The Blog
Field notes on compliance-first growth.
Meta ads for health & wellness, privacy-compliant tracking, and what actually works in regulated categories — from the team running the accounts.
Regulated Markets · Meta Ads
Meta Keeps Restricting Health & Wellness Advertisers. Here's the Playbook We Run.
Meta's data restrictions don't pause your campaigns — they quietly remove your optimization signal. The five moves that keep restricted accounts alive.
· Jason Garrett · 8 min read
Regulated Markets · Meta Ads · AI
Meta's AI Features Are On by Default. Here's What We Actually Enable for Health & Wellness Accounts.
AI pixel enrichment activated by default in May. Our portfolio configurations by account type — and the two failure modes we design against.
· Jason Garrett · 7 min read
Resource Cluster
Meta Ad Restrictions
Meta's health & wellness classification blocks conversion events and strips your data. What triggers it, how to get out, and who can fix it.
Start Here
Need help with Meta's health & wellness ad restrictions?
What getting help actually involves — tracking audits, compliant rebuilds, and whether to bring in an agency.
How-To
How to get Meta's health & wellness category removed
Yes, it can be removed — after remediation. The tier check, the cleanup sequence, and the appeal that works.
Playbook
The 2026 restriction playbook
The five-step process we run to keep restricted health accounts optimizing.
Creative
Why Meta keeps rejecting your health ads
The four triggers that fail policy review, and how to tell a creative problem from a tracking problem.
Hiring
Need a HIPAA-compliant marketing agency?
The four PHI leak points any agency should be able to name, and what to ask before you sign.
Resource Cluster
HIPAA-Compliant Tracking
A living guide to which marketing and analytics tools can run on a healthcare site — and how to configure the ones that can. Start with the overview, then jump to the tool you're evaluating. Not legal advice.
Start Here · Living Guide
The State of HIPAA-Compliant Marketing Tracking
Can healthcare marketers use GA4, the Meta pixel, or retargeting in 2026? A plain-English, continuously updated guide to the OCR guidance, AHA v. Becerra, state laws, FTC enforcement, and pixel litigation.
New · Playbook
How to Run Meta Ads for a Telehealth Company Without Violating HIPAA
The full build: server-side CAPI behind a PHI-scrubbing gateway, targeting without patient data, creative that clears both reviewers, and ROAS measurement with nothing to apologize for.
Playbook
Google Ads for a Healthcare Clinic
Scrubbed conversions, offline import, intent-and-geo targeting, compliant call tracking.
Playbook
Measure ROAS Without Sending PHI
Scrubbed signals, geo-lift experiments, first-party attribution, and MMM you own.
Audit Guide
Healthcare Pixel Audit Checklist
Find PHI-leaking pixels page by page — the method we run before a rebuild.
Does HIPAA Apply to My Website?
Start hereMore than you think — a plain-English guide by business type.
Google Analytics (GA4)
NoGoogle won't sign a BAA — and IP anonymization doesn't fix it.
Meta (Facebook) Pixel
NoThe single most litigated tracking tool in healthcare.
TikTok Pixel
NoNo BAA, and the same client-side leak as the Meta pixel.
Hotjar & Session Recording
NoRecordings capture form entries that become PHI on health sites.
Klaviyo
NoNo BAA — what that means for health email/SMS, and the alternatives.
Meta Conversions API (CAPI)
With setupThe compliant path for Meta ads — behind a PHI-scrubbing gateway.
Google Tag Manager
With setupA delivery truck — server-side GTM is the compliant backbone.
Google Ads Conversion Tracking
With setupNot by default — compliant via server-side, scrubbed imports.
CallRail
Yes, with BAAOn the Healthcare plan with a signed BAA — watch the integrations.
HubSpot
Yes, with BAAOn Enterprise with a BAA and sensitive-data features enabled.
Mixpanel & Amplitude
Yes, with BAABoth offer BAAs on qualifying plans — compliance lives in the setup.
Legal Status · Q&A
The law behind the tracking questions
Plain-English answers on the regulations driving healthcare pixel risk — who they bind, what changed, and what to do. Not legal advice.
Is an IP Address PHI?
Alone, no. Paired with a health page, it can be — and Becerra narrowed that, didn't erase it.
Does MHMDA Apply to My Marketing?
Broader than HIPAA, opt-in consent, and a private right of action.
FTC & Non-Covered Brands
The regulator for everyone HIPAA doesn't cover. GoodRx paid without a HIPAA case.
What Is CIPA?
California's wiretap law, now a pixel demand-letter machine.
Is My Wellness Brand Subject to HIPAA?
Usually not — but the FTC and state laws still bind you.
Do I Need a BAA for My Tools?
Yes for any tool that gets PHI — and the best ones won't sign.
Vertical & Lifecycle Playbooks
Playbooks by channel and vertical
Medspa & Aesthetics Ad Tracking
Part retail, part medical — split the tracking and respect the medical half.
Behavioral Health Marketing
The highest-sensitivity category — and the strictest build.
Patient Email & SMS Under HIPAA
The split-stack pattern: BAA-covered platform, authorization, careful content.
FTC-Safe Ad Tracking for Wellness
Outside HIPAA, not outside the law. Don't be the next GoodRx.
Published elsewhere
Guest articles and contributed pieces by our founder.
Ours Privacy · March 2026
Meta Platform Restrictions Explained: What Core Setup Actually Means
The full technical breakdown of Meta's three restriction tiers, how the categorization engine works, and the six-step compliance playbook. ↗
Curve · May 2026
Five Questions to Answer Before Turning On Meta's New AI Features
The decision framework for Meta's in-platform agent and AI pixel enrichment, question by question. ↗
Growth in a regulated category?
We run compliance-first paid acquisition for health & wellness, healthtech, and fintech brands.
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