Learning phase

During learning, results are less stable and usually more expensive. If an ad set is unlikely to get about 50 optimisation events in the week after its last significant edit, Meta marks it "Learning limited".

Fixes: combine ad sets, widen the audience, raise the budget, or optimise for a more frequent event.

Where to find it: The Delivery column shows "Learning" or "Learning limited".

Problems where it matters

• Learning limited on Meta: what it means and how to fix it
• Meta cost per purchase suddenly doubled
• Meta costs went up after raising the budget
• New Meta ad worked for a few days, then stopped
• Meta ads stopped working after an edit
• Meta ads performance up and down every day