out of the learning phase?

    2. Can I now begin to optimize?

    3. If I duplicate adsets with the winning elements I can see from my ads and so on, will that disrupt the ‘optimization’ phase and/ or will that cancel out the learning phase?

    Thanks Ben!

      • May 3, 2019

        Hi Ben,

        Thank you for the speedy Gonzalez response lol.

        In my adset, I have never seen ‘learning phase’ or anything like that, so I am wondering if it has in fact gone through that process.

        I’m just confused with the whole “you can’t touch the adset” part of the optimisation process.

        Can you begin to start to do tests on the adset now that it has been through the learning phase? Or can you never touch it?

        But thank you again for the response and the content.

        And well done for winning at life!

  • May 4, 2019
    Carlos Ebanks

    Because if you could ‘never’ touch an adset how will I test new variants and discover winning elements to my adset?

    Surely not being able to touch one would leave a myriad of prior adsets (all with their budgets), essentially meaning I’ll have to pay for all those adsets too?

    Thanks Ben

  • May 21, 2019
    Robert Sugden

    This is an excellent read. I have been doing Facebook ads for a short time. However I NEVER get the learning phase on my ads. This is with a totally new campaign, or when I modify my ads or adset. I was not aware there was a learning phase until someone else pointed it out to me. So I am now concerned that my ad account is not correct.

    Thanks Robert

  • June 15, 2019

    Hi Ben,

    I run an ad that given me more than 50 leads in less than 7days but it never undergo the learning phase. When I turn it off due to system update then i turn it on again, that is the time that it undergo the learning phase. Now it never give me a lead anymore.

    Do you have any idea why I’m getting poor results now?

  • July 3, 2019

    Hi Ben,

    Does changing the budget reset the learning phase? I was able to read 50 view counts with a 5$ campaign, would I be able to jump the budget up to 50$ or do I need to scale slowly?

    Also, does changing the optimization event reset the learning phase? For example, reaching 50 purchases is very difficult, would I be able to reach 50 initiate checkouts with a view count campaign, then move it over to initiate checkout? I’m just not sure how to reach 50 of the more difficult events.

    • October 24, 2019

      Thank you, great article.
      It looks like my ad is in the learning phase but it is not spending the budget (still at 0 spend) or delivering and it has been 4 days since I submitted it. What should I do?
      Thank you!

        • October 25, 2019

          Thank you for your reply, it is greatly appreciated.

    • September 11, 2020

      Hi Ben. I really like how informative you are.

      I’m in your Facebook ads group as well.
      My question is the following.
      I setup a conversion campaign with 4 ads a $20 each.

      For the first time ever the (learning) displayed in my ads manager.

      Since this has happened, I’m not spending any money. My campaign has been running for 20hrs and I’ve only spent $4.45.

      Should I just pause this campaign and start a new one? This has never happened to me before. I’m always spending a few hundred.

      I checked my targeting and lookalike audiences and all seems fine. I’m at a loss.
      Any advice would be great.

  • September 4, 2019

    Hi Ben,
    Thank you for this article! For all my Fb campaigns, the traffic is slower at the beginning (learning phase) – but the traffic is also slower towards the end of the campaigns – why? Is it because there is less and less budget? Thank you!

  • October 14, 2019

    Hi, I Put my ad for conversions for link clicks and it had completed within a day. What do i do from there?

      • September 11, 2021

        Are you setting up new ads for testing as cbo or abo?

  • November 13, 2019

    Hi Ben,

    we underwent a restructure so we have less campaigns and adsets running therefore moving away from micro targeting we previously did. The previous structure was great for us we has great conversion. We were advised in order to scale we need to move to a streamlined new campaigns for prospecting and retargeting with minimal adsets. We just can not get the same number of conversions on cost cap, it seems to constantly underdelivering and staying in the learning phase in the new structure. What could be the reason ?

    Also regarding budget – if we set a rule for the budget to change each day would that push us back into the learning phase?

  • November 20, 2019

    Hi Ben,

    I initially run an October Campaign with the “Page Like” objective. The results was satisfying & I have not seen the Learning Phase text and all.

