[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fmeta-ads-limiting-measurement-for-healthcare-advertisers":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":367,"breadcrumbs":368,"reading_minutes":183,"category":376,"head":378},"2025-06-20T11:42:42",{"rendered":6},"\n\u003Cp>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 (\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fmeta-ads-agency\u002F\">Facebook and Instagram\u003C\u002Fa>) is taking a privacy-first stance, and healthcare advertising is in the spotlight.\u003C\u002Fp>\n\n\n\n\u003Cp>Here’s what’s changed, why it’s happened, and how healthcare advertisers can adapt.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-healthcare-advertisers-are-seeing-measurement-restrictions-on-meta\">Why Healthcare advertisers are seeing measurement restrictions on Meta\u003C\u002Fh2>\n\n\n\n\u003Cp>Meta is tightening controls on how ads are measured and optimised when they fall into “sensitive categories”, healthcare being one. These changes include:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"conversion-tracking-limits\">\u003Cstrong>Conversion tracking limits\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>You may no longer see specific data on actions like appointment bookings or form submissions.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"less-granular-audience-data\">\u003Cstrong>Less granular audience data\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Detailed demographic or behavioural insights are no longer surfaced when health-related ad categories are used.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"reduced-retargeting-options\">\u003Cstrong>Reduced retargeting options\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Users who engage with health ads are increasingly excluded from retargeting pools.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"aggregated-event-measurement-aem\">\u003Cstrong>Aggregated Event Measurement (AEM)\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Privacy-preserving frameworks like AEM restrict how individual user-level actions are tracked across Meta properties.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-this-means-for-healthcare-advertisers\">What This Means for Healthcare Advertisers\u003C\u002Fh2>\n\n\n\n\u003Cp>For advertisers used to relatively unrestricted targeting and ROI tracking, these limitations can be a challenge.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"attribution-is-harder\">\u003Cstrong>Attribution is harder\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Without clear visibility into post-click and post-view behaviour, it’s harder to understand which ads are working.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"optimisation-is-less-efficient\">\u003Cstrong>Optimisation is less efficient\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Without clear signals, Meta’s algorithms have less data to improve delivery.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"your-performance-indicators-such-as-cpa-and-roi-may-rise\">\u003Cstrong>Your performance indicators,\u003C\u002Fstrong> such as CPA and RO,\u003Cstrong>I may rise\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Less accurate data can lead to broader, less efficient reach.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>In short, lower-quality data means less efficient ads\u003C\u002Fstrong>!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-adapt-privacy-forward-strategies-that-still-perform\">How to adapt: Privacy-forward strategies that still perform\u003C\u002Fh2>\n\n\n\n\u003Cp>Here’s how advertisers are adjusting to Meta’s changes:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-utilise-first-party-data\">\u003Cstrong>1. Utilise first-party data\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Build owned audiences through gated content, newsletter sign-ups or webinars. Use CRM integrations to drive smarter lookalikes and nurture prospects directly.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-adjust-campaign-objectives\">\u003Cstrong>2. Adjust campaign objectives\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Align more campaigns with \u003Cstrong>upper and mid-funnel objectives\u003C\u002Fstrong>: brand awareness, video engagement, or traffic to landing pages.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-contextual-over-behavioural\">\u003Cstrong>3. Contextual over behavioural\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>You can’t rely as much on behavioural targeting, but you \u003Cem>can\u003C\u002Fem> place ads in content-rich environments relevant to health. eg, fitness content, mental wellness pages, or specific health condition pages.