Author of this article：Fiona

At the end of 2024, Meta will launch a brand new Facebook Ads Andromeda (Andromeda) Algorithm System, It is not only a regular update, but a reconstruction of the underlying recommendation logic that affects advertisers around the world.

At the beginning of 2025, a large number of advertisers gave feedback：

• The original "universal casting method” doesn't work anymore
• Can't get up on a small budget
• Unstable amount of clues
• Advertising consumption is stuck and daily fluctuations become greater
• The effect of traditional interest orientation has decreased significantly

After all, it's all Facebook The Advertising Andromeda algorithm is quietly changing the entire advertising ecosystem.

This article will comprehensively analyze this new algorithm system to help cross-border sellers, brand owners andadvertisingOperations quickly adapt to changes and establish a stable delivery system in 2025.

1. What is the Facebook Advertising Andromeda algorithm?

In short, the Andromeda algorithm = the “new recommended brain” for Meta advertising. Its core goal is: to use more complete user portraits + more multi-dimensional data signals to make multi-stage predictions and improve the accuracy of advertising matching and content distribution efficiency.

The old algorithm relies on	Andromeda algorithm relies on
Interest tags, social relationships, a small amount of user behavior data	Global user intent prediction, multi-point behavior signals (cross-platform, cross-application), enhanced learning model, high-frequency creative feedback“ "multi-contact path” analysis, more stringent advertising quality score (AQI)

It not only changed the “how to run the advertisement”, but also changed the judgment mechanism of the advertising platform “who do you want to push to”.

2. The 7 key points of the Facebook Andromeda algorithm

Facebook's Andromeda algorithm is currently the most advanced advertising recommendation system. It is based on deep learning and big data technology, and continuously optimizes the effectiveness of advertising through comprehensive analysis of user behavior. Understanding these core changes is essential to improve advertising effectiveness and reduce advertising costs. The following are the 7 core key points that affect the performance of advertising：

1. User intent prediction changes from “single point” to "multi-point”

👉 The old algorithm judges whether you are a buyer or not：

What content did you like / have you seen a similar ad?

新 The new algorithm determines whether you are a buyer or not：

Your interaction trajectory in the past 72 hours / have you left behaviors on IG, WhatsApp, and Reels / have you browsed related content outside Meta / Has your checkout behavior been recognized as a "high intent classification”?

This more comprehensive analysis of user behavior makes advertising delivery predictions more accurate, but it also means that fluctuations may be greater. In other words, the system no longer relies solely on one interaction, but uses multiple points of data to judge user behavior trends.

2. The weight of behavioral signals has been greatly increased (especially Reels)

With Meta's emphasis on short video content, the Andromeda algorithm has greatly increased the weight of “behavioral signals”, especially interactions on Reels. The specific performance is：

• Reels sliding behavior: The user's sliding behavior on Reels has become an important behavioral signal.
• Interactive behavior: interactions such as leaving messages, likes, sharing, etc., especially those related to advertising.
• Click the store button to view the ad details: These behavioral signals will be given a higher weight, which means that the more the ad can stimulate user interaction, the easier it is to get higher exposure.
• WhatsApp Click: Especially in the cross-border e-commerce scene, users clicking on WhatsApp for consultation has also become an important behavioral signal. In order to more strongly stimulate WhatsApp behavior signals, many cross-border sellers will use Mixdesk Intelligent Customer Service System, The welcome message or discount guide is triggered the first second the customer clicks on WhatsApp, greatly reducing the loss of users due to waiting. Entering the conversation faster will also allow the algorithm to judge that you are “more likely to bring high-value leads”, thereby giving the ad more exposure.

Therefore, in order to adapt to the Andromeda algorithm, advertising content needs to be more “like content”, rather than simple advertising, in order to get more recommendations and exposure.

3. The model is biased towards "creative-driven” rather than "audience-driven”

In the past, advertisers could improve the effectiveness of advertising through precise audience targeting, but the bias of the Andromeda algorithm has changed, and now it depends more on creative quality. Specifically, the creative performance of the advertisement, the user's viewing time, the click-through rate of the advertisement, and the attractiveness score of the content will directly affect the effectiveness of the advertisement.：

• Creative quality: If your advertising creativity is not enough to attract users, the algorithm will think that the ad is not attractive enough to the target audience, thereby reducing its display opportunities.
• Viewing time and click-through rate: The Andromeda algorithm analyzes the length of time users watch ads and the click-through rate of ads. If these two indicators are low, it will be difficult for ads to get recommendations and exposure will be limited.

