Helping Adaptdefy reach the wheelchair users its products were designed for
- Lifted Meta's Health & Wellness restriction
- Every purchase attributed across Meta, Google and TikTok
- Multi-touch attribution shows what each channel contributes
- Industry:
- Wheelchair accessories
- Website:
- Shopify
- Restriction:
- Health & Wellness
- Product:
- Unrestrict by Zappush
Adaptdefy sells LapStacker, a carrying system invented by a wheelchair user, to wheelchair users in more than 30 countries. Every sale says something about the buyer that Meta is not allowed to know, and Meta's Health & Wellness restriction followed. Zappush lifted it, and gave Adaptdefy a clear view of which of its channels actually earns each sale.
The story
On a mission to help wheelchair users live a greater than life
In 2012 Mike Brown sustained a complete spinal cord injury. In 2018 he teamed up with award-winning industrial designer Tim Cox to build LapStacker, a strap system that holds anything on a wheelchair user's lap. Validated on Kickstarter in 2019 and redesigned as LapStacker Flex in 2023, it is now used by wheelchair users in more than 30 countries. Adaptdefy runs on Shopify and grows through Meta, Google and TikTok ads and a strong community of its own customers.
The work
Two problems. Two fixes.
Buying a LapStacker says the buyer uses a wheelchair. Meta treats that as health information and restricts what adaptdefy.com can send, so campaigns lose the Purchase events they learn from. And with three ad channels and a community all pointing at one Shopify checkout, Adaptdefy could not see which one deserved the credit.
The category restriction
Meta had classified adaptdefy.com as Health & Wellness and was blocking the events campaigns learn from. Zappush removes product names, page paths and anything that implies a disability from every event before it reaches Meta. Purchase arrives clean, and the store stays exactly as it is.
ID
Data sharing restrictions applied
One or more websites or apps are in categories with data sharing restrictions. Specifically, certain standard events are blocked, and your data source(s) are in a core setup. If you think the categories haven't been applied appropriately, you can request a review. About the restrictions
See other tasks
Three ad channels. One checkout. No clear credit.
A customer might see a TikTok video, click a Meta ad a week later, search the brand on Google and buy after a community email. Shopify credits the last click. Zappush Persistent ID recognises the same person at every touch and Customer Journey shows the whole path, so multi-touch attribution tells Adaptdefy what each channel contributed and where the next dollar should go.
- TikTok video
- Meta ad click
- Google brand search
- Community email
- Purchase on Shopify
Our impact
What Zappush made possible
Adaptdefy now runs unrestricted on Meta, and every purchase is attributed to the channels that led to it. Budget goes where the sales come from, and more wheelchair users find a product built for them.
Purchase events reaching Meta
Event Match Quality for Purchase
Ad channels and a community, one attribution view
The technical detail
The category restriction
- What it looked like
- Meta had restricted adaptdefy.com under Health & Wellness. Lower-funnel events were blocked before campaigns could optimise on them.
- Why the usual fixes fail
- Renaming events, switching to CAPI or opening a new Pixel does not change the classification. It is attached to the domain and to what the event contains. A Purchase that carries a product name like LapStacker or a path like /wheelchair-bags stays restricted, whatever it is called.
- What Zappush built
- Every event passes through the Zappush container before delivery. Product names, page paths and query parameters are removed on the server. Permitted identifiers are hashed. Event IDs are kept. The clean event goes to Meta through the Conversions API, and acceptance is verified.
- What it restored
- Meta accepts Purchase again and optimises on it. No pixel violations. No account warnings. The Shopify store did not change.
Three ad channels. One checkout. No clear credit.
- What it looked like
- Meta, Google and TikTok each claimed the sale. Shopify gave it to whichever link was clicked last. None of the three views agreed, and none showed the community's part.
- Why the usual fixes fail
- Each platform only sees its own clicks, and last-click attribution ignores everything before the final one. A brand with a real community, where people come back through email and organic social, undercounts the channels that start the journey and overcounts the ones that close it.
- What Zappush built
- Zappush Persistent ID ties every visit, click and purchase to one first-party profile across devices and sessions. Customer Journey lays out each buyer's path from first touch to purchase. Multi-touch attribution then splits credit across Meta, Google, TikTok, email and organic on the same data Meta and Google receive.
- What it restored
- One view of every sale, with each channel's contribution measured on the same terms.
Everything we sell says something about the person buying it. Meta's restriction was the price of that, and it was costing us the customers we exist for. Zappush lifted it without touching our store, and for the first time we can see what Meta, Google, TikTok and our community each bring to a sale. We put our money where the sales actually come from now.
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