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How many ads should you actually run on Meta?
Meta’s Andromeda retrieval engine rewards creative volume and diversity, not manual targeting. Enter your spend and CPA to see the creative output your account needs to keep the algorithm fed — grounded in how Andromeda really selects ads.
Volume only counts if it’s diverse
Andromeda clusters look-alike ads into a single “Entity ID” — near-duplicates share one ticket to the auction. Fifty colour-swaps of the same ad can collapse into one candidate. Your monthly volume should be spread across genuinely distinct concepts.
Distinct = different angle, hook, format or persona — not a new background colour. The blue blocks are concept-defining variations Andromeda can tell apart; grey blocks are near-duplicates that collapse into the same Entity ID and add no retrieval value.
Four principles from how Andromeda actually works
Creative is the training data
Andromeda matches ads to individuals, not audiences. Every distinct creative is a hypothesis the engine can test — more diverse creative means more chances to find relevance the old system missed.
Ring-fence 20–30% for testing
Dedicated testing spend is what surfaces your next winners. Without it, you’re only ever scaling ads that are already fatiguing — the model defaults this to 25%.
Launch on a steady cadence
Fresh creative every 1–2 weeks keeps signal flowing. Irregular launches create performance troughs as winners fatigue with nothing tested to replace them.
Simplify structure, don’t dilute it
Broad targeting and consolidated ad sets let Andromeda learn. But spreading budget across more ads than it can fund starves each of signal — the calculator flags when you’ve crossed that line.
Why more diverse creative wins the retrieval stage
Andromeda sits ahead of the auction. It scores a vast candidate pool and narrows it before bids are even compared — weak or duplicate creative is filtered out before it ever competes.
How these numbers are calculated
Every output is derived from your inputs — nothing is asserted. Here’s the full working, so you can pressure-test it against a real account.
testing budget = spend × testing % → £—
cost per test ad = CPA × conversions-to-validate → £—
new ads / month = testing budget ÷ cost per test ad → —
concepts = new ads ÷ variations-per-concept → —
winners / month = new ads × win rate → —
max supportable live ads = (spend ÷ CPA) ÷ conversions-to-validate → —
Get your personalised Andromeda report
Turn these numbers into a branded, boardroom-ready one-pager — recommended monthly creative volume, testing budget, concept structure and account health, ready to share or bring to a strategy session.
- Your inputs and full recommended creative plan
- Concept-level structure built to stay Entity-ID distinct
- Account-health verdict and the exact gap to close
Generates a print-ready PDF in your browser.
