Meta’s Andromeda is changing Facebook and Instagram Advertising

On March 3^rd, a global Meta outage affected millions of accounts, and even after services were restored, many previously stable campaigns continued to experience delivery fluctuations.

At the same time, Meta’s new AI engine, Andromeda, seemed to officially move from testing to taking full control this month, as its influence became far more noticeable.

The reality is, as AI systems evolve, they continuously relearn user behaviour and adjust campaign delivery models. When major updates like this roll out, fluctuations in advertising performance are almost inevitable and can last longer than anticipated.

A few tips if you are experiencing underperforming campaigns:

• Don’t over fragment your budget across many ad campaigns.
• Focus on individuality, Meta’s new system seems to group similar-looking ads.
• Be patient; the learning phase is longer now, so try to resist the temptation to tweak your ad.

The Andromeda AI engine processes much more data than the previous system and evaluated ads in three stages, the large-scale scanning, AI-driven shortlisting and the final selection.

The system also will now assign an entity ID to your ads, so if for example, 2 ads use the same image but have different headlines, Meta will treat it as the same ad and that can be flagged as creative fatigue.

Lastly, click-through attribution now only counts link clicks. Shares, likes, and image expands are now engagement-through conversions.

We asked Meta to comment on these changes, but they informed us that changes will only have a positive impact, let us know your experience.

As platforms become more AI-driven, campaign management requires expertise and a more proactive approach. As account managers, our role is to adapt quickly, monitoring performance daily, identifying behavioural trends, and making strategic decisions to keep campaigns competitive.

If you’ve seen a dip and aren’t sure whether it’s platform changes or strategy-related, we offer free audits and we would be happy to review and share our insights.