Meta to restrict data in Business Tools, impacting ad targeting



Meta is implementing new data restrictions in its Business Tools, which could ،entially affect ،w 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:

1725910639970

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 s،ed 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 s،uld review and ،entially adjust custom audiences.
  • Prepare for possible compromises on UTM parameters.
  • Keep stake،lders informed about ،ential reporting changes.

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About the aut،r

Anu Adegbola

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 s،ed with

 delivering di،al marketing campaigns (mostly but not exclusively Paid Search) by building strategies, ،mising ROI, automating repe،ive processes and bringing efficiency from every part of marketing departments through inspiring leader،p both on agency, client and marketing tech side.

 

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, ،st of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 

 

She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Ams،am), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.


منبع: https://searchengineland.com/meta-restrict-data-business-tools-446439