I've been seeing a LOT of posts lately about Andromeda, and I need to clear up some things because there's so much misinformation floating around that it's actually hurting people's accounts.
First thing you need to understand is that Andromeda has been rolling out since late 2024. October 2024 is when it started. The global rollout finished in October 2025.
So when people act like this is some brand new thing that just dropped and broke their campaigns… no. It's been here for over a year now. If your performance tanked in December 2025 and you're blaming Andromeda, you're probably wrong.
The confusion comes from the rollout timeline. It wasn't a switch flip. Some accounts got the update in December '24, others not until late 2025. That's why one guy is screaming, "Everything is broken," while another guy is hitting record ROAS.
I’ve been having this same conversation with a lot of advertisers lately. If you want to talk through your situation specifically (spend level, creative volume, tracking, and structure), you can book a call here, and we’ll see if Andromeda is even relevant to your account.
What Andromeda actually is
Everyone calls Andromeda "the new algorithm" or "the new targeting system," and that's just... not what it is.
Andromeda is the ad retrieval engine. That's it.
It's the first step in ad delivery where Facebook narrows down tens of millions of ads to a few thousand candidates that MIGHT be shown to a specific user.
Then ranking takes over and picks the winner from that shortlist. Then delivery happens.
Andromeda doesn't rank your ads. It doesn't do targeting. It doesn't decide who sees what. It just creates a shortlist of candidates faster than the old system could.
The reason Meta built it is because the old retrieval system couldn't handle the explosion of ad variations that AI tools created.
When Advantage+ Creative and generative AI let advertisers create hundreds or thousands of variations of a single ad, the old system choked. Andromeda was built to process that scale without slowing down.
Just because Meta CAN handle 50 ads now doesn't mean you SHOULD run 50 ads.
Your complete guide to navigating Andromeda
Over the next few weeks, I’m going to break down everything you actually need to know about Andromeda–without the hype, fear-mongering, or recycled guru advice.
I’ll unpack why “load 40 ads per ad set” is a myth that wastes budget, why “calling out your audience in copy” has nothing to do with how Andromeda works, and what the system is really doing behind the scenes when it decides which ads get shown.
I’ll also walk through the real reasons performance drops after updates, why creative diversity matters more than ever, what hasn’t changed at all, and the old-school tactics that are slowly killing accounts.
If you want a clear, practical framework for scaling ads in a post-Andromeda world, grounded in real testing, real data, and real spend, stay tuned. And if you want all of this a lot sooner, reach out to me here, and we’ll chat about it.