If you’re running campaigns in the healthcare space, you’ve likely noticed it’s getting harder to measure performance on Meta platforms. From restricted targeting options to increasingly vague conversion data, Meta (Facebook and Instagram) is taking a privacy-first stance, and healthcare advertising is in the spotlight.
Here’s what’s changed, why it’s happened, and how healthcare advertisers can adapt.
Why Healthcare advertisers are seeing measurement restrictions on Meta
Meta is tightening controls on how ads are measured and optimised when they fall into “sensitive categories”, healthcare being one. These changes include:
Conversion tracking limits
You may no longer see specific data on actions like appointment bookings or form submissions.
Less granular audience data
Detailed demographic or behavioural insights are no longer surfaced when health-related ad categories are used.
Reduced retargeting options
Users who engage with health ads are increasingly excluded from retargeting pools.
Aggregated Event Measurement (AEM)
Privacy-preserving frameworks like AEM restrict how individual user-level actions are tracked across Meta properties.
What This Means for Healthcare Advertisers
For advertisers used to relatively unrestricted targeting and ROI tracking, these limitations can be a challenge.
Attribution is harder
Without clear visibility into post-click and post-view behaviour, it’s harder to understand which ads are working.
Optimisation is less efficient
Without clear signals, Meta’s algorithms have less data to improve delivery.
Your performance indicators, such as CPA and RO,I may rise
Less accurate data can lead to broader, less efficient reach.
In short, lower-quality data means less efficient ads!
How to adapt: Privacy-forward strategies that still perform
Here’s how advertisers are adjusting to Meta’s changes:
1. Utilise first-party data
Build owned audiences through gated content, newsletter sign-ups or webinars. Use CRM integrations to drive smarter lookalikes and nurture prospects directly.
2. Adjust campaign objectives
Align more campaigns with upper and mid-funnel objectives: brand awareness, video engagement, or traffic to landing pages.
3. Contextual over behavioural
You can’t rely as much on behavioural targeting, but you can place ads in content-rich environments relevant to health. eg, fitness content, mental wellness pages, or specific health condition pages.
4. Server-Side Tracking and Conversions API
While browser-based tracking is weakening, server-side solutions like Meta’s Conversion API (CAPI) help send more compliant, reliable conversion signals.
5. Diversify Channels
Consider channels like Google Search (intent-driven) or other social channels which are yet to roll out these restrictions.
Final Thoughts
This isn’t just Meta ads tightening the screws, it’s the direction many platforms are moving towards. The key is to build privacy-resilient marketing strategies, not just patch the old ones.
Digital marketers who adapt early, embrace privacy-first tactics, and focus on long-term data strategies will be best positioned for success in the future. If you have any questions about anything raised in this blog, talk to one of our experts.
