“always test your creatives in a separate campaign not in the one that you're scaling and that is running smoothly because it will interrupt them and things can go wrong there's this infamous learning phase so whenever you make a change to your running campaign it resets it meaning the campaign recalibrates”

Test creatives in a separate campaign — never let experiments reset your scaling campaign's learning phase

Uploading a new creative directly into a live scaling campaign triggers Meta's learning phase reset, causing performance fluctuations that can last days. Burke runs a dedicated test campaign in the cheapest markets where he is already live, so results are transferable to the scale campaign without disrupting it. Winners then graduate with confidence.