Therefore, the merits of advertising creativity will directly determine the performance of advertising. No matter how accurate your audience targeting is, you may not be able to get enough traffic due to poor creativity.

4. High-quality leads will get additional traffic.

The Andromeda algorithm is more inclined to tilt exposure to ads that can bring “high-value actions.” High-value actions include: adding to the shopping cart, purchasing, WhatsApp consultation, and staying on high-value pages.

Therefore, if your ad can attract more high-value behaviors, it can not only reduce advertising costs (CPC, CPM, etc.), but also gain more exposure. The more advertising can stimulate these high-quality leads, the cheaper the advertising costs.

5. The faster the data feedback speed, the more stable the advertisement

The Andromeda algorithm has extremely rapid feedback on the performance of advertisements, especially in the first two hours of advertisements. If the ad does not get enough clicks or interactions in a short period of time, the system will increase the CPM (cost per thousand impressions) and reduce the exposure of the ad, which means that the learning period of the ad will be extended.

Therefore, advertisers need to make sure when launching an ad：

• Give a full budget when you start: Give the advertisement a sufficient budget so that the advertisement can get sufficient exposure and data feedback to avoid the system judging it as a low-quality advertisement.
• Homepage exposed strong USP: The first few seconds of the ad need to capture the user's attention and show a strong selling point.
• You must catch someone in the first three seconds of the video: Video ads especially need to capture the user's attention in the first three seconds, otherwise it will affect the click-through rate and interaction rate of the ad.

Fast feedback and accurateData analysisIt helps to ensure the stable performance of advertising.

6. The “health” of the ad account and page affects the delivery

The health of the ad account and page will directly affect the display effect of the ad. Meta will analyze a series of underlying indicators, including: page violation rate, negative user feedback rate, complaint rate, ad rejection record, and interaction quality in the comment area.

If these indicators are poor, even if the advertising creativity is good, the effectiveness of the advertising will be affected. Therefore, ensuring the health of accounts and pages is good can not only avoid the downgrade of advertisements, but also improve the display opportunities of advertisements.

7. The data of the whole platform is unified, and the optimization direction is more biased towards the "conversion path”

The Andromeda algorithm not only analyzes the behavior on Facebook, it will also integrate the user's behavior data on Instagram, WhatsApp, and external websites to comprehensively analyze the user's conversion path. Specifically, the Andromeda algorithm optimizes advertising in the following ways：

• Platform-wide behavior analysis: Including behavioral data from Facebook, Instagram, WhatsApp, and even behavioral data outside the site.
• Conversion path prediction: The algorithm will predict the most likely behavior of users in the next step, and help advertisers find the most suitable advertising strategy.

Advertisers with complete pixel data tend to run more robust ads. Especially in cross-border e-commerce and social media advertising, the increase in WhatsApp click behavior can significantly reduce CPL (cost per potential customer), thereby optimizing the overall effectiveness of advertising.

3. The 5 most effective advertising strategies in the Andromeda Era

Under the Andromeda algorithm, the key to advertising effectiveness has shifted from “crowd accuracy” to “creative quality + data quality + behavioral signals”. The following 5 strategies are the most effective strategies verified in a large number of practical exercises by Shopify, independent stations, cross-border factories and agents.

Strategy 1: Abandon the traditional interest orientation and switch to “wide range + strong creativity" in an all-round way”

The weight of the algorithm on interest targeting is greatly reduced, and a wide audience is cheaper and more stable. It is recommended to focus on using Advantage+, Broad audience (Broad), similar audience and other modes, and at the same time test the combination of “Broad + Video” and “Broad + Creative Carousel”. Summary in one sentence: In the era of Andromeda, the importance of creativity > the importance of crowd choice.

