When you launch a new campaign, for the first 3-5 days, our systems will explore to try to find the best users for your ads. We call this initial exploration phase the Learning Period.
During the Learning Period, we strongly advise you to avoid making changes to your campaign to allow our systems to learn and calibrate as efficiently as possible. During this phase, you will likely see fluctuations in performance. After the Learning Period, your campaign’s performance should stabilize. If you still are not seeing performance after the first 3-5 days, we suggest increasing your bids, widening your target audience, or refreshing your creative.