What You Need to Know
Meta recently updated tracking and targeting policies that will impact #Healthcare and #FinancialServices brands starting January 2025.
Below is a summary of the updates at this time. We have outlined the changes and any next steps or clarification for how to proceed. If you manage Meta advertising and have any questions or would like assistance, please reach out.
Conversion Tracking (Healthcare and Financial Services)
Update:
- Most custom conversion events will no longer be available to advertisers within a restricted category. You will be unable to track form fills, applications, and other key website activity from those exposed to Meta Paid Social ads
- Some button clicks or page view events may still be trackable (TBD) and will require testing after this takes effect.
- Next Steps: Use Traffic campaigns that bid and optimize for maximum Landing Page Views. If testing uncovers relevant events/pages that can still be tracked, update campaign objectives accordingly.
Audience Targeting (Financial Services)
Update:
- Meta is limiting the use of customer list custom audiences built from consumer/credit reporting data for all advertisers classified under a special ad category, including financial services.
- Next Steps: This won’t impact the use of First Party data segments if you don’t use TransUnion, Equifax, Experian, or other consumer credit reporting data.
