A marketer just launched a Demand Gen campaign and sees the status: Learning. How many conversions should they typically accrue for this to complete?

A Demand Gen campaign typically needs 50 or more conversions for the learning period to complete. During learning, the bidding model is still working out which impressions lead to conversions, so performance is unstable and early results are a poor guide to what the campaign will eventually do. Reaching around 50 conversions gives it enough evidence to settle. Two habits follow from this. First, budget the campaign so that volume is achievable in a reasonable period — the guidance of roughly ten times the target CPA per day exists for exactly this reason — because a campaign generating two conversions a week will stay in learning for months. Second, resist changing targets, budgets or creative significantly while learning is in progress, since material changes restart it and the campaign never reaches stability.