7.12 Learning Phase

What is Learning phase?

Learning Phase is a process in which our ad system explores new users and helps ads reach the most relevant target audience at the initial stage of ad delivery.

• Learning phase is NOT defined in days. First ~50 conversions is considered Learning phase.
• During this process, delivery can be slow or non-existent and CPA will fluctuate day to day.
• If an ad group has not passed or fails to pass the learning phase, the delivery will be unlikely to scale up.

Tips to pass the learning phase faster

• Ad group daily budget should be minimally 30× of CPA bid.
• Give more bid headroom; set ~30% higher CPA than your target initially.
• If an ad group is struggling to deliver initially, increase bid price or broaden targeting.
• If it continues to fail to pass the learning phase after 5 days, turn off the ad group and try a new ad group with different creative.
• Avoid making any changes and keep monitoring the campaign during the learning phase.
• Ensure substantial flight duration (minimum 2 weeks) to facilitate system learning.
• An oCPM ad group can expect a stable CPA after achieving 50 conversions.