Is Shopify CAPI a threat to health & wellness brands?

Hello folks,

Let me begin with a disclosure. We love Shopify, just not their native CAPI. We are partners with Shopify. 

Especially for health & wellness, Shopify's default CAPI is not ideal to handle sensitive tracking with the recent Meta core updates and restrictions.

“Meta blocked my ads overnight,” the brand said

This wellness brand didn’t do anything unusual. They used Shopify’s default CAPI setup, ran their ads, and tracked performance like everyone else.

Then Meta’s new data policies kicked in. The system flagged their account for sending data that could be linked to health-related behavior. 

Overnight, Meta stopped accepting key signals, bottom-funnel events, and URL-level data that helped the algorithm learn which products were driving conversions.

The brand’s tracking was now limited. Meta couldn’t see what was working, and ad performance started slipping.

What did we find during the brand audit?

During the audit, one core issue stood out.

Everything traced back to Shopify’s native CAPI.

• CAPI was their only tracking system

• Sensitive parameters were being sent by default

• No control over what Meta received vs what should be withheld

Instead of panicking, our team dug in.

They stripped out sensitive parameters, cleaned up event data, and rebuilt their tracking flow to stay within Meta’s new rules.

But from the brand’s side? They made just one simple change, switched on the “Restrict health and wellness” toggle, and moved to a controlled, compliant setup.

The Results After the Fix

Once the data was cleaned and compliant, Meta started accepting events again

The brand achieved a stable 2.9 ROAS, even under Meta’s stricter Health & Wellness policies.

Before:

After:

Not just that, and more… Read more

Get a 15-minute demo and see if your Shopify CAPI setup is putting you at risk.