Meta’s big algorithm update (Andromeda): what you should and shouldn’t do
Meta (Facebook & Instagram) rebuilt its ad “engine”: Andromeda.The system now picks from a much larger library of your ads and matches the right message to the right person. That means less micromanaging audiences, more winning with creative variety and simple account structure.
What changed — without the tech jargon
In the old world, you hunted for one “perfect” ad and tinkered with audience settings. Now the platform chooses smarter from your entire “creative library” and factors in someone’s recent behavior along their journey. The more varied your set of ideas, the better the match.
The new system is a super librarian with the keys to the whole library and your reading history. It has:
-
A bigger catalog to choose from. Instead of peeking at a few options, it can scan thousands in seconds.
-
Memory of your journey. If you just read travel guides about the Alps (watched ski videos, clicked resort content), it won’t keep pushing hotel ads—it’ll suggest what’s next (lift tickets, gear, how-to videos).
-
Context, not just keywords. It connects the dots between what you did last week and what you’re browsing today, then surfaces the ad that fits this moment.
So the game isn’t to find “the one perfect ad” anymore. It’s to give the librarian a diverse shelf of distinct concepts—so it can pick the right one for each reader, at each chapter of their journey.
What this means for brands
-
Creative variety wins
Don’t ship 10 minor variants of the same banner. Publish distinct angles: problem/solution, reviews/UGC, before-after, founder story, features/benefits, demo, comparison. This lets the system “find” multiple sub-audiences inside one broad audience. -
Keep the structure simple
Fewer campaigns and ad sets → more data density for the algorithm. Broad targeting + diverse creatives usually beats lots of tiny segments. -
Optimise for real growth
Strong ROAS in Ads Manager can hide that you’re mostly converting existing customers. Also check your backend (new vs. returning customers). If needed, add exclusions for past buyers to protect new-customer acquisition.
Do / Don’t
Do
-
Think in angles, not tweaks. Launch 4–6 clearly different concepts per batch.
-
Let automation work. Broad targeting, Advantage+ where relevant, and frequent creative refresh.
-
Measure beyond the platform. Compare results with your shop/CRM to safeguard new-customer growth.
Don’t
-
Don’t A/B-test tiny details endlessly (button color, a single word). That barely feeds the system.
-
Don’t run 10+ parallel campaigns “just in case.” Fragmentation weakens the learning signal.
With our Inside the Industry series, we’re exploring the ever-evolving world of e-commerce uncovering trends, technologies, and insights shaping the brands of tomorrow.
Meta’s big algorithm update (Andromeda): what you should and shouldn’t do
Meta (Facebook & Instagram) rebuilt its ad “engine”: Andromeda. The system now picks from a much larger library of your ads and matches the right message to the right person. That means less micromanaging audiences, more winning with creative variety and simple account structure.
Why Retention is key to your brand longevity
Across all segments in fashion, there has been a major gap in businesses' ability to retain customers for more than a one-off purchase.
Shopify Markets: A unified home for business expansion into international markets and seamless implementation
Shopify is always evolving its services and offers. Shopify Markets is an innovation that boosts brands and businesses to wider audiences and growth. A unified home for business expansion, it encourages brands to sell to multiple markets under one store, while still creating tailor-made experiences per market.
Rethinking Marketplaces: How we can help you make the best of them
Change is the only constant in the dynamic fashion e-commerce landscape, and this time, we’re putting a spotlight on how Marketplaces will continue to shape the scene.
Creative is the new Targeting
The world of e-commerce is constantly evolving, always influencing or adapting to user behaviour. With recent innovations and technological advancements such as Privacy updates (like iOS14), rising CPMs, and platform algorithms, targeting is no longer what it used to be.
Why migrating to Shopify should be every fashion brand’s strategy for sustained growth and success
The e-commerce landscape is anything but static, and the ever-changing environment requires brands and businesses to stay sharp for long-term success. Many established fashion brands have switched to Shopify as their preferred online platform due to its many advantageous features that directly address industry challenges – and others are sure to follow.
The importance of securing your Shopify and ad platform log-ins with two-factor authentication: don’t overlook this crucial security step
With cybersecurity threats on the rise and becoming increasingly harder to spot, it’s even more important for e-commerce businesses to protect themselves from hackers. Two-factor authentication (2FA) adds an extra layer of security by requiring users to provide two forms of identification before accessing their accounts. This significantly reduces the risk of unauthorised account access, especially in cases of compromised passwords or phishing attempts.
2024 Peak Season: Our BFCM Results & Learnings
Another Black Friday/Cyber Monday week(end) has been and gone, and it’s time to face the numbers. Looking at the data from all of our clients in north-western Europe, what have we learnt from this year’s most busy weekend in the e-commerce calendar, and how can we help you create a strategy for the upcoming year?
Not selling liquid becomes the exclusive digital partner for CIFF, offering expertise to retail brands in the fashion world
E-commerce agency Not selling liquid (NSL) has formed a unique partnership with the Copenhagen International Fashion Fair (CIFF). Not selling liquid builds, manages, and grows the online presence of fashion brands in the digital space and their expert knowledge will provide CIFF and its partners with the tools they need to become future-proof. This partnership with CIFF is one-of-a-kind, as there has never been an agency/tradeshow relationship like this in the past.
Important updates to our unique Data Dashboard Services, providing you with even better insights for growth
Since launching our Data Dashboards earlier this year, we’ve continued to refine and develop them to ensure we provide you with the most up-to-date input possible. Our latest release has added several features and has significantly upgraded the services. These Data Dashboards are a game-changing development in fashion e-commerce, combining insights from all ad managers, Shopify stores, and Google Analytics.
Three tips to boost your sales by escaping the standard sales calendar and creating a tailor-made solution for your brand
In the e-commerce fashion world, many brands follow the same calendar: they launch their seasonal (AW/SS) collection and then have a sale before the next season launches. In between you’ll (usually) find an archive sale and then the expected BFCM weekend boost.
Black Friday 2024: Our curated list of resources that can help your strategy
You know that summertime is over when that first flurry of Black Friday newsletters starts streaming in. A mass of information offering you advice, help, and tools to make the most of the upcoming sale weekend. From our fashion perspective, here are the top five resources from our esteemed partners worth diving into.
Black Friday 2024: Leveraging Peak Season for Long-Term Growth
As we enter the month of October, you’ve probably already started receiving tips, tricks, tools, and tactics on how to approach the whirlwind that is Black Friday/Cyber Monday. We’re here to help keep you grounded and share some real advice on how to go about this significant moment in the e-commerce calendar.
E-Commerce Design: How Creativity and Strategy Shape Success
In the competitive world of e-commerce, design plays a pivotal role in driving sales and fostering customer loyalty. There’s a skill in designing a beautiful website that translates the brand identity clearly, as well as being functional and easy to use.
5 things to A/B test in your Shopify store before peak season
A/B testing provides data-driven conclusions that you can transform into actionable insights and drive your business growth. A cornerstone of Conversion Rate Optimisation (CRO), it systematically compares and tests two versions of a webpage and determines what works better and for who.
How product performance analysis helps you boost profits
Throughout all types of industries, businesses have products that perform brilliantly and generate income and others that don’t do quite as well. The key is knowing which products are the star performers and boosting them as much as possible, and also evaluating the ones that don’t perform well, taking in a number of factors. This is where analysing data correctly is hugely beneficial.