What is a “Cold Start”?
The cold start phase refers to the learning period of an ad set when NewsBreak’s delivery system is still collecting performance data to optimize targeting and bidding.
During this time, campaign delivery and cost metrics may fluctuate as the system identifies the best-performing audience segments and placements.
Definition
| Campaign Type | Cold Start Learning Threshold | Learning Complete When |
|---|---|---|
| App Install | Fewer than 50 conversions within 7 days | Achieves ≥50 conversions |
| Website Conversion | Fewer than 20 conversions within 4 days | Achieves ≥20 conversions |
Once a campaign reaches the required conversion threshold, it exits the cold start phase and transitions to optimized delivery.
Why It Matters
Campaigns in cold start may show unstable delivery or fluctuating CPA.
Exiting cold start allows the system to optimize delivery efficiency and improve conversion quality.
How to Exit Cold Start Faster
To help your campaign reach the learning completion threshold more quickly:
Broaden targeting to expand reach and data coverage.
Ensure proper conversion tracking so all events are correctly recorded.
Avoid frequent major edits (e.g., changing creative, targeting, or optimization goal), as these may restart the learning process.
Example
An App Install campaign with only 35 installs in cold start. Once it accumulates 50+ conversions , the campaign automatically exits the cold start phase.
Similarly, a Website campaign will exit cold start after achieving 20+ conversions.
FAQ
Q: How do I know if my campaign is in cold start?
A: The ad sets dashboard in Ad Manager will show the cold start status based on your recent conversion volume.
Q: Will my performance improve after exiting cold start?
A: Yes. Once sufficient data is collected, the system can optimize delivery more effectively, leading to more stable performance.