Metadata to restrict data in business tools, which affects ad targeting
Meta is implementing new data restrictions in its business tools that could potentially impact how companies target ads and measure performance.
Why we care. This move reflects Meta’s ongoing commitment to privacy, but could make ad targeting and reporting more difficult for you.
Important changes.
- Automatically restrict certain URL parts and custom parameters.
- Ability to pause ads using highly targeted UTMs.
- Changed monitoring in the Event Manager.
Impact on companies.
- Custom audiences may need to be adjusted.
- Some ad groups may be paused.
- Reduced visibility in the event manager.
Seen for the first time. Meta pushed out this update to advertisers this week. PPC expert Navah Hopkins of Optmyzr shared the email she received on LinkedIn:
Hopkins commented on the importance of this update:
- “This is an important reminder that Meta takes privacy very seriously and that our ability to report and target ads based on ad views/clicks is no longer guaranteed.”
Claude Sprenger, Managing Partner at Hutter Consult AG, is not surprised by this update and gives some information about the possible effects:
- “Sounds worse than it is. Meta started restricting this data 12 months ago. Concrete impact – audiences based on specific URL paths grow more slowly and can no longer be created retrospectively. Audiences that combine URL paths and another rule (example: device) are no longer functional and can no longer be used in campaigns.”
What’s next?
- Companies should review custom audiences and adjust them if necessary.
- Be prepared for possible compromises in UTM parameters.
- Keep stakeholders informed of possible changes in reporting.
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About the author
Anu Adegbola is a paid media editor at Search Engine Land since 2024. She reports paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
Delivering digital marketing campaigns (primarily, but not exclusively, paid search) by developing strategies, maximizing ROI, automating repetitive processes and driving efficiency across all parts of marketing departments through inspiring leadership on both the agency, client and marketing technology side.
In addition to editing Search Engine Land articles, she is the founder of the PPC networking event PPC Live and host of weekly podcast PPCChat Roundup and bFringe evangelist at ClickTech.
She is also a speaker internationally and has spoken at venues including SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