    However, when i duplicate that campaign for the month November with changes made to the adset Visual and Copy, it started going into learning phase. You mentioned that even if it does not show learning phase, all adsets will go through that process but when i compared the results of October and November, there is a HUGE difference.

    Not to mentioned that my campaign for November skyrocketed to RM2+ cost per result, something that should not occur. I’m wondering it’s there some sort of mechanics that can cause these discrepancy even when i duplicate the Campaign with the same targeting to the adset

  • January 2, 2020

    This is about my 20th article and still don’t know how long this phase is going to be. It’s been 12 hours and no change. This is my first fb ad and thinking of just cancelling it and trying another marketing strategy. They can at least give a range of how long it will take.

  • January 3, 2020
    Ashwani kumar

    Hello Ben,

    Thank you for sharing such a knowledgeable article.I want to ask you about my FB ads in my camping i already got around 50+ sales and i am running LLA purchase pixel it was running very good but recently i got this massage “This ad set isn’t generating enough purchases to exit the learning phase. This usually occurs when your ad set is limited by audience size, cost control, budget or other settings. Consider making changes to your ad set to improve performance.”
    Can you help me out what should i do i afraid if i increases budget ad might be go to learning phase again kindly check

  • January 6, 2020

    Hi Ben,

    If i duplicate a campaign with different banners, Will let generate the same result

    If I change End date and budget will it again go to learning phase?

  • January 10, 2020
    Guruchand Guru

    Hey Ben,
    Why the learning phase is a optimization help offered by Facebook when they have a common goal (50 conversions in a week) for all ads? Let’s say I run 2 different Campaigns with same objective – Lead Generation
    1. Recruitment Campaign
    2. An ERP Software solution

    I will definitely get 50 results for the first campaign as it easily attracts audience and the target will be achieve in no time.
    Whereas the second ad will not definitely get the 50 results as ERP solutions leads are not easy to come and I do not need the same number of leads for both the campaigns as my target in a week is not the same for both the campaigns.

    Awaiting your reply

  • January 15, 2020

    Hi Ben,

    Your site is a tremendous help. I believe this article and the 30-day plan are the best on the respective topics. Thank you.

    My question is, ‘How do I choose the best objective?’

    I sell upmarket travel shirts and my customers routinely plan their purchases with me as they plan their travel. This means they visit my site (and my competitor’s) multiple times over weeks and months until they are ready to get on a plane. During this time, they don’t add-to-cart, sign up for the newsletter, etc. When they are ready, they buy.

    However, for my first campaign (6-days in), I set the objective as “add-to-cart” because I thought I might have some luck with a very narrow, customer-only lookalike audience (and I didn’t want FB to target click-happy, low-converting people).

    So far, there have been ‘0’ add-to-carts, but the cost/click is low in this highly targeted group.

    I believe I’m getting quality, albeit low, traffic. But, conversions pay the bills. How do I maximize FB learning? Should I change the objective to “clicks” and keep the audience tight? And/or, loosen up the parameters?

  • January 28, 2020

    Hi Ben,
    I am running multiple ad campaigns with goal type conversion. Some of them are delivering good conversions and some of are not but all are under “learning phase”. If I am going with broad audience, I is showing “Learning Limited” after 4-5 days.

    Does Facebook have bug or why all my ads are under “learning”? Please provide me exact reason and also a solution to outcome from this phase to deliver better results.

    Thanks in advance.

  • February 12, 2020

    Hi Ben,

    Thanks so much for a great article!
    I’m running ads for 2 specific events per week, so my ads only run for 1 week at a time and hence are always in the learning phase. Is there anything you would recommend for shorter campaigns? I really can’t run them for longer otherwise they’ll clash with last weeks events, but the results fluctuate greatly. I could just change the text and link, but from what I understand, that would trigger the learning phrase to reset?

    Really appreciate your help!

  • May 2, 2020
    Aaron Collier

    Amazing article, Ben!

