What Is the Health & Wellness Restriction?
The Health & Wellness policy is a set of advertising rules enforced by Meta to protect users from harmful, misleading, or sensitive health-related messaging. It mainly applies to ads related to body image, weight loss, cosmetic procedures, reproductive health etc.
When Meta detects that your ads or products fall under these categories, it may restrict standard Facebook events (such as Purchase, Add to Cart, or Initiate Checkout) from being used for ad optimization—even if those events are firing correctly.
How Event Mapping Works
In some stores, Meta may restrict your standard Facebook events (such as Purchase, Add to Cart, or Initiate Checkout) due to policy limitations, especially related to Health & Wellness advertising.
When this happens:
Your standard events stop tracking properly
These events can no longer be used for:
Conversion tracking
Ad optimization
To solve this, you can use Event Mapping Feature.
Event Mapping allows you to replace restricted standard events with custom events. Once a mapping is created:
The standard event stops firing
The custom event fires instead
Only the custom event is sent to Facebook
These custom events can then be used for:
Tracking user activity
Conversion optimization
This ensures your tracking and ad performance continue without interruption, even if standard events are restricted.
Where to Find Event Mapping in Trackify
You can set up event mapping from the Trackify:
Go to Trackify
Navigate to the Facebook/Snapchat/TikTok section
Open Event Mapping
Click on Add New Mapping
Replace each standard event with a custom event name of your choice
Save the changes
Trackify allows you to replace the following standard events:
Purchase
Add to Cart
Initiate Checkout
View Content
Example of Event Mapping
Here are some common examples of how standard events can be mapped to custom events:
Purchase →
custom_purchaseAddToCart →
custom_add_to_cartInitiateCheckout →
custom_initiate_checkoutViewContent →
custom_view_content
Once mapped:
The standard events will no longer fire
Only the mapped custom events will be sent to Facebook
Both browser-side and server-side events will continue to fire correctly
Approving Custom Events in Facebook Events Manager
After creating your event mappings, you must approve the custom events in Facebook Events Manager.
While creating ads, select the custom event (for example, custom_purchase) as your conversion/optimization event
Once approved, you can safely use these custom events in your ad campaigns.
If you have any questions or concerns, please feel free to reach out to us via live chat or email. We are here to help!