The Learning Phase is the initial stage of a campaign when the advertising platform is collecting data to understand how your ads perform works.
During this phase, the system tests different combinations of ad creatives, audiences, placements, and bidding strategies to find the most effective setup.
As a result, campaign performance may temporarily fluctuate — costs per click or conversion can be higher until enough data is gathered.
How long does it last?
The learning phase usually lasts until the system collects enough conversion data to optimize performance. This process typically takes around 30 days, depending on your campaign’s traffic volume and budget.
Summary
The learning phase is a normal and necessary part of campaign optimization.
It allows the platform’s algorithm to analyze data, adjust performance, and deliver better results over time. Once the learning phase is complete, you can expect more stable and predictable outcomes.