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Learning Phase

1. What is Learning phase?​

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

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  • 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. The ad is learning the conditions of the marketplace for optimal delivery.
  • If an ad group has not passed or fails to pass the learning phase, the delivery will be unlikely to scale up.

2. Tips to pass the learning phase faster​

  • Ad group daily budget should be minimally 30x of CPA bid
  • Give more bid headroom; Set ~30% higher CPA than your target initially, to avoid the ad group is struggling to compete
  • 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 with the optimization after 5 days, turn off the ad group and try a new ad group with different creative. Don ’t use the same creative that has failed to pass the learning phase.

Avoid making any changes and keep monitoring the campaign​

  • During the learning phase, system is exploring new audiences to help achieve 50 conversions
  • During this phase, the CPA may fluctuate, but will become more stable as the learning data accumulates.
  • Ensure substantial flight duration (minimum 2 weeks) to facilitate system learning
  • An oCPM ad group can expect a stable CPA after achieving 50 conversions.