Meta’s Andromeda Update: Why Your Ads May Be Underperforming — and Our Secrets to Fix It

If you’ve noticed your Meta advertising performance slipping over the past 6–8 weeks — higher costs, weaker returns, slower delivery, or sudden instability — you’re not alone. Across the industry, advertisers are reporting inconsistent results and diminished ROAS, and much of it ties back to a significant change Meta rolled out: the Andromeda update. 

What Is the Andromeda Update?

Meta’s Andromeda isn’t a minor tweak — it’s a fundamental overhaul of how ads are selected, ranked, and delivered. Instead of relying primarily on manual audience targeting and historical segmenting, Andromeda uses AI-driven, individual-level predictions to decide which ads to show each person.

This means the old rules — niche targeting, tightly segmented audiences, and “set-and-forget” campaigns — simply no longer work at scale. Under Andromeda:

• Meta analyzes creative performance at a deeper level — not just who your audience is, but which specific messages resonate with each individual.

• The system favors creative volume and diversity, using a broader set of ads to match more varied user intent.

• Narrow, repetitive, or stale ads receive less spend and poorer delivery because the model lacks strong signals to match them to users.

Why Many Advertisers Are Seeing Performance Drops

Advertisers seeing declines typically fall into a few common patterns:

1. Relying on old campaign structures Legacy strategies — hyper-targeted audiences, minimal creative sets, complex ad structures — don’t give Andromeda the data it needs to learn who to serve.

2. Limited creative diversity Without a pipeline of fresh, varied creative, the AI model has fewer signals to match ads to individuals, causing slower learning and weaker delivery.

3. Misunderstanding the algorithm shift Some advertisers assume Andromeda fixed everything; others think it “broke” performance. In reality, it changed the rules of the game — and those who cling to old playbooks are paying the price.

One long-running advertiser experiment even showed performance drops despite identical audiences, budgets, and creatives — indicating that the delivery system itself has fundamentally shifted.

The New Priority: Creative-Driven Strategy

Under Andromeda, success now depends less on who you target and more on what you show them. The AI system thrives on diverse, high-quality creative inputs, broad delivery frameworks, and simplified campaign structures that allow it to allocate spend based on real-time performance signals.

That means:

Broad targeting beats micro-targeting — give the AI room to find high-intent users.

More creatives (not just small variations) are essential — multiple hooks, formats, angles, and messages help the system learn faster.

Simpler accounts outperform fragmented ones — fewer campaigns, broader audiences, clearer signals.

What This Means for Your Business

Right now, many businesses are asking:

“Why did my performance tank even though nothing else changed?”

And the honest answer is: Meta’s machine learns faster and differently than before — and if your strategy hasn’t evolved with it, you’ll feel the effects.

But here’s the good news:

Advertisers who embrace the Andromeda-optimized strategy — prioritizing creative throughput, simplified structure, and broad delivery — are beginning to see improved returns.

What worked in 2023 or even early 2025 won’t win today. But with the right approach, Andromeda becomes a powerful ally, not an obstacle.

You Need an Agency That Stays Ahead of the Curve

This isn’t a time for “set-and-forget” tactics or generic advice — it’s a time for strategy that’s adaptive, data-driven, and creative-forward.

We work with a wide range of ad accounts, so we’re seeing firsthand what strategies are succeeding under Andromeda and which ones are lagging behind.

Our approach:

We build high-velocity creative pipelines

We simplify campaign structures for better AI learning

We strategically broaden delivery frameworks

We monitor real-time signals and optimize accordingly

And most importantly — we don’t just react to updates like Andromeda. We understand them, adapt to them, and help your advertising thrive under them.

If you want more information - Contact us or browse our Meta Advertising page and stay creative with your advertising.