A Shopify store owner is experiencing restricted Meta Pixel and CAPI tracking for Add to Cart and Purchase events. Meta automatically categorized their website as “Health & Wellness Condition” (status: Pending Review), which triggered restrictions on conversion tracking, particularly affecting EU users.
The Issue:
The site focuses on pregnancy wellness, prenatal exercises, and education
Meta’s classification blocks key conversion events needed for ad optimization
Pixel diagnostics show “Some website data blocked” and “Partially blocked websites” errors
Community Responses:
Perspective 1: Meta’s classification is likely correct—pregnancy wellness falls under their Health & Wellness category. The examples given (anxiety, addiction, arthritis) aren’t exhaustive. The merchant should contact Meta support for appeal or consider changing business models if the restriction remains permanent.
Workaround Suggested: Configure Meta Pixel and CAPI through Google Tag Manager (GTM) using custom event names instead of standard events (e.g., “order_done” instead of “purchase”) to potentially bypass the restrictions.
Status: The discussion remains open with no confirmed resolution. The merchant must either appeal through Meta support or implement technical workarounds.
Summarized with AI on October 23.
AI used: claude-sonnet-4-5-20250929.
I’m running into a problem with Meta Pixel + CAPI setup for my Shopify website
The Pixel and CAPI were successfully created, but my Add to Cart and Purchase events are restricted and here’s what I found:
In Meta Business Manager → Data Source Categories, my website was automatically labeled as “Health & Wellness Condition.”
The category review status shows “Pending Review.”
It says this category applies to businesses dealing with medical conditions (like anxiety, addiction, arthritis, etc.),
but my website is not about medical treatment it’s focused on pregnancy wellness, prenatal exercises, and education.
In Pixel Diagnostics, I’m seeing errors like:
“Some website data blocked” (especially for users in the EU region).
“Partially blocked websites.”
“Review Domain that just started sending data.”
Now, because of this classification, Meta has restricted key conversion events specifically Add to Cart and Purchase, which means my ads can’t properly optimize or track sales.
I can still create new Pixels and CAPI connections, but the events stay blocked/restricted.
Hi @wer50 that’s an issue from a THIRD PARTY policy how is shopify supposed to force them to do things.
Contact that companies support.
That IS in the “Health & Wellness Condition.”
Take a step back and look at this from their POV against preventing abuse and fraud.
You can argue till your blue but if their decision is final you should move on.
Those are just examples of a TIGHT net, it’s not an all encompassing list ,what are they supposed to do write a dictionary.
Merchants don’t get an automatic exception just because they think the rules for billion dollar company don’t apply to them.
The same issues can happen with some payment gateways; read your terms carefully .
So it’s either contact their support for appeal and hope for an exception.
Or more drastically plan for a change business models because the restriction will stay.
Good Luck.
To avoid such issue configure the meta pixel and Conversion API through Google Tag Manager GTM and send custom events instead of standard events. such as( “order_done” instead of purchase )
