• What exactly is the learning phase and why is it important? 

• The learning phase is essentially where Facebook is learning gradually based on your budget, who the ads need to be delivered to, why they're delivered to them in hopes that it's able to optimize for the cost per lead or the cost per application, or the cost per call that you're looking to achieve. 

• Now, keep in mind, the learning phase is important because typically what you want to achieve is not where it says learning or learning limited, what you really want to achieve is where the ad just says approved and that it's running. And the reason for that is because once you achieve about 50 conversions or so consistently, you are exceeding the learning phase, your pixel and your campaigns are learning who it is it wants to target and why they're targeting them.

• And hopefully in the result that you get the best quality leads through your funnel. And if you're able to achieve 50 conversions, I would say over the course of a week, per audience, or over the course of a campaign, you exceed the learning phase and you actually will optimize and get better performance over time. 
  

• If you're getting less than 50 conversions a week, oftentimes you'll see learning limited and it just takes a bit longer. 

• But essentially the learning phase is just Facebook's way of adapting to your audience, trying to figure out who it is that you're looking to target your ads to. 

• Of course, you make adjustments, you turn off audiences that don't perform in hopes you get a better cost per lead. And then as you do that, it learns who you're looking for. And then you're no longer in the learning phase. And that's why you need to pay attention closely to the learning capabilities of your campaigns.

David (00:01):

Hey everyone. So in this video, we're going to be talking about the learning phase. What exactly is the learning phase? Why is it important? So on the right hand side, you could see that I have a column here of what Facebook is considering. The learning phase. It's essentially where Facebook is learning gradually based on your budget, who the ads need to be delivered to why they're delivered to them in hopes that it's able to optimize for the cost per lead or the cost per application, or the cost per call that you're looking to achieve. Now, keep in mind, the learning phase is important because typically what you want to achieve is not where it says learning or learning limited, where you really want to achieve is where the ad just says approved and that it's running. And the reason for that is because once you achieve about 50 conversions or so consistently, you are exceeding the learning phase, your pixel and your campaigns are learning who it is it wants to target and why they're targeting them.

David (01:02):

And hopefully in the result that you get the best quality leads through your funnel. And if you're able to achieve 50 conversions, I would say over the course of a week, uh, per audience, or over the course of a campaign, you exceed the learning phase and you actually will optimize and get better performance over time. If you're getting less than 50 conversions a week, oftentimes you'll see what you see on your screen, which is learning limited. And it just takes a bit longer. But essentially the learning phase is just Facebook's way of adopting your audience, trying to figure out who it is that you're looking to target grads to. Of course, you make adjustments, you turn off audiences that don't perform in hopes you get a better cost per lead. And then as you do that, it learns who you're looking for. And then you're no longer in the learning phase. And that's why he needed to pay attention closely to the learning capabilities of your campaigns.