Meta’s Andromeda Update Explained: What Advertisers MUST Know (the Biggest Shift in Facebook Ads 2025)

The Meta Ads update 2025 is here, and if you’ve been running Meta Ads recently, you’ve probably felt like something is “off” with your ads.

The  Ads that were performing brilliantly suddenly stop delivering good results. No matter how broad the targeting you set, it seems broader than ever.

You or your team have hit creative fatigue because no matter how many changes you make in your creatives, your CPMs still fluctuate. Even your trusted, proven frameworks feel like they’ve stopped working.

And if you’ve been asking yourself, “Is it just me?”

The answer is: No. Not at all.

Everything you’re experiencing is a direct result of Meta’s new Andromeda Update, which is easily the biggest Meta ads update in years.

I have prepared the practical Meta ads update (practical guide) for the Andromeda update.

In this guide, I will be helping performance advertisers without any technical jargon, just practical knowledge of what new Meta Ads updates are and how you can use them to optimize your campaigns.

This is the clearest, simplest, and most practical guide about how to use the Meta Andromeda update 2025. 

What’s going on with the Meta Ads update in 2025?

There’s a reason every advertiser is suddenly talking about the Meta Andromeda Update. Some are panicking, while some are confused.

But most of you don’t fully understand what actually changed. And a few are quietly using this update to scale cheaper, faster, and more profitably than before.

If you’re trying to figure out how Meta’s Andromeda update affects your ads, your targeting, your optimization, your cost per result, and your overall strategy, this is the most complete guide you’ll read.

And unlike the shallow summaries floating around the internet, this guide is designed to help you rank higher, convert better, and survive Andromeda like a pro.

Let’s get started.

What Is the Meta Andromeda Update? (Simple Explanation)

Meta introduced Andromeda as a recommender system, the invisible AI engine behind how ads are retrieved, ranked, and delivered to users.

In simple terms, Andromeda is Meta’s new AI-first brain that decides which ad to show to which user, at what time, and in what order.

But does the AI retrieval engine decide that?

Well, in the new Meta Ads update, Meta has cleared the air. It is decided by the interest of the user, not by demography alone.

If the user is interested in your creative or if they are spending time consuming similar content, then it’s the perfect audience for your ads.

And the Meta Andromeda doesn’t decide right away, it tests all of your creatives with different audiences, which helps it learn faster, which is your targeted and well-fitted audience. 

The system that used to do this wasn’t weak, but it wasn’t built for the fast-paced, privacy-restricted, content-heavy world we live in today.

Meta now handles a vast amount of content, rapidly changing user preferences, and a huge collection of ad creatives every second. On top of that, privacy limitations have reduced the amount of user-level data available with the new iOS 14 update.

So Meta introduced this, the Meta Andromeda update. 

With the new Meta Ads update (Meta Andromeda update), Meta is shifting towards:

• Stronger prediction engines
• More personalized delivery
• Faster creative testing
• More automation and fewer manual settings

If we tell you in the simplest form:

Meta Andromeda = Meta’s biggest ever push into AI-driven advertising, where creatives matter more than targeting, signals matter more than settings, and system learning matters more than human decision-making.

Why Did Meta Release the Andromeda Update? (The Real Reason)

Most advertisers believe Meta released Andromeda to improve ads for marketers. That sounds nice, but it’s not accurate. There is more than one reason, and we need to understand each one of them.

Meta was dealing with less data collection due to privacy changes, and also the rise of their competitor pushed Meta to bring a new Meta Ads update, called Andromeda.

As well as the world and people shifting to AI, there was also a call for Meta to introduce the Meta Andromeda update. 

Meta released Andromeda because it had no choice, and here are the following real and practical reasons why Meta released the Andromeda update. 

The old ranking system was no longer capable

Content consumption on Meta platforms (Facebook + Instagram) has exploded, not doubled, not tripled, but increased by 7–10x compared to 2018.

When you combine this with shorter attention spans and massively increased content volume, the system needed a bigger engine to handle all the audience preferences and advertisers.

The advertisers were pushing more budget to get their desired results, so Meta needs a new engine to handle the ad ranking to make it easier for advertisers to stick and get results.

The new Meta Ads update clearly can handle tons of creatives at once and learn from them directly to serve you great results in less effort through automation and testing different creatives at once with different sets of audience. 

Privacy changes killed user-level data

After iOS14/ATT, GDPR restrictions, and multiple browser-level protections, Meta’s previous approach of relying on detailed pixel-level user signals became less effective.

The new system needed to work even when data signals are weak or limited. And Meta released Andromeda to deal with these privacy changes. Now Meta Ads require less pixel data to run and show ads to your relevant audience.

