Do Google Experiments Have a Learning Phase?

[TTFV]

Presumably, a major change in the campaign such as testing a new bidding strategy will need a few weeks to stabilize. However, testing a new global headline probably won’t be that disruptive.

So, in a nutshell, yes they can, but not always. Just run the experiment until you have a statistically significant result or you’ve run for a full month and can’t determine a winner.

[nextlevelppc]

Experiments by itself do not have a learning phase. All experiments do is provide an A/B split.

The experiment campaign shares the control campaigns budget and historical traffic so if you changed nothing in the experiment version then there would be no learning phase. The learning phase is dependent on what is changed in the experiment campaign.

This also applies when the experiment ends. There is an option to make the experiment changes to the control or have the experiment campaign replace the control campaign. If you choose to make the experiment changes in the control that could trigger a learning phase in the control campaign.