'Andromeda' Is Here! How Meta’s New Algorithm Changes Your Ad Funnel

Summary

Meta's 2025 algorithm update has revolutionized how ads are managed, shifting away from manual funnels and complex retargeting strategies. Instead, Meta now uses sequence learning to track user journeys across platforms, optimizing ad delivery based on customer engagement. Marketers should focus on creative diversity and broad targeting, allowing Meta's AI to run the funnel autonomously. The key to success is consolidating campaigns, testing creative regularly, and blending organic and paid efforts. While AI-generated creatives can boost performance, caution is advised to maintain brand integrity. For the best results, a streamlined, data-driven approach is crucial.

Takeaways

• 😀 Meta's algorithm update in 2025 focuses on sequence learning rather than individual clicks, tracking the entire customer journey across platforms.
• 😀 The traditional funnel structure (top, middle, and bottom) is still relevant, but Meta now automates the funnel process for you.
• 😀 It's important to create content for each stage of the funnel (top of funnel = awareness, middle = trust, bottom = action) but without forcing manual retargeting campaigns.
• 😀 Meta's algorithm optimizes retargeting automatically. Marketers should provide a mix of high-quality creative, rather than manually segmenting campaigns by funnel stage.
• 😀 Manual retargeting campaigns can still be tested, especially for high-ticket items or brands with proven success, but they should not be relied upon as the core strategy.
• 😀 For 2025, campaigns should focus on consolidation—use fewer ad sets and broad targeting to give Meta’s algorithm the control it needs.
• 😀 Testing different types of creative is essential, including videos, static images, UGC, AI-generated content, and native ads, to feed the algorithm with diverse content.
• 😀 Meta tends to ignore manual controls like age, gender, and interest, so broad audience targeting is more effective to leverage the algorithm's full potential.
• 😀 AI tools in Meta ads (like Advantage Plus) are integral, automating creative generation and offering variations for targeting specific user segments based on behavior.
• 😀 Organic content and paid ads must work together for optimal results. Brands with active social profiles and engagement see better performance in ads compared to brands that neglect organic content.

Q & A

What major change has Meta's algorithm undergone in 2025?

Meta's algorithm now uses sequence learning, focusing on the entire customer journey within the platform. Instead of just individual clicks, it tracks user interactions across ads, social posts, and websites, helping to predict the most likely buyers.

Why is Meta's updated algorithm a response to the loss of tracking post-iOS update?

The iOS update limited Meta's ability to track users across platforms. As a result, Meta shifted to using data within its own platform (likes, comments, shares) to better understand user behavior and optimize ad delivery.

Should marketers still use traditional funnels (top, middle, bottom) in Meta ads?

While the traditional funnel stages still matter, Meta now runs the funnel for you. Marketers should focus on providing creative content suitable for each stage without trying to manually control how users progress through the funnel.

Is manual retargeting still effective in Meta campaigns in 2025?

Manual retargeting campaigns can still be tested, especially for high-ticket items or proven past success. However, Meta's automated retargeting should be the core strategy for most campaigns, as it leverages more data and AI to optimize ad delivery.

What is the best approach for campaign setup in Meta ads in 2025?

Consolidation is key. Marketers should avoid running multiple, segmented campaigns. Instead, use broad audience targeting and creative assets that cater to different stages of the funnel. A combination of Advantage Plus campaigns and testing campaigns is recommended.

How does Meta's AI decide which ads to show for retargeting vs. prospecting?

Meta uses frequency as an indicator. If an ad has a high frequency (seen by the same user multiple times), it's likely being used for retargeting. A low frequency with high volume indicates prospecting.

Why is creative diversity so important for Meta ads in 2025?

Creative diversity ensures that ads capture the attention of various audiences. Meta's algorithm matches ads to users based on their preferences, and having a variety of formats (GIFs, reels, static images, etc.) keeps the content fresh and engaging.

What role does AI play in Meta's ad creative options in 2025?

Meta's AI can generate various ad elements like copy, images, music, and layouts. While this can improve ad performance, marketers must decide whether they are comfortable letting AI make creative decisions that could affect brand messaging.

How should Meta ads integrate with organic social content in 2025?

Paid ads should complement organic social activity. A strong social presence with good engagement helps Meta better understand user preferences, which leads to more accurate and effective ad targeting.

What is the best strategy for testing new creatives in Meta campaigns?

A separate testing campaign should be set up for creative experimentation. Testing should be gradual, especially with smaller budgets, and always focus on diversifying the ad types to find new winning creative that resonates with the target audience.