TypePlatform
The learning phase explained
Why new campaigns need a few days to two weeks to settle, and how to avoid resetting the learning.
When a campaign launches, each ad platform spends a while working out who responds best to your ads, where to show them and when. This is the learning phase.
How long it lasts
Usually anywhere from a few days to two weeks, depending on your budget and how many conversions your campaign gets. Snifferdog's own agents are learning during this time too.
What to expect
- Costs and results can swing from day to day.
- Performance usually steadies and improves once learning is complete.
How to help it along
- Avoid big changes, such as large budget shifts or pausing and restarting, during the first week or two. Major changes can restart learning.
- Make sure conversion tracking is working, so the platform has the right signals to learn from.
- Give campaigns enough budget to get meaningful results.
Read more: each platform explains its own learning period. Search for "learning phase" in the Meta Business Help Centre or "bid strategy status" in Google Ads Help.