In this blog we will cover
Meta’s 2025 Conversion Tracking Restrictions - How Health and Wellness Brands Can Adapt and Thrive
Meta’s latest policy updates are shaking up digital marketing, and if your brand falls into the health and wellness category—or any other sensitive vertical —you’re likely wondering how you’ll measure success without detailed conversion tracking.
Starting from January 2025, Meta will restrict lower-funnel conversion events such as:
‘Add to Cart’, ‘Purchase’, and data-sharing through the Pixel and Conversions API (CAPI) for brands in sensitive categories.
But here’s the good news: this is not the end of effective marketing.
It’s just the start of a new approach
In this blog we will cover:
Meta’s 2025 Restrictions
Affected Categories
Adapt with Upper-Funnel Focus
Use First-Party Data and Quality Content
Diversify Marketing Channels
In this blog we will cover
Meta’s 2025 Conversion Tracking Restrictions - How Health and Wellness Brands Can Adapt and Thrive
Meta’s latest policy updates are shaking up digital marketing, and if your brand falls into the health and wellness category—or any other sensitive vertical —you’re likely wondering how you’ll measure success without detailed conversion tracking.
Starting from January 2025, Meta will restrict lower-funnel conversion events such as:
‘Add to Cart’, ‘Purchase’, and data-sharing through the Pixel and Conversions API (CAPI) for brands in sensitive categories.
But here’s the good news: this is not the end of effective marketing.
It’s just the start of a new approach
In this blog we will cover:
Meta’s 2025 Restrictions
Affected Categories
Adapt with Upper-Funnel Focus
Use First-Party Data and Quality Content
Diversify Marketing Channels
What Meta’s 2025 Policy Changes Mean for Health and Wellness Brands
Meta’s policy changes will impact any brand categorised as part of a
sensitive vertical.
For health and wellness brands, this means:
No Lower-Funnel Conversion Tracking
You won’t be able to track or optimise for events such as ‘Purchase’, ‘Add to Cart’, or ‘Lead’ if they involve sensitive data.
This can be especially challenging if you rely on tracking sales of supplements, fitness plans, or mental health services.
Limited Data Sharing
Tools like the Meta Pixel and Conversions API (CAPI) will no longer be able to share data related to sensitive categories.
This reduces your ability to track the effectiveness of campaigns promoting products such as “natural sleep aids” or “stress-relief supplements”.
Increased Challenges for Optimisation
Without detailed conversion data, optimising your campaigns for ROI will become trickier. Brands will need to focus on upper-funnel events and creative strategies.
All Categories Affected by Meta’s New Restrictions
Meta’s 2025 update impacts several verticals, restricting lower-funnel conversion tracking and data-sharing for brands operating within these sensitive categories. The affected verticals include:
Health and Wellness
This category encompasses a broad range of services and products, including fitness programmes, nutritional supplements, mental health services, medical conditions, and holistic treatments.
Businesses promoting anything related to well-being, such as yoga classes, meditation apps, or immune-boosting supplements, will need to adjust their tracking strategies.
Financial Services
Covers services involving credit reports, loans, investment advice, insurance products, and debt assistance.
If your brand helps people manage finances, such as offering personal loan consultations or credit repair services, you’ll face restrictions on tracking customer conversions.
Politics and Government
This includes content related to political parties, elections, advocacy groups, and political causes. Ads for campaigns, petitions, or policy-related initiatives will be limited in how they can track user engagement and conversions.
Sensitive Demographics
Encompasses advertisements related to race, ethnicity, religion, sexual orientation, gender identity, and trade union memberships.
Campaigns addressing diversity, inclusion, or community-specific services will need to navigate these limitations carefully.
Unsuitable Content
Refers to any content that violates Meta’s Community and Advertising Standards, such as hate speech, violence, and illegal activities.
Any campaigns that may touch on controversial or restricted topics will face stringent tracking restrictions.
Brands in these verticals need to rethink their strategies for tracking and optimisation to stay compliant while maintaining effective marketing performance.
Strategies to Adapt to Meta’s New Rules for Health and Wellness Brands
Focus on Upper-Funnel Metrics to Drive Engagement
Since lower-funnel conversion tracking will no longer be available, your strategy should focus on upper-funnel metrics such as ‘Page Views’, ‘Video Views’, and ‘Engagement’.
For instance, instead of tracking purchases of “immune-boosting supplements,”
focus on driving traffic to informative content such as:
“How to boost your immunity naturally during flu season”
“Top 5 foods that support a strong immune system”
These types of blog posts not only educate your audience but also position your brand as a trusted authority.
When running ads, optimise for actions like...
‘View Content’ and ‘Engagement’.
A campaign promoting “stress-relief techniques for busy professionals” could direct users to a detailed guide on your website.
The more visitors you attract with useful content, the greater the chance they’ll convert later.
Leverage First-Party Data for Long-Term Success
With Meta limiting data-sharing, collecting first-party data is more crucial than ever for maintaining effective marketing campaigns.
To build a reliable database of potential customers, offer valuable resources that encourage sign-ups and establish your brand as a helpful authority in the health and wellness space.
Examples of effective lead magnets include:
Free Wellness Guides
Provide downloadable guides like “Download our 7-day meal plan for better energy” or “The ultimate guide to natural immunity boosters.”
