Summary

Frequent alterations to your Meta/Facebook ads can hinder performance as Meta creates a learning model of your top customers. After 50 conversions, a precise model is built that effectively finds more customers. However, changes to budget, ad set targeting, ad creative, or ad's URL reset campaign learnings. Instead, duplicate the campaign, apply changes to the new one, and deactivate the old one once the new one is operational. Patience is key to let Meta utilize its machine learning powers.