Strategy 2: Creativity must be “content-oriented” in order to eat Reels traffic

The algorithm prefers content and does not like the “advertising flavor”. In the first three seconds of the video, we must grasp the pain points of the target user and quickly show the selling points or usage scenarios so that the user is willing to continue watching. The recommended structure is “go straight to the pain point → show differentiation → comparison → proof → CTA", which is simple and effective.

The more content-like advertisements, the more traffic Reels can be eaten.

Strategy 3: Improve the quality of Pixel/CAPI data and let the algorithm find your customers faster

Andromeda is highly dependent on real transformation data. If the pixels are dirty, the events are chaotic, and the order return is incomplete, it will directly cause the advertisement to become expensive. Be sure to turn on CAPI, open up background data, clean up false incidents, and ensure that what the system receives is “real buyer behavior.”

Clean data = cheap advertising.

Strategy 4: WhatsApp behavior signal is a hidden accelerator for cross-border advertising

The new algorithm attaches special importance to WhatsApp interaction: clicking a button, initiating a chat, the depth of the message, whether to reply, etc., are equivalent to a “super signal of intent.” For cross-border sellers, guiding customers to consult directly on WhatsApp is often more stable and cheaper than landing pages.

Mixdesk The value in this link is very obvious：

• Automatic reply in 3 secondsAvoid the loss of customers due to waiting
• Automatically switch the welcome language according to the language, Enhance the willingness to dialogue
• AI employees can pre-answer frequently asked questions, Liberate manual customer service from repetitive problems
• Automatically identify “high-intent customers” and assign them to labor, Reduce the delay of high-quality clues

These real in-depth conversations withlabel, Can also be passed back to the advertising system as a “high-quality behavior", so that the advertising runs more and more stably.

Strategy 5: The simpler the account structure, the better

Andromeda does not like complex structures. There is no need to stack campaigns, and there is no need to fine-tune the limit orientation. Maintaining the structure of “1-2 campaigns, 3-4 Ad sets each, and 3-6 ideas per Ad Set” will allow the algorithm to quickly enter a stable period.

The simpler the structure, the more stable the effect.

At the same time, the simple structure is not only important on the advertising side, but also the tools on the receiving side should be simple enough.Mixdesk The reason why it is widely adopted by cross-border teams is because: no development is required, and access is completed in 3 minutes; multiple accounts and multiple employees can be in Mixdesk Secure internal collaboration; customer data is unified and deposited in the background, and will not be lost due to employee turnover; dialogue, labels, and sources are clear at a glance

Only when the undertaking is stable enough can the advertising structure continue to be “simple, stable, and easy to run”.

Summary: The core of the optimization of the Andromeda algorithm is “taking advantage of the situation”

With the same budget, merchants who understand algorithms can get 3 times the accurate traffic, while those who don't understand can only struggle in inefficient traffic pools. The essence of the Andromeda algorithm is not to “make it difficult for merchants”, but to “filter high-value advertisements” to give users a better experience. As long as merchants optimize in the direction of “high CTR, high CVR, and high relevance”, they can obtain the traffic tilt of the algorithm.

Focusing on "precise audience positioning" and "improving material quality" is the long-term way to optimize the Andromeda algorithm.

FAQ

Q1: Does the Andromeda algorithm make advertising more expensive?

A: If your structure is old and your creativity is too "advertising", it will indeed become expensive. But as long as the creativity is content-based and the data is clean, the cost is generally cheaper.

Q2: Is there any point in interest orientation under the Andromeda algorithm?

A: The weight has been significantly reduced. Unless your creativity is very vertical, interest orientation is limited.

Q3: Why is it recommended that cross-border sellers use WhatsApp to undertake?

A: Because WhatsApp behavior = strong signal of intent (click, send a message, continue a conversation). The algorithm will recognize these signals as “high-value behaviors” and thus weight your ads.

Q4: Will tools like Mixdesk affect advertising effectiveness?

A: It will not affect the delivery itself, but it will indirectly make the ad cheaper, because it allows WhatsApp to automatically reply in seconds, reducing the loss of potential customers; fax back to the ad real chat and high-intent behavior; improve the quality of clues, so that the model can learn the right person faster. Through more stable acceptance, higher-quality data is obtained and cheaper conversions are achieved.