📈 WHAT HAPPENED?

Remember Apple’s iOS 14.5 privacy update in 2021?

Who doesn’t, right? Well, it’s happened again!

Earlier in January 2025, Meta quietly announced key event tracking for high-value actions like “Purchase” and “Add to Cart.” 

Meta claims these changes are designed to protect user privacy within the Health and Medical categories – but for advertisers, it’s a significant blow to profitability (especially if you’re spending north of $250,000 per month over 3+ platforms).

Now, if you’re thinking, “But I’m not in the health or medical business,”... think again!

If you’re advertising anything that remotely hints of those categories, your ad account could get flagged at any moment – and your CPA could double or triple overnight. Yikes!

You might have a year… or you might only have a week.

Don’t get caught off guard. Read until the end to make sure you’re fully prepared.

❌  WHO’S AFFECTED?

This isn’t just bad news for supplement sellers or medical device retailers. Meta’s restrictions could impact a wide range of businesses, including:

• Health & Wellness Brands: Think vitamins, fitness programs, or wellness gadgets.
  
  
• Pharmaceuticals & Medical Services: Telemedicine platforms, pharmacies, or clinics.
  
  
• Law Firms: Especially those focused on personal injury or medical malpractice.
  
  
• Fitness & Lifestyle Apps: From workout apps to meditation platforms
  
  
• Charities: With health-centered causes.
  
  

If you have an impacted pixel, CAPI or domain you should have received an email between 9–13 January, letting you know to request a 30-day extension before this policy kicks in.

But even if your brand doesn’t fall directly into the health/medical category, the risk of being flagged remains high. 

If your brand even hints at health or medical, Meta’s bots might place you under the same restrictions.

🔍  SO WHAT?

Losing the ability to optimize for “Purchase” and “Add To Cart” events is a HUGE setback. Without this data, your campaigns will run blind and throw money into the wind. 

Expect:

• Plummeting ROAS: Without accurate data, optimizing for high-value actions becomes guesswork.
  
  
• Skyrocketing CPAs: The algorithm can no longer identify your ideal customer.
  
  
• Frustrated clients and stakeholders: They’ll notice when performance drops and results aren’t delivered.

Meta won’t offer much support beyond a simple notice in Ads Manager or an email.

When this happens (not if!), you’ll be left scrambling, wishing you had prepared for the storm ahead.

⚖️ HOW TO PREPARE?

Quick fixes like optimizing for non-restricted events (e.g., Page Views or Engagement), creating new pixels and subdomains won’t cut it. They’ll leave your ad account underperforming while competitors pull ahead. 

To stay ahead of the curve, you need a comprehensive solution that bypasses these restrictions while staying fully compliant.

⚠️ HERE’S WHAT YOU NEED TO DO:

1. Implement (cookie-free) server-side tracking with data normalization.
   
   
2. Reconstruct high-intent conversion events while maintaining Meta compliance.
   
   
3. Use machine learning optimization algorithms - with dynamic attribution - to maximize campaign performance (optional but highly recommended).

With the right system in place, you’ll permanently:

• Reconstruct high-intent conversion signals (eg. 'Purchase' and 'Add To Cart').
• Eliminate performance blind spots.
• Stop throwing money into the Meta void! 

YOUR 3 OPTIONS:

OPTION 1:

Do nothing… and let your campaigns slowly crumble as tracking restrictions erode your profitability.

OPTION 2:

Hire a development team to manually stitch together tracking across all your advertising platforms. This approach is not only time-consuming and costly but also unreliable.

If even Fortune 500 companies struggle to crack the attribution code, relying on this option alone is a risky gamble. So, what’s the smarter move?

OPTION 3:

Adopt Dynamic AI Attribution technology that reveals the true value of every touchpoint (kiss the limitations of last-click attribution goodbye!).

That’s exactly what we’ve developed at Blueprint. Our lightning-fast AI-powered technology recovers 99.9% of your data and uses predictive techniques to determine the best combination of ads, landing pages, and platforms that drive your bottom line ROI.

Unlike competitors like Triple Whale, Hyros, or Skai, we go beyond pretty dashboards. Our AI Predictive Algorithms (95% accurate) transform raw data into actionable insights… taking the guesswork out of which ads to scale and which to kill.

The best part? Our platform takes only 15 minutes to connect your accounts (not weeks!) and will reveal your ad-waste in just 4-6 hours.

So don’t wait for your results to nosedive. Apply for your free 14-day trial today and experience the difference for yourself.

(Psst, feel free to compare us to alternatives… you’ll discover we outperform in speed, features and pricing.)

🗺️ THE BIG PICTURE:

Let’s face it… this isn’t the first time the digital advertising world has been flipped upside down, and it won’t be the last. 

Disruptions like these are inevitable. But they’re also ripe with opportunity…  

Just look at what Glossier did around 2017. When Facebook’s algorithm shifted toward engagement-driven content, Glossier seized the moment. 

While big brands like Estée Lauder struggled to adapt, Glossier innovated. In just a few years, they disrupted the beauty industry, growing from a blog into a billion-dollar brand with a fiercely loyal following.

The lesson? Savvy leaders don’t play defense.

And here’s the best part: we are the disruptors… and you can hitch a ride on the leading edge.

With real AI-driven insights, our system identifies the perfect mix of ads, landing pages, and platforms to give you results that matter. No wasted spend, no guesswork… just pure performance. 

Smart advertisers are embracing Dynamic AI Attribution that bypasses  restrictions and simplifies the process. It’s safe, sustainable, and future-proof.

You can keep reacting, patching, and falling behind. Or you can get ahead, once and for all.

This is your moment to stop following the pack and start leading the way.

READY TO TAKE BACK CONTROL OF YOUR AD PERFORMANCE?

Don’t let Meta’s new restrictions derail your results. With BLUEPRINT, you’ll recover 99.9% of lost tracking, slash your CPA, and optimize your campaigns with near-perfect accuracy (all while staying compliant).

Remember… those who adapt first will profit the most. 

Apply for your 14-day free trial today and experience the Future of AI Advertising.

TL;DR:

• Starting February 2025, Meta will restrict health and medical brands from using critical event tracking like “Purchase” or “Add to Cart” for ads.
  
  
• These changes, intended to protect user privacy, may also miscategorize accounts (even for brands outside the health and wellness space).
  
  
• As a temporary workaround, businesses can optimize for non-restricted events (such as “Landing Page Views” or “Engagement”), or create new domains (but this won’t solve the problem).
  
  
• Significant long-term ad performance disruptions are likely unless businesses adopt a comprehensive cookie-free tracking solution. That’s where BLUEPRINT comes in. (PS: Now offering a 14-day free trial and our platform only takes 15 minutes to set up)