Meta’s Policy Shift: What It Means for Health & Charity Advertising

At the start of the year Meta started to inform stakeholders of the restrictions it will be placing on pixel and conversions API event data that can be collected from websites. These changes are set to change the way we track for key sectors like Health and Charity.

The changes are as follows:

1. Health and wellness, charity and some financial services are likely to lose bottom-funnel event optimisation including “complete registration”, “lead” and “purchase”.

• Upper-funnel events are likely to be still available, these include “page view”, “ViewContent”, “App Install” and “Search”
• There could still be an opportunity to utilise lead forms, however this has not been confirmed yet.
• It is unclear whether custom conversions will be restricted and if goals can still be recorded but not optimised too. If this is the case, then there could still be a strong case to utilise the platforms for conversion lead activity.
• App based products at present seem to be unaffected so pivoting your strategy here if you can, could be a viable option.

2. Tracking is going to be more limited, meaning top of the funnel, inner platform metrics such as awareness, engagement and traffic will need to be a higher consideration.

• There could be an opportunity to look at workarounds using server-side tracking other than CAPI.
• Utilising GA, although never very favourable for Meta could be used to strengthen reporting during the early stages of this change.
• There might be some opportunities to anonymise...