Why health and wellness marketers are losing visibility — and how to get it back.
What are the new Meta restrictions for health and wellness?
If you're a Meta advertiser in the health and wellness space, 2025 may have started on a frustrating note. In January, Meta rolled out new restrictions that limit your ability to track and optimize for key top-of-funnel conversion events like “Purchase” or “Add to Cart.”
Advertisers are now expected to shift toward optimizing for non-restricted events like “Landing Page Views” or “Engagement.” In other words, Meta wants health and wellness brands to focus on top-of-funnel activity, even though many of these businesses rely on bottom-of-funnel actions to drive revenue.
What Meta isn’t telling you? There’s a workaround.
How does ThoughtMetric solve the tracking problem?
ThoughtMetric collects your marketing performance data through our pixel (not Meta’s). Setup is simple, once the pixel is embedded on your store and your Meta Business Account is connected to ThoughtMetric, you’ll be able to see whether purchases came from Meta ads and gain a full view of the customer journey (including whether a customer engaged with other platforms before converting through a Meta ad).
Will ThoughtMetric solve the decline in ad performance?
Yes. With access to bottom-of-funnel data, you can make better, more informed decisions. You may even discover that it’s time to diversify your ad spend. ThoughtMetric supports custom channel creation and offers built-in integrations with Google Ads, TikTok, Bing, and Pinterest.
Why did Meta do this, and what does the future hold?
According to Meta’s advertising policy, purchases of health-related products are treated as sensitive health information. Sharing this data back with Meta for ad tracking purposes can be considered a HIPAA violation. Over the years, Meta has introduced a range of restrictions impacting targeting, tracking, and attribution, often with little warning. With privacy regulations tightening and platform policies continuing to shift, it's hard to predict what changes may come next. ThoughtMetric helps you see the full picture so you can make smarter decisions, adapt quickly, and drive real results regardless of what lies ahead in terms of Meta advertising restrictions.
