Boost the performance and impact of your ads with Meta Andromeda

Andromeda represents the current era of Meta’s algorithms, where campaign delivery is fully driven by AI. The major shift here is that performance no longer relies on complex campaign structures or manual targeting, but on the so-called creative signal – meaning how high-quality and relevant your ad content actually is. If you don’t start playing by these rules, your ads are likely to hit a dead end.

In the Andromeda era, cosmetic tweaks just won't cut it anymore. Swapping out a hook while leaving the rest of the ad the same is a rookie mistake – the algorithm is smart enough to spot the recycled content and will dial down its reach accordingly. Instead of minor variations, at Krejta we test diametrically different concepts – like pitting authentic UGC reviews against product education and lifestyle videos. This allows us to find what truly resonates, trigger a powerful creative signal, and scale your performance to the moon

Interest-based targeting is on its way out because Meta’s massive data pool allows it to find your ideal audience much more accurately on its own. The targeting role has been taken over by the creative itself, acting as a magnet for the right customers. That is the core of targeting broad – wide-open targeting without restrictive filters. Andromeda handles the heavy lifting of deciding who gets to see what.

Based on our experience, video is currently dominating the Andromeda era, especially UGC (User-Generated Content). It feels more authentic and often outperforms expensive professional productions in our tests. Educational videos, unboxings, and dynamic photo sequences are also showing great results. However, the real key isn't a single format, but creative diversity. We always aim to provide Andromeda with a varied mix of concepts and formats, letting the algorithm pick the winners for each specific audience.