    I’m certainly in the learning phase of FB ads. Recently I started a single 4 day campaign testing 3 different adsets (each with only 1 ad). My total daily budget was $15, so approx $5 per each ad). One of the ads was successful, and so I decided to run it again for yet another 4 days. At this point, I went into the campaign and changed the budget to $5 while turning off the other two ads. I did this because I figured that it was appropriate to allot only $5 for a single ad, considering that’s how I had the campaign set up. This was apparently a terrible idea, because my ad went from several conversions per day to hardly any likes or shares. What did I do wrong here exactly? Should I have kept it at $15 per day?

    I appreciate your help and the incredibly enlightening article!


  • May 4, 2020

    Hi Ben!

    I have set up a campaign with 5 ads. After being approved they are showing the learning phase for some time. Then automatically the ads are going off one after one without a single impression. Again I started them but facing same issue. It is 4th day and still no impression is there.

  • May 25, 2020

    Hey Ben,
    I hope you’re doing fine!

    Could you please help me with lead campaign ads?
    My ads are unable to leave the learning stage as they’re not able to generate 50 leads. I’ve tried with the open audience and specified one as well.

  • May 30, 2020

    I have two conversion campaigns on Facebook; when I do, the campaigns never have the learning mode, always was active. Today I duplicate my Ad Sets, and after the review, now it’s in learning and one that I don’t do anything now appear in learning limited; This is new for me. I don’t know if it’s good or not; what I have to do?

  • June 5, 2020

    Hi Ben,

    Thanks for writing this up, the intro to “learning phase” was helpful for my sanity! 🙂 I do have one quick question though – I am running 4 versions of the same ad to test some of the creative, and am currently seeing one version with over 2,000 impressions and nearly 100 conversions, while the other versions have barely 10 impressions and no conversions.

    Is this still due to learning phase (I launched the campaign less than 24 hours ago) or has FB somehow allocated my whole budget to the ad that got through the review process first (i.e. the one with all the impressions basically)? Any insight appreciated!

  • June 5, 2020
    charlie Thurley

    Hi Ben,

    I’m Currently running 5 ad sets at £10 per day and have been for around a week now. for the first 48-72 hours results were non-existent they then started to generate around 2-3 sales a day between them and actually became slightly profitable on the 4,5 and 6th day. Now for the past two days, they’ve not made any sales at all and have gone back to being unprofitable.

    do you think I should just let them run in hopes they’ll pick back up? I want to increase the budgets but don’t want to do that now until they start to get conversions again.

    All the best!

  • June 11, 2020

    Hi Ben, great artice!

    I have a couple of questions I am having issues with and hope you can help.

    The first is a general question into your thoughts on optimizing for “Purchase”, “ATC” OR “IC” for best results based on current conversions. Reaching 50 purchase conversions is possible with few adsets but no so much when you have many adsets running. What is your advice for this? Is it best to optimize for purchase even if you don’t reach those numbers or will you get better “purchase” conversions if you settle for a different optimization event if it is able to complete its learning phase?

    My other question is related to sudden drops in conversions even though frequency, ad fatigue, audience size etc seem fine. Went from an average of 7-15 sales per day to 0-2 overnight and can’t seem to find a reason. The only thing I can think of is doing a few changes to some adsets and feel like I may have messed up the algorithm. If this is the case, can you get back to normal by just leaving it and letting FB do its thing?

    Thanks again for your advice and great articles!

      • June 12, 2020

        Thanks, Ben great help! It isn’t easy when you are first starting out and things just change suddenly and you have nobody to tell you why, so your experience really helps us out while testing and is very much appreciated.

        If you could give your last piece of advice on this it would help me lots:

        After spending close to 2k over the last month I have quite a lot of data and approx 150 sales. I have created all best lookalikes, custom, retargeting etc and tested the best performing ads that were working on interest testing and let them run on these better audiences with not much luck, the opposite of what was expected considering all the advice out there.

        My plan is to consolidate under one CBO all best performing interest audiences into 1 adset, all lookalikes in a separate adsete and another for retargeting and put a higher budget into this rather than 5-6 smaller campaigns all mixed up. Then just let it run for a couple of weeks without touching it to let it optimize.

