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Meta’s New Data Restrictions Will Impact Your Ad Campaigns: Here Are My Personal Strategies for Navigating the Shift



When Meta announced their recent updates to Business Tools, I immediately thought of the challenges we faced back in 2020 when privacy laws first tightened. My initial reaction was, “Here we go again.” But this time, I’m approaching it differently, and so should you.

For those unaware, Meta is making changes to restrict certain data in its Business Tools, affecting advertisers' ability to track and use custom audiences the way we’re used to. This will impact how we create and optimize our campaigns.


For example, custom parameters that once helped me fine-tune my audiences are now being restricted. These parameters used to help me laser-focus my ads on the exact audience I needed. But that’s all changing, and it’s causing many ad sets to either pause or require adjustments.

So, What Now?

When I saw the email from Meta, my first instinct was to panic. Losing key tracking parameters can feel like losing control of your campaigns. But after taking a deep breath, I realized this wasn’t the end of the world—it was just another challenge to overcome.

Here’s What I’m Doing:

  1. Auditing my UTMs: I’m going back through every campaign to make sure tracking is simplified. No more relying on long, complex UTM parameters that could get caught by these new restrictions.

  2. Revamping Custom Audiences: If Meta is cutting back on data, I’m focusing on broader audience segments that are still compliant. This means testing different ways to reach people without relying on those fine-tuned parameters that we’ve all grown so used to.

  3. Setting up alerts: With these changes, ad sets might pause unexpectedly. I’ve set up alerts so I can quickly react if an ad stops running, ensuring nothing falls through the cracks.

The Big Lesson

This isn’t just about Meta. It’s a reminder that as advertisers, we always need to stay agile. Privacy is the future, and if we’re proactive instead of reactive, we’ll come out ahead.

In the meantime, I’m doubling down on staying informed. Meta may not have given us a firm date for these changes yet, but you can bet I’m preparing my clients and teams now. Because when the changes hit, I want to be ready—and you should be too.


If you are interested in taking your business to the next level, schedule a free 30-minute info session with us. By the end of this video call, you will have a clear understanding of the next steps you can take to start generating consistent and reliable results online with Organic & Paid Advertising: Schedule your session.

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