How Andromeda Is Impacting Meta Advertising Today

If you’re advertising on Meta today, your campaigns are being optimized by Andromeda — Meta’s machine learning system that determines which ads are shown, to whom, and at what cost. The key shift advertisers need to understand is this: performance is now driven less by precise manual targeting and more by the strength of your creative and conversion signals.

Andromeda analyzes signals from your creative — e.g. image/video elements, text and headline, historical performance of similar ads. It then 1) prioritizes ads most likely to generate meaningful engagement and conversion, 2) prioritizes subsets of users within (and beyond) your target audience who are statistically more likely to respond.

The advent of Andromeda goes hand in hand with the way Meta is increasingly applying “Advantage+” targeting onto all audience segments, giving the algorithm leeway to expand beyond prescribed targeting parameters if it predicts better performance. The principle is that giving Meta more room to apply Advantage+ modeling to optimize targeting enables Andromeda to identify pockets of high-intent users you may not have explicitly targeted.

Here are a few general guidelines for making the most of Meta’s increasingly complex “AI brain”: 

• Shift from high-volume, relatively similar ad variations to a strategy of diverse, distinct creative concepts with a variety of messaging, visual design, and formats. In other words, not just changing ad colors and headlines on creatives but instead having a rich mix that could include high-production videos, branded static graphics, text-only motion graphics, lo-fi “UGC-style” videos, carousels, etc.
• Simplify campaign structures. Meta advises that consolidated campaigns with broader audiences perform more consistently.
• Ensure your conversion tagging and data signals are as clean and high-value as possible. The algorithm can only optimize toward the signals it receives.

The bottom line: you can’t out-target the algorithm. But you can give it better inputs — stronger creative, clearer signals, and enough space to learn.

We’d love to hear your thoughts on all this – schedule a call with us!