Nift’s Post

Health and wellness brands brace for ad restrictions on Meta “From my understanding, there’s going to be a lot less conversion data being passed through, which, for businesses that base their investment strategy from a performance perspective, is incredibly scary,” https://lnkd.in/d4hgTiai

Huge implications for wellness brands advertising on Meta 👀 TLDR: Starting in January 2025, some health and wellness brands may face significant limitations in data sharing and tracking lower-funnel conversion events https://lnkd.in/g8mu5V-Q

I spoke with Digiday about Meta's upcoming restrictions on certain categories of websites that will be rolled out in Jan 2025. Hopefully Meta will offer more clarity around these restrictions and guidance on why certain brands were categorized - so far, the lack of transparency has been truly frustrating!

In mid-November, Meta advised advertisers and agencies that it would “begin rolling out additional restrictions on certain categories of websites that are using Meta’s business tools” starting in January 2025, according to an email shared with Digiday. Those restrictions mean that some brands in the health and wellness category would no longer be able to use lower-funnel tracking data for conversions. In this piece by Kristina Monllos, we speak to Libie Motchan, Andrew Foxwell, and Josh Walsh of BranchLab.

Just got off a call with a big wellness brand. He’s concerned about what Meta’s restrictions will mean for his business. Health and wellness brands are losing access to conversion data, UTMs, and lower-funnel events on Meta. This means: → Retargeting will be limited. → CAPI events won’t be shared or tracked. → Conversion campaigns? Disabled. → Performance? Already taking a hit. Brands stocked up for the holidays, and now Meta changes the rules? Worst timing possible. Q1 is going to be even more chaotic. Budgets will shift, and Meta’s short-term losses will be massive. Health & Wellness marketers: Brace yourselves. Rethink your optimization strategy now. And consider this—when digital lets you down, direct mail steps up. Learn more about Meta’s Sensitive Ad Categories changes coming in 2025. Link in the comments.

While Meta may be the first, they're likely not the last to implement stricter policies for health and wellness brands — limiting the ability to use lower-funnel tracking data for conversions. It aligns with a broader trend of regulations limiting access to user data for more privacy-safe advertising across the United States. The solution for marketers? Embracing new strategies and probabilistic health data. “This is a distinctly different moment in the evolution that we’re going through. Frankly, it signals that things are happening at a quicker pace than we would have expected,” BranchLab CEO Josh Walsh weighs in for Digiday Kristina Monllos' deep-dive on the Meta move. Check it out here: https://lnkd.in/d4hgTiai #marketing #advertising #pharma #healthcare

Health and Wellness brands -- check out Meghan Hardy's post below. Great perspective on designing ad strategy across the Path to Purchase.

Big changes are coming for healthcare advertisers on Meta. Starting January 2025, "health + wellness" advertisers will face significant changes: 👉 No more direct conversion tracking for healthcare companies. 👉 No more retargeting based on conditions. 👉 No more relying on legacy conversion metrics. While Meta may be the first, they're likely not the last to implement stricter measurement policies for healthcare advertisers, driven by new regulations. The implications are massive for healthcare advertising: 1️⃣ Rethinking measurement from ground up 2️⃣ Shift from deterministic ID matching to probabilistic data modeling 3️⃣ Change is coming for pharma measurement across all media channels The solution for marketers? Embrace new strategies and probabilistic approaches to using health data. “This is a distinctly different moment in the evolution that we’re going through. Frankly, it signals that things are happening at a quicker pace than we would have expected,” BranchLab's Josh Walsh weighs in for Digiday Kristina Monllos' deep-dive on the Meta move. Check it out here: https://lnkd.in/g44sF7vw How are you planning to adapt? Let’s discuss. #advertising #pharma #healthcare #adtech

How Meta's New Health and Wellness Rules Will Impact Your Social Media Campaigns if you're engaged in advertising on Meta's "Facebook" or Instagram, then Meta’s new restrictions, effective this month, could impact you. The new guidelines directly affect health and wellness brands by limiting the use of high-intent tracking events like “Purchase” and “Add to Cart” for ads. These businesses will need to focus on non-restricted events such as “Landing Page Views” and “Engagement” for campaign optimization. KEY POINTS: 1. Sensitive Categories: Health and wellness products will be classified as a “sensitive category,” restricting key tracking events. 2. Broader Impact: Industries like fitness, supplements, pharmaceuticals, and even personal injury law firms could be affected. 3. Ad Performance: Losing access to high-intent tracking could cause a dip in campaign performance, especially for targeting and measurement. 4. Miscalculation Risk: Meta’s algorithm might misclassify your business, leading to unnecessary restrictions. 5. Actions to Take: - Shift to non-restricted events for optimization. - Review and adapt your strategy to prioritize these events. - Monitor your Events Manager for any misclassification and request a review if necessary. Businesses in health-adjacent industries should adjust their strategies quickly to minimize disruptions and maintain campaign performance. #PPC #MetaAds #HealthAndWellness #SocialMediaMarketing #AdStrategy #PrivacyUpdates

Starting January 2025, Meta will restrict health and wellness brands from using key event tracking like “Purchase” or “Add to Cart” for ads. Businesses must shift to non-restricted events such as “Landing Page Views” or “Engagement” for campaign optimization. Meta’s rules are broad, and their algorithm could miscategorize accounts, even for brands not directly in the health and wellness space. Losing access to high-intent events will cause a drop in ad performance, especially for campaigns relying on those events for targeting or measurement. Check your Events Manager for flags, adapt your strategy to focus on non-restricted events, and request a review if your account is flagged incorrectly. This update could cause headaches for businesses, but there’s still time to adapt. If you’re unsure how these changes might impact your campaigns—or need help reworking your strategy—I’ve got you covered. Message me today to chat about how to keep your campaigns on track despite these new restrictions. I will also share the new platforms I am suggesting my clients expand into in 2025.