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Meta health and wellness tracking planner

Answer four questions about your Events Manager setup, server events, analytics and CRM to get a measurement plan for when Meta limits the conversion events a health brand can use.

What to optimise for in Meta

  • Assume purchase, lead and other bottom-of-funnel events are restricted until Events Manager shows otherwise.
  • Optimise for events Meta still lets you use, such as landing page views or a custom event your Events Manager does not flag.
  • Do not create custom conversions or audiences whose names or URLs suggest a health condition. Meta restricts these.

Track outside Meta

  • Tag every ad with UTMs using dynamic names, so your analytics shows campaign, ad set and ad.
  • In GA4, report on sessions and conversions by utm_content (ad name).
  • Keep health details out of URLs, UTMs and event names.

Report on a cadence

  • Each week, count intakes or approved patients by the UTM they arrived with, and join them to ad spend by ad name.
  • Judge ads on cost per approved patient from your own data, not only on what Meta reports.
  • Name every ad with one convention so the join works.

Server-side events

  • If you add the Conversions API, send only events allowed for your category and no health information.
Build UTMs

Verify in your own Events Manager: Meta shows the category and any restricted events there. Meta says it began restricting custom conversions and audiences that suggest health conditions from 2 September 2025 (Meta for Developers). We did not find an official Meta page describing the wider health and wellness event limits, so this plan assumes the restrictive case when you are unsure.

How it works

Meta limits how some health advertisers can use conversion data. When bottom-of-funnel events are restricted, you need another way to see which ads bring patients.

  • Say whether Events Manager shows your data source as health and wellness, and whether you send server events, use an analytics tool and keep intakes in a CRM.
  • The plan covers what to optimise for in Meta, tracking with UTMs, a weekly reporting routine and server events.
  • Copy or download it as a checklist.

Meta says it began restricting custom conversions and custom audiences that suggest health conditions from 2 September 2025 (Meta for Developers). We could not find an official Meta page on the wider health and wellness event limits, so check your own Events Manager; when you are unsure, the plan assumes the restrictive case.

Worked example

With "Yes, some events are restricted", the plan drops optimising for purchases, moves to events Meta still allows, and builds reporting on UTMs and your own intake data.

Telehealth notes

  • Never put health information in URLs, event names or event parameters.
  • Judge ads on cost per approved patient from your own data.
  • One naming convention for ads makes the weekly join possible.

Questions

How do I know if my events are restricted?

Open Events Manager and look at your data source settings and any warnings on events. Meta shows the category there.

Can the Conversions API get around the restriction?

No. Restricted events are limited however they are sent. Send only allowed events and no health information.

Are my answers stored?

No. The plan is built in your browser.

This is general information about platform policies, not legal advice. Verify in your own Events Manager.