Helping Baby Ready Body reach women preparing for pregnancy
- Lifted Meta's Health & Wellness restriction
- All three purchase tiers sent to Meta, not just the first
- Sales page and checkout unchanged
- Industry:
- Preconception health
- Website:
- GoHighLevel
- Restriction:
- Health & Wellness
- Product:
- Unrestrict by Zappush
Baby Ready Body is a book and method for the 6 to 12 months before conception, sold through a GoHighLevel funnel. A purchase says the buyer is trying to have a baby, and Meta's Health & Wellness restriction followed. Zappush lifted the restriction and built a pipeline that sends every tier of purchase, including the ones that happen offline and later, back to Meta, so the campaigns can optimise for the buyers who go furthest.
The story
An MIT engineer who rebuilt her own pregnancy, then wrote the method down
Alexandra Radway, FNTP, is an MIT-educated engineer turned Functional Nutritional Therapy Practitioner. After a first pregnancy that ended in an emergency birth, she rebuilt her own health from scratch and had a second pregnancy with no swelling, no fear and no interventions. That work became the Baby Ready Body Method: seven high-impact changes, in order, for the 6 to 12 months before conception. She now helps women worldwide, many of them in STEM, prepare for pregnancy. The book sells through a GoHighLevel funnel.
The work
Two problems. Two fixes.
Buying a book about preparing for pregnancy tells Meta something private about the buyer. Meta classifies babyreadybook.com as Health & Wellness and blocks the events campaigns learn from. And the book is only the first purchase: the offer runs in three tiers, and the later two happen after the ad click, in GoHighLevel, where no pixel sees them.
The category restriction
Meta had classified babyreadybook.com as Health & Wellness and was blocking Purchase and the events under it. Zappush lifted the restriction in Events Manager and now delivers every event through the Conversions API with the page path, product name and anything that implies pregnancy removed. The funnel did not change.
ID
Data sharing restrictions applied
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See other tasks
Three purchase tiers. Meta saw none of them.
Baby Ready Body sells in three tiers: the book, then the programme, then coaching. The upgrades happen after the first sale, inside GoHighLevel, days or weeks later. Meta saw the ad click and nothing else. Zappush built a pipeline from GoHighLevel to Meta that sends each tier as its own Purchase event, tied to the original click, so Meta learns which buyers go on to upgrade and Alexandra can optimise campaigns on the second or third purchase, not just the first.
- Meta ad click
- Tier 1: the book
- Tier 2: the programme
- Tier 3: coaching
- Every tier sent to Meta as Purchase
Our impact
What Zappush made possible
Baby Ready Body now runs unrestricted on Meta, with all three purchase tiers reaching Meta as separate events tied to the ad that started them. Alexandra can optimise for the book, the programme or the coaching, whichever matters most, and more women find the method before they need it.
Purchase tiers reaching Meta, from zero
Events Alexandra can optimise on, not one
Changes to the sales page or checkout
The technical detail
The category restriction
- What it looked like
- Meta had restricted babyreadybook.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 each event contains. A Purchase that carries a product name like Baby Ready Body or a path like /buy 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 sales page and checkout did not change.
Three purchase tiers. Meta saw none of them.
- What it looked like
- Three products, three prices, three moments of purchase. Meta received none of them, so campaigns could not learn from any sale, let alone tell a book buyer from a coaching client.
- Why the usual fixes fail
- A browser pixel reports one checkout on one page. Upgrades that happen later, from an email or inside the customer area, have no click ID and no page the pixel runs on. Even with the first purchase fixed, Meta would optimise for book buyers and never see who became a coaching client.
- What Zappush built
- The click is captured on the landing page and stored server-side as a first-party record. GoHighLevel sends each purchase, at every tier, to Zappush. Zappush sends it to Meta through the Conversions API as a Purchase with its own value and a shared event ID, matched to the original click and hashed identifiers.
- What it restored
- Every tier reaches Meta as its own event. Campaigns can be optimised for the buyers who upgrade, and the account finally reports what the business actually earns from an ad.
I help women prepare their bodies for pregnancy in the months before they conceive, and most of them find me online. When Meta restricted our advertising for being in the health and wellness space, that door closed. Zappush understood exactly what was happening, built the infrastructure that got our Meta ads running again, and connected all three tiers of our offer back to the ad they came from, without asking us to change our site. As an engineer, I appreciated that they fixed the real problem. As a practitioner, I'm grateful the women who need this can find us again.
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