In Meta’s Help Center article titled “Significant Edits and the Learning Phase,” it is stated that adding a new ad to an active ad set restarts the learning phase. Although this information has been cited for years, it may now be outdated. The article suggests that while some changes, like increasing a budget, depend on the size of the increase, adding a new ad is straightforward and will restart learning.
A recent test involved publishing a new ad within an active ad set, which remained active, and the new ad was also immediately active upon approval. This is generally seen as positive by advertisers who prefer to avoid changes that could disrupt performance. However, there is a consideration that restarting the learning phase might be beneficial if the original learning did not account for the new ad.
The new ad received fewer impressions, but this might not be significant. The impact of adding multiple ads could differ; for instance, adding 22 new ads to an ad set with only one existing ad might trigger the learning phase. This situation illustrates the evolving nature of Meta advertising rules, indicating that past assumptions may no longer apply.
