When you launch a new campaign on Vibe, it enters a learning phase. During this period, Vibe's delivery system is testing different inventory, audiences, and placements to find the best combination for your campaign goal. This is normal and expected.
What is the learning phase?
The learning phase is the initial period after a campaign launches where the delivery system gathers performance data. It uses this data to optimize which inventory, time slots, and audience segments deliver the best results for your specific goal (awareness, traffic, leads, sales, etc.).
During this phase, performance may fluctuate more than usual. CPMs, delivery pacing, and conversion rates may vary as the system explores different combinations.
How long does it last?
New campaigns: The learning phase lasts 14 days from the campaign start date.
After a pause/resume: If you pause and then resume a campaign, a shorter learning phase of 5 days begins from the moment you resume.
What to expect in reporting
During the learning phase, your reporting data may look different than expected:
Metrics may be volatile: Daily CPMs and conversion rates can swing more than usual as the system tests different inventory.
Early results are not representative: Do not judge campaign performance based on the first few days. Wait until the learning phase is complete to evaluate results.
Delivery may ramp up gradually: Your full daily budget may not be spent immediately as the system identifies the best inventory.
What resets the learning phase?
Pausing and resuming your campaign is the only action that resets the learning phase. When you resume a paused campaign, a new 5-day learning phase begins.
Tips for getting through the learning phase
Be patient. Let the campaign run for the full 14 days before drawing conclusions about performance.
Avoid pausing if possible. Pausing and resuming triggers a new 5-day learning phase. If you need to make changes, editing the campaign (budget, targeting, creatives) is preferable to pausing.
Set a realistic budget. A higher daily budget gives the system more data to learn from, which can lead to faster optimization within the 14-day window.
Use broad targeting initially. Narrow targeting limits the inventory available, which can slow down optimization.
Monitor trends, not daily numbers. Look at 3-day or 7-day rolling averages rather than individual day performance.
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