During a recent roundtable discussion with healthcare agency founders, we unpacked the significant changes Meta will implement starting in January 2025. These updates will impact how healthcare advertisers manage data, create audiences, and optimize campaigns. Here’s what you need to know and how to prepare:
1. Key Updates to Meta’s Data Handling for Healthcare Advertisers
Meta will begin categorizing data sources (e.g., Pixels, CAPI, or domains) into healthcare-specific categories, which will impose varying levels of restrictions:
• Fully Restricted Properties:
Domains tied to specific conditions (e.g., treatmydiabetes.com) will no longer allow website conversion campaigns.
• Mid Restricted Properties:
Broader domains, such as general hospital websites, will face restrictions on lower-journey campaign optimization.
2. Immediate Steps to Take
Audit Your Data Sources Now:
• Log in to Events Manager in your Meta Ads account.
• Select your data source (e.g., Pixel).
• Navigate to Settings and click Manage Categories to check your data source classification.
Although final categorizations won’t be available until later this year, an appeal process may be available if your classification is incorrect.
3. Implications for Your Campaign Strategy
These changes primarily affect lower-journey (LJ) or bottom of funnel optimization and audience creation using Pixel or CAPI data.
• Retargeting and Lookalike Audiences: Lower Journey retargeting based on website events could be limited or depreciated.
• Lead Form Campaigns: At this time, there are no announced restrictions on lead form data, so this remains a viable strategy.
Strategic Adjustments:
• Front-of-Journey or top of funnel (FOT) Campaigns: No changes required. These campaigns remain effective.
• LJ Campaigns:
• Conversion campaigns must pivot to focus on click-to-action events (e.g., “Fill Form”) instead of form submissions.
Why This Matters
These changes will force healthcare marketers to rethink their lower-funnel optimization strategies. However, there’s no need to panic. There are always creative ways to adapt and continue driving results—we’ll just need to work smarter.
We’ll share updates and additional insights as we receive more information from Meta and other industry leaders. If you have any questions or concerns about how these changes could impact your campaigns, our team is here to help!