What is Meta Andromeda?
Meta Andromeda explained: what does retrieval mean?
Think of two steps. First, the system picks a shortlist of ads that might suit a person. Then larger models rank that shortlist. Andromeda sits in the first step: Meta's engineering post calls retrieval "the first step" in its multi-stage ads recommendation system1.
The same post presents Andromeda as part of Advantage+ automation, Meta's suite that automates audience, budget, placement and creative1. See Advantage+ sales campaigns for the campaign type.
What has Meta said, and what has it not?
Meta's engineering post describes the architecture of a system. It does not set out rules for advertisers, and it says nothing about how to group or label creatives1.
The post also reports results. They are Meta's own figures, measured on Meta's terms, not a result for your account, so we leave them out.
That gap is where advice multiplies. A recommendation such as "group your creatives this way for Andromeda" may be sensible. It may also be a guess dressed up as a mechanism. The difference is whether it can point to a Meta source.
Our view: a creative recommendation is worth acting on when it says where in Meta's documentation it comes from, and says so plainly when it does not.
Easily confused with
Andromeda (Meta) vs Advantage+ sales campaigns
A campaign type. Andromeda is a system inside Meta's ad delivery, not a campaign type.
Andromeda (Meta) vs Creative fatigue
A drop in an ad's results after the audience has seen it too often. A creative problem, not a retrieval one.
Andromeda (Meta) vs Learning phase
The period in which Meta's delivery system learns who to show an ad set to, and when. Related to delivery, but a different thing.
FAQ
Do I need to change my ads because of Andromeda?
Meta's engineering post describes a system, not a to-do list for advertisers1. Judge each recommendation by its source, then by what it costs you to test.
Does Andromeda decide who sees my ad?
It decides which ads reach the shortlist. A ranking stage follows, according to Meta's post1. Being shortlisted is not the same as being shown.
Where can I read what Meta actually said?
In the December 2024 post on Meta's engineering blog, "Engineering at Meta"1. Expect a description of a system, not advice on your budget or your margin.
Let’s find what’s actually working.
Next step. Whatever Meta's system does with your ads, the question is still what the sales are worth to you. Check it with the Is your ROAS real? calculator.