Meta is implementing new data restrictions in its Business Tools, which could affect how businesses target 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 may need adjustments.
- Some ad sets could 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 email she received on LinkedIn:
“This is a critical reminder that Meta is taking privacy very seriously and our ability to report and target based on seeing/clicking ads is no longer a guaranteed state,” Hopkins said.
Claude Sprenger Managing Partner of Hutter Consult AG, is not surprised by this update and had some advice about it.
“Sounds worse than it is,” he said. “Meta already started restricting this data 12 months ago. Concrete effects – Target groups based on specific URL paths grow more slowly and can no longer be created retroactively. Target groups that combine URL paths and another rule (example: device) are no longer functional and can no longer be used in campaigns.”
What’s next.
- Businesses should review and potentially adjust custom audiences.
- Prepare for possible compromises on UTM parameters.
- Keep stakeholders informed about potential reporting changes.
