Workshops · Q2 2026 · Español
Q2 2026: BLOQUE 2
Q2 2026 - QUARTERLY WORKSHOP
BLOQUE 2: El Estado de Meta Ads
- Actualizaciones de la plataforma
- Meta Andromeda después de 1 año
- Cómo llegar a nuevas audiencias
Actualizaciones de la plataforma
- 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 - 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. - Accounts being Restricted in mass due to support and review being done with AI
Important youtube video: https://youtu.be/nhNtywrhXSU?si=gYFT9BLbf4snF3Xh
- 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).
- Social Attribution (March 17th 2026)
https://www.facebook.com/business/news/click-attribution
120 compras general
70 compras en 1-day click
10 compras en 1-day engagement
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 después de 1 año
- 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
Cómo llegar a nuevas audiencias
- Define los segmentos de audiencias
(advertising settings) - Lanza campañas con “incremental attribution”
- Excluye audiencias de retargeting y clientes
- Máximo 40% de tu gasto en creativos BOF
El resto TOF
Para generar crecimiento, la clave es centrarse en 1 número:
- Incremental ROAS for “New Audience”
Engaged Audience: 30-180d website visitors (Solo pixel)
Nueva audiencia no incremental = Vienen del RET de tu competencia o vienen de tu Instagram
Nueva audiencia incremental = Desconocido con intención de compra más baja
Con la atribución incremental seleccionada, obviamente tenemos más ventas incrementales.
Atribución incremental = Más gasto en nueva audiencia
76% vs 90%
Obviamente, otra cosa que nos ayudará mucho a llegar a nueva audiencia o hacer RET es el tipo de creativo:
