Meta Andromeda
Meta Andromeda is the ad retrieval system Meta began rolling out in mid-2025. It decides which ads to show each person and rewards accounts that supply a wide variety of creative ideas.
What changed with Andromeda?
Targeting moved from the advertiser to the creative. Andromeda matches each person to the ad most likely to work on them, so the variety of your ads now does the job that audience settings used to do. An account running ten versions of the same idea gives the system one option; an account running genuinely different ideas gives it many.
Why did ads stop performing after Andromeda?
Usually because the account kept running the same creative. Re-editing the same 10 ads recorded six months ago and relaunching them against the same personas every week looks like activity, but to the system it's one idea. Meanwhile a competitor pushing 25 to 30 fresh angles at new personas opens up more of the market with every launch.
How do you adapt?
Treat the account as a set of ideas, not isolated ads. Once you have 10 to 15 strong concepts that each represent a different story or motivator, Meta can rotate them intelligently instead of burning through one idea in a week. There are two ways to get there:
| Path | Output |
|---|---|
| Volume | 30 to 50 ads a week |
| Message diversity | 15 to 20 distinct concepts a month |
Pick one, set a production schedule and hold it.
FAQ
Do I still need audience targeting after Andromeda?
Less than before. Broad targeting with diverse creative usually beats narrow targeting with one message, because the creative now tells the system who the ad is for.