Meta is implementing new data restrictions in its Business Tools, which could potentially 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.
First seen. Meta communicated this update to advertisers this week. PPC expert Navah Hopkins of Optmyzr shared the email she received on LinkedIn:
Hopkins commented about the importance of this update:
- “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.”
Claude Sprenger Managing Partner @ Hutter Consult AG, is not surprised by this update and gave some advice on what the effect could be:
- “Sounds worse than it is. 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.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.