eCommerce Brands, did Meta's new restrictions hit your Ad Account?

Hey eCommerce Performance Marketer,

You've probably heard rumblings about Meta's new restrictions, especially if you're in the health and wellness space. But these changes impact all e-commerce performance marketers, not just those in that niche.

So whether you are selling clothes, shoes, supplements, or anything online, these changes are something that you should be aware of to be on the safe side.

What's Actually Happening?

Meta is cracking down on the collection and handling of sensitive user data (PII and PHI). This is driven by increased data privacy regulations to avoid legal issues. Here are the key takeaways:

Restrictions on PHI: Meta is no longer allowing the sharing of Protected Health Information (PHI) through custom events, even with user consent.

Custom Events Impacted: Specifically, if you're not careful, Meta may flag your site as being in a sensitive category and severely limit the ability to track crucial conversions through pixel, which can impact your ad campaigns.

First-Party Data Focus: Meta is pushing for the use of server-side tracking (through Conversions API) and first party data handling - and these are the areas that are more resilient to the changes Meta is enforcing.

The Real Impact for Performance Marketers

If you rely on Meta Pixel for tracking purchases, add-to-carts, or other lower-funnel events, your ad performance might be severely impacted.

You might find yourself unable to optimize campaigns for conversion events, and could lose crucial visibility into your campaigns.

Don't Panic - There's a Solution

The good news? There are proven strategies to navigate these changes and keep your ads running effectively. In this situation, there are two different approaches:

Reactive - If you have already been notified that you're restricted, then follow Meta's recommendations by using an advanced 1PD Ops tool.

Proactive - If you have not been notified of any restrictions, but know that you're working in a restricted category, here are few steps you can take:

Here’s what you can do:

•  Check if your custom events are sending any sensitive data. Do a quick audit of your pixel data.

• Remove Meta Pixel and setup Advanced Conversions API with help of reliable partners such as CustomerLabs so that you have complete control over the data.

• Remove PHI, URL information, and any other sensitive parameters.

• keep the names of custom events generic.

Do not include any parameters that give a context of the data you're collecting. Hash sensitive user data, and only send domain names, not full URLs.

Moving forward

• Transition to a strong first party data operations strategy by collecting your own data, and then decide what to send to Meta.

• Work with tools, partners, and strategies that have proven their expertise in this area.

• Have clear processes to track the tags in your websites and applications.

To help you navigate this, I recently sat down with Vishnu Vankayala, Founder & CEO of CustomerLabs, a leading expert in first-party data ops, Meta Ads and more. In this discussion, we covered the core of what you need to know about these changes, and how you can take action.

In this video, Vishnu shares actionable strategies, including:

✅ Why Meta is restricting custom events, especially for health and wellness brands. 

✅ What this means for your ad performance and tracking. 

✅ The truth about custom event approvals and if they really matter. 

✅ Proven strategies to bypass these restrictions. 

✅ How to use first-party data Ops to stay ahead. 

✅ Specific steps you can take RIGHT NOW to protect your ad campaigns. 

✅ How to implement 1st Party Data Operations (1PD Ops) and establish a ROBUST Conversions API

Don't let Meta's changes sideline your marketing efforts. Take control, stay informed, and adapt. Start implementing the strategies mentioned above and contact our team if you need help.