Charley T's Meta Andromeda Algorithm Update Breakdown (2025) - Why Most Advertisers Are Getting It Wrong

Charley T's Expert Breakdown of Meta's Andromeda Algorithm Update

Meta advertising expert Charley T, who has spent over $1 billion on ads, provides crucial insights into Meta's Andromeda algorithm update that launched in July 2024. His analysis separates fact from fiction, revealing why many advertisers are struggling while others are seeing massive success.

What Meta's Andromeda Algorithm Update Actually Changed:

• Enhanced Ad Retrieval System - The core issue wasn't the algorithm itself, but Meta's ability to match the right ads with the right people from millions of available options
• Amplified Decision Making - Andromeda cranked up the volume on existing processes, making all advertising choices more hyperbolic and decisive
• Creative Diversity Requirements - Meta now demands true creative diversity, not just volume of similar ads with minor variations
• Personalized Ad Journey Optimization - The system focuses on creating cohesive customer journeys through multiple touchpoints rather than optimizing individual ad performance

The Creative Diversity Misconception:

Charley T emphasizes that creative diversity is NOT about creating hundreds of ads. True creative diversity means:

• Olympic Ring Strategy - 5-6 complementary ad concepts that work together (3 on top, 2 on bottom, all interconnected)
• Format Variation - Different ad formats (video, static, carousel) rather than multiple versions of the same concept
• Concept-Based Approach - UGC testimonials, product demonstrations, and feature/benefit videos as distinct concepts
• Quality Over Quantity - Focus on fewer, smarter ads with better data rather than diluting performance across many variations

Campaign Structure Best Practices Post-Andromeda:

Charley T's recommended structure follows the scientific method:

• Control Campaign - One ad set with proven winning ads that consistently perform
• Variable Testing - 1-2 separate ad sets with dynamic creatives or 3-2-2 ads (3 creatives, 2 primary texts, 2 headlines)
• Broad Targeting Only - Age, gender, location targeting with no interests or exclusions
• Advantage Plus Integration - Lean into Meta's automated features while maintaining creative control

Common Mistakes Advertisers Make:

• Over-Complicating Campaigns - Multiple campaigns competing against each other instead of working together
• Exclusion Obsession - Excluding existing customers actually increases costs and reduces new customer acquisition
• Volume Over Strategy - Creating 50+ ads per ad set instead of focusing on 3-6 strategic concepts
• Ignoring Customer Journey - Optimizing individual ad performance rather than entire customer purchase path

The Learning Phase Reality:

Charley T clarifies that the learning phase isn't something to hack or avoid—it's a signal that you've made too many choices. When you add numerous new ads, you're not avoiding the learning phase, you're forcing the algorithm to work with insufficient data across too many variables.

Future-Proofing Your Meta Strategy:

Key principles for long-term success:

• Simplicity Scales - Simple campaign structures outperform complex ones consistently
• Data Compound Effect - Fewer ads with more data perform better than many ads with little data each
• Customer Lifetime Value Focus - Target customers likely to purchase multiple times rather than optimizing for one-time sales
• Scientific Method Application - Test variables against proven controls rather than running everything as variables