What’s up, my dear marketers? Today I’m here to begin another informative blog that can really help you in this critical time. By which I mean Meta has started to restrict lower-funnel events in the health and wellness industry, and targeting is like finding that tiny hole and shooting right through it. In a single word, it’s hard.

Marketers like you are stuck without proper guidance on how to run ad campaigns effectively and bring in real customers to the brands that you are working for.

Don’t you worry, my friend. I give you complete assurance; when you finish this blog, you’ll thank me. Let’s get into some serious stuff.

Now that the lower funnel events are blocked. So the immediate solution that you think is targeting the top of the funnel (TOFU) audiences. That’s what everyone is speaking about. Target TOFU. But there is a catch that no one is talking about: how to target them or whatsoever, and is it the right thing to do?

Without further ado. Let’s get into it.

Wait, if you wait till the end, there is a small surprise I have for you. So stay with me. I know you love surprises. 

Now let’s jump right into it.

The TOFU Tracking Challenge: GA4 Can See It, But Meta Can’t Use It

I know that you have started to track the TOFU signals, but how are you planning to send them to ad platforms?

Here’s a small story highlighting the challenge that you might face when sending the TOFU events to Meta.

Nina’s challenge with TOFU events

Nina is running ads for a health and wellness brand; she is tracking the website visitors, specifically the TOFU signals, because Meta is restricting the lower funnel events. So she is tracking the top funnel custom events of both known and anonymous visitors, such as button clicks, page visits, page scroll 50%, page scroll 75%, and many such actions. And she is able to track all these events on the GA4 account when the actions take place.

Now, generally, what happens is that Nina will send these top funnel custom events (known and anonymous visitors) to Meta and target them. But that’s not the case anymore.

When Nina sent the top funnel custom events to Meta, the events still got blocked. You know why? What she failed to notice is that…

An anonymous visitor showed interest in the specific category page, phycologist and entered the location to find someone near by. So Nina tracked these top funnel custom events: page scroll, page visit, button click. These events contained PHI (personal health information)—the interest towards the phycologist—and partial PII information, which is the location of the anonymous user.

And Meta a while ago released its core setup, saying it would restrict custom parameters and anything in a URL after the domain. That means Meta said do not send events with combinations of PHI and direct PII. That’s why the events got blocked, even when Nina was just sending the TOFU events to ad platforms.

From Nina’s story, its clear that the challenge that you can be facing is sending custom top funnel events without getting blocked and not knowing which campaigns drive actual conversions, which is also tricky.

No worries. You can still effectively track and send these custom top funnel events without getting restricted by Meta Ads. What? Yes. You can easily do that just by implementing robust tools like 1PD Ops platforms.

How 1PD Ops Enables TOFU Event Tracking for Meta

By now, you should already be familiar with what 1PD Ops is. If not, then you are lagging way behind.

Let’s explore how 1PD Ops help with tracking and sending the TOFU events to Meta without getting blocked:

Capture TOFU Custom Events:

With 1PD Ops, you can capture first-party data TOFU custom events from your website in a very granular way. For instance, you can track very specific events like blog readers engaging with educational content, anonymous visitors who visited the service page, visitors who took a health quiz, or prospects who signed up for a free consultation or webinar.

Scrub & Process the Data:

1PD Ops helps you scrub the sensitive PII/PHI while preserving valuable event details. After capturing these top funnel custom events, 1PD Ops automatically sanitize PHI (Protected Health Information) and Direct PII (Personally Identifiable Information) data before sending it to Meta. 1PD Ops, like CustomerLabs, can activate your own visitor data into privacy-compliant, hashed, or anonymized Meta-friendly formats.

Send Clean TOFU Data to Meta Ads:

Once the data is scrubbed, 1PD Ops automatically pushes it to Meta’s Conversions API (CAPI)—a direct data-sharing system that allows advertisers to feed high-quality event data into Meta Ads.   Meta gets real user behavior data, allowing its algorithm to show ads to more qualified customers. Since Meta now receives these events, you can retarget blog visitors, guide downloaders, anonymous visitors, and service page viewers in a privacy-compliant way.

Clear Conversion Attribution:

Since GA4 doesn’t send TOFU data to Meta, you lose visibility into how top-funnel audiences engage with your brand. With 1PD Ops, you can track how many blog readers, ebook downloaders, or free consultation sign-ups later convert into paying customers. Instead of just tracking final purchases, you now see which ads contribute to early-stage or micro conversions. By understanding which TOFU audiences convert best, you can scale your ad spend effectively for better campaign performance.

Now, you can effectively send your top funnel custom events in the way Meta wants it and target both known and anonymous visitors.

I deserve a thanks, right? Well, you can thank me after the surprise.

Ready for your surprise. Alright, close your eyes with a soft satin cloth. Just kidding. Please keep reading.

I’m gonna whisper it: You can still target the lower funnel events like before

I’m not kidding anymore. You can still send lower funnel events to Meta without getting blocked or breaking the privacy laws. Let me tell you how.

You can do that with 1PD Ops. With 1PD Ops like CustomerLabs, you can seamlessly track, scrub, and send lower-funnel events to Meta while staying privacy-compliant. 

The platform automatically removes sensitive data from URLs and events, renames restricted actions, and enables server-side tracking with just a toggle—no developer support needed. It also integrates real-time consent tracking and custom attribution reporting in Looker Studio, giving full visibility into campaign performance. 

Plus, real-time compliance monitoring ensures that no restricted data reaches Meta.  Also fix your ROAS from being killed by Meta’s restrictions. 

Future-proof your marketing with 1PD Ops and stay ahead of privacy regulations

Let’s Conclude

1PD Rocked. You are shocked, right? 

Don’t let Meta’s data restrictions limit your ability to track and optimize campaigns, specifically for your health and wellness brands. With 1PD Ops like CustomerLabs, you can capture and send both top and lower-funnel events of both known and anonymous users while staying fully compliant with privacy laws. 

By automatically scrubbing sensitive data, enabling server-side tracking, renaming restricted events, and leveraging real-time consent tracking, you ensure that your marketing remains effective without violating Meta’s policies.

Get in touch with 1PD Ops experts for more information. Book a consultation today. Let’s talk soon.