Meta Ads Restricts Conversion Tracking for Certain Industries
Starting January 2025, Meta has restricted data collection via the Pixel and Conversions API for certain site categories, including those related to health, social causes, and political issues. These changes affect conversion tracking and ad campaign optimization.
Specifically, mid- and bottom-funnel events like complete registration, lead, and purchase can no longer be tracked in Ads Manager for these organizations. That said, other conversion types remain available, meaning awareness, engagement, and traffic campaigns are not affected.
Beyond limiting conversion tracking, this new policy also shrinks the size of retargeting and lookalike audiences, reducing their effectiveness.
How do you know if this affects you?
Go to "Events Manager" in your Meta Business Manager.
Select "Data Sources" from the left-hand menu.
If your pixel is restricted, you will see a notification like this:
What can you do about it?
In the "Data Sources" section, click "Manage Categories," then "Ask for a Review" to request a reassessment.
A new request can only be submitted once every 30 days.
How can you adapt?
Shift your campaigns toward objectives other than conversion.
Use Meta's lead generation forms.
Add detailed URL parameters to your campaigns so you can analyze a portion of your mid- and bottom-funnel conversions in GA4.
Our team is here to help you navigate these changes. Feel free to reach out any time!
AI News: Gemini 2.0, Google Product Studio, Meridian, Operator, and NotebookLM
Gemini 2.0 Is Now Available to Everyone
In a previous blog post, we introduced Gemini 2.0, Google's AI model. Previously in development, it is now available to everyone.
In practical terms, Gemini 2.0 is an upgraded generative AI built on Gemini 1.5, capable of understanding and processing information in multiple formats (text, images, voice) with greater accuracy and control. With Gemini 2.0, Google aims to redefine how we interact with AI, turning traditional models into true intelligent agents that can assist us proactively and in a personalized way. Learn more about its features in this video.
Google Introduces Product Studio, an AI-Powered Product Image Editor
Google is rolling out Product Studio, an AI tool suite now available in beta on many accounts. This free tool makes it easy to edit photos and videos of your products in Merchant Center, Shopify, and YouTube. Features include scene creation, resolution enhancement, background replacement, and video generation. It's an ideal solution for more engaging visuals that boost your click-through rate. Check out performance results in this test by the co-founder of Céos.
Google Launches Meridian, Its Open-Source Marketing Mix Modeling (MMM) Model
Google has unveiled Meridian, its open-source Marketing Mix Modeling (MMM) model, designed to help marketers and data scientists optimize their budget decisions. Meridian enables more precise performance analysis across channels and adapts to the specific needs of each business.
To support its rollout, Google is also launching a partnership program with over 20 certified experts trained to help brands integrate and fully leverage Meridian.
Already tested by hundreds of companies, including Finder, this model delivers concrete insights for better marketing budget allocation. Meridian is now available to everyone via GitHub.
OpenAI Unveils Operator: An AI Agent That Completes Tasks on the Web for You
OpenAI has introduced Operator, an intelligent agent capable of using its own browser to complete tasks online autonomously. Currently in an experimental research phase, Operator can browse web pages, interact with them (clicking, scrolling, typing), and handle a variety of tasks like filling out forms, ordering groceries, or searching for information.
Available today for ChatGPT Pro users in the United States, Operator will gradually expand to Plus, Team, and Enterprise subscribers, with full ChatGPT integration planned. OpenAI is already working with companies like DoorDash, Instacart, OpenTable, and Uber to refine the experience and explore real-world applications, including in the public sector. Learn more about its capabilities in this video.
Google Launches NotebookLM: A Personal AI Assistant for Research and Analysis
Google has introduced NotebookLM, a tool powered by Gemini 2.0, designed to help you better understand and organize the information that matters to you.
Import your sources: Add PDFs, websites, YouTube videos, audio files, Google Docs, or Google Slides, and NotebookLM will analyze them to extract key points and surface relevant connections.
Get instant insights: Once your sources are added, NotebookLM will answer your questions, helping you explore and synthesize your content efficiently based on your needs.
Transparency and reliability: Every response includes precise citations so you can verify the sources used.
Learn on the go: The Audio Overview feature transforms your sources into immersive audio summaries, perfect for deepening your knowledge wherever you are.
Have You Thought About Publishing Your Podcast on YouTube?
YouTube has become a major player in the podcast market. According to Neal Mohan, YouTube's CEO, the platform is now "the epicenter of culture" and continues to expand its influence over content consumption trends. A key driver of this shift. The explosive growth of podcasts on YouTube.
If you assumed Spotify or Apple Podcasts dominated the market, it may be time to revisit that assumption. Mohan recently noted that YouTube is now the most-used podcast service in the United States. The platform has invested in the podcast experience for years, and creators find that adding video makes the format even more engaging. In 2025, YouTube plans to roll out more tools to help podcasters optimize their monetization and visibility. We encourage you to explore this strategy.
To develop strategies that drive better results, reach out to our team today!