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1️⃣ Meta Rolls Out the Next Andromeda
Meta explained how the next generation of Andromeda works, the system that picks which ads get considered for each person. It now sends every ad to specialized expert models and scores all eligible ads, at over one billion ads per second.
Meta says Andromeda added 2.4% more conversions on Facebook since 2025, and that it applies to your ads automatically.
Source: Engineering at Meta and Meta for Business
My take: There is no switch to flip here, so the job is the same as always: give the system many different creative ideas to choose from. I wrote a full deep dive on what this means for your account, Andromeda 2.0 Is Here.
2️⃣ New Meta API Switches On Two Ad Defaults
Meta released Marketing API v27.0 on November 4, and ads created through the API now get two defaults. New Sales ad sets that target specific devices also reach other mobile devices, unless the tool sends device set to 0, and Meta may add Product showcase to ads when your catalog has a high-confidence match. The device default reaches every API version around February 2027, and Meta's post does not say whether Ads Manager gets the same.
Source: Meta for Developers
My take: This only hits you if a tool or an agency builds your ads through the API, so ask which version they use.
3️⃣ Meta Nudges Lookalike Suggestions for Leads
Jon Loomer found a new message when he builds a Leads campaign: "You could get 11% lower cost per quality lead by using a lookalike." Meta asks for a list of converted customers or a lookalike as an audience suggestion. He only sees it with the Leads objective, not in other campaigns.
Source: Jon Loomer
My take: Jon says Meta ignores audience suggestions most of the time, so I would not count on the 11%. But if your lead quality is poor, it costs nothing to try: turn your qualified leads into a lookalike and use it as the suggestion in one ad set only.
That's it for this week.
See you next Monday with the latest Meta news.
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