        Would your experience say this is a good strategy?

        Thanks again!

  • June 12, 2020
    Denit Thomas

    Hi Ben,
    Thanks for the details! I have a new pixel with not many visitors, maybe around 250. Now am trying to run a conversion campaign optimized for purchase. I managed to make 1 sale in 2 days but I think it was just luck 🙂 As since then, it’s been running for 3 days with no sale. My adsets don’t show anywhere whether it is in the learning phase or not. In the last couple of days, the cost/click increased 2x times…(it started from around $0.26 on the day the sale happened and today after 3 days its around $1.09. I have spent around $100 on this campaign. Do you think these are stats I should stick with?

    The flow am using:-
    Ad -> Landing Page -> Affiliate Offer

    Impressions – 3,062; Clicks – 302 ; CTR(All) – 8.85%; CTR(Link-Click) – 5.54%, Content Views – 107; Purchase – 1

    Thanks a lot!

      • June 12, 2020
        Denit Thomas

        Thanks Ben!
        The average sale is $80. Also, the content view is the VSL page of the affiliate product.
        So I will stick with this campaign for few more days 🙂

  • June 13, 2020

    I have been using Facebook Ads for a long time but yesterday I launched the CBO campaign, but all adset Show her ‘learning’ is she good for adsets? It always appears’active’

  • July 6, 2020
    Mohamed Abdelhameed


    Recently I created my second Facebook Business account. When I started advertising on the new account, I noticed something unusual. I learned from my first ad account that when you create an ad set and/or ad, and publish it, the status becomes ‘in review’. Then, typically it takes at least 20 minutes, or up to a day to get approved. Once approved the status become ‘learning’. However, When I started advertising on my new account, it never goes into learning status. The new ad sets and ad I create become active right away. Also, they get approved strangely quickly, unlike my first account. It only takes about 2-3 minutes for my ad sets and ads to get approved, then they switch to active. I did extensive research to find people who have experienced this issue or for a troubleshoot to it, but it seems like I am the only one who is experiencing this issue. I also tried to contact Facebook Business but it seems like there is no way of reaching them. Have you experienced this before and do you have any tips on how I can troubleshoot this?

  • July 7, 2020

    Where can I check what I am spending on learning phase?

  • July 20, 2020

    Hey Ben

    I have started one campaign to target US customers basically handmade fashion accessories from India.

    Have been running single campaign and single adset it’s been more than a week now getting clicks and impressions but no sales at all. Image is well created on the Conversion AD.

    Can you suggest me some Ideas to scale it May be because I am running just one product ad?

  • July 26, 2020

    Hi Ben,

    My ad sets started to show learning phase right when I had enough lookalike audience data. I have more than 3000+ sales from facebook ads. Started off with regular interests and right when I had enough data to start lookalike audience adsets and scale the learning phase. Which sounds weird because learning phase should in beginning of advertising phase. Mine happened right when I have lot of pixel data. Not sure what is wrong.

  • August 1, 2020
    Ranjit Singh

    how to resolve learning limited wen we have small audience size. any suggestions?

  • August 8, 2020

    Hi Ben,

    Great article. If using CBO and targeting conversions, does Facebook require around 50 conversion events in your conversion window per ad set to optimise, or will it still do this effectively if you get those conversion events across multiple ad sets within the CBO campaign?


      • August 23, 2020

        Hi Ben! Ive had an ad account running now for atleast a week or so and I changed my budget recently from 300 to 400 to 500 every 2 days now I decided to stay on 500. will that reset my learning phase? I also have a campaign budget optimisation and i change my budget there like that too.

        My other concern is everytime I create new ads set or ads. The delivery status doesnt indicate if its learnning. It only says active.