Meta ads update changed how the ads targeting were done in the past. Now Andromeda runs tests with your creatives and target users based on their interest in content rather than demographics.

This makes it easier for the AI engine to learn what type of audience prefers what type of creatives.

So now, even if privacy changes happen in the future, Meta is more reliant on the platform audience’s interests. 

Meta wants advertisers to rely more on automation

For years, Meta has been quietly removing manual controls such as detailed targeting, manual placements, narrow audiences, micro-budget testing, and complex campaign structures.

And now, by releasing this new Meta Ads update, Andromeda, they have accelerated this push, making automation the new normal.

Now, Meta advertisers don’t have to rely on manual targeting; the automation engine of Meta Andromeda updates handles all that for them.

Meta Advertisers should be more worried about the creative sets now to let the Meta AI engine learn faster about your preferred audience.

After a Meta Andromeda AI update, advertisers can rely on Meta AI automation for heavy lifting and focus on the creative side of the ads, just like the content.

Create valuable ads or content, and the Facebook Andromeda update will take care of its targeting by running the tests on multiple creatives. 

Competition from TikTok and YouTube forced Meta to upgrade

TikTok’s interest graph and YouTube’s recommendation AI have set new standards in personalized content delivery. Meta’s old system couldn’t keep up.

Andromeda is Meta’s attempt to build a smarter, faster, more accurate prediction engine, which also helps advertisers to get the content or ads shown to the audience that resonate the most.

After Meta’s new ad update, advertisers don’t have to worry about manual targeting. The Meta AI will do everything for you. It created direct competition with TikTok and YouTube. 

What Changed After the Andromeda Update? (Advertiser POV)

Now let’s talk about what you are actually seeing inside your ad account and the real reason behind each change. Many things have changed for advertisers, and it doesn’t matter if you are an old advertiser or a new one.

Everyone is equally confused after the new Meta’s Andromeda update.

Here is what has changed after the Facebook Andromeda updates, and you can also learn how to use Meta Andromeda.

Creative variety matters more than anything

Running one or two ads per ad set is now a guaranteed way to limit your results. It may have worked in the past, but not anymore. The fewer creative ideas is the surety that your ads will die.

The Meta Andromeda update is here and built for rapid testing at scale, and the system performs best when it has a large variety of creatives to work with.

The more creatives you feed the AI engine, the faster it will test and learn and bring the results by finding out your target audience.

This is especially true for Advantage+ Shopping and broad performance campaigns. Meta Ads update 2025 demands a large number of creatives, something from 10 to 15 creatives per ad set. 

Just remember this: Fewer creatives = slower learning = weaker delivery = higher costs.
So serve more creativity to the Andromeda engine and learn it fast. 

Targeting matters less than ever before

Before the Meta Andromeda AI update, advertisers often asked, “Which audience should I target for the best results?” because it mattered most to show your ads to the right audience.

But in the new Meta Ads update, that’s the wrong question to focus on. Because in Meta Andromeda, the targeting matters less than before. 

The new engine relies 80% on creative quality and signal strength, and only 20% on audiences. Broad targeting now consistently outperforms narrow interests.

Lookalikes matter less; now you have to create completely different creatives from each other to let Andromeda Engine run fast. Stacked interest groups are almost irrelevant.

The new Meta’s Andromeda update is simply better at finding buyers than you are. So let Meta AI automation do the heavy work in your ads, and you do the creative work. 

Performance swings are the new normal

Instead of stable delivery, advertisers are experiencing 2–4 day learning windows, random dips, fluctuating costs, and sudden shifts in which creative performs best.

If this is also happening to you, then it’s the new meta ads update algorithm, Meta Andromeda, aggressively testing your creatives to learn faster.

The more tests it runs, the more stable ads it will deliver for you in the future. So if your ad’s performance is swinging or fluctuating, then be patient, feed enough creatives at once, and don’t restart the engine’s learning phase by changing in the middle.

Your best-performing creatives get deprioritized unexpectedly

Under the old system, a winning creative could dominate spending for weeks. Under the Meta Andromeda update, even if a creative performs well, the system will rotate away from it to test other options.

That’s why your top ads suddenly stop delivering or only get 5–10% impression share. 

You can expect results from your other ads as well, as they are in the testing phase, and each creative will get served to its desired audience. 

Scaling has become more unpredictable

Previously, scaling meant increasing your budget and watching your best audiences take over. But in Meta’s new ad update, scaling triggers the system to re-test creatives, reset learning, and explore new segments.

This is why results fluctuate when you scale aggressively.

