Meta Business Help Center
Translated into capital letters:
If you choose an audience in an ad group that has a budget of €10/day (therefore very low ) it is almost certainly useless for you to stay there making frequent changes because it is almost certain that the “car” will not have enough petrol to reach its destination.
And if you keep making changes you
Never get out of the learning phase. (or rather) you never get your ads running enough on that audience to be able to label it as effective/ineffective.
Practical advice :
▪ Keep your hands still and don’t make any drastic changes until your ads have reached a critical mass of impressions.
How many impressions?
Obviously it depends on the specific case but if the ads have not reached 6/8,000 impressions they have not been circulated enough.
How to manage Facebook campaigns?
The serving system never stops Advertising Database learning about the best way to deliver an ad set, and ad sets graduate from the learning phase as soon as performance stabilizes, typically after about 50 optimization events since the last significant change.
Meta Business Help Center
ATTENTION: IMPORTANT INFORMATION (not that the previous ones weren’t, but this one more so)
I also translate this excerpt into capital letters:
The advertising algorithm feeds on data and LEARNS also based on the conversion events that we have given it as a goal. It needs 50 events from the last significant change to exit the learning phase .
What does this mean? It means that, for example, if we have created a campaign that has as its conversion objective the event “Filling out a form to request a quote”, it could happen that at the beginning it is difficult to receive these requests, because perhaps the service is expensive/complex to understand or because perhaps it is a local reality in a small town and therefore it is normal for the numbers to be lower.
The result is that it takes you forever to
Collect those 50 conversion events They will soon spread that allow the ad group to exit the learning phase.
Practical advice :
So what? What do you do? One option is to downgrade the conversion event .
For example, you can replace the “Form Fill Out” conversion event with a “Time On Page 60 seconds” event. That is, set a conversion event that tracks as a conversion the user who lands on.
