Sunday 2 November 2025
The Truth About Meta’s Andromeda Update: What You Need To Know
Struggling with Meta Ads after the Andromeda update? Learn what changed, why your ads are more expensive and how to fix tracking, creative and campaign structure.
Meta’s new Andromeda update has caused a stir across the digital marketing world. CPMs have shifted, audience targeting behaves differently, and performance can feel unpredictable if you don’t understand what Meta has changed behind the scenes.
The good news is that once you understand how Andromeda works, you can adapt quickly and put your campaigns in a stronger position. At Driven by Digital we manage paid ads every day across multiple industries including events, hospitality, leisure, property, lifestyle and retail. We’ve already seen exactly how Andromeda behaves across different business types.
Here’s the truth about what’s actually changed and what it means for your marketing.
What Is The Andromeda Update?
Andromeda is Meta’s latest major optimisation update. It affects how ads enter the auction, how the algorithm interprets intent and how much control advertisers have over audiences and placements.
The core focus is simple:
Meta wants more automation, less manual control and deeper reliance on its AI to determine who is most likely to convert.
This matters because it changes how you structure campaigns and what signals you feed the algorithm.
The Biggest Changes You’ll Notice
1. Audience Targeting Has Become Wider
Interest targeting has reduced in effectiveness and Meta is pushing campaigns towards broad targeting with heavier reliance on its own optimisation systems.
This impacts:
Events and venues
E-commerce brands
Gyms and fitness studios
Hospitality and leisure businesses
Property and accommodation brands
Broad targeting can work extremely well, but only if your tracking, creative and objective are correct.
2. Conversion Signals Are More Important Than Ever
Your pixel and Conversions API play a bigger role in how well your ads rank in the auction. If your tracking is weak, your results will suffer no matter how good your creative looks.
3. Creative Variety Matters More
Andromeda rewards advertisers who feed the platform multiple formats, styles and hooks. If you rely on one or two creative variations, performance can dip quickly. Variety keeps the algorithm learning and prevents stagnation.
4. Learning Phase Takes Longer
Most accounts are experiencing slower stabilisation times. It now takes longer for Meta to gather enough signal to optimise properly.
This means:
Fewer dramatic edits
Fewer resets
Longer periods of “letting the system settle”
5. Retargeting Pools Are Smaller
Meta is reducing how much visibility advertisers get into detailed behavioural segmentation. Retargeting still works but needs stronger creative and better landing pages to convert.
What This Means For Your Business
Whether you run events, sell products online, manage a gym, market a hospitality venue or run a property brand, Andromeda impacts you in similar ways.
Here’s what you should focus on.
1. Stronger Tracking
This is now a non negotiable. Make sure:
Your pixel and CAPI are firing correctly
Your GA4 events are clean
You are tracking the right conversion actions
You test server-side tracking wherever possible
2. Simpler Campaign Structures
With Andromeda, complicated setups can actually hurt performance. Move towards:
One consolidated conversion campaign per objective
Fewer ad sets
Broader targeting
Fresh creative to maintain learning momentum
3. Creative That Feeds the Algorithm the Right Signals
Use formats Meta favours right now:
Short form vertical videos
Simple statics with clear value points
UGC style testimonials
Footage that reflects the real experience
4. Better Landing Pages
Meta sends traffic. Your landing page converts it. With the competition in the ad auction rising every year, conversion rate optimisation has become even more important.
Look at:
Page load speed
Mobile layout
Clear call to actions
Simple user journeys
Avoid These Common Mistakes Under Andromeda
We’re already seeing a pattern of issues across multiple industries.
Editing campaigns too frequently
Targeting too narrow
Relying on one or two creative assets
Using outdated interest stacks
Ignoring tracking issues
Duplicating ad sets repeatedly
All of these weaken the signal Meta needs to optimise your campaigns.
How To Stay Ahead of the Update
To protect your results under Andromeda focus on three things.
1. Improve your tracking and data integrity
Meta’s AI relies heavily on first-party data. Make sure you are giving it the right information.
2. Refresh creative more often
Don’t rely on a handful of assets. Keep feeding new content into the system.
3. Build campaigns that match Meta’s new automation style
Less tinkering. More strategy. Better data.
Final Thoughts
Meta’s Andromeda update is not a bad thing. It simply changes how advertisers need to approach performance marketing. Advertisers who understand how the update works will benefit from stronger stabilisation, more predictable scaling and better cost per result.
Advertisers who continue using outdated structures will find the platform harder and more expensive.
If you want help adapting your campaigns and improving performance across Meta and Google, Driven by Digital works with brands across the UK looking to grow sustainably with paid ads.
Want support? Book a free 30 minute strategy call and we’ll walk you through what needs improving and where the biggest quick wins are.
