Meta’s core setup outlines how data is processed and shared within its advertising ecosystem. Recently, Meta restricted custom parameters and any data appearing in a URL after the domain. This means advertisers should not send events containing a combination of Protected Health Information (PHI) and Personally Identifiable Information (PII) to Meta.

Your events may be getting blocked because they contain PHI and partial PII. Even if you're only tracking top-of-funnel (TOFU) events like page scrolls, visits, or button clicks, Meta’s policies prohibit sending combinations of PHI and direct PII. This is why Meta is restricting such events from being sent to its ad platform.

With a 1PD Ops platform, you can capture first-party TOFU custom events from your website in a highly detailed manner. This allows you to track specific actions that you want to track. By leveraging 1PD Ops, you can ensure that only privacy-compliant, high-quality data is sent to Meta.

To prevent your events from getting blocked, you need to scrub and process them properly. A 1PD Ops platform like CustomerLabs helps clean sensitive data while preserving valuable event details. When top-funnel (TOFU) custom events are captured, the platform automatically sanitizes Protected Health Information (PHI) and Personally Identifiable Information (PII), preventing any direct transmission of sensitive data to Meta. Once the data is cleaned, it is then pushed to Meta’s Conversions API (CAPI).

CustomerLabs is a leading 1PD Ops (First-Party Data Operations) platform that helps businesses collect, process, and activate first-party data while ensuring privacy compliance. It captures high-quality website interactions, scrubs sensitive PHI/PII, and pushes cleaned, anonymized data to Meta’s Conversions API (CAPI). This allows businesses to retarget users effectively while improving ad performance and staying aligned with privacy-first advertising strategies.