So if you are struggling with any of these, it’s not your fault. It’s just how the Meta Andromeda update is and works. 

Why Your Ads Are Struggling After Andromeda?

Advertisers who haven’t adapted to Meta’s new Andromeda update are experiencing the most problems. It could be because of low creative volume, weak signals, overly complex structures, and outdated targeting practices.

As we discussed above, these are the more common factors that cause most performance dips.

Retargeting is naturally weaker due to privacy constraints, and broad targeting requires creatives that appeal to larger audiences. If your ads are inconsistent, it’s not your product problem; it’s your structure problem.

Fix that, and everything is good.

Revision of the guide before we move to some strategies

Everything you’re facing inside your ad account, whether it’s higher volatility, unpredictable scaling, creative fatigue, lack of delivery, and broad targeting dominance, is happening because of the new Meta Ads update and because Meta is now building a complete AI-first ecosystem for its platformers, users, and advertisers. 

Here is what matters after the Meta’s Andromeda AI update (Things to remember for the future)

• Creatives will bring more ad performance.
• Manual work in Meta Ads is replaced by automation.
• Audiences demographic data matter less
• Signals matter more
• Testing happens all the time through Meta AI
• Advertiser control becomes minimal

What Advertisers Should Do Now to Survive the Andromeda Update?

The good news is that advertisers who understand Andromeda can scale more profitably than ever. The new system rewards creative volume, strong signals, broad audience targeting, simplified structures, and patience.

We have tested multiple ad sets with lots of creatives to know how the new meta ads update is working. And we have summarized it into the 5 most important strategies for the Meta Andromeda update for advertisers.

If you are a Meta advertiser, these strategies are for you. 

Strategy 1: Increase Creative Volume (10–20 Creatives Per Ad Set Minimum)

Creatives are now the single biggest factor in ad performance in the new Meta Ads update. Meta’s Andromeda AI update prioritizes creative variety over audience targeting.

The more creatives you provide, the more signals and data Meta’s AI engine can collect. Every hook, angle, and format helps Meta better match your product to the right user.

Now, here is what you can do as a Meta advertiser to train Meta’s Andromeda. Create a modern ad set that should contain multiple video styles, static creatives, UGC testimonials, memes, and problem-awareness ads.

This variety allows Meta to test faster, reduce costs, and find winners more accurately after your ads.

So, if you want your campaigns to perform at their full potential in the new Meta ads update, go with 10–20 different types of creatives, it will help Meta AI andromeda to learn faster.

Strategy 2: Switch to Broad Targeting and Advantage+ (Stop Over-Targeting)

Under the Meta ads new update, Andromeda, the detailed targeting effect is reduced as Meta wants you to leave that work for its AI.

Now, broad targeting is preferable because it outperforms narrow audiences as Meta’s AI can access deep behavioral signals you can not see.

These include user engagement history, platform interaction patterns, and inferred purchase behavior.

If you are a Meta advertisers who continue to do over-segmentation for your audiences are limiting the AI’s ability to optimize. Broad targeting, Advantage+, and minimal restrictions enable the system to find buyers more efficiently and effectively.

Strategy 3: Improve Signal Quality (Pixel + CAPI = Non-Negotiable)

Signal strength now plays a direct role in your CPA. CAPI must be installed correctly, deduplicated, and aligned with pixel events. Domain verification, event measurement, and full-funnel event tracking are mandatory now after the new Meta ads update.

If there is a possibility of weak or incorrect signals, it will directly degrade performance, increase costs, and confuse the AI engine.

If you want to use Ads to perform better, you set up signals in a good way, which will help AI engines receive clear data and run ads accordingly using the Andromeda engine. 

The better the signals, the more confidently Andromeda can predict conversion behavior.

Strategy 4: Replace “More Campaigns” with “More Creatives”

In the past, advertisers used to create many campaigns and ad sets because it gave them more control and was more beneficial to watch which ads performed better, so they could double down on those types of ads.

But under the Meta ads new update, this approach fails.

Now, if you run more campaigns, it will split up the data coming and will slow down the learning. The fewer campaigns with high budgets and many creatives will help AI engines to get more information and learn faster. 

The ideal Andromeda structure for Meta ads is one or two core campaigns, each with a small number of ad sets but a large number of creatives.

This structure produces faster learning for AI engines and gives more stable delivery and more predictable scaling.

Check Media Buying Calculator to Setup plan for Meta Ads

Strategy 5: Give Campaigns 3–5 Days Before Making Decisions

As a Meta Advertiser, if you are not patient enough, then your ads will surely fail. Patience is now a requirement.

The new Meta Andromeda update comes with a system that needs 72–120 hours to stabilize and gather enough data to make reliable optimizations for ads.

