Medical Website - Meta Pixel and API Events Setup

Meta restricts medical data tracking, and PixelYourSite lets you configure events and parameters.

Don't send medical data. Replace Standard events.

Disable speciffic events parameters

Stop sending events parameters that can track Protected Health Information (PHI). This includes things like product names or page titles. You can easily do it wit our dedicated option.

Replace standard events

If Meta wants you sop tracking end of the funnel standard events like AddToCart or Purchase, you can replace them with custom events. We have the right triggers.

Don't track medical-related content

If medical content is not a key part of your website, you can stop tracking it entirely. Our advanced options allow you to remove the Meta Pixel and CAPI events from specific pages or WooCommerce products and configure tracking to focus on your most important site sections.

Healthcare Content – Adapting to Meta’s New Data-Sharing Restrictions

Starting January 2025, Meta will enforce stricter data-sharing rules, particularly impacting websites in regulated industries like healthcare. For e-commerce websites selling medical products, understanding Protected Health Information (PHI) is crucial to ensure compliance.

What Is PHI in the Context of E-commerce?

Protected Health Information (PHI) refers to any data that could reveal sensitive health-related details about an individual. For e-commerce sites, this can include information tied to medical products that imply a specific health condition or treatment.

Examples of PHI-related data:

Product names, such as “HIV_test_kit” or “insulin_pump_model_X.”
Page titles containing sensitive product details, like “Buy Blood Pressure Monitor Online.”
Such data can inadvertently be included in event parameters when tracking actions like PageView, Purchase, or Add to Cart, making it subject to Meta’s restrictions.

Restrictions on Lower-Funnel Events

Meta’s new policies may restrict lower-funnel events, such as Purchase, Lead, or Add to Cart, particularly when they include sensitive data or indicate specific user intent. For e-commerce, this could mean restrictions on tracking product purchases. Outside of e-commerce, actions like booking medical appointments or signing up for services through a patient portal might also be impacted.

Possible Solutions:

  • Replace restricted standard events with custom events using neutral names (e.g., event_purchase123 or event_lead_generic) to avoid implying sensitive intent.
  • Focus tracking on higher-funnel events, such as Page View or ViewContent, which are less likely to be restricted.

How to Adjust Your Tracking Practices:

  • Remove PHI-related Event Parameters.
    Avoid sending product names or page titles in your event parameters, especially if they indicate health conditions. Instead, use generic labels or categories.
  • Replace Standard Events with Neutral Custom Events.
    Events like Purchase or Add to Cart often include product data in their parameters. Replacing these events with custom ones using neutral names (e.g., event_cart123) helps ensure compliance.

Exclude Pixel Tracking on Sensitive Pages

For pages displaying detailed medical product information or facilitating sensitive transactions, disable Meta Pixel tracking entirely. This can be the best approach for websites where the medical content is of marginal importance.

Why This Matters:

Meta’s new restrictions target lower-funnel events, especially those that include sensitive data, to prevent the unintentional sharing of PHI. Adjusting your tracking practices can help you maintain advertising functionality while aligning with these new guidelines. Regularly audit your setup and stay updated on Meta’s policy changes to minimize compliance risks.

Disable parameters for Meta pixel and CAPI events

To comply with Meta’s restrictions on tracking medical-related data, you can disable specific parameters for Meta Pixel and CAPI events

How to Configure

Enable the Medical Site Option:

  • Go to the PixelYourSite Meta Settings page and enable the “Medical Site” option.
  • Customize Disabled Parameters: This option allows you to stop sending parameters that could track sensitive medical-related data, such as product names or content details.

 

Disabled Parameters:

By default, the following parameters will be disabled:

  • Post title Page title
  • Content name
  • Event URL
  • Landing page
  • Category
  • Tags

 

You can add more parameters to the list if needed to ensure full compliance. This setting is specifically for Meta Pixel and CAPI events. To apply similar restrictions across all tags, use the global parameter controls.

Replace Standard Events with Custom Events

Meta might restrict tracking of end-of-funnel standard events like AddToCart or Purchase. To address this, you can set up custom events to track key actions.

For WooCommerce Websites

We’ve added two new triggers that allow you to track:

  • WooCommerce Add to Cart actions
  • WooCommerce Purchase actions

 

For these two triggers, you can enable auto-value tracking, which automatically adds value and currency parameters to your events.

How to use Custom Events for Meta Ads

Implementing custom events in Meta Ads involves three key steps:

Review the Event in Meta Events Manager:

  • Access your Events Manager within Meta Business Suite.
  • Locate the custom event you’ve set up.
  • Verify the event to confirm its accuracy and ensure it aligns with Meta’s terms.

 

Select the Event as Your Ads Objective:

  • In Ads Manager, create a new campaign or edit an existing one.
  • At the ad set level, choose your campaign objective.
    From the list of available events, select your verified custom event to optimize ad delivery towards the desired user action.

 

Configure Custom Audiences or Lookalike Audiences:

  • Navigate to the Audiences section in Ads Manager.
  • Create a new Custom Audience based on your custom event to retarget users who have completed specific actions.
  • Alternatively, create a Lookalike Audience to reach new users similar to those who have triggered your custom event, expanding your reach to potential customers.

Don’t Track Medical-Related Content

If medical-related content is a non-critical part of your website, you might choose to remove Pixel and CAPI events from tracking it entirely. This ensures your non-medical content gets tracked and promoted without restrictions.

How PixelYourSite Can Help Remove Meta Pixel from Key Pages:

With PixelYourSite Professional and the Super Pack add-on, you can exclude the Meta Pixel from specific WordPress pages, posts, categories or tags. You can also stop tracking speciffic WooCommerce products, or products under some categories or tags. 

Target Specific Website Sections:

Use advanced tracking options to focus tracking on non-medical content only, ensuring compliance and effective promotion.