Their Objective
Capturing Lost Data & Maximizing Ad Efficiency
A leading wellness brand set out to improve customer acquisition, reduce lost revenue, and maximize the effectiveness of its paid marketing channels. The team faced key challenges:
- Lost data points — Customers checking out on two different storefronts with different subdomains were disappearing from tracking.
- Restrictions on advertising data — Being classified as a health & wellness brand on Meta threatened their ability to send critical purchase data for ad optimization.
- Inability to trigger personalized marketing — Klaviyo campaigns lacked granular event triggers due to missing data.
With Meta tightening restrictions and audience tracking becoming increasingly difficult, the company needed a solution that would preserve its ability to reach and convert high-intent buyers.
The Solution
Unlocking Incremental Event Matches & Smarter Targeting with Blotout
By implementing Blotout’s first-party data infrastructure, the brand was able to:
- Recover lost data from its secondary checkout system, enabling complete visibility into customer purchase behavior.
- Continue sending critical purchase data to Meta, despite new health & wellness restrictions that would have otherwise limited its ad performance.
- Improve match rates across Facebook and Klaviyo, unlocking new audience targeting and increasing conversion potential.
- Trigger personalized email campaigns in Klaviyo, leveraging customer data points that were previously inaccessible.
What is the Meta Health & Wellness Restriction, and Why Does It Matter?
In early 2025, Meta introduced stricter controls for advertisers in the health & wellness category, limiting what customer data could be used for ad targeting. Without a compliant workaround, brands risked seeing their Meta advertising effectiveness drop by 70–80%. Blotout enabled this brand to retain advertising effectiveness, preserving high-performing audience targeting.
The Results
Scalable & Measurable Growth
- +20% Increase in Meta Event Match Quality (EMQ) Scores → More accurate tracking and better audience recognition.
- +10% Increase in New Customer Conversions → Higher engagement and improved return on ad spend.
- $2,000 in Lost Revenue Recovered Weekly → Bringing carts server-side drove more purchases each week.
- Thousands Saved in Wasted Ad Spend → Smarter budget allocation toward high-value conversions.
