Meta Andromeda Update 2025

Ravish Ranjan
Nov 7
4 min read

In 2025, Meta quietly flipped the entire advertising playbook. The Andromeda update of its new AI-powered delivery system changed how Facebook & Instagram ads find the right customers.

If your campaigns suddenly perform differently or your detailed targeting audiences stopped working, this update is the reason.

At Iblix Digital, we’ve tested this system across 60 + D2C brands. Here’s everything you need to know about the Meta Andromeda update 2025, what changed, and how you can win in this new “creative-first” world.

What Is the Meta Andromeda Update 2025?

In October 2025, Meta rolled out Andromeda, a rebuilt ads-delivery engine designed to make campaigns run on AI signals instead of manual targeting.

In simpler terms: ➡️ Instead of you choosing who to show ads to ➡️ The algorithm studies your creative and decides who will respond best.

It’s Meta’s biggest shift since Advantage+ campaigns built to deliver faster learning, broader reach, and more accurate conversions.

How the New Delivery System Works

Meta now uses deep-learning models that read your creative signals visuals, copy tone, and even video engagement to match ads with potential buyers.

Here’s what changed under the hood:

1. Broader Audiences, Smarter Matching

Detailed targeting is fading out. Andromeda prefers broad targeting so the AI can learn patterns across demographics and behavior. 💡 Tip from Iblix: Keep one broad ad set per funnel stage. Let the machine optimize.

2. Creative Signals = New Targeting

Your ad creative (video, thumbnail, headline, captions) now acts as the main targeting lever. If your creative talks about “luxury cookware,” the algorithm automatically finds high-income cooking enthusiasts without you selecting them manually.

3. Faster Learning & Lower Latency

The system needs fewer conversions to start optimizing. Even new ad accounts can see stable CPMs and improved delivery within days.

Why Creative Matters More Than Targeting (Now More Than Ever)

Under the Andromeda update, creative quality determines campaign success.

Meta’s AI looks at:

Hook strength in the first 3 seconds
Facial expressions, motion, and captions
On-screen product visibility
Engagement metrics (watch time, reactions, shares)

So, the creative that triggers emotion and attention gets more reach and lower costs even without fancy targeting.

At Iblix Digital, our UGC + Studio hybrid videos consistently outperform old-style talking-head ads because they feed the algorithm richer signals.

The New Campaign Structure That Works in 2025

We tested over 50 accounts under the Andromeda system. Here’s the structure delivering the highest ROAS right now:

Step 1 – Simplify Your Ad Account

Keep only 2-3 campaigns:

TOFU (Top of Funnel): Broad targeting + branded reviews
MOFU (Middle of Funnel): Engagement or traffic objective
BOFU (Bottom of Funnel): Retarget warm users with offers

No more 15 interest groups just creative variety and strong tracking.

Step 2 – Build a Creative Library

Aim for 10–20 unique videos per month, each testing a different:

Hook (problem, curiosity, emotion)
Format (Reels, Stories, Carousels)
Tone (UGC vs premium studio)

Example: “Stop scrolling—this cookware doesn’t just cook, it celebrates family meals.”

That one line alone can change your CTR by 20 %.

Step 3 – Refresh Creatives Fast

Replace 20-30 % of ads every 10-14 days. Andromeda favors accounts with consistent creative testing cycles.

Common Mistakes After the Update (and How to Fix Them)

Over-segmented targeting: Solution → Run broad; exclude only low-intent traffic or existing buyers.
Low creative volume: Solution → Upload more variations instead of repeating the same ad.
Short testing window: Solution → Give the system 7-10 days before judging results.
No creative refresh plan: Solution → Plan weekly creative sprints and UGC production.

How Iblix Digital Adapts to Andromeda

As one of India’s leading creative performance agencies, Iblix Digital has re-engineered our Meta ads workflow for this update.

Our process now includes:

Phase	What We Do	Why It Works
Creative Research	Analyze 1000 + ads weekly for trending hooks & formats	Keeps ideas fresh & aligned with Meta’s learning signals
Script & Storyline	Convert product benefits into emotional short-form stories	Boosts attention and engagement rate
4K Studio + UGC Production	Blend real creators + premium visuals	Helps algorithm classify the ad correctly
Editing & Trend Adaptation	Use trending audios, motion captions, and fast cuts	Improves creative watch time
Continuous Testing	Weekly creative refresh and budget scaling	Keeps learning strong and avoids fatigue

With this setup, our D2C clients saw:

✅ 30 % lower CPM

✅ 40 % better CTR

✅ 2–3× more purchase volume within the same budget.

Key Takeaways for Marketers

Targeting is dead, creative is king.
Keep audiences broad, creatives diverse, and structures simple.
Refresh often and track MER (Marketing Efficiency Ratio) instead of vanity clicks.
If your results dipped after October 2025 you’re not doing anything “wrong.” You’re just using pre-Andromeda playbooks.

Ready to Scale Under Andromeda?

The brands winning in 2025 aren’t guessing they’re adapting fast.

At Iblix Digital, we specialize in creative-first Meta ads that align with Meta’s new delivery logic. Whether you run a D2C store, service brand, or SaaS startup, we’ll help you restructure campaigns and produce high-performing video creatives tailored for Andromeda.