Was scrolling through reddit the other day and found this comment that made me laugh.
Guy was complaining about spending $4k to get $700 in profit.
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Funny thing is, I do the same math sometimes.
Spend $10k to make $1k.
But that's not actually how businesses work (and you know it - but I assume he doesn't). There's LTV, there's retention, there's enterprise value... anyway.
Meta's been having issues lately
I swear I've seen more meta disruptions the last 2 weeks than notifications that my ads got approved 😅 (and I'm connected to a LOT of accounts)
Nothing we can do about it really. But I make sure my clients know about it so I don't get those "why is performance down??" messages.
Prevention > damage control.
If you missed my past email on how to track this stuff yourself: How to Stay Up-to-Date with Meta Issues - A Guide For Media Buyers [2025]
Andromeda
Alright, this is what everyone's freaking out about. Clients are panicking, and media buyers are watching their accounts go from profitable to bleeding money overnight.
And honestly? A lot of people had it coming.
So wtf is Andromeda?
Here's the deal - Meta basically rebuilt their ad delivery system. They're using these deep neural networks now that are way faster at matching ads to the right people.
Sounds good right?
Problem is, this new system is ruthless. It amplifies everything.
If your account structure was solid? You're probably seeing better results. But if you were running some frankenstein setup with 50 campaigns and overlapping audiences that somehow "kinda worked"?
Yeah, you're screwed now.
All those fragmented learning phases, all that internal competition between your campaigns... the old system let you get away with it.
The craziest part is they didn't just update one thing. They also updated:
Meta GEM: The Super Brain figures out what's relevant to who
Meta Lattice: The Giant Library picks which ad wins every single impression
Meta Andromeda: The Personal Concierge does the actual matching of ads to people
Sequence Learning: The Memory Game maps out the entire customer journey
This is massive. Like, biggest change I've seen in a decade massive. And it's been rolling out for months but people are still acting surprised when their hacky setups stop working.
So what actually works now?
Consolidate your damn campaigns. I'm serious. Stop running 20 campaigns with $10 budgets
Get your funnel messaging in order - the AI can actually understand customer journeys now so sequence things properly
Actually use Advantage+ the way it's meant to be used. Let it handle the targeting and budget allocation. Fighting the algorithm is pointless
What NOT to do!
Run a million ad sets because you think you're smarter than the algorithm. You're not.
Having zero creative variation because "this one ad worked before." Or the opposite - pumping out 1000 AI-generated garbage variations.
Still obsessing over last-click attribution like it's 2015.
And my favorite - blaming Meta for your bad offer, product or funnel. If people don't want what you're selling, no algorithm update is gonna fix that.
The era of "let's just test everything and see what sticks" is over. You need actual strategy now.
Interesting links
Your Take
Have you been experiencing meta issues lately? What kind? Hit reply, I'm curious what everyone's seeing.
Talk soon,
Kris