In brief
At launch, or after a major edit, TikTok learns: it tests different people and different times to find where your ad works. During this learning phase, results vary and costs are often higher. It ends when the ad group has accumulated enough optimization results (around 50, to be checked in the tool).
Why it matters
Many campaigns are stopped or edited too early, which restarts learning and wastes budget.
The steps
- After publishing, let it run for a few days without touching the main settings.
- Check that the budget is enough to reach the expected number of results (recommended daily budget of at least €50 in TRIALO).
- Avoid changing budget, targeting, creatives and bids at the same time.
- To test an idea, duplicate the ad group rather than editing the existing one.
- Evaluate results after the learning phase.
Pitfalls to avoid
- Stopping or editing a campaign after 24 hours.
- A budget that is too low: results never reach the threshold.
- Targeting that is too narrow: few results possible.
- Changing several settings at every visit.
Frequently asked questions
How long does it last? It depends on the volume of results: the larger the budget and audience, the shorter it is.
What restarts it? A major edit (budget, targeting, creatives, bids) or a reset.
Key takeaways
- The first days are unstable: that’s normal.
- Few changes, one test at a time.
- Duplicate rather than modify.
Practice in TRIALO
Publish, advance 3 days, open the ad group diagnostics, change the budget, then advance another 3 days.