        My CBO with 1 ad set has 11 conversion now

        my other ad set normal campaign has 12

  • August 25, 2020

    Hi Ben,

    really appreciate your article. its so helpful.
    I am experiencing very difficult time now on my facebook ads. one conversion campaign of one winning product was running quite good: ROAS above 2 and CTR above 2.%. I have budget $200 on it, it usually converted more than 20 order a day before.
    however, I changed some setting on this campaign days ago, and triggered facebook learning phase. and since it starts the learning phase, everything down to the bottom: only very few conversions a day. and after days, it says learning limit.
    so i had to change the goal to add-to-cart or even clicks, but the result is, even less purchase generated.

    currently the leaning phase end up with the conversion goal of add-to-cart and clicks. so now very few orders these days(like only 1 or 2 orders). Can you suggest me some ideas to adjust the campaign because I am running it for purchase only.

    Thank you so much.

  • August 25, 2020
    Stuart Cytron

    Ben, if you’re new to this and have, say, $50 per week to spend on ads, is there an optimal # of ads to run? I’m guessing 1 is too few and 100 too many right? I’m also guessing that optimization and learning have a are maximized somehow. ??? Is there a rule of thumb on how many ads for every so many dollars? Thanks! Stuart

  • September 13, 2020

    Hey ben.
    i’m a beginner on using facebook ad
    “i made 2 campaigns before (conversion) in total got only 8 conversions and again i tried 3rd conversion campaign but i got a learning phase tag, after that neither it spending any money nor i’m getting any conversions, i researched so much about what is learning phase but did not get my answer.
    Q1-Should i turn off my campaign or make any difference?
    Q2-i have 8 ad sets each $10 per day, what if i increase the budget does it
    help to get out of learning phase sooner?

  • September 15, 2020

    Hi Ben,

    am 3 events away of 50 conversion events and my adset just triggered learning limited, does it mean that the adset will stop spending until I make adjustment, if not, if it keeps spending and deliver the remaining 3 events for the learning phase, will it exit the learning limited phase without making any adjustments?

  • October 8, 2020
    Angie Perez

    Hi Ben,

    I’ve been running a campaign for one week now and I got 23 Leads during this learning phase with a 10$ budget and now it says limited by budget. Can I increase budget to 15$ or 20$? Will this restart the learning process?
    Also my targeting is Philippines, United States, Canada, Australia.

    All of my leads are coming from Philippines, if I duplicate this audience without Philippines to try something new, will this Ad Set start a new learning process? And how about if I do it now? Will this restart the learning process from my actual campaign?

    Thank you!

  • October 10, 2020

    Hi Ben,

    I have been running my campaign for last two weeks and i have got around 24 sales .I just noticed today there is learning tag beneath my adset and ad level names.It might be because i changed my interest and ads frequently .What should i be doing now ?Should I restart with new campaign or wait for 50 conversions??Thanks in advance.

  • November 14, 2020

    Hi Ben!

    I’m running a lead gen ad, and have a question about something.

    When I hover over the Learning button, a box pops up and shows my total leads and mentions a 1-day click conversion window. Is this limiting the amount of time my ads have to generate leads before I can exit the learning phase? If so, is there a way I can extend this via some settings?

    Another question: If I’m running multiple ads in the ad set, but one of those ads hasn’t generated a single lead in the past two days since I’ve set the campaign up, will turning that ad off assist? Considering budget will focus more on those ads that are converting. Or, should I leave them all on and give them a bit of a chance?

    Look forward to hearing from you.

  • November 15, 2020

    Hi Ben,
    I Love your work, I have attempted to contact Facebook Support but can’t get a clear answer. I have been running ads and constantly changing/deleting them when they underperform until I read this article about the learning phase (my ads manager has no indication of status) So thought despite a bad return I would stick it out. I have made no adjustments in 7 days and had mixed results from a large audience (3million). The Cost per result is £17.59 and ideally, I would like it to be around £5. Some days are much better than others. Can I expect now 7 days have passed for these results to start to improve or shall I ditch the Ad?

  • November 16, 2020

    Hi Ben,

    I am still in the process of figuring out the best practice for my facebook/insta add, a bit of a facebook advertising beginner.

    I have been creating ads with the conversion goal, but given the price of my products I doubt I will ever reach the 50 conversion goal to have my ads move out of the learning phase. I find it hard enough to create a single purchase so 50 seems very unlikely. I do wish for my add to reach the active phase, do you have any recommendations ?

