Meta Andromeda Update: What It Means for Advertising in 2025

The advertising landscape on Meta Platforms’s family of apps (like Facebook and Instagram) is undergoing a significant transformation. At the heart of this shift lies “Andromeda” — Meta’s next-generation ad retrieval engine and AI infrastructure update.
In this blog you’ll learn:

What Andromeda is and how it works
Why it matters for advertisers and performance marketers
The key changes you must make in your ad strategy
Practical steps to stay ahead in the new era of Meta advertising

What is Meta Andromeda?

Meta Andromeda is a newly developed AI-powered retrieval engine that sits behind Meta’s ad system. Its job is to sift through billions of potential ads and match the right creative to the right user at the right moment.

Why the Update Matters

Improved performance metrics

Meta reports meaningful uplifts from this engine:

Around a ~6% improvement in recall (i.e., the system retrieving more relevant ads) and ~8% improvement in ad quality for selected segments. Engineering at Meta+1
Some advertisers report up to ~22% increase in ROAS when using Advantage+ and creative tools in combination with Andromeda

A shift in how campaigns work

This update changes several fundamentals:

The era of hyper-segmented, micro-targeted ad sets is giving way to broader, more automated targeting.
Creative volume and variety matter more than ever: the system thrives when there are many assets to test.
Manual campaign control (audiences, placements, bidding) is being reduced in favour of algorithmic automation (via tools like Advantage+).

How Advertisers Should Adapt

1. Consolidate your campaign structure

Because Andromeda rewards broader automation, traditional campaign structures (many ad sets each with few creatives) are no longer optimal. In one test: a single campaign with one ad set and 25 creatives out-performed 5 ad sets each with 5 creatives, delivering ~17% more conversions at ~16% lower cost.

2. Feed the creative machine

The engine works best when you supply lots of varied and fresh creative assets. Some best practices:

Upload 20–50 creatives (images, videos, copy variations) per campaign.
Refresh creative every 7-14 days to avoid ad fatigue.
Use different angles: emotional vs functional, short video vs static image, user-generated content vs brand content.

3. Let targeting and budget be driven by Meta’s algorithm

Rather than manually building dozens of hyper-specific audiences, start broader and give the system room to optimize. Make sure your conversion tracking (e.g., via Conversions API) is accurate so Andromeda can learn from real results

4. Track the right metrics

With more automation, your role shifts more into strategy and monitoring. Key things to watch:

ROAS (Return on Ad Spend)
Conversion rate (CVR)
Frequency (to detect ad fatigue)
Opportunity Score / ad relevance improvements (as Meta rolls them out)

5. Protect brand integrity

While Andromeda works by optimizing at scale, it doesn’t mean you should let everything go. Maintain your brand voice and identity. Use AI tools for production volume, but ensure your messaging remains aligned with your brand values.

Conclusion

The Meta Andromeda update is a pivotal moment for digital advertising on Meta’s platforms. It signals a shift from manual campaign management toward AI-driven delivery and optimization. For advertisers, the message is clear: feed the system more high-quality creative, streamline your structure, trust the algorithm—but stay strategic.
Those who adapt will likely gain performance advantages; those who cling to old methods may find themselves behind.

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