“These drastic changes from Meta should act as a reminder; if you’re overly reliant on just one advertising channel, your marketing strategy may not be as future-proof as you once thought.”
If you rely on Meta Ads to drive sales in the health and wellness space, your results could take a hit. Meta’s new data restrictions don’t limit how you optimise campaigns. They remove the ability to track and report on key on-site events.
Without this data, brands will struggle to measure performance, refine targeting, and maximise conversions. Adapting your strategy now is crucial to staying ahead.
In January 2025, Meta introduced restrictions limiting the use of many standard bottom-of-funnel events, such as leads and purchases, for optimisation and reporting.
These changes will affect businesses across various industries, making it harder to track conversions, measure performance, and refine ad strategies.
If you suspect your website has been affected, take control now by following these steps:
A data source in Meta is any tool that sends data back into the platform to help advertisers track user actions and optimise campaigns. The most common example is the Meta Pixel, which collects insights from website activity.
If Meta flags the domain linked to your data source (most commonly your Pixel), you can no longer collect data for key bottom-of-funnel events to send back to Meta.
These events include:
If you rely on Meta Ads to drive sales, these changes will impede your ability to optimise effectively. Campaigns that once used bottom-of-funnel events to refine targeting and improve results will gradually become ineffective, and reporting on these events within Meta’s platform will disappear.
These restrictions break the feedback loop between your Meta ads, your website, and back to Meta. Without this data, Meta can’t learn which clicks lead to actual sales or leads, making it nearly impossible to fine-tune your campaigns for conversions.
For example, you’ll no longer be able to target customers based on their likelihood of purchasing or whether they’ve bought from you. Instead, Meta will treat every click the same—whether from a high-intent buyer or someone who will never convert.
As a result, Meta’s algorithms—and your marketing team—will be flying blind. Without conversion data, your ads will waste budget on the wrong audiences while your most valuable customers slip away.
The bottom line?
If you don’t adapt, your Meta campaigns will cost more, convert less, and become more challenging to scale. Now is the time to rethink your strategy.
As of February 2025, healthcare advertisers can still track the following events:
While these events remain available, they may not provide the depth of insight many advertisers rely on for performance tracking and optimisation. Now is the time to rethink your strategy.
We recommend a three-step approach: Consideration, Planning, and Action.
These changes underscore the importance of a diversified and future-focused marketing approach. Relying too heavily on a single platform introduces risk, which limits your ability to adapt to industry shifts.
A robust strategy is built on agility. Leveraging multiple channels ensures sustainable growth and resilience in an evolving digital landscape.
For tailored strategies and expert insights, explore our services or contact us to discuss how we can support your marketing goals.
Enter your email below for all the latest news and resources.