Meta’s Andromeda AI is changing the way everyone approaches their ad targeting on Facebook. And if you understand how it works, you can tap into its full potential and significantly improve your ad performance on Meta platforms like Facebook and Instagram.
You’ve probably noticed running Facebook Lead Ads isn’t quite the same anymore. Cost per lead is more expensive, users have ad fatigue, and Meta’s built-in targeting tools often struggle to deliver high-quality leads. But that’s starting to change with the new Andromeda AI.
So what is Andromeda AI and how can you leverage it to make your ads more effective?
In this article, we’ll break down everything you need to know about Meta’s Andromeda AI, how it can benefit your business, and how to design your ad strategy for best results.
What is Andromeda AI
In the split second it takes to scroll past a post, Meta’s algorithm scans millions of ads to find the one most likely to catch a user’s attention. Behind this near-instant decision is Andromeda AI.
Andromeda AI is an advanced audience optimisation tool by Meta that uses machine learning to analyse ad performance, user behaviour, and lead quality to improve your ad targeting in real time. The predictive analytics and behavioural segmentation help you move beyond Meta’s built-in targeting options.
Its goal is to deliver the most relevant ad to the right user at the right moment.
How does Andromeda AI help advertisers target better
Andromeda AI mostly works in the background and helps your ads perform better through intelligent automation and real-time analysis. Here’s how it helps make your ads more effective:
- Performance scanning: Andromeda continuously monitors the performance of your ads across different audiences, placements, and goals. It notices which ads are generating better leads and which aren’t. By detecting which version of your ad is getting good engagement and which one’s performing poorly, it can prioritise the better-performing ad and show it more often, helping you get better results with the same budget.
- Identifies high-converting lead patterns: Andromeda AI goes beyond clicks and impressions to analyse which types of users actually turn into leads or customers. It studies the behaviours of thousands of users and finds common traits among your high-converting audience, such as location, device type, interests, or even time of day. If it notices that most of your leads are coming from mobile phones in a specific city who are active in the morning, it adapts your ad display strategy accordingly.
- Auto adjusts targeting parameters: Once it understands what works, Andromeda AI can automatically tweak who sees your ads. If it finds that your ads perform better with a slightly younger age group or a broader interest category, it adjusts your targeting settings to include those. This helps you spend less time analysing reports and adjusting targeting yourself. Andromeda AI algorithm makes tiny course corrections along the way to keep your campaigns on track.
Best practices to make the most of Andromeda AI
Andromeda AI operates behind the scenes and requires no activation or setup. While it is an automatic ad optimisation engine, there are still some adjustments you can make to ensure it brings successful outcomes for your ads. Here are the best practices to help Andromeda AI improve your ad targeting while spending less per quality lead.
1. Upload multiple creative variations
Andromeda performs best when there are plenty of options in your ad assets. The more variations of your ad you provide, the better it can test and learn what resonates better with your audience. Add multiple images, videos, headlines, and calls-to-action. Use tools like Advantage+ Creative to automatically mix and match components for optimal performance.
How to do it:
- Use Advantage+ Creative at the ad level settings. This will automatically adjust creative elements for each viewer based on what’s most likely to convert them.
2. Target slightly broadly
While precise targeting is a common advertising practice, it can sometimes cause you to miss potential customers in audience segments you didn’t know existed. Fortunately, Andromeda can help solve this by automatically identifying and reaching high-converting audiences beyond your original targeting.
Andromeda gives your ads more room to explore and optimise. By targeting a bit more broadly, the AI is able to learn faster and deliver your ads to the right people, even those you may not have considered before. Therefore, instead of applying narrowly-focused targeting, consider widening your audience a little more when configuring the settings.
How to do it:
- When setting up your Ad, leave the interests and demographics settings broader than usual.
- You may add a few interest signals (e.g., “weight loss” or “online shopping”) for some guidance, but check the box for “Advantage Detailed Targeting” to allow the AI to expand beyond them.
3. Use Meta Conversions API
Meta Conversions API sends real-time user actions and conversion data from your system (website, app, or CRM) to Facebook so the algorithm can improve and better identify more leads that are similar to those you’ve successfully converted. This helps Andromeda understand what’s actually working beyond the click or form submission, so it can improve your results continuously. As a result, your ads can generate more leads that are qualified for your business, at a lower cost per quality lead. How to do it:
- You’ll need to integrate Conversions API with your CRM in order for it to work. This article explains everything you need to know about Meta Conversions API and how to make the most of it.
4. Keep your ad frequency low
Ads appearing too frequently can cause audience fatigue, leading to lower engagement. Monitor your ad frequency and add fresh creatives regularly. Let the system refresh or replace underperforming ads to maintain audience interest.
How to manage your ad frequency:
- In your campaign settings, set an ad rotation or schedule.
- Add rules in Ads Manager that pause ads after they reach a certain frequency threshold.
- Allow Advantage+ Creative to handle creative enhancements and variation.
5. Run A/B tests regularly
A/B testing helps you validate which element of your ad is working the best, whether it’s the creative, audience, landing page, or offer. The insights gained can help you significantly reduce wasted ad spend. Consider frequently A/B testing your ad creatives (e.g. user generated content vs. professionally-filmed branded video), offers (Buy 1 Get 1 Free vs. 15% off) and landing pages (e.g. homepage vs. a dedicated product page).
How to do it:
- Go to Ads Manager > Experiments
- Click A/B Test and select what you want to test (Creative, Audience, Placement, etc.)
- Set your test duration and let Meta split the traffic evenly across the test groups
Conclusion
Meta’s Andromeda AI is the new ads algorithm that works behind the scenes. While you won’t interact with it directly, the system continuously works to improve your ad performance. Nevertheless, you can still set it up for success by understanding how it functions, starting with helping Meta’s ad algorithm understand your audience as well as you do. Andromeda can even identify high-performing audience segments you may not have considered before.
To generate better leads with each campaign, integrate Meta’s Conversions API with your CRM. This allows you to feed richer, real-time data back into the system, helping the AI learn which types of users are most valuable to your business.
💡 Pro-Tip: You can seamlessly integrate Privyr CRM with Meta’s Conversions API to automatically tell Meta’s algorithm which leads are good for your business. You can also set up a WhatsApp Auto-Responder to instantly message every new lead from your own WhatsApp number. With this setup, you’re not just generating high-quality leads, you’re also improving your chances of converting them into customers through faster, more efficient follow-ups.
