(What Marketers Need to Know—Not Just What Buttons to Click)
Over the past few years, many advertisers have had the same uneasy feeling.
Campaigns with fewer controls began outperforming carefully engineered ones. Broad targeting beats layered interests. Advantage+ campaigns scaled faster than manual setups. Creative quality seemed to matter more than audience tweaks. And “fixing” campaigns often made performance worse.
This wasn’t randomness.
It was the result of a fundamental shift inside Meta Ads, commonly referred to as the Andromeda update.
Unlike previous Facebook Ads changes, Andromeda wasn’t launched with a headline announcement or a fixed release date. Instead, it represents a deep machine-learning transformation—one that changed how ads learn, how signals are shared, and how outcomes are predicted across the entire funnel.
This guide explains:
- What the Meta Andromeda update actually is
- Why Facebook Ads behave differently today
- How Andromeda impacts TOFU, MOFU, and BOFU
- Why Advantage+ exists—and when it works
- What marketers should stop doing in 2025
What Is the Meta Andromeda Update?
The Meta Andromeda update refers to Meta’s transition from campaign-level learning to system-level learning.
Historically, Facebook Ads operated in silos:
- Each campaign learned independently
- Each ad set resets learning when edited
- Signals were largely contained within the structure
Andromeda changed that model.
In simple terms:
Instead of each campaign learning alone, Meta Ads now learn across the entire account, creative pool, and funnel.
Under Andromeda:
- Creative engagement feeds conversion prediction
- Upper-funnel signals influence lower-funnel delivery
- Data density matters more than micro-optimization
This is why many advertisers say, “Facebook Ads don’t work like they used to.”
They’re right—because the system underneath no longer behaves the same way.
Why Facebook Ads Feel So Different After Andromeda
If you’ve noticed any of the following, Andromeda is the reason:
- Broad targeting outperforming interests
- Fewer campaigns are scaling better than many
- Advantage+ is being pushed aggressively
- Creative fatigue behaves unpredictably
- CTR is becoming less reliable as a success metric
The shift is not about “less control.”
It’s about how Meta now evaluates probability.
Andromeda prioritizes:
- Behavioral patterns over static audiences
- Creative interaction over declared interests
- Conversion likelihood over click likelihood
This makes older playbooks—heavy exclusions, audience stacking, frequent resets—less effective and sometimes actively harmful.
How Andromeda Works Across the Full Funnel
One of the biggest misconceptions is that Andromeda only affects conversion campaigns.
It doesn’t.
Andromeda operates across the entire funnel, using different signal types at each stage.
Top of Funnel (Awareness & Discovery)
At the awareness stage, Andromeda evaluates:
- Scroll behavior
- Video watch time
- Replays and pauses
- Early engagement patterns
These signals help Meta understand who might convert later, even if no immediate conversion happens.
That’s why:
- Awareness campaigns can lift BOFU performance
- Creative quality directly affects downstream results
- Cheap CPM alone is no longer a reliable goal
TOFU is no longer “wasted spend.” It’s training data.
Middle of Funnel (Consideration & Intent)
At the consideration stage, Andromeda looks at:
- Click depth
- Time spent on the page
- Micro-events like viewing content, adding to cart, or form
These signals refine conversion probability modeling, not just traffic quality.
Practical implication:
Clean mid-funnel tracking matters far more than it used to.
If your Pixel or CAPI setup is weak at this stage, Andromeda’s predictions suffer downstream.
Bottom of Funnel (Conversions & Scaling)
At the conversion stage, Andromeda focuses on:
- Consistency of conversion events
- Post-click and post-conversion behavior
- Cross-device and cross-session patterns
This explains why:
- Stable campaigns scale better
- Killing ads early can break learning
- Fewer, stronger campaigns outperform fragmented ones
Scaling today is less about budgets and more about signal quality and continuity.
Advantage+ Campaigns: What They Really Are
Many advertisers assume Advantage+ is the Andromeda update.
It isn’t.
Advantage+ campaigns are built to align with Andromeda’s learning model:
- Consolidated data
- Fewer manual constraints
- Faster signal accumulation
That’s why Advantage+ performs well when fundamentals are strong—and fails when creatives, tracking, or offers are weak.
Advantage+ doesn’t fix bad inputs.
It simply removes friction between your account and Andromeda.
Is There an Official Meta Andromeda Update Date?
This is one of the most searched queries—and one of the most misunderstood.
There is no single Meta Andromeda update date.
Andromeda:
- Rolled out gradually
- Was integrated into Meta’s broader AI systems
- Continues to evolve without public versioning
Searches like:
- “Andromeda update today.”
- “Meta Andromeda update 2026.”
Usually reflects ongoing refinements, not new launches.
What Marketers Should Stop Doing Post-Andromeda
To work with Meta Ads in 2025—not against it—marketers should move away from:
- Over-fragmenting campaigns
- Resetting learning too frequently
- Optimizing purely for CTR
- Treating TOFU as expendable
- Micromanaging delivery based on short-term volatility
Andromeda rewards:
- Consistency
- High-quality creatives
- Clean tracking
- Full-funnel thinking
What This Means for Facebook Ads Going Forward
The Meta Andromeda update signals a permanent shift.
Facebook Ads are no longer about controlling delivery.
They’re about feeding the system better information.
Brands and agencies that adapt will:
- Scale more predictably
- Depend less on hacks
- Build performance through systems, not tricks
Those who don’t will keep wondering why “Facebook Ads stopped working.”
FAQs: Meta Andromeda Update
Is the Meta Andromeda update active today?
Yes. Andromeda is active today and continuously evolving as part of Meta’s ads infrastructure.
What is the official Meta Andromeda update date?
There is no official release date. It was rolled out gradually as Meta transitioned to system-level learning.
Is Meta Andromeda a new update for 2026?
No. References to “Meta Andromeda update 2026” usually refer to ongoing refinements, not a new launch.
What are advertisers saying about Andromeda on Reddit?
Many report better results with consolidated campaigns, broader targeting, and stronger creative focus—patterns consistent with Andromeda’s learning model.
Does Andromeda replace manual campaign control?
No. Manual controls still matter, but Andromeda reduces the impact of micro-optimization in favour of signal quality and data density.