Meta Andromeda: How the New Facebook Ads Algorithm Works

What Is Meta Andromeda?

Meta Andromeda is a new AI system that now controls ad delivery across the entire Meta ecosystem. It analyzes user behavior, context, users’ recent actions, and on-site events to determine which ad to show and when. Andromeda processes significantly more ads during the filtering stage before they even enter the auction, effectively deciding which ad a specific user will see.

According to Meta representatives, Andromeda is designed to reduce unnecessary advertiser spending, increase conversion rates, and speed up system learning by minimizing manual intervention. However, affiliate marketers and media buyers note that, in practice, traffic has only become more expensive. We gathered hands-on experience with Andromeda from several affiliate marketing teams and share practical recommendations that are already effective for businesses in 2025.

What Changed for Media Buyers in 2025?

With the arrival of Meta Andromeda, familiar approaches to targeting and ad campaign structure stopped working. Previously, advertisers could achieve results by creating dozens of narrowly targeted ad sets based on interests and demographics. Today, this strategy no longer delivers stable conversions.

The Andromeda algorithm analyzes user behavior at a deep level, considering hundreds of thousands of signals, from recent actions and content interactions to micro-preferences. In such a system, overly narrow audiences limit the algorithm’s capabilities and reduce campaign efficiency.

Key changes noticed by media buyers and affiliate marketers in 2025:

• Reduced importance of narrow targeting and interests. Meta Andromeda reshapes the targeting process itself, making manual audience control almost meaningless. The advertiser’s task now is to prepare diverse creatives and monitor analytics. Everything else Andromeda decides on its own. For example, if the system dislikes your creatives at the initial stage, no one will ever see it, and you will only find out from the campaign results.

• Creatives have become the key factor. It is crucial to use different angles, formats, and messages to reach a broader potential audience. Meta Andromeda learns better when it receives a wide portfolio of creatives.

• Simplified campaign structures. Instead of multiple ad sets and budget splitting, it is more effective with Andromeda in mind to focus on one campaign with one ad set and a variety of creatives for it.

• Focus on data and tracking. Pixel setup quality and correct event reporting directly affect campaign performance with Meta Andromeda. Errors in analytics can lead to higher costs and lower conversions.

• Shift from manual control to strategic management. The media buyer’s main role now is to create the right conditions for the algorithm to work effectively, not to constantly tweak audience settings.

How to Adapt Your Meta Ads Strategy for Andromeda

With the launch of Andromeda, ad algorithms became more aggressive: the system selects audiences and evaluates creatives much more strictly than before. To maintain efficiency, you need a clear strategy. Below are practical recommendations that already help teams work successfully with Meta Andromeda:

1. Diversify Your Creatives
Meta considers ads similar if their first three seconds are the same. That is why it is now important to launch 10–15 truly different creatives, not variations of a single video. Unique storylines give Meta Andromeda room to find the “proper” audience and reduce the risk of the system blocking the entire creative pool during the learning phase.

2. Bet on a Character
Videos focused on a person rather than a product receive a noticeable boost in impressions. Andromeda responds better to stories with a character, emotion, and action. This also applies to affiliate marketing: a simple talking-head video, a user story, or even an AI-generated scenario performs more consistently than an abstract USP.

3. Move from Narrow Interests to Advantage+
Precise targeting no longer provides the level of control it once did. The system will expand audiences anyway and look for conversions based on its own signals. It is more logical to start with Advantage+ right away, allowing Meta to learn from real user behavior. Narrowing segments manually has become harder, while unintentionally killing a campaign is now easier than ever.

4. Simplify the Funnel
Meta Andromeda is sensitive to traffic quality and the user journey. Complex landing pages, long forms, and excessive pop-ups reduce conversions, which negatively affects campaign learning. A reliable and predictable option is a concise landing page with a minimal path to the target action.

5. Feed the Algorithm More Data
Connecting Instagram and Threads gives Meta Andromeda more touchpoints with users. As a result, campaigns exit the learning phase faster and maintain a stable CTR afterward.

6. Test Fast
For initial tests, 1–1–1 campaigns work well. Within 10–12 hours, you will be able to understand which creatives and setups actually deliver. Then move the best setups into the main 1–1–X campaign and scale it.

7. Align Budgets with Launch Time
2025 practice shows that launching at 00:00 local geo time almost guarantees that the campaign will spend exactly the allocated budget. Increase budgets after midnight and by 30–40% at a time to avoid sharp spikes in lead costs.

Advantages of Meta Andromeda

• Micro-level personalization: ads are selected for each specific user, considering multiple factors.

• Scalability and speed: thousands of creatives are filtered instantly, and large ad volumes do not slow ad processing.

• Less manual work: you no longer need to create dozens of audiences and constantly test them; the system manages ad delivery itself.

• Higher efficiency with proper setup: improved CPC and CPM, better budget distribution, and higher traffic quality.

Limitations and Challenges

• You need multiple strong-performing creatives: a small set virtually guarantees weak results.

• Loss of control over your audience: targeting is now automated, and narrow segments are ineffective.

• Instability during the learning phase: in the first days, it is hard to tell whether the system has approved your creatives.

• New requirements for data quality: complex URL bindings and cloaking with white pages no longer work.

What Andromeda Means for Businesses

• For most businesses, Meta Andromeda is an opportunity to accelerate growth without complex ad setups, especially when it comes to e-commerce, CPA models, and affiliate marketing.

• Those accustomed to manual targeting and narrow audiences will need to adapt: more creatives, high-quality tracking, and a revised operational model.

• The long-term advantage will go to teams that can quickly produce large volumes of high-quality ads and deploy them efficiently.

Conclusions

Meta Ads Manager remains one of the most powerful tools for launching advertising campaigns. However, with the introduction of Andromeda, everything changes. Old rules of targeting, campaign splitting, and audience segmentation no longer work as they used to.

Meta Andromeda requires a different mindset: a creative-first approach, broad audiences, and simple campaign structures. If you adapt, you will gain more impressions and a lower CPA. If you cling to outdated methods, you risk falling hopelessly behind.

FAQ

What is Meta Andromeda?

It is an updated Meta algorithm that takes over more decision-making within ad campaigns. It independently selects audiences and distributes impressions. The advertiser’s role is to provide high-quality creatives and a clear conversion goal.

How is Meta Andromeda different from Advantage+?

Advantage+ is a set of automated tools. Andromeda is an AI system that controls the entire logic of ad delivery.

What changed for media buyers and affiliate marketers?

With Meta Andromeda, narrow manual settings matter less, while the importance of creatives has increased. The focus is now on greater creative diversity, the widest possible audiences, proper conversion goal selection, and accurate tracking.