
Tyler Trowbridge
631 posts

Tyler Trowbridge
@TrowbridgeTyler
Marketing | Affiliate | Travel | Future Co-founder of 3-5 children









If your Meta Dataset has been categorized and tagged as "Health & Wellness", and you've seen a negative impact on your Ad Account, you're not alone. We've had a lot of questions on calls the last couple of weeks, so maybe a good time for an update. Here's everything we know as of now: 1). There are two sub-categories: "condition", and "other". With "condition," you usually lose optimization ability for events down funnel from ViewContent. For "other", it places you in Core Setup. Which in itself, shouldn't have an impact on Ad Account Performance. 2). IMO Core Setup is unfairly vilified. It was around before H&W, and just closes data loopholes around sending custom event and URL parameters. I don't think this is what's causing issues. 3). The BIG TAKEAWAY from looking at over 100 Ad Accounts where the H&W categorization has been applied to the Dataset - is that there is a negative impact on Ad Account results once it's been applied. The severity of the impact varies by account, but it shows up in reduced CVR, increased CPMs and CAC, and sometimes even throttled spend. Consistently, to the point that there is no question about the causality. Unfortunately, Meta hasn't produced any documentation or communications on why that would be the case, but results talk. So if you've been categorized, and are struggling with Ad results and can't figure out why, H&W is a very likely culprit. I'm less bullish on possible solutions like Custom Events - which were really popular after the first H&W tag roll-out in January - because they still operate in the same Dataset and under the same "dark cloud" of the H&W tag. The good news is that there are options and solutions for it that do work. If you or someone you know has been hit by it, would love to chat and see if we can help.





@levelsio Even some of the benefits and niceties of a super nice hotel becomes annoying… no I don’t want you to walk me to my room and show me around, no I don’t want you to come into my room at 9am and get the bed ready for me to sleep, etc



@levelsio How are luxury hotels worse except for access to a normal desk you can put your laptop on?


@levelsio Even some of the benefits and niceties of a super nice hotel becomes annoying… no I don’t want you to walk me to my room and show me around, no I don’t want you to come into my room at 9am and get the bed ready for me to sleep, etc
