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-server-side-tracking-and-conversions-api\">\u003Cstrong>4. Server-Side Tracking and Conversions API\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>While browser-based tracking is weakening, server-side solutions like Meta’s \u003Cstrong>Conversion API (CAPI)\u003C\u002Fstrong> help send more compliant, reliable conversion signals.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"5-diversify-channels\">\u003Cstrong>5. Diversify Channels\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Consider channels like Google Search (intent-driven) or other social channels which are yet to roll out these restrictions.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"final-thoughts\">\u003Cstrong>Final Thoughts\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>This isn’t just \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fmeta-ads-agency\u002F\">Meta ads\u003C\u002Fa> tightening the screws, it’s the direction many platforms are moving towards. The key is to build \u003Cstrong>privacy-resilient marketing strategies\u003C\u002Fstrong>, not just patch the old ones.\u003C\u002Fp>\n\n\n\n\u003Cp>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, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">talk to one of our experts.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Ff0sKYLsk-Measurement_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27925\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,"standard",[10],41,[],[13],120,[15,16,17,18,19,20,21,22],"post-33559","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-measurement",{"page_content_modules":24,"hero":179},[25,133],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Meta Ads are limiting measurement for Healthcare Advertisers: Here’s what you can do about it",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},29,"\u002Fabout\u002Four-team\u002Fharry-brace\u002F","Harry Brace","Director, Head of Solutions","I'm the Director, Head of Solutions at Impression. I spend my time debugging and implementing tracking using Google Tag Manager, managing data warehousing platforms and building Looker Studio reports!","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":38,"job_title":34,"specialist_service_links":39,"photo":77},"\u003Cp>Director, Head of Solutions. Joined Impression in November 2017.\u003C\u002Fp>\n\u003Cp>I gained 4 years of experience as a web developer before moving to Impression as a digital account manager in 2017. I moved across to the Analytics department in 2019 and I’ve been strengthening and growing our Analytics offering ever since.\u003C\u002Fp>\n\u003Cp>Day to day, I spend my time debugging and implementing tracking using Google Tag Manager, managing data warehousing platforms and building Looker Studio reports!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding the analytics department over the last couple of years with the help of Aaron and now Alex H.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nFind me socialising, skiing or gaming.\u003C\u002Fp>\n",[40,58,68],{"page":41,"link_text":57},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},374,"98","2021-01-11 16:25:32","","Analytics","publish","closed","analytics","2026-09-28 11:36:16",0,"\u002F?page_id=374","page","0","raw","\u002Fanalytics\u002F","Web Analytics",{"page":59,"link_text":62},{"ID":60,"post_author":43,"post_date":61,"post_date_gmt":61,"post_content":45,"post_title":62,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":63,"to_ping":45,"pinged":45,"post_modified":64,"post_modified_gmt":64,"post_content_filtered":45,"post_parent":65,"guid":66,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":67},17916,"2022-06-20 08:56:55","Tag Management","tag-management","2026-09-28 11:05:27",17552,"\u002F?page_id=17916","\u002Fmedia-solutions\u002Ftag-management\u002F",{"page":69,"link_text":72},{"ID":70,"post_author":43,"post_date":71,"post_date_gmt":71,"post_content":45,"post_title":72,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":73,"to_ping":45,"pinged":45,"post_modified":74,"post_modified_gmt":74,"post_content_filtered":45,"post_parent":65,"guid":75,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":76},17140,"2022-05-27 14:22:19","Google Marketing Platform","google-marketing-platform","2026-09-25 10:43:13","\u002F?page_id=17140","\u002Fmedia-solutions\u002Fgoogle-marketing-platform\u002F",{"ID":78,"id":78,"title":79,"filename":80,"filesize":81,"url":82,"link":83,"alt":45,"author":84,"description":45,"caption":45,"name":85,"status":86,"uploaded_to":51,"date":87,"modified":87,"menu_order":51,"mime_type":88,"type":89,"subtype":90,"icon":91,"width":92,"height":93,"sizes":94},25135,"Harry-Brace2","Harry-Brace2.png",306919,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&q=90","\u002Fharry-brace2\u002F","12","harry-brace2","inherit","2023-10-03 