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Why Does Meta Have a Learning Phase?

Writer's picture: Ethan JonesEthan Jones


Ah, the learning phase—a necessary evil or a misunderstood genius? 


No, this isn’t some digital schoolyard, but yes, Meta does need to “learn” before it can shine.


If you’re here and you don’t know what the learning phase is, welcome—you’re in the right place. 


If you do know what it is, well… Why are you still here? Go read one of my other blog posts instead. Or stay for the banter, your choice.


So, What's The Learning Phase?

The learning phase is Meta’s way of saying: “Hang tight, I’m figuring this out.”


It’s the period where Meta gathers data to understand who’s most likely to convert.


But here’s the thing—this is where most people panic. 


Their ads are up, their wallets are out, but the results? Meh.


They start questioning everything: Is it the ad?


Is it Meta?


Is Mercury in retrograde?


Calm down—it’s none of that. It’s just Meta doing its thing.


Why Does Meta Need to Learn?


Meta doesn’t have a crystal ball (unfortunately).


 It needs to understand who your ideal customers are—what they like, their age, gender, demographics, interests, and even whether they prefer tea or coffee (okay, maybe not that far, but you get the idea).


This data helps Meta optimise your ad delivery so it shows your ad to the right people—the ones most likely to click “Add to Cart” instead of just scrolling past.


Meta wants you to succeed.


Why? Because when you win, they make money. But they can’t just magically know who’s going to convert without some time to learn.


How Long Does It Take?


Patience, my friend. I usually give Meta 7–10 days to do its thing.


After that, I check the data, make tweaks, and optimise the ads. If needed, I create new ones to test further.


The key is not to pull the plug too soon. Imagine planting a seed and expecting a tree the next day—it’s not going to happen.


Let it grow.


Final Thoughts: Trust the Process


So, to wrap it up: patience and trust.


Give Meta time to gather the data it needs, and don’t panic during the learning phase. Good things are coming—if you let them.


And if waiting isn’t your thing, don’t worry—I’ve got you covered.


I’ve helped businesses hit crazy numbers like 16.1x ROAS with the right strategies.


Book a free, no-obligation call with me today, and let’s talk about how I can help you crush your ad goals.


It doesn’t cost a thing, so there’s no reason not to!



Looking forward to chatting,

Ethan


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