Since the end of 2024 an update has been running quietly at Meta that has fundamentally changed how ads get delivered. It's called Andromeda — and anyone who doesn't know it is right now wondering why campaigns that ran stably for months are suddenly performing worse.
What is Andromeda anyway?
Andromeda is Meta's new ad retrieval algorithm. It decides which ads even enter the auction. The system analyses creative properties — image, text, video, audio — before the actual auction and pre-filters candidates.
This has a consequence many underestimate: it isn't primarily the targeting that decides who sees your ad — it's what the algorithm infers from your creative about the right audience.
What has actually changed?
Targeting logic has fundamentally shifted. Where you used to define audiences — today the creative determines reach and delivery. Concretely:
- Exclusion functions were reduced in several waves (Jan–Mar 2025).
- Interest categories were consolidated (from Jun 2025).
- Outdated targeting structures are increasingly automatically replaced in favour of Advantage+ Audience.
What does this mean for your campaigns?
Creative is the new targeting
Algorithm optimisation needs diverse creative — different hooks, formats, messages for different audience segments. Minor colour variations aren't enough.
Fewer campaigns, more volume
Consolidated campaigns with larger data pools beat fragmented structures. Instead of 12 tiny ad sets, rather 2–3 with enough volume.
Clean tracking is mandatory
Pixel and Conversions API must be cleanly configured. Without clean conversion signals the algorithm learns the wrong things.
Patience is a competitive advantage
Early interventions interrupt the learning phase. Volatility in the first days isn't bad performance — it's adaptation.
Is the switch worth it?
Meta itself reports about 22 % higher ROAS and 8 % quality gain with Advantage+ Creative features — reality of course varies by industry and setup. In my practice I see clear performance improvements as soon as accounts are switched to the new paradigm.
Conclusion
Andromeda isn't an incremental update — it's a paradigm shift. Anyone still working with 2022 structures is leaving performance on the table. Anyone who takes creative seriously, tests broadly and gives the algorithm enough data volume wins.
Account audit for the Andromeda world?