Relying on minor tweaks (e.g., text changes on same image)

Triggers similarity grouping and shared poor performance.

Over-targeting interests

Limits AI learning in competitive UAE markets.

Ignoring fatigue metrics

Leads to rising CPMs and "ghost approvals" (approved but no spend).

Sticking to branded studio content

Lacks diversity; UGC outperforms for scale.

Give new setups $300-1,000 spend to learn.

How to Adapt to Meta's Latest Andromeda Update – A Complete Step-by-Step Guide for UAE Advertisers

Mehul Yadav
Jan 12
3 min read

Whether you're running e-commerce ads for beauty brands in Dubai, wellness services in Abu Dhabi, or logistics in Sharjah, Meta's Andromeda update is reshaping Facebook and Instagram advertising in 2026. This AI-driven overhaul prioritizes creative diversity over manual targeting, making it essential for UAE businesses to adapt quickly for better ROAS and lower CPAs.

In this comprehensive guide, we'll explain the Andromeda update, its impact on your campaigns, and exact steps to optimize for success.

What Is Meta's Andromeda Update?

Meta's Andromeda is a new ad retrieval engine using advanced AI to match ads to users based on creative content rather than advertiser targeting. It analyzes visual similarity, assigns Entity IDs to group similar creatives, and uses metrics like Creative Fatigue and Similarity Score to decide delivery and budget allocation.

Rolled out widely in 2025, it processes ads 100-1,000 times faster with neural networks, shifting power from manual audiences to creative signals.

Why Andromeda Matters for Your UAE Business

Boosts efficiency - Beta tests showed 5-10% higher conversions on Instagram by predicting user intent precisely.
Demands creative volume - UAE's competitive markets like beauty and wellness need diverse UGC to avoid fatigue and high CPMs.
Reduces targeting complexity - Broad targeting works better, freeing time for content that resonates locally (e.g., Dubai lifestyle visuals).
Future-proofs ads - Prepares for AI-generated creatives, vital for scaling multiple brands efficiently.
Provides insights - New KPIs reveal why ads underperform, helping optimize for UAE-specific searches.

Step-by-Step Guide to Adapt to Andromeda

1: Audit Your Creatives Review your library for similarities in visuals, creators, or themes using Ads Manager's new metrics. Delete or pause high-similarity groups to reset Entity IDs.

Step 2: Switch to Broad Targeting- At ad set level, remove interests, age, and gender restrictions—except for geo-fencing UAE emirates. Let AI handle matching.

Step 3: Build Diverse UGC Pipeline -10+ unique creators monthly with varied faces, locations (e.g., Dubai Marina vs. Abu Dhabi desert), angles, and formats (static, Reels, carousels).

Step 4: Launch Dynamic Creative- Upload 5-8 top visuals, 2 primary texts (short/medium), and headlines into one ad. Enable Advantage+ placements and AI optimizations (review copy for compliance).

Step 5: Monitor New Metrics- Track Creative Similarity (aim low), Fatigue (refresh weekly for large budgets), and Top Themes. Scale winners from a testing campaign.

Step 6: Refresh Regularly- Monthly for small spends; weekly for scale. Test themes like testimonials, problem-solution for UAE audiences.

How to Optimize Your Campaigns Post-Andromeda

Prioritize visual uniqueness to earn new Entity IDs—change backgrounds, lighting, or narratives. Use UGC for natural diversity that unlocks broader audiences.

Combine with broad UAE targeting (e.g., "Dubai + Abu Dhabi") and dynamic setups for 20-40% CPA drops, as seen in case studies.

Leverage tools like external AI (Gemini) for quick variations without similarity penalties.

Common Mistakes to Avoid

Relying on minor tweaks (e.g., text changes on same image) - Triggers similarity grouping and shared poor performance.
Over-targeting interests - Limits AI learning in competitive UAE markets.
Ignoring fatigue metrics - Leads to rising CPMs and "ghost approvals" (approved but no spend).
Sticking to branded studio content - Lacks diversity; UGC outperforms for scale.
Premature pausing - Give new setups $300-1,000 spend to learn.

How Man Made Marketing Can Help

Adapting to Andromeda is just the start—dominate UAE Meta ads with our expertise in creative systems and AI optimization.

We offer:

Creative audits and UGC pipelines tailored for Dubai/Abu Dhabi brands
Andromeda-optimized campaign structures with dynamic testing
Performance tracking for Entity IDs, fatigue, and UAE-local insights
Scaling strategies for e-commerce, wellness, and services

Ready to lower CPAs and boost visibility on Facebook/Instagram? Contact Man Made Marketing today for an Andromeda audit and customized ad strategy.