And How Strong Creative Strategy Can Restore Performance.....
If you have noticed your Meta campaigns slowing down, becoming inconsistent or behaving very differently in the last few weeks, the Andromeda update is likely the reason. This update is one of Meta’s biggest shifts in recent years and it has changed how the algorithm reads signals, attributes conversions and optimises campaigns.
Brands across ecommerce, subscription services, coaching, health and wellness and local businesses are all experiencing the same issues. Higher CPMs, fluctuating cost per purchase, slower learning, inconsistent delivery and a clear mismatch between reported conversions and Shopify or GA4.
This article explains what Andromeda actually is, why your campaigns have changed and how you can use creative strategy to stabilise performance again.
Andromeda is a major shift in Meta’s ad delivery system. It changes how Meta interprets data, learns from user behaviour and allocates impressions. Instead of relying heavily on pixel data and website events, Meta is now prioritising on platform signals such as:
• Watch time
• Retention
• Scroll behaviour
• Rewatches
• Engagement patterns
• Relationship between user behaviour and content style
Because privacy updates have reduced what advertisers can send from their websites, Meta has rebuilt its internal learning model to depend less on external events and more on how users behave inside the app.
This shift affects every business advertising on Meta.
Even if you have not touched anything in your account, Andromeda is treating many existing campaigns as if they are new. The algorithm is relearning how to match your ads with the right user behaviour, which leads to unstable delivery and higher costs.
Brands may see fewer purchases attributed to Meta or delayed reporting. Events that used to appear instantly are now taking longer to show. This makes the gap between Meta reporting and GA4 or Shopify appear larger than usual.
The pixel still matters, but Meta is relying more on in app behaviour. If your tracking is weak or poorly set up, this shift becomes more noticeable.
Because Meta is relying on behavioural signals, your ad creative now influences who you reach, how much you pay and whether your ads stabilise in delivery. Creative strength is now more valuable than narrow targeting or complex structures.
Creative is now the most powerful lever you can use to stabilise your Meta ads. The algorithm prioritises content that feels native, engaging and clear in the first two seconds. Below are creative strategies that work exceptionally well under the Andromeda update.
Polished studio videos are often skipped. Meta rewards content that feels natural inside the feed.
Best performing formats include:
• UGC style videos
• Founder talking videos
• Simple product demonstrations
• Customer reviews filmed on a phone
• TikTok style edits
• Day in the life content using your product
These formats signal authenticity and hold attention more effectively.
Your audience stops scrolling when they feel understood. This immediate relevance is a strong positive signal to Meta.
Examples of problem-led hooks:
• Constant bloating after meals
• A dog refusing to eat kibble
• Feeling wired at night and unable to relax
• Running a business and feeling buried in admin
Open your video with a clear problem statement and let the solution follow.
Meta is prioritising ads with fast, clear hooks.
Your hook should introduce movement, transformation or a bold statement.
Examples:
• A quick before and after
• A hand-opening packaging
• A close-up of the product in use
• A strong line like “This fixed my nightly bloating”
Clarity beats creativity here.
Meta needs to see what you are promoting early to understand the ad.
Avoid waiting until the end of the video.
Show:
• The product
• How it works
• Why it matters
• The transformation it creates
Most people do not watch ads with sound.
Use captions, large text, visual cues and short sentences.
This helps both accessibility and performance.
Because Meta is relying on behavioural signals, ads become fatigued much faster.
Refreshing your creative every one to two weeks helps maintain delivery and prevents rising costs.
Avoid making ten micro variations of the same ad. Instead, introduce new angles, stories and formats.
• Story-led videos
• Problem-led hooks
• Curiosity content
• Fast-paced edits
• Reviews and testimonials
• Social proof
• Ingredient education
• Comparison videos
• Product benefits explained simply
• Clear offers
• Strong calls to action
• Simple demonstrations
• Before and after content
Funnel specific creative helps the algorithm understand user intent more accurately.
Yes.
Most brands will experience temporary instability before returning to normal levels.
Accounts with strong creative performance and clean tracking are already seeing improvement.
Meta is not broken.
It is evolving into a more content-driven, behaviour-led ecosystem. Brands that adapt early will stabilise faster.
Need Support Fixing Your Meta Ads After Andromeda
If your campaigns feel unpredictable, expensive or stalled, you are not alone. At Wingbeat Digital we are actively optimising accounts across ecommerce, wellness, food, education and service-based brands during this transition. We can help you:
• Fix tracking and CAPI using GTM
• Rebuild campaigns for stronger learning
• Develop creative that works with the new algorithm
• Produce content that drives cheaper results
• Create a structure that stabilises faster
If you would like support, reach out and we can take a look at your account.
Book a chat with us or email madhumita@wingbeatdigital.com and can will help you get your campaigns back on track.