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Shankar Das
The Two Key Phases Every Meta Ad Campaign Goes Through
To understand why pausing hurts performance, it helps to know how Meta’s system learns
Think of Meta’s algorithm like a smart salesperson who’s learning about your business and customers for the first time. You wouldn’t expect them to perform perfectly on day one. They need time to learn who’s a good fit, what resonates, and when to engage.
Meta’s ad delivery works in a similar way, moving through two main phases.