The young forward struggled in a 3-0 defeat against Liverpool last weekend.
Zirkzee did miss two presentable chances that could have given his team an inroad back into the game.
However, speaking to Betfred, Cole said: "He looks lively enough. He’s already come out and said that he’s not a number nine, but more of a nine and a half.
“I think Manchester United just want somebody that’s going to score goals and he got himself in good positions at times against Liverpool on Sunday and could have done a little bit better with some of the chances he got.
"He’s only three games into his Manchester United career, so we can’t be judgemental of a player that’s started only one game and it was a big game to start against Liverpool.”