# The Meta Andromeda update: what it changed and what to do now

> Meta's Andromeda system changed how ads get picked for each person. What changed for advertisers, and a five-step checklist for your account.
- **Author**: Marxx
- **Published**: 2026-10-20
- **Category**: Meta
- **URL**: https://marxx.ai/library-guides/meta-andromeda-update

---

Meta's Andromeda system picks which ads are even considered for each person, before the final ranking. Meta tells advertisers to combine ad sets and build a range of different creatives. The five steps below turn that into a checklist.

## What changed

Meta announced Andromeda on 2 December 2024 as its new retrieval engine: the step that narrows tens of millions of possible ads to a few thousand for each person. Meta said it raised model capacity 10,000 times. [Read Meta's post](https://engineering.fb.com/2024/12/02/production-engineering/meta-andromeda-advantage-automation-next-gen-personalized-ads-retrieval-engine/).

What Meta says it means for advertisers:

- **Creative is part of how Meta picks the ad for each person.** Meta says Andromeda helps it choose the right creative, as advertisers upload more of them.
- **Meta recommends a range of creatives.** Small edits add little. Change the angle, the person on camera or the format.
- **Meta advises combining ad sets.** Fewer ad sets get to enough results sooner.
- **Ads tire when people see the same creative too often.** Meta calls it creative fatigue.

## Five steps for your account

1. **Merge ad sets.** Meta says an ad set usually leaves learning after about 50 results in the week after its last significant edit. Fewer ad sets reach that sooner.
2. **Go broader.** Test a broad audience against your best interest audience, with the same ads.
3. **Audit your live ads for real variety.** Put them side by side. Count how many different reasons to buy you see. If it is one or two, plan more.
4. **Plan by angle, not by edit.** For each new round, change the angle, the person on camera or the format.
5. **Watch hook rate weekly.** A falling hook rate can be an early sign an ad is tiring.

## A worked example

Say an account runs six ad sets by interest, each with the same four ads, at INR 2,500 a day each. None exits learning.

The new setup: one broad ad set at INR 15,000 a day, with eight ads covering three angles and three formats. Same total budget. The single ad set gets enough results to learn, and spend spreads across more of the ads.

## What has not changed

- A clear offer still matters.
- Your pixel and Conversions API still decide how well Meta learns.
- Bad landing pages still waste good ads.

## FAQ

### Did Andromeda lower everyone's results?

Meta has not published results for individual accounts. It reported an 8% ads quality gain on selected segments in its own data (Meta's figure). Check your own results by ad set and by creative.

### Is creative volume the answer?

Variety, not volume. Meta tells advertisers to build different types of creative, and warns that too many ads at once means each ad gets fewer chances to learn.

---
- [More Meta articles](https://marxx.ai/library-guides/category/meta)
- [All articles](https://marxx.ai/library-guides)