If your Meta Pixel or domain has been flagged under Health & Wellness, you can take steps like requesting a review, using a clean domain, or switching to on-platform tools like Lead Ads to reduce the impact on tracking and targeting. Campaigns can also be optimized for upper-funnel actions such as engagement or clicks, while leveraging first-party data and CRM tools for better performance analysis. Finally, diversifying your media mix across platforms like TikTok, programmatic display, and Google PMax helps reduce dependency on Meta and mitigates platform-specific restrictions.

If your Meta Pixel or domain has been flagged under the Health & Wellness category, or if you’re seeing limitations on conversion tracking or audience building, there are still several actions you can take to mitigate the impact: 1. Review Your Pixel in Events Manager Firstly, if you believe your Pixel has been incorrectly categorised, you can submit it for review directly in the platform. Truthfully, we’ve had little success, but we have been having better luck through our contacts at Meta within the Nonprofits Team. If we feel there is a strong case, they can help escalate this internally. 2. Use ‘Clean’ Domains As restrictions are domain-specific, creating a clean, dedicated domain or subdomain for paid media activity can help circumvent issues – though it’s not foolproof. Key tips: Limit health-related language and references on the clean domain. Focus messaging on fundraising, awareness, or general impact rather than condition-specific information. You can utilise your existing Pixel, although we’d still recommend creating a new Pixel, to avoid negative associations as much as possible. 3. Use On-Platform Lead Generation Consider switching to Meta’s native Lead Ads, which don’t rely on Pixel tracking or your website. These allow you to collect user data (e.g. email, phone, preferences) directly within Facebook and Instagram. This approach won’t be relevant for every campaign type (e.g. getting people to directly donate) but has the potential benefits: Avoids website restrictions entirely. Can still be used for building warm audiences and retargeting. Integrated easily with most CRMs directly, via automation (e.g. using Zapier) or manual exports. 4. Optimise for Upper-Funnel Actions If you can’t optimise for conversions, consider running campaigns optimised for link clicks or engagement. While these don’t drive on-site actions nearly as efficiently, they can still support your funnel, especially when paired with warm audience targeting. Tactics to make this work: Use warm audiences from first-party data (e.g. lead/email lists or CRM exports) Run video view campaigns, then build custom audiences from engaged viewers. Avoid using completely broad targeting, as it will optimise for low quality, ‘cheap’ traffic, unlikely to convert down the line. Also, don’t forget to: Set up UTM parameters to better track website performance in GA4 with more detail. Also use CRM data to assess performance outside Meta’s platform – or create dashboards or reports combining GA4 + CRM. 5. Diversify Your Media Mix If Meta restrictions are limiting your performance, it’s a good time to explore alternative platforms where restrictions may be less severe. Recommended options: TikTok: Often more flexible for health and charity messaging, especially with strong creative. Not exclusive to a young audience either. Programmatic Display: Allows audience targeting with more control, and is not only used for raising awareness, but we’ve found to drive lower funnel actions too. Also possible to reach video, audio and CTV channels though platforms such as DV360. Google Performance Max (PMax): Covers Search, Display, YouTube, and Gmail, and is intended for driving conversions. The campaign type offers much less rich insights, but the results are becoming more encouraging. The key is to reduce over-reliance on Meta and build a multi-channel strategy that can weather platform-specific changes.