Andromeda (Oct 2025) shifted Meta optimization from targeting → creative + post-install signals.
Algorithms now identify winning creatives faster and allocate budget more aggressively.
Early-campaign volatility is normal; stabilization takes longer than before.
Manual campaigns still give the most control; Advantage+ success varies by app and audience.
Creative clarity, UGC formats, and cluster testing outperform polished or generic ads.
Honest, expectation-setting creatives drive higher-quality users and better down-funnel actions.
REPLUG adapts with high creative output, signal hygiene, and channel diversification beyond Meta.
In October 2025, Meta quietly rolled out the Andromeda algorithm update with almost no formal documentation. Just a vague reference to “delivery improvements.” Yet advertisers immediately felt the shift.
Campaigns that were previously stable suddenly became unpredictable, CPAs jumped, learning phases stretched longer, and Advantage+ began distributing spend in unfamiliar ways.
Andromeda didn’t tweak optimization; it fundamentally rewired how Meta interprets creative signals and predicts user intent. Here's more about this app industry news.
We’re REPLUG, a Berlin-based app marketing agency specializing in OEM marketing, paid user acquisition, ASO, tracking and analytics, and more.
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After observing this update at scale, here’s the real impact seen across accounts and verticals:
In this new environment, the creative itself (not targeting) is now the dominant signal.
Winners and losers separate almost instantly.
Meta’s system now commits more confidently to a creative direction once early signals appear.
The Andromeda algorithm picks “strong” creatives from the first signals and sends most of the spend their way.
Under-performing creatives barely get impressions anymore.
Great for speed, but it requires producing more variations to avoid early elimination.
Creative fatigue triggers CPA volatility quicker than before.
Monitoring cycles matters more now because the system rotates ads at a higher pace.
At REPLUG, we still prefer manual campaigns for control. But:
One thing remains consistent:
Reels, Stories, and Feeds continue to be the top-performing placements.
In the DACH region specifically, we haven’t seen major behavioral changes post-update.
Stability remained relatively consistent, with vertical performance having more impact than geography.
Our structural foundation did not need a dramatic revision. Andromeda essentially rewarded what we were already doing:
✔ Producing high creative volume
✔ Testing at scale before committing
✔ Prioritizing ROAS-focused evaluation
✔ Matching creative + targeting pairings
✔ Scaling only validated combinations
Because of this, we’ve been able to maintain predictable performance even during volatile delivery phases.
If you want us to examine your current Meta setup and identify where Andromeda may be blocking performance, we’ll do a quick audit and tell you what needs fixing.
Reach out, and let’s get to work.
Andromeda reads signal clarity aggressively.
Winning patterns:
The algorithm rewards clarity of message, not the cleverness of your targeting.
Winning formats:
Underperforming formats:
Why?
Because Andromeda optimizes for predictable engagement and in-app intent, not shallow clicks.
Broad delivery means cheap installs are easy, but often irrelevant.
We see:
Creative honesty is now the user filter.
Across multiple tests:
Meta now behaves like a content classifier, not just a distribution engine.
Across verticals, the winning creative is the one that gives Andromeda the clearest interpretive data.
Andromeda reinforced a shift that was already underway:
Creative clarity is now the most powerful lever in Meta’s advertising ecosystem.
To win under this system, we focus on:
✔ Creative diversity
✔ Machine-readable narratives
✔ Concept clustering
✔ Down-funnel signal testing
✔ Frequent refresh cycles
This volatility also highlights why brands shouldn’t rely solely on one acquisition channel.
At REPLUG, we’re watching a big shift: Meta Platforms’s move toward fully-automated ad creation and targeting.
According to reports, Meta plans to let advertisers submit a product image + a budget, and its AI handles everything (imagery, video, text + targeting) by the end of 2026.
We don’t know every detail yet, and no, you shouldn’t panic. But this changes the game.
Here’s how we’re thinking about it:
“Automation won’t replace marketers; it will force us to evolve. Creative strategy, message clarity, and strong KPIs are now more critical than ever. The algorithm may go blind-faster if signals (creative + event) aren’t crystal-clear. So we lean into that instead of fighting automation.”
Meta’s roadmap doesn’t mean manual skills are obsolete overnight.
It means: those with a bad setup will fall further behind. With clean tracking, high-volume testing, and smart creative signals (which we’ve already built into our approach), you’re ahead of the curve.
If you want guidance on adapting to Andromeda and building a channel mix that won’t collapse every time Meta changes the rules, reach out.
At REPLUG, we work with app teams to stabilize delivery, expand into high-intent channels, and scale growth without being hostage to a single platform.