Short answer
Often at first, but not forever. Ad sets usually perform more stably after they leave the learning phase, which Meta says takes about 50 results in the week after the last significant edit. Later, creative fatigue can push costs up again.
Why ads improve early on
- During learning, delivery is less stable and cost per result is usually higher.
- Ad sets exit learning once they can deliver stably, usually after about 50 results in a week.
- Significant edits, such as changes to targeting, creative or optimisation event, or pausing for 7 days or longer, restart learning.
Why ads get worse later
- Creative fatigue happens when people have seen the same creative too many times.
- Meta flags Creative limited when cost per result rises above your past ads, and Creative fatigue when it reaches twice as much or more.
- Meta suggests adding a new, clearly different ad or widening the audience. Keeping the original ad live may still maximise results.
In practice
For app campaigns, let ad sets finish learning before you judge them, then plan a steady flow of new creative. Meta suggests refreshing creative a few times a month for Advantage+ app campaigns. Watch cost per install and cohort revenue weekly, so you spot fatigue before it eats the budget.
See how we run Meta for apps and games on our Facebook ads agency page.
Sources checked 4 October 2026
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