Will editing ads reset learning phase?

Hi Emma,

As I understand any change will have some impact on the delivery, but only some changes reset the learning phase. I think the important thing here is to remain logical in the sense that some changes should be done regardless of the fact the cost is resetting the learning phase! Personally I would consider creative refresh and optimizations valid reasons.

I found this article which explains that the learning phase lasts roughly 50 optimization events or the outcome your ad is optimized for at that time. So if time is of the essence this can help you estimate how long the ad might take to stabilize out of the learning phase, and hence make a more educated guess of whether it is worth it.

All the best!