Let’s be honest—Meta ads have been on a slow decline for a while now.

CPMs are up. Tracking is broken. Conversions are questionable. And now, if you're a health or wellness brand, you’re officially on Meta’s hit list.

They’ve rolled out a new policy that restricts how brands in this category can track events like “Add to Cart,” “Purchase,” or anything that signals real intent.

Instead, you’re supposed to optimize for fluff metrics—like “Landing Page Views” or “Link Clicks.”

It’s like Meta is telling you:
"Sure, you can advertise. Just don’t track if your ads are actually working."

Cool cool cool.

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Why this changes everything (and not in a good way)

Let me spell it out. If you’re in health, wellness, supplements, sexual wellness—anything remotely connected to the human body—you’re going to see:

• Weaker campaign performance
• Higher CACs
• Zero clarity on what’s working
• Less control over your own growth

And no, this isn’t temporary. This is structural.

Meta isn’t doing this because they hate you. They’re doing it because they have to.

Privacy laws are tightening. Health data is a hot mess. And regulators are circling like vultures.
Meta’s response?
Push the liability down to you—the advertiser.

They're cleaning their hands, and now you need to make sure you're compliant, not them.

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This isn’t my first rodeo

At Manzuri, we’ve lived through far worse.

We launched in a time when sexual wellness was taboo and straight-up banned from the internet.

We couldn’t get a payment gateway.
We weren’t allowed to run ads.
Quick commerce platforms rejected us.
Even software tools didn’t want our money.

You name it—we were too “controversial” for it.

But we made it work.
We found our way through the cracks.
We built legitimacy in a category that barely existed.
And we turned rejection into leverage.

So trust me when I say this:

‍Meta’s new policy is annoying, yes—but it’s beatable.

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Here’s how you beat it — now, not later

You need to take control of your data. Full stop. That means setting up a first-party data stack that does what Meta used to do for you.

Here’s what that looks like:

1. Implement server-side tracking

No more relying on Meta’s pixel alone. You need server-side tracking via CAPI (Conversions API). This ensures your events (like purchases) still reach Meta—even when the browser-based pixel is blind.

2. Collect and own first-party events

Start tracking user behavior on your site—Add to Cart, Purchase, Checkout Started—and store it in your own CRM or CDP. Don’t rely on Meta to remember what your customers did.

3. Feed data back into Meta manually

Use offline conversion uploads or secure data syncs to send these key events back into Meta. That way, even if Meta won’t track a purchase, you can tell it one happened.

4. Build custom audiences from your own data

You don’t need Meta’s pixel-based audiences anymore. You can build richer, more accurate segments based on actual purchase behavior, frequency, or LTV—and upload them into Meta manually.

5. Score and segment like a pro

Not every visitor is equal. Start tagging users based on intent, behavior, and value. Use this to optimize ad spend, target high-value lookalikes, and stop wasting money on noise.

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What happens once this is in place?

Your tracking becomes bulletproof.
Your Meta campaigns become smart again.
You stop second-guessing your ROAS.
You see exactly who clicked, who bought, and who came back.

Your growth engine stops depending on Meta’s mercy—and starts depending on you.

You become platform-resilient. Compliance-proof.
And way harder to kill.

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But this only works if you move before everything breaks

Here’s the scary part most brands aren’t realizing:

This won’t fall apart slowly.
Meta won’t send you a warning.
There’s no "dear advertiser" email.

One day you’ll log in and realize your events are gone.
No purchases. No Add to Cart. No data. No optimization.

At that point, it’s not a fix. It’s a recovery.
And recovery is 10x harder.

You’ll spend months rebuilding what could’ve taken a week to prevent.

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Porcellia’s already doing this for brands like yours

At Porcellia, we’ve helped brands in messy, restricted, complex categories stay ahead of policy changes like this.

• We’ve built first-party data stacks from scratch.
• We’ve migrated brands off broken pixels.
• We’ve rebuilt targeting systems from their own CRMs.
• We’ve turned chaos into clean, trackable, scalable growth.

If you're a wellness founder who wants to protect your ad account and keep scaling despite Meta’s crackdown — Book a call‍

We’ll show you what to do now—before it’s too late.
Because once your conversions disappear, you’re not fixing a pipeline.
You’re rebuilding a business.

Let’s not get there.