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Sudden Drop Sales during Learning Phase
Dear All…
I’m a newbie and so confused right now.
So, I run an FB Ads with budget $30/day.
The ROAS for first day is 4,20.
Then I got no sales at all on the second day.Is it normal?
Do you any suggestions for what I should do?For your experience, shall we get higher ROAS after our ad sets completing the Learning Phase?
Even though my ad sets generate sales, but my learning phase bar stay zero (0).
Is it normal?I hope I get some answers in here 🙂
Thank you 🙂
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5 Replies
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Yes, it’s pretty normal, especially the first 1-3 days while optimizing.
The higher the budget per day, the more stability of your ROAS you will see. So at $30/day, you will see a lot of fluctuations and randomnesses.
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* The learning phase will continue till you’ve got at least 50 conversions within the conversion window (like say 7 days).
* During the learning phase, it’s normal to see a fluctuation in sales (due to experimentation). Wait till Facebook has gathered enough data about your target audience.
* Check your ad frequency. If it’s high that means your target audience is too small & your ad is being shown to the same set of people again & again (therefore ad has stopped performing). -
Just the nature of business. Some days are good some days are bad. Look at a longer time frame for the average and continuously tweak things so things trend upwards over time.
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could be your competition targeting the same audience. your budget seem very low, how much did it spend on the second day?
i actually find that our ROAS declines once our campaigns come out of the learning phase but can be hit and miss
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The learning stage should be called discovery, and it’s largely unstable. This is the period of time wherein Facebook is sifting through audiences to find the similar characteristics of people that can create a buyer avatar.
To get out, and stay out, of the learning phase you need 50 conversions per ad set every 7 days on a perpetual rolling cycle.
On a budget of $30 per day I’m assuming it’s going to be very hard to hit the 50 conversion per day threshold to get out of learning, so you’ll likely be in a perpetual state of learning, bouncing from audience bucket to bucket.
Outside of remarketing audiences Facebook is largely an awareness building platform, much like the end caps and checkout racks at the grocery store. Because intent is low you are believing in “Facebook’s magic” to find and deliver audiences that will convert. I say all this to caution that there us always going to be a degree of instability in your campaigns.
Additionally, none of platforms share conversion data with each other, so if you were to send an email out and get 4 conversions, but those same users saw or clicked an ad within 28 days (standard Facebook attribution window – now 7 days), both platforms would record conversions even though the last click came from an email.
Lastly, break out your conversion reporting by click and view.all display platforms track conversions based on views, wherein at least 50% of an ad was viewable. Note that viewable infers that the ad could be seen on screen, not that it was viewed on screen. With the rollout of ios14 view conversions are going to be severely impacted, so make sure you are optimizing for click conversions, and that you that you have server side tracking and/or conversion API set up.
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