In 2025, Meta introduced strict tracking restrictions for healthcare advertisers, particularly in the European Union (EU), to safeguard sensitive health information in line with privacy laws like the General Data Protection Regulation (GDPR). These changes limit how healthcare advertisers can track and optimize campaigns, posing significant challenges. Fortunately, tools like Able CDP offer a way to comply with these restrictions while still running effective ad campaigns. This article explores Meta’s restrictions and provides a step-by-step guide on using Able CDP to navigate them.
Understanding Meta’s restrictions for healthcare advertisers
Meta’s 2025 restrictions aim to prevent the collection and use of sensitive health data. Here’s a breakdown of the key limitations:
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No Web Activity Tracking: Meta prohibits the use of web activity data (e.g., page views, leads, or sales) for conversion tracking or optimization. Tools like Meta Pixel cannot track on-site actions.
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No Custom Audiences from Website Activity: Advertisers cannot create custom audiences or retarget users based on their website behavior, such as visiting a health service page.
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No Custom Parameters or URL Data: Meta disallows custom parameters and URL details to avoid sharing sensitive information.
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No Lookalike Audiences from Health Data: Creating lookalike audiences based on health-related website visitors is not allowed.
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Limited Event Optimization: Optimization for mid- or lower-funnel events (e.g., leads, form submissions, purchases) is restricted. Only top-of-funnel campaigns (e.g., awareness, traffic) are permitted, with strict data limitations.
These rules stem from GDPR and similar regulations, ensuring healthcare advertisers prioritize privacy and minimize data breaches.
How Able CDP helps you comply
Able CDP is a server-side tracking solution that enables healthcare advertisers to work within Meta’s restrictions while still measuring campaign performance. Here’s how it addresses the two primary challenges:
1. The block on web activity tracking
Meta’s ban on web activity tracking means advertisers can’t use the Meta Pixel to monitor user actions like page views or lead submissions. Able CDP offers an alternative by:
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Using Server-Side Tracking: Able CDP records traffic sources, including Meta’s paid click identifiers, without relying on client-side tools like the Pixel.
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Attributing Conversions: It links these click IDs to visitor journeys and customer identities (e.g., when users submit forms), allowing you to track offline conversions without violating Meta’s rules whilst still ensuring that the conversions are correctly attributed to the clicks.
2. Restrictions on mid- and lower-funnel events
Meta prohibits optimizing campaigns for events like leads or purchases due to their sensitivity and risks of inadvertent disclosure of sensitive health information. Able CDP helps by:
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Renaming events: Able CDP lets you rename standard conversion events (e.g., “Lead” to “General Form Submission”) to comply with Meta’s policies, ensuring they aren’t flagged as restricted.
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Offline conversion attribution: It connects offline events (e.g., CRM-qualified leads or payments) to online click IDs using identifiers like email or phone numbers, providing all data required for Meta to attribute conversions to the clicks without sharing any sensitive data.
By integrating with Meta’s Conversions API, Able CDP sends these events back to Meta with precise click-ID attribution, all while keeping data privacy-compliant.
Step-by-Step guide to setting up Able CDP
Here’s how to configure Able CDP to comply with Meta’s restrictions:
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Install Able Tracking Code
Add the Able tracking code to your website to capture traffic sources and visitor journeys without needing the Meta Pixel. -
Remove Meta Pixel
Since pixel-based tracking is banned for healthcare advertisers in the EU, uninstall the Meta Pixel to ensure compliance. -
Integrate Offline Conversions (Optional)
Connect offline data sources (e.g., CRM systems or payment records) to Able CDP. This enhances attribution by linking offline events to online clicks. -
Rename Conversion Events
Use Able CDP to create custom, policy-compliant event names (e.g., change “Purchase” to “CompleteTransaction”). This avoids restricted categories while preserving tracking capabilities. -
Enable Meta Conversions API
Configure Able CDP to send conversion events to Meta’s Conversions API, attaching them to specific Meta click IDs for accurate, privacy-safe reporting.
Benefits of using Able CDP
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Privacy-First Tracking: Server-side tracking removes sensitive data before sharing with Meta, ensuring compliance.
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Flexible Event Naming: Custom event names keep your campaigns within Meta’s guidelines.
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Precise Attribution: Links conversions to exact click IDs, maintaining campaign insights.
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Holistic Measurement: Tracks both online and offline conversions for a complete view of performance.
Adapting your strategy
With Meta’s restrictions in place, healthcare advertisers should:
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Focus on top-of-funnel goals (e.g., awareness, traffic).
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Leverage Able CDP for conversion tracking and attribution.
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Ensure all data shared with Meta is anonymized and scrubbed of sensitive details.
Conclusion
Meta’s 2025 tracking restrictions for healthcare advertisers in the EU reflect a growing emphasis on privacy, driven by regulations like GDPR. While these rules limit traditional tracking methods, Able CDP provides a compliant, effective solution. By using server-side tracking, custom event names, and the Conversions API, you can adapt to these changes and continue achieving your marketing objectives.