Meta Shares New Conversion Restrictions for Health and Wellness Brands

This post originally appeared on LinkedIn.

Many health and wellness brands are bracing for a potential earthquake after rumbles of impending lower-funnel conversion tracking changes began circulating from Meta late last week.

This news is still developing, but here’s what we’ve heard from customers, contacts, and partners:

* Starting in January 2025, some health and wellness brands may face significant limitations in data sharing and tracking lower-funnel conversion events.
* Not every health and wellness brand appears to be impacted. There seem to be different changes that may affect different business categories, ranging from limitations to core setup and custom events to full restriction of all events across some or all regions.
* The most severely impacted brands may be unable to track what’s happening on-site via pixels or APIs (purchases, add-to-carts, etc.).
* As a result, these brands may not be able to buy, optimize, and measure lower-funnel conversion events – an obviously key element of many growth strategies.

This change could have real, meaningful business repercussions – not only are many brands in limbo, unsure if they will be impacted, but it could take months for affected brands to rebuild their buying strategies to reach comparable scale and efficiency.

For many brands, geo experiments and MMM are about to become much more important: Incrementality testing provides brands a clear sense of Meta’s sales and revenue impact even as the platform removes conversion visibility. Haus doesn’t need platform conversion data passed back to measure incremental impact – this is our bread and butter, our core subject matter expertise, and what we partner with global brands on day-in and day-out.

If you’re a Haus customer, we recommend connecting with your CS rep to talk through your specific situation and develop a testing gameplan. Haus’ leading voices are dialed in and here to support our community: Zach Epstein, Olivia Kory, and Reggie Panaligan – just to name a few.

Our team is always here to help.