Meta Andromeda Update 2025: How to Fix Your Meta Ads
- Amy Hourigan
- 3 days ago
- 3 min read
When your Meta Ads suddenly stop performing, it’s not always your fault, sometimes, Meta quietly changes the rules. That’s exactly what happened with the Andromeda Update; a major shift in how Meta’s algorithm chooses, delivers, and optimises ads.
This article breaks down what Andromeda is, why it matters, and how to adjust your ad strategy to keep performance strong.
What Is Meta’s Andromeda Update?
In late 2024, Meta introduced Andromeda, its new AI-driven ad retrieval and ranking engine. The technical explanation is in Meta’s Engineering Blog, but here’s the short version:
Instead of showing your ad to everyone in your target audience and then learning who responds, Andromeda uses deep learning to pre-select which ads even enter the auction — based on creative strength, engagement potential, and data signals.
In plain English: Meta is now prioritising creative quality and relevance over manual targeting. The algorithm can read, watch, and interpret your ad assets like never before, favouring unique, emotionally engaging creative over repetitive, template-style content.
What’s Changed for Advertisers
What You’ll Notice | Why It’s Happening | What To Do |
Old top-performing ads suddenly stop converting | They’re being filtered out earlier by Andromeda’s AI | Create new, varied creatives - not just minor copy tweaks |
Budgets auto-shift to a few ads | The system concentrates spend on early “winners” | Accept this natural consolidation and refresh often |
Narrow audiences stop working | Meta now finds micro-segments itself | Use broad targeting and let the algorithm learn |
Creative fatigue happens faster | The new system detects repetition sooner | Refresh creative every 1–2 weeks |
As Nicreated explains, “Under Andromeda, your creative is your targeting.”
Outdated Tactics To Ditch
If you’re still doing any of these, it’s time to evolve:
Building endless ad sets with stacked interests
Launching dozens of nearly identical creatives
Using rigid bid caps or manual budget rules
Expecting slow-burn learning periods
Ignoring your creative library or relying on old evergreen ads
These approaches limit Meta’s ability to explore and learn, which means you’ll spend more for worse results.
New Strategies That Work (Backed by Experts)
1. Prioritise Creative Variety and Quality
The algorithm now heavily rewards diversity in creative angles. Marketers like NeimansView recommend using frameworks such as “Hook → Story → Offer” and creating multiple ad types:
Founder-story videos
Customer testimonials
Before/after transformations
Product explainer reels
Comparison or myth-busting posts
Carousels with social proof
“Why us” brand pieces
2. Simplify Campaign Structure
Gone are the days of 20 ad sets per campaign. Experts from Adflow.io and Double I Digital recommend consolidating campaigns:
One campaign per objective (e.g., Traffic or Sales)
Feed all your creatives into a single ad set with broad targeting
Use exclusions for existing customers instead of over-narrowing audiences
Let Meta distribute spend based on real-time creative performance
This gives the AI more data and better efficiency.
3. Test Fast — But With Purpose
Andromeda reacts quicker than older versions of Meta Ads Manager, so your testing approach should, too.
Watch first 24–48 hours closely before scaling
Pause losers, but don’t kill too early - the system may still be calibrating
Change one variable at a time (e.g., creative, hook, CTA)
Keep your funnel strong: landing page speed, clarity, and offer relevance still matter
For a technical deep dive, see IMM’s guide.
4. Use Meta’s Built-In Tools
Meta’s own automation tools are now designed to work with Andromeda, not against it:
Look at what Advantage+ Campaigns are doing for dynamic creative testing and replicate this for your creative testing eg. strong Bottom of Funnel Call to actions (ESPECIALLY on vertical content, creative in ALL sizes to maximise placements opportunities, use videos and images, music and make sure you have a lot of diversity)
Dynamic Product Ads (DPAs) for catalogue-based eCommerce
Creative Reporting for early detection of fatigue
Combine automation with strong human strategy. The AI is powerful, but only as good as the creative you feed it.
5. Stay Connected to Reliable Sources
The fastest way to keep up is by learning from marketers who test daily.Here are some trustworthy voices and resources:
Resource | Why It’s Useful |
Official technical breakdown of Andromeda | |
Practical guide to structuring campaigns post-update | |
Agency-tested strategies for creative variety | |
Creative diversification & “Fishbone Effect” discussion | |
Free bite-sized video lessons on creative hooks and testing |
Key Takeaway
Andromeda isn’t just an update, it’s Meta’s declaration that creative and data storytelling are the new targeting.
If you want your ads to perform:
Simplify your structure
Diversify your creative
Refresh often and learn fast
Use automation tools intelligently
Keep learning from credible marketers
Final Thoughts
The Andromeda Update marks a new era for Meta advertisers, one where creative quality beats algorithm hacking.
If your results have dipped, it’s maybe not that Meta ads are “dead.” It’s possible that Meta’s AI now demands better, bolder, more authentic content.
Learn, test, and adapt and then decide.