Will this change reset learning?
Pick a change. See what Google and Meta each say it does to learning, with a link to the platform's own page, and how we handle it.
Checked against Google Ads Help and Meta's Business Help Centre on 19 October 2026. Every Google and badge links to its source. Onward guidance marks our own rules.
1. The checker
Google and Meta use the word differently. Google shows a Learning bid strategy status for a short list of documented reasons, and says Smart Bidding keeps learning after the label goes. Google Meta puts an ad set back into the learning phase after a significant edit. Meta
Choose a change above. The full table is in section 2.
2. Every change at a glance
Select a row to open it in the checker.
| Change | Meta | |
|---|---|---|
| Raise or lower the target Target ROAS or Target CPA on Google. ROAS goal or Cost per result goal on Meta. | No reset | Depends on size |
| Switch bid strategy For example Maximise conversion value to Target ROAS, or Highest volume to Cost per result goal. | Resets learning | Resets learning |
| Change bid limits or a bid cap Max or min CPC limits on a Google portfolio. Bid cap amount on Meta. | Not documented | Depends on size |
| Change the budget Daily budget on either platform, or campaign budget on Meta. | No reset | Depends on size |
| Let the platform move budget between campaigns or ad sets Advantage+ campaign budget on Meta. Shared budgets on Google. | Not on the list | No reset |
| Add or remove campaigns from a portfolio Google portfolio bid strategies. | Resets learning | Doesn't apply |
| Add or remove keywords or ad groups Google Search and Shopping structure. | Can trigger it | Doesn't apply |
| Launch a new campaign or ad set Alongside campaigns or ad sets that are already running. | Resets learning | Resets learning |
| Change an ad group target in Shopping Ad group level Target ROAS in a Google Shopping campaign. | Can trigger it | Doesn't apply |
| Change targeting Locations, audiences, ages and other targeting. | Not on the list | Resets learning |
| Add a new ad or edit an ad's creative New ads, new images or video, new copy. | Not on the list | Resets learning |
| Change the conversion goal or optimisation event Primary conversion actions, conversion value scale, or Meta's optimisation event. | Resets learning | Resets learning |
| Pause, then restart within 7 days Campaigns or ad sets. | Not documented | Not on the list |
| Pause for 7 days or more, then restart Campaigns or ad sets. | Not documented | Resets learning |
| Label | What it means |
|---|---|
| Resets learning | The platform says this change starts learning again. |
| Can trigger it | The platform lists it as a possible trigger. |
| Depends on size | Meta says it may or may not be significant, depending on the size of the change. |
| No reset | The platform says it doesn't reset learning. |
| Not on the list | Not on the platform's documented list. Performance can still move. |
| Not documented | The platform's pages don't settle it either way. |
| Doesn't apply | The platform has no equivalent setting. |
3. How long will learning take?
Google measures learning in conversions and conversion cycles: a conversion cycle is the time it takes a click to become a conversion. Google Meta measures it in results: about 50 in the week after the last significant edit. Meta
Google: allow one to two conversion cycles to settle after a major bidding or budget change Google, and learning can take up to around 50 conversions or 3 conversion cycles. Google Read the bid strategy report over at least two full conversion cycles. Google Meta: about 50 results in the week after the last significant edit, otherwise Learning limited. Meta Meta
4. How we work
- One change at a time when you need to read the result. Batch the housekeeping, isolate the change you want to judge. Onward guidance Meta advises entering setting changes together for the same reason. Meta
- Google targets: 15 to 20% steps, at least 7 days apart, judged on 14 or more days of data. Onward guidance Google says any size and any frequency is fine. Google We step anyway so each move can be read.
- Meta goals: 5 to 10% moves, then a week before the next. Meta Meta
- Meta budgets: 15 to 20% steps with at least 72 hours between them. Onward guidance
- Structure: after a structural change, hold every setting for 7 days (Target CPA or Target ROAS with 50 or more conversions a week) or 14 days otherwise. Onward guidance See the Reorg Playbook.
- Judging: Google after one to two conversion cycles Google; Meta on weekly averages, at least seven days after a goal change. Meta
5. Sources
- Google: About bid strategy statuses · Duration of the learning period · How our bidding algorithms learn · Changing conversion goals with Smart Bidding · Smart Bidding best practices
- Meta: Significant edits and learning phase · About the learning phase · About learning limited · ROAS goal best practices · Cost per result goal best practices · Advantage+ campaign budget best practices
Anything marked Onward guidance is our own working practice from managing client accounts. If you want to go through a change against your own account, get in touch.