After Andromeda: more clicks, fewer leads.
We compared $3.1 million of Meta ads for gyms, studios, spas and wellness brands, the same accounts a year before Andromeda and a year after. Here is what changed, and what to do about it.
If your Meta ads feel like they got worse this year, they might not have.
Andromeda is the system Meta now uses to decide which ad each person sees. It changed how the auction rewards creative, for every advertiser at once. So we went to the accounts we run and asked what changed for businesses that sell memberships.
We took 48 of them that spent on Meta in both of two 12-month windows, October 2024 to September 2025 and October 2025 to September 2026, so the same businesses sit on both sides. Then we compared every ad to the rest of its own account.
Meta got better at the click and worse at the lead
The clicks got cheaper and more plentiful. Fewer of them filled in the form. So each lead cost more, even while every click-based number in the dashboard improved.
46 of the 48 businesses, those with at least 20 leads in each window. $3.06M of spend.
Four creative patterns that held up account by account
A pattern only counts here when it beat the rest of its own account in most accounts, so one big advertiser cannot carry a result.
Video pulled more clicks inside the same accounts and still cost more per lead in most of them.
It lost more often than it won the year before. The year after, it won in almost four of five accounts.
Each one lowers the cost of the first step, and each now brings leads cheaper than the rest of its account.
It lost in roughly three of four accounts, before the change and after. The full report says what to do with it instead.
Download the study
Tell us who you are and the download starts right away. We will not call you unless you ask us to.
- All five findings, each with its chart and one action item.
- The build list: what a membership lead ad looks like now, on one page.
- The new targets: why a cost per lead set in 2024 is the wrong yardstick today.
The download should start on its own. If it does not, use the button. The link works for 7 days.
Download the PDFWant the same comparison on your own account? Book a call and we will bring your numbers.