
Meta is rolling out new data restrictions in its Business Tools, potentially impacting ad targeting and performance measurement. Key changes include automatic restrictions on certain URL parts and custom parameters, possible pausing of highly targeted UTM ads, and altered monitoring in Events Manager.
PPC expert Navah Hopkins warns: “This is a critical reminder that Meta is taking privacy very seriously, and our ability to report and target based on seeing/clicking ads is no longer guaranteed.”
Advertisers should review custom audiences, prepare for UTM parameter changes, and keep stakeholders informed about potential reporting shifts.