This article covers the most common questions that advertisers ask related to Target ROAS Campaign Learning Phase.
If your question isn't covered here, please contact your account manager for further assistance.
| Question | Answer | |
| 1. | How long does the learning phase last? |
The learning phase typically lasts around 10-14 days depending on install volume, initial daily budget, and region. During this period, the system is exploring traffic sources and establishing early user patterns, so performance fluctuations are normal. |
| 2. | What changes should I avoid during the learning phase? |
Avoid adjustments to Target ROAS budget, creative sets, placements, or geo coverage. Major structural changes interrupt learning and extend the time needed to reach stability. |
| 3. | How do I know if the learning phase is going well? |
Healthy learning is enabled by consistent spend, stable delivery of installs or events, and accurate sharing of MMP postback data. During the learning period, fluctuations in installs, spend, and user quality are normal as the algorithm explores data from multiple dimensions to evaluate product suitability. Overall performance will progressively align with your target ROAS, achieving greater stability once the learning phase is complete as multi-day performance trends should gradually stabilize rather than show sharp day-to-day swings. |
To learn more about frequently asked questions related Target ROAS optimizations:
- Campaign Setup Prerequisites, click here
- Campaign Budgeting & Bidding, click here
- Campaign Optimizations, click here
- Campaign Creatives, click here
- Campaign Source Quality, click here
- Campaign Data Integrity, click here