Has your Meta pixel been sent to pixel jail? Pixel data sharing woes getting you all in a pickle? If you’re seeing the “data sharing restrictions applied” message in your Events Manager view, then read on to find out what’s happening.
If you’re working as a digital fundraiser, then you’re probably familiar with Meta ads as one of the mainstays of your digital fundraising mix. We’re often found harping on about the benefits of diversification and the recent “sudden” changes from Meta with the way their advertising pixel works feed into the argument for spreading risk across paid media channels.
But, wait! Don’t throw your Meta pixel out of the window just yet, as D:Ream once said: “things can only get better”… There are some solutions that seem to be working, for now…
In late 2024, Meta introduced significant changes to its advertising policies, aiming to enhance user data privacy. These updates have particularly impacted charities, especially those in the healthcare sector, by restricting the use of Meta Pixel and Conversions API (CAPI) for domains associated with sensitive topics. Understanding these changes and adapting accordingly is crucial for nonprofits to maintain effective digital fundraising results from their investment in Facebook and Instagram ads.
Understanding Meta’s Policy Changes
As of mid January, 2025, Meta’s Pixels and CAPI integrations ceased processing data for domains flagged under specific sensitive categories. This primarily affects healthcare charities and organisations related to medical conditions, limiting their ability to track mid- and bottom-funnel conversions, such as donations and sign-ups. The intention behind these restrictions is to protect user privacy concerning sensitive actions, like requesting support services for specific health conditions.
How do I know if my pixel has been flagged?
You can see if your pixel has been flagged by heading into Meta’s event manager (start in your business manager account here business.facebook.com) – if your pixel has been flagged then you’ll see a message that looks a bit like the below:
Implications for Nonprofit Advertising
The new restrictions pose several challenges for nonprofits:
- Event Tracking Limitations: Essential data for optimising campaigns, such as tracking donations or sign-ups, is no longer accessible, hindering the ability to measure campaign effectiveness accurately.
- Audience Building Constraints: The inability to track specific events affects the creation of custom and lookalike audiences, which are vital for targeted advertising efforts.
- Reduced Campaign Effectiveness: Without access to key data signals, Meta’s AI-driven targeting becomes less efficient, potentially diminishing the return on investment for ad spend.
- Another time suck: Yes we got it, we know you have way more important things to spend your time figuring out and feel your frustration. Don’t worry, we’re here to help, see next section…
Steps for Charities to Adapt
Despite these challenges, charities can take proactive measures to navigate the new landscape:
- Review Domain Categorisation: Check your organisation’s domain classification in Meta’s Business Manager. If your domain is incorrectly categorised under sensitive topics, consider appealing the designation through Meta’s support channels. Although it’s worth noting that we haven’t (as of time of writing) seen any successful appeals – even when it’s a dedicated fundraising domain that has been flagged (i.e. very little medical/personal/cause info on the site)
- Configure custom tracking events: we’ve seen several organisations have success by configuring custom events for important conversions on their site. For example, rather than using the standard “registration complete” event for fundraiser sign-ups or “purchase” events to track donations, consider using a custom event like “fundraising_signup” and “donation_complete”. For more information on how to set this up please reach out, we’ll create a blog to walk you through it soon.
- Shift Focus to Upper-Funnel Campaigns: Emphasise brand awareness and educational content that do not rely on tracking sensitive conversion events. This approach can maintain engagement without breaching new policy restrictions. Although clearly, you need to measure the impact of your investment so make sure you’re using UTM tags so that you can track at least some of the impact in your GA4 account.
- Consider using Lead Ads: Implement lead generation ads within Meta’s platforms, which allow you to collect supporter information without directing users to external sites, thereby complying with the updated policies.
- Explore Alternative Platforms and Tools: Diversify your digital strategy by incorporating other advertising platforms and fundraising tools that align with your organisation’s needs and comply with data privacy standards.
Don't let your Meta pixel get you in a pickle
The Ninjas are ready and waiting to help you with your Meta pixel pain. Get in touch today.
Support from Digital Ninjas
At Digital Ninjas, we are working hard to assist nonprofits in adapting to these changes. Our approach to digital growth often means that you’ll become less reliant on any one platform over time, plus you’ll be able to measure your impact in more ways than via the platform pixel.
Note: This information is based on updates as of February 2025. For the latest developments, please consult Meta’s official communications or reach out to industry experts.
