Navigating Meta’s 2025 Conversion Restrictions for Health & Wellness Brands
Meta’s recent changes to conversion tracking have significant implications for health and wellness brands. These restrictions limit the ability to track key lower-funnel actions such as purchases and add-to-cart events, making it more challenging to optimize ad performance. In this post, we’ll explore the impact of these changes and strategies to adapt.
How Meta’s Restrictions Affect Advertisers
Meta now classifies health and wellness brands—including medical treatments, supplements, telehealth services, and aesthetic treatments—under stricter conversion tracking rules. This means:
Loss of conversion data – Brands can no longer track bottom-funnel events like purchases, bookings, or lead generation.
Weaker optimization signals – Without conversion insights, Meta’s algorithm struggles to refine audience targeting.
Higher customer acquisition costs (CAC) – Inefficient targeting leads to increased ad spend.
Challenges in retargeting & attribution – With fewer conversion signals, brands lose visibility into what’s driving revenue.
Strategies to Adapt to Meta’s New Landscape
While standard conversion tracking is now limited, advertisers can implement workarounds to continue optimizing campaigns effectively.
1. Implement Custom Events
Brands should shift focus to tracking high-intent actions that signal purchase intent. Examples include:
Consultation requests – Tracking users who fill out a consultation form.
Pricing page views – Capturing engagement from users exploring costs.
Pre-treatment quizzes – Measuring interest through quizzes or assessment forms.
These actions give Meta’s algorithm useful data to optimize campaigns while maintaining performance.
2. Utilize Alternative Tracking Methods
Thank You Page Tracking – If a brand has a checkout page with a unique confirmation URL (e.g., "/thank-you"), advertisers can track visits to this page as a conversion event. While not 100% accurate, it provides a strong signal of user intent.
Value-Based Optimization – Assigning values to custom events helps Meta prioritize high-value leads.
First-Party Data Utilization – Building lookalike audiences using custom event data ensures higher-quality targeting.
3. Retargeting & Attribution Adjustments
Engagement-Based Retargeting – Brands should retarget users based on pre-conversion interactions, such as form submissions or content engagement.
Expanding Lookalike Audiences – Creating lookalikes from high-intent actions (pricing page views, quiz completions, etc.) improves audience quality despite conversion tracking limitations.
Next Steps for Health & Wellness Brands
To maintain strong ad performance despite Meta’s conversion tracking restrictions, brands should:
Audit their Meta event classification to ensure they are categorized correctly.
Set up high-intent custom events for actions like consultation requests and pricing page views.
Optimize campaigns using first-party data and engagement-based tracking.
Expand lookalike audiences using insights from alternative tracking methods.
Monitor CAC instead of ROAS since purchase tracking is now limited.
By proactively adapting to these changes, health and wellness brands can continue driving strong ad performance while minimizing inefficiencies.
Need help navigating Meta’s evolving ad policies? Contact us for expert guidance on optimizing your campaigns.