In This Article

What Does Facebook Mean by "Learning"?

All ads posted to Facebook must go through a period of what Facebook calls "Learning."

During this period, the tool is "learning" the best ad strategy by showing your ad in multiple places, seeing how different Facebook users interact with it, and then tweaking the formula to achieve the optimal reach for your specific target audience.


All of these calculations and optimizations are done automatically on your behalf, ensuring that your ad spend is used in the most effective way.

No Action Is Required from You

"Learning" means that your Facebook ad is currently in the process of being optimized. This is not a problem, and you don't have to do anything but wait for the optimization to be complete.

Every new ad on Facebook must go through the learning phase. It cannot be bypassed.

Your Facebook ad will continue to learn user behavior and optimize itself throughout your entire ad campaign. The learning phase is simply the most focused step and must be completed before your ad becomes "Active."

Is Your Ad Stuck in Learning?

If your ad campaign shows Learning and has been stuck there for multiple days, then we may need to make some changes to help the ad progress through the optimization phase. Your ad may even move from Learning to "Learning Limited," which is a sign that the learning phase has stalled.

Please keep in mind that actual performance is the most important thing. If your campaign is generating leads at a good cost, then you don't necessarily need to worry about this Facebook notification.

How to Move Your Facebook Ad Through Learning

If your Facebook ad campaign is stuck in Learning and is not performing like you hoped, please contact us so that we can assist you. Use this link to submit a Support ticket, or open the Help widget in the bottom right corner of your screen.

Our team will look into your specific ad to evaluate possible causes, including:

  • Your audience is too limited.
  • Your ad budget is too low to achieve realistic results.
  • Your ad simply needs more time.

If your ad is stuck in Learning, please do not make any edits before contacting us. Edits may cause Facebook's Learning phase to start over, delaying your ad campaign even further.