Navigating Meta’s New Ad Restrictions: What Charities Need to Know
At GivePanel, we know Meta Ads are vital for connecting with supporters and driving campaigns. However, the recent rollout of Meta Ad Restrictions has significantly impacted charities. These restrictions, especially those concerning sensitive data and website categorization, have left many non-profits—particularly in the healthcare sector—facing significant challenges. While these changes feel daunting, the right knowledge and tools allow charities to adapt and continue to thrive.
Let’s break down what these Meta Ad Restrictions mean, who they affect, and how GivePanel and our partners help your non-profit futureproof its digital fundraising strategy.
What Changes Are Being Made?
Since late 2024, Meta has introduced restrictions to stop the sharing of sensitive user data. These updates categorize advertisers and their data sources (like websites). This happens based on whether they associate user interactions with sensitive topics. In the non-profit world, this primarily impacts healthcare charities and those connected to medical conditions.
Starting January 13, 2025, Meta’s Pixels and CAPI (Conversions API) integrations will stop processing data for domains flagged under specific sensitive categories. Charities using these tools will face limitations in tracking certain events. This especially affects mid- and bottom-funnel conversions like donations and sign-ups.
Open, the U.K.’s leading charity specialist, states: “The intention is to protect the privacy of individuals performing certain actions. For example, in the case of medical charities – requesting a cancer support service.”
📉 The Impact on Campaign Effectiveness
Reduced Optimization and Data Loss
Restricting lower-funnel conversion events severely limits their use. These events are crucial optimization goals for direct response campaigns. They also serve as data sources for building custom audiences. As Open notes, “These conversion events are hugely important to the effectiveness of Meta campaigns. Without them, Meta’s AI loses its ability to target well.”
While the industry learns how these policy changes will affect strategies, you are likely to see fewer event tracking options. We know two levels of restrictions exist:
Full Restrictions: Meta will block all tools, including Pixel and CAPI, from tracking sensitive events.
Partial Restrictions: Mid- and bottom-funnel events, like donations or sign-ups, are limited. This affects campaign optimization and reporting.
How to Check and Appeal
One important thing to note is that while domains categorized as “health and wellness” are most at risk, it’s not all bad news. Some GivePanel customers have successfully appealed their categorization. This shows that changes are possible. If you’re unsure how your non-profit is categorized, visit Meta’s Business Manager to check. If you disagree with the categorization, there’s still time to appeal.
The new policies present several challenges:
Event Tracking Limitations: Critical data for optimizing campaigns, such as donations or sign-ups, can no longer be tracked.
Audience Building: Custom and lookalike audiences based on website events may no longer function as expected.
Reduced Campaign Effectiveness: Running effective Meta Ads becomes more complex without key data signals.
However, all is not lost. Charities can still run upper-funnel campaigns, such as brand awareness initiatives. Additionally, lead ads (like those used in Social Challenges) remain a powerful tool for supporter acquisition. They do not rely on external website tracking.
💡 How GivePanel and Partners Support You
At GivePanel, our mission is supporting non-profits. We reduce risks and provide tools that help charities own their data. This means relying less on a single platform. We have developed solutions over the past year to help organizations adapt and thrive.
Direct Support Solutions
Meta Leads Integration: Our Meta Leads integration is a key part of our strategy. It helps non-profits navigate these restrictions. It addresses the challenges of Meta’s 90-day data retention limit and fragmented lead management. By centralizing everything in GivePanel, you streamline management, reduce costs, and ensure early engagement.
Diverse Fundraising Tools: Our tools help you nurture and steward supporters beyond Meta’s ecosystem. This reduces reliance on a single platform. Features like our segmented email journeys and integrations with platforms like JustGiving, GoFundMe, and iDonate, enable effective multi-channel engagement. By combining personalized communication with seamless integration, you maximize results while diversifying your approach.
Enhanced Tracking and Control
Exciting News! Lead Ad Performance Tool: We are setting our Lead Ad Performance tool for general release. This tool mitigates the impact of restrictions. It matches lead ad data shared by Meta with your fundraising data in GivePanel. You track performance manually, you identify what’s working, you optimize campaigns—all without relying on tools like CAPI or custom events. This gives you more control as Meta’s policies evolve.
If you want to find out how to access our new Lead Ad Performance tool, speak to your account manager or book a 30-minute demo with one of our fundraising experts!
Expert Insights: We collaborate with leading experts, including the Digital Fundraising Academy, co-authors of this blog. Their tailored advice helps your non-profit navigate the evolving landscape with confidence. Visit their website to learn more and get involved.
🔮 Futureproofing Your Digital Strategy
We are already seeing fundraisers adapting to these changes. They are reviewing data sources, updating campaigns, and appealing incorrect categorizations. Many charities also test other ad platforms. Diversifying channels reduces dependence on Meta. A key trend is the shift toward lead generation, focusing on nurturing audiences through email.
Credit: Dan Papworth-Smyth’s Medium blog
To futureproof your digital fundraising strategy, consider these tips from the Digital Fundraising Academy:
Diversify Your Channels: It’s critical not to rely solely on Meta. Test different social platforms. Also, expand into other digital channels like TikTok. These multichannel strategies help to reach diverse audiences and mitigate risk.
Use Third-Party Analytics: Tools like Google Analytics 4 (GA4) and UTM codes are invaluable. They track bottom-funnel events outside of Meta’s ecosystem. GA4 helps track website interactions. UTM codes translate insights into actionable ad campaign optimizations. However, be cautious: overly targeted UTM parameters may trigger campaign pauses.
Move Up the Funnel: Shift toward top-of-funnel activities, like lead generation. Invest in campaigns that capture new leads through awareness content. Once you engage supporters, move them into your own ecosystem. Implement multi-step campaigns that guide these leads through nurturing emails. This increases the chances of converting leads into donors or participants.
Make Use of First-Party Data: Building and utilizing your own data is key to long-term success. Collect insights from your website and email interactions. Use this data to create targeted audiences. First-party data allows you to understand your supporters’ behaviors. This enables you to optimize campaigns and create more effective messaging.
Next Steps
If these changes impact your charity, act now:
Check your data source categorization via Meta’s Business Manager.
If you believe the categorization is incorrect, request a review: Visit Events Manager > Data Sources > (Select data source) > Settings > Manage Data Source Categories. For appeals, contacting your Meta account manager directly is often the most effective method.
Audit your current campaigns. Ensure they do not rely on restricted events or custom audiences built from old data.
The Digital Fundraising Academy offers all charities one free coaching call to discuss these restrictions and adapt strategy. Visit their website to take advantage of the offer!
🤝 Chat with Us
At GivePanel, we’re committed to helping you adapt to these changes and continue making a difference. If you want to find out more about how our tools can help you fundraise on Meta without the risk, book a personalized 30-minute demo with one of our fundraising experts.
Book a Demo: https://givepanel.com/demo/
Digital Fundraising Academy: Visit their website to book your free coaching call.