  • November 23, 2020
    Rob Pierce

    Hi Ben,

    As Facebook drives more budget towards the biggest audience, would it be helpful to pause the Big audience once it leaves the Learning Phase (Within the 7 Day limit)? To allow for Facebook to give the smaller audience(s) some attention?


  • November 24, 2020

    Hi Ben,

    Interesting read 🙂 I also watch your youtube vids and it’s all very educating. I started advertising not too long ago and I stumble across some stuff where the opinion is quite spread depending who you ask and I wonder what your take is one the following:

    In my case I am selling a cheap product ($15-25) and my pixel is still new, I don’t have a single conversion yet, do you recommend me to stick to your advice and go to purchase right away? Or should I run traffic optimizing on landing page for a bit?

    I actually ran a traffic campaigns for 2-3 days before I saw your vids and it gave me a lot of engagements as well as content views, but no sales, and only a couple of add to carts. But looking at the engagement, people actually share it, and like it etc.

    Currently I am following your advice and run a conversion campaign optimizing on purchase, now a few hours in, but people are not clicking on it. 500 impressions in and only 2 clicks. How should I continue? Should I wait a bit longer or kill the ad and go back to traffic ads for a while?

    Thank you in advance!


  • December 1, 2020
    Alex Overmeyer

    Hi Ben,

    Thanks for this platform to ask questions.

    All my campaigns are in the learning phase for almost a week with barely any impressions or landing page views.

    I know you said it takes up to 50 conversions for the learning phase to end, what if I have set my charge to impressions and I have landing page views as the metric. How does this impact the conversions and learning phase?

    I’m a bit new to this and trying to understand how I can better optimize my ads.

    Thank you.

    Kind regards,

  • December 6, 2020

    Dear Ben,

    I’m not sure if I’m only assuming this and it is stupid, or if it’s true… I usually boost/promote my existing posts and always ad a ‘message’ button to them. =)

    However, when I use messaging objective, I feel the ads are doing way better than when I use engagement, even though the posts look the same to people who stumble upon them.

    Now, with advertising changes in Europe and messaging objective getting banned as a consequence… Is this true, or am I just paranoid that my engagement objective will be useless?

    The other objectives are not appropriate, because I don’t sell through my website, that’s why I encourage messages and orders in my FB inbox.

    Is there really such a difference between these two, even though they visually look exactly the same? =)

    Loved your article, one of the most useful I’ve ever read on this topic…
    I wish you all the best.

  • December 8, 2020
    Matthew Clark

    Hey Alex,

    Firstly – love your work.

    Quick question that has plagued me re the Learning Phase:

    I don’t ever seem to actually see it. I feel as though I only ever see the ‘active’ status.

    Any specific reason for this?

    I generally run conversion campaigns (ad to landing page etc) to collect leads.



  • December 10, 2020
    KT LOW

    Hi Ben

    Thank you for the informative article.

    I have a question – If my FB Ad Campaign is coming to the end of the set dates and I would like to extend the dates if running thr campaign, what do I do?

    Should I adjust the schedule end date before the end of the campaign or should I duplicate the Adset and the Ad to avoid going to the learning phasw again.

    Thank you in advance for your expert advise.

  • December 21, 2020

    Hi Ben,

    We have set a lead generation campaign for a month for a budget of $4 each day. But we have only got 30 leads in the month time with much high rate for a lead nearly it is taking $3 for a lead in some days. It is still in learning phase does we need optimize it or increase the budget. Industry is education sector.

  • December 22, 2020

    Hi Ben,

    Is it OK to duplicate an adset when it’s currently in learning phase? It’s for vertical scaling (eg increase budget to the duplicated campaign)

    Please advise, many thanks!

  • January 12, 2021
    Ruwan Ranasinghe

    Hi Ben,

    I have already set up the Lead conversions ads 02 days ago with a daily budget 10USD to lifetime. Now FB started the learning stage and I can see the impression and reach are getting increased and at the same time money is also consuming. Well, according to the advice, I should not touch the ads this time and my only worry is how long will it take to get over this learning phase?  Will I just end-up with lots of money consumed but without any results? What is your advice?


