Your Meta CAC is rising and new audiences aren't helping. Why it's usually a creative and funnel problem — and the three inputs to check first.
If you already understand what Andromeda is and you're past the explainer stage, this is the part that matters: what do you actually check, and in what order?
Advantage+ underperforming? The campaign type usually isn't the problem — your inputs are. Why it underperforms, what to check, and what to actually fix.
Four causes account for the overwhelming majority of sudden performance drops. This is how to figure out which one is yours before you spend another dollar reacting to it.
Something changed in your ad account and nobody told you. Campaigns that were stable for two years started behaving differently — similar creative, the same audience strategy, the same budget, and suddenly the results don't match the playbook that used to work.
Most Meta ads audits are checklists. Verify your pixel. Check your campaign objective. Review your audience overlap. Confirm your attribution window. You work down the list, tick every box, and at the end you have a tidy document and no idea which of those things is responsible for your poor performance.
CTR is the good news and the bad news at the same time. Good: people are stopping and clicking — your creative is earning attention in a feed that gives it half a second to do so. Bad: something after the click is broken, and a healthy CTR is the single most effective thing at hiding it.
Most of the creative I get asked to review is good. Clean design, on-brand color, a polished edit, a tagline someone was proud of. And it doesn't convert. Everyone spent three weeks and a freelance budget producing something that doesn't move the needle.
Most underperforming Meta accounts don't have a creative problem. They have a continuity problem.You spend weeks testing hooks, swapping thumbnails, rewriting primary text, rebuilding audiences. CPMs move a little. CTR moves a little.
