Case study · DTC jewelry · 2025
&LIVY Case Study: Meta Andromeda Creative Analysis That Lifted ROAS 22%
How Operator Intelligence built the DTC jewelry brand &LIVY a tool that scores every new Meta ad creative before spend.
&LIVY creative analysis results
The challenge: predicting which Meta ad creatives would perform
&LIVY, a DTC jewelry brand, produces 15–20 new Meta ad creatives every other week. With Meta's algorithm constantly evolving, the marketing team had no reliable way to predict which of those creatives would perform before they went live. Poor performers drained budget, diluted ROAS and forced costly trial-and-error cycles.
Meta's newer delivery system raised the stakes. Meta describes Andromeda as its ads retrieval engine and GEM as its generative ads recommendation model. Together they decide which ads each person sees and how they rank, so the quality and variety of creative matter more than ever.
What we built: the Andromeda GEM creative analysis tool
Operator Intelligence built &LIVY a custom web app, the Andromeda GEM creative analysis tool, that scores every new ad creative against Meta's Andromeda and GEM algorithm signals before a single dollar is spent. The tool evaluates each creative on five dimensions:
- Entity ID diversity: whether a concept is distinct from creative already in market, not a near-copy the system treats as the same ad.
- Format range: whether the batch spans formats instead of repeating one.
- Audience coverage: whether the concepts speak to the different buyers the brand needs to reach.
- Hook quality: whether the opening earns attention.
- Funnel alignment: whether each creative fits its job in the funnel.
Each creative gets an instant pass/fail rating plus actionable optimization recommendations, so weak concepts get fixed or cut before launch, when changing them costs nothing in media.
How the &LIVY creative analysis tool works
New creative goes in before launch
The &LIVY team runs each new ad concept through the tool before it reaches Meta.
Scoring against Andromeda and GEM signals
The tool scores the creative on the five dimensions above.
Pass/fail rating and recommendations
Each creative gets an instant pass/fail rating with specific fixes the team can act on.
Spend goes to concepts that pass
Budget moves away from creative flagged as weak and toward concepts more likely to perform.
The &LIVY creative analysis stack
| Component | What it does |
|---|---|
| Custom web app (the Andromeda GEM creative analysis tool) | Where the &LIVY team runs each new Meta ad creative before launch. |
| Scoring engine | Rates each creative pass/fail against Andromeda and GEM signals and suggests fixes |
| Meta ads | Receives the creative that passes, so budget goes to concepts more likely to perform. |
Timeline: a 2.5-month project in 2025
The &LIVY project ran 2.5 months in 2025. These phases are typical, not a dated project log.
Discovery
Map how the team produces, reviews and launches Meta creative, and where weak concepts cost budget.
Scoring design
Define the five scoring dimensions and the pass/fail rules the team will act on.
Build and pilot
Build the web app and test it on live creative batches before launch, refining scores with the team.
Rollout
Make the tool the standard pre-spend review for every new creative, then track ROAS and spend efficiency.
Results: +22% ROAS and $428K in annual ad spend efficiency
As reported by &LIVY, the Andromeda GEM creative analysis tool now reviews 100% of new creative automatically before launch. Redirecting budget away from poor-performing creative produced $428K in annual ad spend efficiency, overall ROAS rose 22%, and the tool paid for itself within 2.5 months. Brand Director Natalie Feldman also reports that it cut the team's ad creative inefficiencies in half.
“We have to produce 15–20 new ad creatives every other week... this new tool cut our ad creative inefficiencies in half, and increased our overall ROAS by over 20%.”
What this means for your business: score Meta ad creative before you pay to test it
Any DTC brand producing Meta ad creative at volume faces the same math &LIVY did: every weak concept costs real budget before the data rules it out. Scoring creative against Andromeda and GEM signals before launch moves that learning ahead of spend.
Operator Intelligence builds this kind of tool as part of our Meta Andromeda creative strategy work, with added context for jewelry brands from our DTC jewelry ecommerce practice. For a tool built around a different workflow, see custom AI agent development. Our process starts with a single pilot, proves the numbers and then scales.
The &LIVY creative analysis tool is part of Agentic Digital Strategy, the Operator Intelligence offering that runs ecommerce and digital strategy for DTC brands with senior human strategy in the loop.
Frequently asked questions
What is the Andromeda GEM creative analysis tool?
The Andromeda GEM creative analysis tool is a custom web app Operator Intelligence built for &LIVY. It scores new Meta ad creative against Andromeda and GEM algorithm signals before spend and gives each creative a pass/fail rating with optimization recommendations.
How long did the &LIVY project take?
The project ran 2.5 months in 2025, and &LIVY reports reaching ROI on the tool in 2.5 months.
Does the tool replace our creative team?
No. The tool reviews creative; people still make it. It shows the &LIVY team which concepts are ready and how to fix the rest.
Can Operator Intelligence build a creative analysis tool for our brand?
Yes. We scope each build around your ad account, creative volume and team workflow, then start with a pilot. Pricing depends on scope, so request a scoped proposal or start with the AI readiness assessment.
Stop paying to find out which creative works
Tell us how your team produces and reviews Meta ad creative, and we'll show you where a pre-spend scoring tool fits.
Request a scoped proposalRelated
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