Andromeda: Facebook's new algorithm that changed the rules of the game

In the fall of 2025, Andromeda algorithms officially launched on the Facebook platform. 

New features are always welcome, but not this time when it comes to the affiliate sphere. This created some problems for webs and changed the logic of promotion.

Read about all the changes right now 👇🏻

Andromeda on Facebook: what is it, and how does it work?

Andromeda is the new core of the Meta advertising network. It is an AI that analyzes and selects audiences. It differs from previous algorithms in that sequences of events are now processed by artificial intelligence in real time. The AI then automatically selects the audience and creative content for it based on the collected data.

This innovation was introduced to facilitate the process of launching ads. For some people, this is a great idea, because now Meta does not require a bunch of manual settings, and AI does almost everything for you. However, Andromeda has not been a good helper for buyers. Why? We explain below.

What has the new algorithm affected?

First, the selection of the target audience. Previously, buyers could independently configure the audience and do so as accurately as possible. But now, AI does this and sets everything as it sees fit. What can buyers do in this situation? Perhaps develop powerful creativity and manage to guide AI to the solutions they need.

But that’s just the beginning 🥲

The algorithm affects:

Audience analysis

Larger amounts of data are evaluated faster and in greater detail. For example, minor user reactions, viewing depth, and interaction are analyzed. The focus is now on audience quality rather than quantity.

Creative evaluation

Now, the neural network actively checks the content of the creative itself, rather than the reaction to it. It reads the purpose of the post, as well as whom the ad is targeting, what its call to action is, and so on. Based on this, it selects the right audience, and you get targeting. If the creative does not have a clear message, then there will be no audience either.

Ranking

First, the algorithm filters out all ads without a specific call to action.  Then it compares data about the creative and the audience in order to clearly select the segment. Then it analyzes competitors and compares the results.

What approaches have stopped working?

Narrow audiences

They don’t work because they interfere with the learning phase.

By the way, we have already written an article about learning on Facebook.

Duplicates

Duplicating creatives and ad sets also interferes with learning. Identical strategies will interfere with each other, creating competition between them.

How to live with this and how to successfully drive traffic with Andromeda?

As you already understand, creatives are now the basis for audience selection. Therefore, focus on them and try to make them as clear and diverse as possible.

Within a single campaign or ad set, it is worth uploading many ads to give the algorithms more room to work.

Be careful when formulating your call to action. It should be clear and unique for each creative. 

Training may take longer than before, so a well-thought-out action plan and a lot of patience will help here.

In summary

So far, we see that these changes are not very positive for affiliate marketers. This complicates the work somewhat and forces us to rework our established strategies. 

However, only time and experience will tell how things will develop and whether buyers will be able to “get used” to Andromeda.