Q2 2026: BLOCK 2

Q2 2026 - QUARTERLY WORKSHOP

BLOCK 2: The State of Meta Ads

1. Latest Platform Updates
2. Meta Andromeda 1 Year Aftermath
3. How to Reach New Audiences

Latest Platform Updates

1. Meta Andromeda
   
   New algorithm
   Creative diversification (not just format, but angle, message, visuals, …)
   Higher frequency and less incremental reach
   
   
   
   
   My most relevant youtube videos about Andromeda:
   https://youtu.be/49wdTfZMJ3g?si=d_2OmpQQJkQpVsvb
   https://youtu.be/4uSjOVrzzao?si=smvgRbRwuOmlsI7s
   https://youtu.be/arzZJeVWyk4?si=XsC5C3oCaglrpBug
   
   Creative diversification (by concepts) with ads libraries:
   https://docs.google.com/spreadsheets/d/1FO9Jz12pAYR3YygzBglXsEu95ml1ZCXK4HjqtcNbL20/edit?usp=sharing
   
   Andromeda Matrix (Avatar, Angle, Concept):
   https://docs.google.com/spreadsheets/d/1i7PbcvY91UJjju-4EmGYkCsSJm2tJD4P7eeV65kad6o/edit?usp=sharing
   
   
   
   
   
   
2. Manus AI
   YT: https://youtu.be/aS3CMcBXyaU?si=tG4NhM9D78gim-J-
   
   Basically, Meta has acquired an “AI Agents” company.
   
   Therefore, it’s important to keep an eye on it as it will be the platform we’ll be able to safely integrate with our ads manager.
   
   I have not done it yet.
   
3. Accounts being Restricted in mass due to support and review being done with AI
   Important youtube video: https://youtu.be/nhNtywrhXSU?si=gYFT9BLbf4snF3Xh 

4. Incremental Attribution
   Article: https://www.facebook.com/business/help/2366718460372682
   
   Ads manager:
   
   
   
   Definition:
   An incremental purchase is a purchase that happened fully thanks to an ad.
   
   A non-incremental purchase is a purchase that would have happened without the ad anyways.
   
   So basically, a non-incremental purchase is usually attributed to 2-3 platforms at the same time (Klaviyo, Meta, Google).
   
   
   
   

5. Social Attribution (March 17th 2026)
   https://www.facebook.com/business/news/click-attribution
   
   
   

1-day engagement conversions are counted when someone interacts with your ad and takes an action within 1 day. For website conversions, this includes ad clicks and video views. For app conversions, only video views are counted.

Ad clicks (excluding links)

Engage-through is counted after any click on your ad, except for a link click. This can include clicks such as likes, shares and saves.

Video views

Engage-through is counted when a video is played for at least 5 seconds or for 97% of its total length if it's shorter than 5 seconds.”

Meta Andromeda 1 Year Aftermath

• ABO vs CBO
  I haven’t seen a huge difference in this.
  
  As long as you provide diversity, the platform works.
  
  If some creatives are shit, ABO will show it more directly by forcing spend, and thus the ROAS will be very bad.
  
  In CBO they can fly under the radar with low spend.
  
• The scaling now is more focused on expanding to new angles, reasons to buy, etc. rather than vertically pushing 2 winner ads and doing small iterations

Before:
$500 ABO_Testing
$2,000 CBO_2winners

Andromeda
$500 ABO_Testing
$600 CBO_(angle 1)
$500 CBO_(angle 2)
$900 CBO_(angle 3)

*How to calculate if my reach is incremental month over month

• The biggest difficulty I find right now is keeping the frequency below 2 and reaching new audiences

How to Reach New Audiences

1. Define your audience segments
   (advertising settings)
2. Launch “incremental attribution” campaigns
3. Exclude retargeting audiences and customer database
4. 30-40% BOF ad creatives (offer statics, us vs them, client review, …)
   60-70% TOF ad creatives

We want to maximize 1 number:

• Incremental ROAS for “New Audience”

When incremental attribution is turned ON, we get a very incremental ROAS - If it’s OFF, some purchases are incremental and some are not.

Incremental attribution targets more “New Audience”

76% vs 90%

And lastly, it’s also about the type of ad we use: