Andromeda Key Shifts

What is Andromeda?

Meta’s next‑generation ad retrieval engine, filtering millions of potential creatives into a shortlist for ranking. The goal: better personalization, faster matching, and higher ad relevance.

Why it matters: If your creatives or data don’t make it through retrieval, they’ll never hit the auction. This changes the game from “find one winning ad” to “feed the AI many high‑quality, diverse concepts.”

1. You need way more creative variety now. Think 20–30 creatives per campaign, with at least 8–15 that are actually different per ad set. The AI ignores stuff that's too similar. You need new angles – different personas, pain points, benefits, emotional hooks, etc. Better to have fewer campaigns/ad sets with more creatives in each.
2. How you test needs to change. Your creatives need to be meaningfully different. Try using the P.D.A. framework (Persona, Desire, Awareness) to come up with distinct concepts. You can even test different products in the same ad set. Different messaging and visuals actually matter now. Think more about "brand", give people a reason to buy beyond just "good price + decent reviews."
3. Go broad with targeting. Just stick to geo, language, and age filters. Andromeda finds those tiny micro-segments you'd never think to target manually.
4. Budget bigger. New campaigns should start with around 3× your target CPA per day. Low budgets basically starve the system and make things all over the place.
5. Refresh your creatives more often. Ads burn out in like 10–14 days now. Plan to review weekly and refresh every two weeks. Batch your UGC production to make this easier.
6. Don't kill ads too fast. Some creatives don't spend much but actually perform well for specific niches. Check the CTR and engagement before you pause low-spend ads.
7. You've got less control, so your data setup matters even more. Andromeda needs clean conversion data to learn properly. Make sure you've got strong signal integrity (use Conversions API), good event tagging, and accurate attribution. Bad or messy data will mess up the AI's optimization. Aimerce can help with this btw! Also, seriously double-check your cookie consent setup, tons of data loss is happening there.