# Learning phase

> The learning phase is the period after a Meta ad set is created or significantly edited during which the delivery system is still testing audiences and placements, and Meta documents roughly 50 optimisation events within 7 days as the point an ad set leaves it.

Source: https://adops.id/glossary/learning-phase/
Last updated: 2026-08-20
Publisher: AdOps (https://adops.id) — an independent product, not affiliated with Meta Platforms, Inc.

---

**Also known as:** Learning, Learning limited

**In AdOps:** AdOps does not read learning-phase status; it is not one of the 45 rule metrics. Two rule-builder controls limit how often a rule can disturb delivery: the per-task action frequency, with 11 cooldowns from 15 minutes to Once in a lifetime, and Hours since creation (`created_time`).

The learning phase is the window after an ad set is created or significantly edited while Meta's delivery system is still working out who to show the ads to. AdOps cannot see that status, because learning phase is not one of its 45 metrics, but two of its controls exist precisely to stop a rule from resetting it repeatedly.

## Why do automated budget changes matter here?

Meta restarts learning after a significant edit to an ad set, and it documents roughly 50 optimisation events in 7 days as the threshold for leaving learning. A rule that raises a budget every 15 minutes can keep an ad set in testing indefinitely, which is a delivery problem no threshold on ROAS will reveal.

## How does AdOps limit how often it changes a budget?

With action frequency, set per task rather than per rule. Increase budget, Decrease budget and Set budget each accept one of 11 cooldowns from 15 minutes to Once in a lifetime. The shipped Tiered Budget Scaling template caps every one of its three budget steps at once every 2 hours.

## How do you keep a rule off a brand-new campaign?

Add a condition on Hours since creation, which reports the hours elapsed since the campaign was created and is point-in-time, so it takes no reporting period. Requiring Hours since creation above 48 alongside a spend floor of Rp 1,000,000 stops a rule from judging a campaign before it has data.