How many conversions does Facebook need to get my ads out of the learning phase?

Give Facebook at least 50 conversions a week so its AI can work well. Below that, the ads stay in the learning phase, where Facebook is still experimenting to find who responds best, so results bounce around from day to day and you waste money. You can still get results with fewer than 50 a week, but the best results come at 50 or more, and it can be the difference between roughly $10 and $20 per lead.

What 50 conversions a week costs depends on your offer. Getting someone to pull out a credit card costs far more than getting a form submission. As a rule of thumb, a paid conversion costs at least the first month's price, so a $1,000 purchase could cost over $1,000 to acquire and 50 a week would mean $50,000. A form fill at about $10 a lead needs only about $500 a week. That is why most people start with an appointment, a lead or a lead magnet as the main offer.

If you cannot afford 50 conversions a week, set your daily budget to at least the cost of one conversion per day. That is the next best thing. Below that it is hard to get good results.

Edits and budget changes can send a campaign back into learning, so avoid editing a live campaign.