Facebook uses Machine Learning to find people that are more likely to care about your brand and buy your product.
When you create a new ad set or make a significant edit to an existing ad set or an ad, the Facebook algorithm will enter your ad set into the Learning Phase. During this phase, ad sets are less stable and usually have a higher CPA and low ROAS because Facebook hasn't yet identified the best prospects to show your ads to within the audience selected, nor has it identified which one of your ads will resonate the most with them. Ad sets exit the learning phase as soon as performance stabilizes. The faster your ad set gets out of this phase, the better. This is why it is important to take into account the Learning Stage when optimizing your campaigns.
We've added the following Facebook metrics to the MarinOne grid: Learning Stage, Last Significant Edits, Number of Conversions since Last Edit, Frequency Last 7 days, Frequency Lifetime, Reach Last 7 days, Reach lifetime.