16:03:03","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":95,"thumbnail-width":96,"thumbnail-height":96,"medium":97,"medium-width":98,"medium-height":99,"medium_large":100,"medium_large-width":101,"medium_large-height":102,"large":103,"large-width":104,"large-height":105,"1536x1536":106,"1536x1536-width":107,"1536x1536-height":108,"2048x2048":109,"2048x2048-width":110,"2048x2048-height":111,"post-thumbnail":112,"post-thumbnail-width":113,"post-thumbnail-height":114,"12_col":115,"12_col-width":116,"12_col-height":117,"default_landscape":118,"default_landscape-width":119,"default_landscape-height":93,"default_portrait":120,"default_portrait-width":93,"default_portrait-height":119,"6_col_and_margin_short":121,"6_col_and_margin_short-width":113,"6_col_and_margin_short-height":117,"11_col_and_margin":122,"11_col_and_margin-width":123,"11_col_and_margin-height":117,"9_col_rectangle":124,"9_col_rectangle-width":125,"9_col_rectangle-height":126,"11_col":127,"11_col-width":128,"11_col-height":117,"staff_image_696_600":129,"staff_image_696_600-width":92,"staff_image_696_600-height":93,"rectangular_thumbnail":130,"rectangular_thumbnail-width":131,"rectangular_thumbnail-height":132},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":134,"reduced":27,"top_overlap":135,"bottom_underlap":135,"disable_observer":-1,"heading":136,"cta_text":137,"cta_link":138,"items":139},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[140,154,164],{"type_key":16,"title":141,"excerpt":142,"to":143,"postedAt":144,"readingTime":145,"image":146,"authors":147,"category":151},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[148],{"name":149,"image":150},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":152,"name":153},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":16,"title":155,"excerpt":156,"to":157,"postedAt":158,"readingTime":159,"image":160,"authors":161,"category":163},"Which Marketing Mix Modelling platform should you use?","\u003Cp>If you’ve decided to build a Marketing Mix Model (MMM), an important first step is to choose what platform you want to use. There are quite a few options, ranging from simple to complex, with different benefits to each You’ve probably come across these libraries already: Google’s Meridian, Meta’s Robyn, PyMC Marketing and a handful […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhich-marketing-mix-modelling-platform-should-you-use\u002F","2026-06-10T11:28:01",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fvaleria-nikitina-ie2R2t9fC9Q-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[162],{"name":33,"image":36},{"to":152,"name":153},{"type_key":16,"title":165,"excerpt":166,"to":167,"postedAt":168,"readingTime":169,"image":170,"authors":171,"category":178},"Beyond the click: Can you use MMM to prove the value of LLMs?","\u003Cp>LLMs (Large Language Models) have quickly become a significant influence on a customer’s journey, and all signs point to this influence only increasing. Even before we consider how to influence visibility across AI search, the first question we have to ask ourselves is: How do we measure the impact LLMs have on top-line results? The […]\u003C\u002Fp>\n","\u002Fblog\u002Fcan-mmm-prove-the-value-of-lmms\u002F","2026-04-28T11:48:18",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[172,175],{"name":173,"image":174},"Alex Howat","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":176,"image":177},"Petar Jovetic","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":152,"name":153},{"type":180,"style":181,"heading":28,"date":4,"updatedAt":182,"reading_minutes":183,"image":184,"imageAlt":28,"categories":185,"collections":366},"blog-post","light","2025-06-30T11:31:36",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Fmariia-shalabaieva-WR6qHgdWS-Y-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[186],{"id":10,"count":187,"description":188,"link":152,"name":153,"slug":189,"taxonomy":190,"parent":51,"meta":191,"acf":192,"head_links":193,"resource_count":194,"yoast_title":195,"yoast_meta":196,"yoast_json_ld":241,"_links":338,"path":152},129,"Here at Impression, ongoing research and training is a huge part of how we keep our \u003Ca href=\"\u002Fmedia-solutions\u002F\">Media Solutions\u003C\u002Fa> team up-to-date with the latest happenings in the world of web & app analytics, martech, \u003Ca href=\"\u002Fmedia-solutions\u002Fdata-science\u002F\">data science\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">media effectiveness\u003C\u002Fa>. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too.\r\n\r\nFind out more about our \u003Ca href=\"\u002Fanalytics\u002F\">Analytics Agency\u003C\u002Fa> services, or browse our latest tips, advice and opinions below.","measurement","category",[],{"sub_title_override":45,"title_override":45},[],21,"Online Measurement, Analytics & Effectiveness Blog | Impression",[197,199,202,205,208,211,214,216,218,220,223,226,229,232,235,238],{"property":198,"content":195},"title",{"property":200,"content":201},"description","Keeping up to date with the latest measurement and analytics trends and strategies can be difficult. 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