  • February 17, 2021
    Dummy Prac

    Hi Ben! I would like to ask. Why can’t I see the phrase “learning phase” under delivery column. It only shows either the campaign is active, scheduled, or error. How will I setup that option?

  • March 23, 2021
    Charlie Brinicombe

    Hi Ben,

    I am running a campaign with three ad sets each with one targeting option and £2 daily budget. I have seen 1 conversion event within the first week. A couple of questions if you don’t mind:

    1.) With such a small budget, is it still realistic to aim for 50 conversion events?
    2.) With just over 4000 impressions to date, how much precedence should I be putting on any emerging trends I can already see – even if they appear quite informative and sensible?

  • March 30, 2021
    Syed raza

    Hi ben -i have read all the content you have written but i have a question while our adset is in learning phase, should we start with a little budget or not. As my ad is charging me $25/day but not getting sales as you described but the thing is, why would we spend in a start that much if we are not getting a single purchase conversion. I would really appreciate if you give me solution.
    Lets talk about the campaign which i have started 3 days before and till today it has taken $79 and did not give me a single purchase conversion even though i have selected the good target with everything which is necessary. I hope you got my question.

    Thank you

  • April 7, 2021
    Kasper Emil Klausen

    Hey Ben,

    Are you able to make whatever changes to your ads when the learning phase is completed? It won’t restart all over again?

    Thank you

  • April 14, 2021

    Hi Ben,

    Great content! I have a question. When I duplicate a successful ad set that’s already exited the learning phase, will the new ad set bring over what the old one learnt?


  • May 1, 2021
    tara huelebusch

    Hi Ben-

    I have a traffic campaign set at $75 a day that has been running for about 4 days. The adsets are still in learning phase even though there has been over 50 conversions (in this case clicks). However, it’s only spent $81. Would this lead you to assume its ‘stuck’ and I should duplicate and re-run?

  • May 6, 2021

    Hi Ben,

    I run Facebook Ads with budget $30/day.
    Its ROAS is 4,2 in the first day. But in the second day, it doesn’t generate sales at all. Based on your experience, is it normal? Is there something wrong with my ad? Should I wait and see or should I kill this ad?

    Thank you 🙂

  • May 29, 2021

    Hey Ben, I appreciate all your answers here. Hope you can help 🙂

    I am running lead form ads, and the exact same campaign (audience, ads, adset, everything) was performing great last December, at $30/day budget. Getting around $7/lead. I turned it on again after being off for a few months, and now it is stuck in “learning phase” not delivering AT ALL. Zero impressions, zero adspend. (The only change I made to the adset was adding a few new ads on top of the ones that were doing well.) Now the weird thing is, when I turned on the campaign again, one of the ads that previously had been running fine, with good leads, got rejected.

    So I duplicated the adset, with the same ads (except the rejected one), same budget, same everything, and this adset also is in the learning phase with ZERO DELIVERY. None of my $30/day is being spent.

    50 leads/week is way higher than I ever did before, or thatn I want. I was getting about 1-2 leads/day before, so the “50 events/week” isn’t really appropriate for me.

    Also, before (with the exact same audience) I had a reach of 200-500/day. Now it says Reach
    3 – 14?? (bizarre!)

    Do you have any suggestions for me? Should I:
    1) change the conversion window? (not sure what that would do, but i find that mentioned in other articles)
    2) change the “goal” so that the 50 events can be achieved (ie – change from aim of leads, to clicks or something?)
    3) raise my budget to $100/day to see if that moves something?
    4) use a different audience? This audience was doing so well, it makes me sad to dilute it, but the reach has reduced by a magnitude of 10.
    5) create a new campaign?
    6) create an entirely new ad account (some guy on reddit said that worked for him)

    Thanks for your help, I really appreciate it!!

