No! What is this?

For the past few months (or at least several weeks), I’ve had a new learning phase. It requires only 10 optimized events in three days.

It was glorious! This made the learning phase virtually nonexistent. It learned and then it completed learning in a flash. You worry a lot less about learning when you know you’ll exit it quickly.

But now I’m back to 50 optimized events in seven days. No explanation. Just back to the old way like nothing happened.

What Happened, and Does it Matter?

It’s possible what I was seeing before was part of a test. Meta’s official documentation on the learning phase still reflects 50 events in seven days, so there’s no clear evidence that this was going to be a permanent change.

It’s also not clear how much this even matters. Would I notice anything different about performance or delivery if the display still read 10 events in three days? There is definitely a psychological side of the learning phase, and it’s got advertisers all messed up in the head.

Still, everything seemed to run fine with a 10-event learning phase. It also felt like once it moved back to 50 (which meant I was now back in learning), delivery and performance became less stable.

Which learning phase do you have?

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