Here's what happened and exactly what you need to do about it.
What is the Andromeda Update?
Andromeda is Meta's new ad system. Think of it like this: the old system matched your ads to people based on who you targeted. The new system matches your ads to people based on what's in your creative.
In simple terms: Your targeting doesn't matter as much anymore. Your creative matters way more.
Meta now reads your images, videos, and text to figure out who should see your ad. The algorithm looks at what's actually in your content and shows it to people who are likely to engage with that specific type of content.
Why Your Ads Might Be Struggling
After Andromeda rolled out, many advertisers noticed:
Winning ads suddenly stopped working - Ads that were profitable for months started costing more with worse results
Costs went up - CPAs increased even though nothing changed in the campaigns
Scaling became harder - Campaigns that used to scale smoothly started having delivery issues
Creative dies faster - Ads that used to work for 6-8 weeks now burn out in 2-3 weeks
If any of this sounds familiar, Andromeda is probably why.
The 5 Changes You Need to Make Right Now
1. Simplify Your Campaign Structure
Stop creating 10 different ad sets with different audiences. That old strategy is dead.
What to do instead:
Use one broad ad set instead of multiple narrow ones
Remove most of your audience exclusions
Let Meta choose placements automatically
Trust the algorithm to find your customers
Think of it this way: you're giving Meta a bigger playground to find the right people for your ads.
2. Create Way More Creatives
This is the most important change. You need more creative variety than before.
Old way: 3-5 ads per campaign New way: 10-20 different creatives per campaign
But here's the key - they need to be actually different, not just small tweaks. Don't just change the headline color. Create completely different angles:
One ad focused on social proof
One showing the product in action
One highlighting urgency or a deal
One explaining the problem you solve
Mix formats: videos, carousels, static images
The more diverse your creatives, the better Meta can match them to the right people.
3. Refresh Creatives Every 1-2 Weeks
Creative fatigue happens twice as fast now. If you used to update ads monthly, you're already behind.
New schedule:
Check performance weekly
Replace underperforming ads every 1-2 weeks
Always have new creatives ready to test
Don't wait for ads to completely die before replacing them
4. Fix Your Data Tracking
Andromeda relies heavily on accurate data. If your tracking is messy, the algorithm can't learn properly.
Quick audit:
Make sure your Meta Pixel is firing correctly
Set up Conversions API if you haven't already
Remove any duplicate events
Verify your domain in Meta Business Suite
Clean data helps Meta understand what's working and optimize better.
5. Scale Gradually (This is Critical)
One of the biggest mistakes after Andromeda is scaling too aggressively.
The rule: Increase your budget by 20% per day maximum. Not 50%, not double - just 20%.
Why this matters:
Doubling your budget overnight resets the algorithm's learning
The system needs time to adjust to new budget levels
Sudden changes cause delivery issues and cost spikes
Example: If you're spending $100/day and getting good results, increase to $120/day tomorrow, then $144 the next day, and so on. It feels slow, but it's the most reliable way to scale without breaking performance.
What Results to Expect
When you make these changes, here's what typically happens:
Week 1-2: Things might feel unstable as Meta's algorithm learns. This is normal. Don't panic and change everything.
Week 3+: You should see:
More stable costs
Better click-through rates (15-25% improvement is common)
Smoother delivery
Easier scaling
The Bottom Line
Meta has fundamentally changed how ads work. The old playbook of perfect targeting and a few winning ads is dead.
The new playbook is simple:
Broader targeting
More creative variety
Faster refresh cycles
Clean tracking
Gradual scaling (20% per day max)
Your creative is now your targeting. The sooner you accept this and adapt, the sooner your ads will perform well again.
Stop trying to tell Meta who to target. Instead, create great content and let Meta's algorithm find the right people for it.
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