These resources give your audience immediate, practical value while collecting their email addresses for future engagement.
Exclusive Webinars
Host informative sessions such as “Join our free webinar on mindfulness techniques for stress relief” or “Top 10 exercises to manage anxiety.”
Webinars allow you to interact directly with your audience, offering them expert insights in exchange for their contact information.
To maximise sign-ups, create targeted landing pages that address your audience’s specific needs and concerns.
Use commonly searched questions and long-tail keywords to attract organic traffic.
For example:
“What are the best natural supplements for sleep?” — a detailed guide or checklist on sleep-enhancing vitamins and herbs.
“How can I reduce anxiety without medication?” — a blog or video featuring holistic approaches like meditation, breathing exercises, and lifestyle tips.
These long-tail keyword phrases not only improve your search engine rankings but also help you provide the specific information your audience is actively searching for.
This strategy drives relevant traffic, builds trust, and keeps your brand top-of-mind for future conversions.
Create High-Quality, Engaging Content
In the absence of detailed tracking data, your creative content must work harder to capture and retain your audience’s attention.
High-quality, informative, and engaging content is now essential for attracting traffic and building trust with potential customers.
To succeed, focus on addressing specific pain points and interests within the health and wellness niche while incorporating relevant long-tail keywords to improve search visibility.
Consider producing a variety of content types to appeal to different preferences and stages of the customer journey:
Blog Posts
Written content remains a key driver of organic traffic. Detailed guides, how-to articles, and listicles provide value to your audience and can be optimised with long-tail keywords.
For example:
“10 mindfulness exercises to manage stress at work” — a detailed breakdown of stress-management techniques that office workers can easily apply.“
The best natural supplements for post-workout recovery” — a comprehensive guide on vitamins, minerals, and herbs that aid in muscle recovery.
Video Tutorials
Short, practical videos cater to users who prefer visual learning. Videos are particularly effective for platforms like Facebook, TikTok, and YouTube.
For instance:
“5-minute home workouts for busy mums” — a quick video showing exercises that can be done in the living room, perfect for time-pressed parents.“
Breathing techniques for immediate stress relief” — a guided breathing session that viewers can follow along with to reduce anxiety quickly.
Infographics
Visual content like infographics helps convey complex information in a digestible format. They are highly shareable on platforms like Pinterest and LinkedIn.
Examples include:
“The ultimate guide to natural sleep remedies” — a visually appealing summary of tips, herbs, and habits to improve sleep quality naturally.
“5 foods that naturally boost your immune system” — an infographic highlighting immune-boosting ingredients and their benefits.
By consistently producing diverse, high-quality content that answers your audience’s questions, you increase your chances of ranking in search results and driving organic traffic.
Optimise for Contextual Targeting
With Meta limiting data-sharing, collecting first-party data is more crucial than ever for maintaining effective marketing campaigns.
To build a reliable database of potential customers, offer valuable resources that encourage sign-ups and establish your brand as a helpful authority in the health and wellness space.
Examples of effective lead magnets include:
Free Wellness Guides
Provide downloadable guides like “Download our 7-day meal plan for better energy” or “The ultimate guide to natural immunity boosters.”
These resources give your audience immediate, practical value while collecting their email addresses for future engagement.
Exclusive Webinars
Host informative sessions such as “Join our free webinar on mindfulness techniques for stress relief” or “Top 10 exercises to manage anxiety.”
Webinars allow you to interact directly with your audience, offering them expert insights in exchange for their contact information.
To maximise sign-ups, create targeted landing pages that address your audience’s specific needs and concerns.
Use commonly searched questions and long-tail keywords to attract organic traffic.
For example:
“What are the best natural supplements for sleep?” — a detailed guide or checklist on sleep-enhancing vitamins and herbs.
“How can I reduce anxiety without medication?” — a blog or video featuring holistic approaches like meditation, breathing exercises, and lifestyle tips.
These long-tail keyword phrases not only improve your search engine rankings but also help you provide the specific information your audience is actively searching for.
This strategy drives relevant traffic, builds trust, and keeps your brand top-of-mind for future conversions.
Diversify Your Marketing Channels
Relying solely on Meta is no longer a sustainable strategy for health and wellness brands facing these new restrictions.
To protect your marketing efforts and ensure long-term success, it’s time to diversify your approach.
By expanding your reach across multiple platforms, you not only reduce risk but also connect with different segments of your audience where they naturally spend time.
Leverage Google Ads to capture high-intent traffic with campaigns targeting keywords like
“buy natural sleep supplements online” or “best meditation apps for anxiety.
”Embrace TikTok to share quick, engaging videos on topics like “3 healthy habits for better mental health” and
“quick stress-relief exercises you can do anywhere".
Utilise Pinterest to create visually appealing pins for topics such as “top 10 natural supplements for immunity” or “easy meal prep ideas for weight loss.
”Build your email list with valuable resources like wellness guides, fitness challenges, or stress-relief tips to maintain a direct line of communication and drive conversions beyond social media.
By diversifying your marketing strategy , you’re not just reacting to Meta’s changes—you’re building a resilient, future-proof approach that ensures your health and wellness brand continues to thrive.
Don’t let platform restrictions hold you back.
Start expanding your reach today and unlock new opportunities to engage, inspire, and convert your audience.
The future of digital marketing is adaptable—
make sure your brand is, too.
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