Tutorial | What Is Learning Phase And How To Pass It

Introduction

When running a TikTok ad campaign, you may notice fluctuations in the cost per conversion (CPA). This instability is often a result of an internal process called the "learning phase." Understanding this phase is crucial to optimizing your ad delivery and achieving better campaign results.

What Is the Learning Phase?

The learning phase begins when you set up a new campaign in TikTok Ads Manager. During this phase, the platform’s backend system starts an experimental process aimed at discovering new customers who are most likely to engage with your ads. The objective here is to identify the right audience for your specific campaign.

The system experiments with various audience segments to determine which ones yield the best interaction rates. This phase is vital for ad delivery because it helps TikTok Ads Manager optimize future ad placements based on the data it collects.

Fluctuations During the Learning Phase

As the system gathers data, it’s normal for the CPA to fluctuate—sometimes dramatically—within a range. For instance, an advertiser may witness a CPA between $ 10 and $ 60 before reaching stability. Typically, once the system acquires enough data, it will start delivering ads more consistently.

In most cases, an ad group will achieve stable CPA after recording 50 conversions. This number is significant because it indicates that the learning phase has been completed.

Important Considerations

It’s essential to remember that the learning phase occurs behind the scenes in the TikTok Ads Manager. Success in this phase is not immediately visible in your dashboard. If your ad group is unable to garner at least 20 conversions within the first 10 days, there’s a high chance it will struggle to pass the learning phase.

During this period, refrain from making drastic changes to your campaign, such as lowering bids or budgets, deleting creatives, or narrowing your target audience. These alterations can severely impact the learning process and decrease your chances of passing the learning phase successfully.

What To Do If You Don’t Pass the Learning Phase

If your ad group doesn’t pass the learning phase, consider optimizing your strategy by:

Adjusting your creative content to make it more engaging.
Broadening your target audience to capture more potential customers.
Increasing your bid to enhance visibility.

Practical Advice

To better navigate the learning phase, keep the following tips in mind:

Allocate a sufficient budget to allow your ad group the opportunity to learn and adapt.
Stay patient as the system identifies the best-fit audience for your ads.
Pull the right optimization levers by broadening your audience, increasing your bids, or experimenting with different creatives.

Once your ad group passes the learning phase and stabilizes its CPA, you can then focus on scaling your campaign and expanding your user base.

Keyword

Learning Phase
Cost Per Conversion (CPA)
TikTok Ads Manager
Ad Delivery
Audience Targeting
Conversion Tracking
Campaign Optimization

FAQ

Q: What is the learning phase in TikTok Ads Manager?
A: The learning phase is an experimental process where TikTok's ad system identifies the most suitable audience for your advertisements through various targeting experiments.

Q: Why does my CPA fluctuate during the learning phase?
A: Fluctuations in CPA are normal during the learning phase as the system is still gathering data and optimizing for the best-performing audience segments.

Q: How many conversions do I need to pass the learning phase?
A: Generally, you need to achieve 50 conversions for your ad group to pass the learning phase and stabilize your CPA.

Q: Should I make changes to my campaign during the learning phase?
A: It's advisable not to make any significant adjustments (like changing bids, budgets, or targeting) during the learning phase, as these can hinder the learning process.

Q: What should I do if my ad group struggles to get conversions?
A: If your ad group isn't obtaining at least 20 conversions within the first 10 days, consider optimizing your creative, broadening your target audience, or increasing your bid.