Learning Mode

About Learning phase

When we start delivering your Goal, whether at the start or after you edit it, our AI doesn’t have all the data necessary to deliver it as stable as possible.

In order to get that data, we have to show ads to different types of people within your strategy to learn who is most likely to get you optimization events. This process is called the “learning phase.”

Once we have the data we need, your Goal should experience fewer performance fluctuations. (That said, it’s useful to keep in mind that delivery will get even more stable as we collect more data beyond the learning phase.)

About the delivery system: Learning phase

When we start delivering your Goal, whether at the start of a campaign or after you edit it, our AI doesn’t have all the data necessary to deliver it as stable as possible. In order to get that data, we have to show ads to different types of people to learn who is most likely to get you optimization events. This process is called the “learning phase.”

Once we have the data we need, your Goal should experience fewer performance fluctuations. (That said, it’s useful to keep in mind that delivery will get even more stable as we collect more data beyond the learning phase.)

At this point, you can make an informed decision about your Goal . If you’re satisfied with your results, you can let it keep running or increase its budget.

If you’re unsatisfied, you can edit the Goal to try to improve its performance or pause it. You can also try to create a new strategy inside the goal to help you achieve your goal.

Important: The learning phase is a normal part of the lifecycle of a Goal. It’s always existed, we’re now just letting you know it’s happening. Seeing it doesn’t indicate that your Goal is experiencing any sort of unusual performance issue.

What can I expect during the learning phase?

You can expect more performance fluctuations than usual. We recommend against making significant edits to your Goal during the learning phase. Doing so may cause the learning phase to reset before generating any meaningful information.

How long does the learning phase typically last?

The learning phase typically lasts for X number of conversions or the whatever your target goal is. This is if no major edits are made the goal.

Notes:

X conversions are our general guidance, but the actual number required by any given Goal could vary based on its specific characteristics and market conditions.

If your optimization event is conversions, you need to factor in your conversion window too. For example, if your conversion window is 7-day click, the conversions you need all have to happen within 7 days of the click that led to them.

Can I speed up the learning phase?

Optimizing for a more commonly-occurring result (ex: if you’re optimizing for purchase conversions, switch to add-to-cart conversions instead)

  • Expanding your targeting
  • Expanding your placements
  • Adjusting your ad creative

Will every edit I make reset the learning phase?

Not necessarily. Every edit you make (during the learning phase or after it) has some effect on delivery, but not every one resets the learning phase. If the edit isn’t significant, the learning phase won’t reset.

The following are considered significant edits, which reset the learning phase:

  1. Change in targeting
  2. Any change to ad creative
  3. Updating to optimization event
  4. Adding a new strategy to your Goal

Pausing your Goal (or the campaign it’s in) for 7 days or longer (the learning phase will reset once you unpause the Goal/)

A change of any kind to any of the following areas may or may not be significant, depending on the magnitude of the change:

  • Bid cap or target cost amount (Example)
  • Budget amount (unless you’re using the target cost bid strategy, in which case budget changes aren’t considered significant edits)
Updated on October 17, 2018

Was this article helpful?

Related Articles

Leave a Comment