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Creative similarity and "entity IDs" — why 30 ads can get one ad's worth of delivery

How Andromeda clusters look-alike ads into one "entity" (industry term), which creative variables make an ad count as different (format, production style, audio, setting, persona), and how to tell similarity from fatigue.

Updated 2026-10-24·4 sources·meta-adsandromedacreative-diversitycreative-testingfatigue

Creative similarity and entity IDs

TL;DR

  • Andromeda groups ads it sees as conceptually alike into one cluster (“entity ID” — an industry term, not official Meta language). 30 near-identical ads ≈ 1 auction ticket at 30× the production cost.12
  • Symptom: you launch 20–40 ads and only 1–3 ever get spend.3
  • What makes an ad “different”: visual format/production approach (iPhone UGC vs studio), audio (voice-over vs fast-cut UGC), background/setting (gym vs living room vs outdoors), and the persona it speaks to.45
  • Changing only the on-screen text no longer creates a different hook; hooks must be visually different.6
  • Similarity ≠ fatigue. Fatigue is a time problem (CPM and CPA creep up on a former winner → refresh/rotate). Similarity is structural (ads never got delivery → make genuinely different concepts).78

Details

The mechanism. Ignacio Manchi (Ready Set): when Andromeda evaluates ads that are too alike it clusters them and effectively runs them as one, so each additional clone adds cost but no new chance at the shortlist. 50 Oompa Loompas or 50 Minions read as one ad; 50 different monsters from Monsters University are 50 chances.19 The goal isn’t variety for its own sake but making sure each ad lands in a different cluster so it gets an independent shot at a different user.2 Meta’s own definition of creative diversification is unique assets tailored to different personas or use cases.10 Meta was reported (mid-2026) to be rolling out creative diversity/fatigue scores in Ads Manager, not yet broadly available.11

Signals Andromeda likely uses (practitioner inference): visuals and format, production approach, audio, background and setting. The same product in a gym vs on a sofa reads as a different context and potentially a different persona.45 Josh Brampton (Motion): Meta groups entities by ID and serves each to the persona it deems most receptive; ads with no clear persona (e.g. a catalogue-style video of a jumper) get no persona at all — a prompt to rework them.1213

Practical thresholds. Smart Marketer’s Jan 2026 sweet spot is 15–20 ads per ad set, each a genuinely different concept — not one ad with a new background colour.14 Before consolidating, one client (CleanEase) had 1–2 ads taking ~90% of budget and fatiguing fast; after loading ~15 diverse historical and new winners, spend spread across ~15 ads.15

Disagreements / caveats

  • In 2023 (pre-Andromeda) Smart Marketer refreshed a decaying static by changing only the text overlay (“Tired of constant negativity from your child?” → “Do you have an anxious child?”) and squeezed ~$100K more spend from it.16 Under the 2025+ system that kind of change is likely to be clustered with the original — treat the 2023 tactic as outdated for net-new testing, but possibly still valid as a fatigue refresh.
  • “Entity ID” behaviour is inferred from results; Meta hasn’t documented thresholds of similarity.

See also

Footnotes

  1. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 25:16 — Ignacio Manchi ↩ ↩2

  2. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 24:22 — Ignacio Manchi ↩ ↩2

  3. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 20:58 — Ignacio Manchi ↩

  4. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 22:37 — Ignacio Manchi ↩ ↩2

  5. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 23:26 — Ignacio Manchi ↩ ↩2

  6. Andromeda demands this new ad structure | Do it easily with Motion @ 06:15 — Josh Brampton ↩

  7. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 19:18 — Ignacio Manchi ↩

  8. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 20:06 — Ignacio Manchi ↩

  9. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 26:02 — Ignacio Manchi ↩

  10. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 13:56 — Ignacio Manchi ↩

  11. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 21:46 — Ignacio Manchi ↩

  12. Andromeda demands this new ad structure | Do it easily with Motion @ 39:18 — Josh Brampton ↩

  13. Andromeda demands this new ad structure | Do it easily with Motion @ 56:10 — Josh Brampton ↩

  14. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 29:02 — Molly Pittman ↩

  15. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 54:49 — Molly Pittman ↩

  16. What's Working Now With Meta Ads with Molly Pittman @ 39:24 — Molly Pittman ↩