Supplement marketing that keeps working under Meta's health rules
Meta now limits what many health brands can track. We measure results from your Shopify sales instead of Meta's tracking, write ads that stay inside Meta's rules, and help you keep subscribers longer.
Free, 30 minutes, and you'll leave with at least one clear next step.
What changed for supplement brands on Meta
Supplement founders tend to tell us the same story.
Meta stopped steering ads toward buyers
Meta stopped letting some health and wellness accounts aim campaigns at purchases, and some lost purchase tracking altogether.
Costs rose while tracking got worse
You're paying more for each customer and seeing less about where they came from.
Subscribers cancel quietly
Often after a failed card payment that never got a follow-up.
Every claim is a legal question
What you can say about a supplement is narrow, and the rules come from Meta, Google and the FTC at the same time.
How do you measure Meta ads without purchase events?
When Meta can't see purchases, the numbers inside Ads Manager stop being useful for setting budget. You need other ways to tell whether spend is working. We use three, and read them together, because each one has blind spots.
Total revenue against total spend. If you raise Meta spend and total Shopify revenue rises with it, that tells you something Meta's tracking can't. We check it weekly, so a trend shows up before it costs much.
Regional holdout tests. We turn ads off in some regions for a few weeks and compare sales there with similar regions where ads kept running. The difference is what the ads added. It's the cleanest answer available, and it doesn't depend on tracking at all.
Post-purchase surveys. One question after checkout asks how they heard about you. People's answers aren't perfect, but they catch things clicks miss, like a podcast mention or a friend's tip.
How we keep supplement brands growing
Measurement that doesn't depend on Meta's tracking
Total revenue against spend, regional holdout tests and post-purchase surveys, read together.
Ad tracking and reportingA steady supply of new ads
Written to Meta's rules, with risky claims flagged for your legal review before launch.
Paid adsRetention flows
Failed-payment recovery, offers to pause or skip before someone cancels, a reason captured at every cancellation, and reorder timing.
Email marketingGoogle Search and Shopping
For people already searching for what you sell. The health rules there tend to bite less.
Paid adsKeeping the subscribers you paid to win
A subscriber who stays a year is worth many times one who cancels after the second box. Small changes to how cancelling works can move that a lot, and most brands haven't looked at theirs since launch.
We start with failed payments, because those customers didn't choose to leave. A good recovery sequence retries the card and sends a plain note with a one-click link to update it. Next is the cancel flow. Offering to skip a month, change the delivery schedule or switch flavors keeps people who were only overstocked or bored. Asking why people cancel, every time, gives you a list to fix.
Most of this runs in your subscription app and Klaviyo, so you don't need new software. You need someone to set it up and watch the numbers.
Writing supplement ads that get approved
Health claims need evidence behind them, and the FTC has been active in this category. Meta adds its own rules on personal attributes and before-and-after content. That rules out a lot of the copy that used to work.
We write ads around what customers say, how the product fits into a routine, ingredients, sourcing and taste. Claims stay within what you can support. Anything that looks risky goes to your legal team before it runs. We aren't your lawyers. We just keep the obvious problems out of the ad account.
How the work starts
- Day 1
A free 30-minute call
We'll show you how we'd measure your ads with the setup you have today, no new tools needed.
- First weeks
Measurement and retention setup
Weekly revenue-against-spend reporting, a post-purchase survey and failed-payment recovery.
- Ongoing
Ads and tests
New creative every cycle, and a regional holdout test once spend is high enough to read.
Supplements and wellness questions
Why did my Meta purchase optimization disappear?
Meta has likely placed your account under its health and wellness limits, which it started rolling out in early 2025. Meta doesn't always explain which brands fall under them.
How do you measure Meta without purchase events?
We read total revenue against total spend, regional holdout tests and post-purchase surveys together. No single method is perfect, so we look for them to agree.
Can we still grow on Meta as a supplement brand?
Yes, but you have to judge it differently. Brands that keep growing keep new creative coming, read results from Shopify and run holdout tests instead of trusting Ads Manager.
How do we reduce subscription cancellations?
Start with failed payments, since those customers didn't choose to leave. Then make it easy to skip or delay a delivery, and ask people who cancel why. Fix the most common reasons first.
How do you keep supplement ads compliant?
Every claim needs evidence. We check copy against Meta's rules and flag risky claims for your legal review before launch.
What should a post-purchase survey ask?
One question is enough. Ask how they first heard about you, with a short list of answers and an "other" box. Put it on the thank-you page, after the sale is done.
Is Google better than Meta for supplements now?
Most brands need both, measured on the same revenue. Google reaches people already searching, which is often the most efficient spend. Meta still finds new customers at scale.
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Find out what your Meta spend is really doing
We'll look at your account and tell you how we'd measure it without Meta's purchase tracking.