Meta to restrict data in Business Tools, impacting ad targeting

Meta is implementing recent data restrictions in its Business Tools, which could affect how businesses goal ads and measure performance.

Why we care. This move reflects Meta’s ongoing commitment to privacy but could complicate ad targeting and reporting for you.

Key changes.

Automatic restriction of certain URL parts and custom parameters.
Potential pausing of ads using highly targeted UTMs.
Altered monitoring in Events Manager.

Impact on businesses.

Custom audiences might have adjustments.
Some ad sets may very well be paused.
Reduced visibility in Events Manager.

Dig deeper: How brands are using AI in Meta’s Advantage+ campaigns

First seen. Meta communicated this update to advertisers this week. PPC expert Navah Hopkins of Optmyzr shared the e-mail she received on LinkedIn:

“This is a critical reminder that Meta is taking privacy very seriously and our ability to report and goal based on seeing/clicking ads isn’t any longer a guaranteed state,” Hopkins said.

Claude Sprenger Managing Partner of Hutter Consult AG, just isn’t surprised by this update and had some advice about it.

“Sounds worse than it’s,” he said. “Meta already began restricting this data 12 months ago. Concrete effects – Target groups based on specific URL paths grow more slowly and may now not be created retroactively. Target groups that mix URL paths and one other rule (example: device) aren’t any longer functional and may now not be used in campaigns.”