  • June 8, 2021

    Hello Ben,

    I thank you for all the values you share daily via your blog or even your Youtube channel. Here I am facing some difficulties. Here is the situation: What I did: I launched a CBO campaign with 10 adsets $20 each. This one performed extremely well on the first day so at the midnight I duplicated this campaign and changed just the interest so I ended up with 2 campaigns of 10 differentes adsets so a total of 20 adsets. The second day and the third day the results were very good. But on the fourth day, 100% of my adsets went to Limited Learning. And the results have completely dropped. I don’t know what to do anymore?

    I specify that it is a physical product for ecommerce.

    Thank you for your help!

  • July 24, 2021
    Dhiraj Mundhra

    I launched a Lead Generation campaign last evening and it went under the learning phase. The ad hasn’t optimized any leads and zero amount was spent. What should I do?

  • July 28, 2021
    suvarna chungade

    Hi Ben,

    Knowing you have replied on all the comments make me hopeful that I will get my answer too 🙂

    – There is this health care account that I manage on FB.
    – I am running lead gen and conversion campaign on this account
    – Our target audience is very niche – thus making audience size very small and because its local business I can’t increase the audience size by increasing my radius.

    My problem is my campaign is always in limited learning phase, even when I came ad changes it moves from active to limited learning in a days time.
    I do not have much options to increase the audience and there is not much data to optimise.
    I am hardly getting 1-2 leads per month 🙁

    Also, my lookalike audience is not getting populated

    Kindly suggest how can I improve the performance

  • August 24, 2021

    Hi Ben,

    I’m currently running ads with an ABO budget set to $20 and with 2 days of spend, the ads only have 227 impressions which is very low. The ads are in the learning phase and are not being shown to many people, I have my conversion event set to purchase. What should I do to get my ads to more people and improve the performance?

  • November 20, 2021

    Hi Ben,
    Thank you for the great content,

    I launched a new Adset in a new Campaign for purchases, in the 1st 24h it was active and generated 3 results, However now which is the 2nd day it went from Active to Learning and zero results, i may look impatient but with the low performance it may took alot of time to generate 50 leads. My question is, is there a minimum days or a number of results per day to concider before judging either to kill it or not.

    Thank you for being the FB advertisers savior, every time 🙂

  • November 22, 2021

    Thank you so much for your advice,
    Update: it is the 4th day and the purchases are coming with a very good CPP!

    However i have another question, Because my stock will take maybe more than 2 weeks to be refilled, i want to reduce the budget of my adsets to let’s say $5-3/day (it is $15 now for testing) till i’m ready to deliver and then rise it to $50/day.
    Is it a big risk to edit the budget since the Adsets are still in the learning phase? what do you suggest.

    Thank you!

  • January 23, 2022
    Gergely (Greg)

    Hi Ben.
    I have been using campaign budget optimization for the first time so I am not too experienced in it yet.
    First I used only one ad set in every campaign, it is a mistake, isn’t it?
    My experience was that for a longer period of time most campaigns had had no any considerable spendings. But then my spendings had drastically sped up from one day to another so I had lost a lot of money before I could turn the bad ad sets off. What do you think has happened to my ads?
    Sorry for my poor English, I am not a native speaker.

  • February 2, 2022

    Hi Ben,

    Since a few days a strange thing is happening yo our new campaigns. In the “results” column there are conversions and there is a cost per convesion in another column. However… Under delivery it says “0 optimization events since…”

    Sorry if i got any of the names of the columns wrong. They are loosely translated from my Swedish Ads manager. Hope you get what I mean anyway,

  • March 15, 2022

    Hi Ben
    Thank you for an amazing article. I would love your advice if possible:

    I am running one campaign (limited budget of $10) per day and I am using the conversions objective (purchase)

    I am not getting any conversions (its been 2-3 days) and I worry I wont exit the learning phase because I am not getting purchases. My audience is around 1.1 million (Australia specific and related to weddings) Should I change my objective to link clicks (have 20 of those in the last 2 days) or wait it out until I hit 7 + days. If after 7 days I am still not seeing results would you suggest changing the objective, increasing budget etc.

    Thank you so much


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