Many advertisers kill good ads too early, long before Meta completes its learning cycle.

So, be ready to wait at least three to five days before judging a campaign. Let the Meta Andromeda AI engine do its work and give you the desired results.

Follow these new Meta Ads strategies to give your ads a new shape, and we will share more strategies to focus on in the future. Keep an eye on the blog’s updates.

The Ideal Campaign Structure for Andromeda (2025)

The ideal campaign structure for Andromeda, or we can say Meta’s Andromeda-friendly structure, is simple: run fewer campaigns, increase campaign budgets, and maximize creative volume in fewer ad sets.

If you are looking for a strong and broad campaign, then it should take up most of your budget, supported by a minimal retargeting setup and a small testing campaign.

This structure produces consistent performance and scalable results. Test this for at least 3-5 days to let AI do its work and give you measurable results.

Which creative format will work for Meta Andromeda?

If you are confused about which creative formats will outperform under the new Meta Ads update, here are a few formats that we have seen working for multiple ads we ran to test the Meta’s Andromeda update. 

Focus on video-led content because it is dominating the Meta Platforms.

In video-led content, there will be founders’ POV content, UGC testimonials, raw clips, product-in-action videos, and strong hook-first videos. All these formats are outperforming all other formats under Meta’s Andromeda update.

Memes, lifestyle footage, and data-based ads continue to show strong promise as well.

Under the Meta Andromeda update, Meta now rewards authenticity, clarity, and emotional connection. If you want ads to bring high conversion under Andromeda, create ad creatives that are simple, relatable, and human-centered.

Future Predictions: What Andromeda Means for Advertisers Over the Next Two Years

Meta is moving toward a world where AI automates nearly everything except the creative side. Advertisers will spend most of their time producing content, testing angles, and refining messaging rather than adjusting campaign settings.

In the Meta Ads update, Meta is focused on more automation, more AI-generated creatives, more video-based content, and deeper platform integrations.

Want to know How to Start an AI Automation Agency, check this resource:

FAQs About Meta’s Andromeda Update

What is Meta’s Andromeda Update?

Meta’s Andromeda Update is a big change to how Meta Ads work. Meta is now using stronger AI to show ads to the right people, at the right time, with better results. This update helps ads perform better, stay stable, and cost less. Advertisers can purely focus on the creative side of the ads and let Meta AI heavy lifting, like targeting. 

Why did Meta make the Meta Ads Andromeda update?

Meta released the Andromeda update because many advertisers were unhappy with unstable ad performance. And ads were becoming expensive, also the privacy rules made tracking harder, which was one of the main reasons behind the Meta Andromeda update. The new meta ads update helps fix those problems by letting Meta AI make smarter decisions. 

How does the Meta Andromeda Update change ad delivery?

With Andromeda, ads reach the right people faster. Meta’s AI now uses many tiny signals to guess who is most likely to buy. This helps ads perform better with fewer ups and downs in results, and you can expect cheaper ads. And also, Meta AI will learn faster which ads to show to which audience.

Does this new Meta Ads update, Andromeda, change targeting?

Meta now wants advertisers to use broad targeting because AI can find the best people on its own. Interests and tiny audience groups don’t work as well now. Now you can let AI learn from your creativity and serve the best performative ads accordingly.

How does Andromeda, the meta new update, improve ad performance?

Andromeda uses one big AI brain instead of many small systems. This AI looks at what the user does, what creatives they like, and their past ad results. Then it will pick the best people to show your ads. This helps advertisers to get better ROAS and smoother results.

Will ads become cheaper or more expensive after the Facebook Andromeda update?

After the new Meta’s Andromeda update, the ads will become cheaper and stable for most advertisers.  But if your ads have weak creatives or too many ad sets, Meta may charge you more. The rule is simple: good creatives and a simple structure will be low-cost.

Do old campaign structures still work after the Meta Andromeda AI update?

You can say that clearly; some may do, some may not. Here is what works well now: simple campaigns, broad targeting, good UGC videos, or different types of creative. We have mentioned a list of creative formats that will work under Meta’s new Andromeda update. But you should be aware of what doesn’t work, such as many ad sets, layered interests, and a very small audience.

Should I still use Lookalike Audiences under Meta’s/Facebook’s Andromeda update?

Yes, but broad targeting now works even better in many cases. Lookalikes are still useful if you have strong data. So see what works for you, and if you are confused, let Meta Andromeda do it for you. 

Does the Meta Andromeda update change retargeting?

Yes, retargeting gets better because AI finds more warm users. And as your warm audience grows, your retargeting ads perform better.