How was life before Meta flagging under health and wellness?
This health clinic delivers multiple treatments under dental and 7 in 10 people have dental issues. So on the website they collect the lead information of whoever wants to consult and then proceed with the treatment. And once the lead is submitted – then the sales process begins.
So the lead drops on the GHL crm and they change the lead stages from lead to enrolled to treatment.
No more running ads for the lead event
Meta is enforcing stricter rules to prevent the sharing of sensitive health data; things like diseases, treatments, or symptoms that could identify someone.
Even if it’s unintentional, the Pixel or CAPI might send such data through:
- URLs (e.g. /book-root-canal)
- Event names (book_dental_implant_consult)
- Form fields mentioning medical terms and no data restriction settings were turned on in Meta Events Manager
When Meta detects this, it flags and blocks those events; often stopping your bottom-funnel tracking and ad delivery.
This is part of Meta’s move to stay compliant with global privacy laws (like GDPR and HIPAA) and keep its ad ecosystem privacy-safe.
So what’s the fix – Just follow Meta’s health and wellness guidelines
For this brand, we had to do multiple checks as per the Meta guidelines. Primarily fixes that we did were;
- Scrub the URL
- Change the event names to standard codes like event_1, event_2 etc.
- The GHL conversions like consultation booked, qualified lead stage conversions were hashed and changed the name to con_1 and con_2 and sent to Meta.
At highest event match quality on Meta
We have the highest event match quality on all the events including the lead stage events. At CustomerLabs we merge the online form submitted event user data with the same user in the CRM as well.
When a user submits a lead form online, the system captures all form details along with contextual data such as IP address, geolocation, UTM parameters, and tracking IDs (fbclid, fbp, etc.). Later, when the CRM sends a lead stage event for the same user, the system automatically recognizes the match and merges both records into a unified profile.
Facebook event quality looks gold when we send all the parameters from the website, CRM and other data sources by unifying profile.
Result and summary:
They are back in business running ads in Meta especially hashing the personal information and health information.
Now , they are able to track all the offline conversions also inside Meta and attribute the conversion to campaign, adset and ad level.
Here is the foundation level three steps that was done.
First-party data is the foundation → When brands own their data, they stay compliant while still feeding Meta the right signals for optimization.
Server-side tracking is non-negotiable → It’s the only way to ensure PHI/PII is scrubbed out while keeping bottom-funnel events intact.
Send all offline conversions back to Meta → It’s perfect for attribute the final conversions to the campaigns using 1PD Ops
If you wish to know more about this setup or want to run an audit on your site, do book a free consultation call with us or try the setup free of cost for 14 days.
