Learning Phase and Optimization

Carolina Flechas

Last Update 7 months ago

How long should you wait before editing your ad is one of the questions we get asked the most. Here we will show you all the things that are being optimized when your campaign is launched with Plai and why it's best not to edit too soon.


The ad learning period starts when a new campaign or ad set is launched or when significant changes are made to an existing one. During the learning phase, the platform's algorithms are trying to understand how different audiences interact with your ads. They're learning which types of users are more likely to engage or convert, and they adjust the ad delivery strategy accordingly.


What to check:

  • Optimization Goals: The learning phase is about finding the best way to achieve your campaign's objectives (e.g., clicks, conversions, impressions) within the target audience.
  • Duration: The duration of the learning phase can vary, but it typically lasts for about 7 days. Make sure not to edit before that time. 
  • Limited Optimization: During this period, the platform may not perform at its highest potential. Your ads might not get as many impressions or conversions as they would after the learning phase, this doesn't mean the campaign is not working.
  • Avoiding Changes: Making significant changes to your campaign (e.g., budget, targeting, creative) during the learning phase can reset the learning process and delay optimization.
  • Patience is Key: It's important to be patient and allow the platform to gather enough data before making  any adjustments.

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