Helping Bloom & Reveal reach people living with Lyme and chronic illness
- Lifted Meta's Health & Wellness restriction
- Product names and pages that name a condition never reach Meta
- Shopify store unchanged, down to the last product title
- Industry:
- Herbal remedies
- Website:
- Shopify
- Restriction:
- Health & Wellness
- Product:
- Unrestrict by Zappush
Bloom & Reveal makes herbal formulas for Lyme disease, chronic viral infections and immune recovery, and its product names say so. Every purchase told Meta what the buyer was living with, and Meta's Health & Wellness restriction followed. Zappush lifted the restriction and keeps the condition out of every event, so the ads can reach the people the formulas were made for.
The story
Nearly 30 years of helping people with Lyme disease, grown in a garden in Kingston, NY
Bloom & Reveal Botanicals is founded and formulated by Hillary Thing, L.Ac., a licensed acupuncturist and herbalist in New York who has helped people with Lyme disease since 1996 through Chinese medicine and herbal medicine. Formulas are made in small batches from plants grown in the Community Medicine Garden at the Nourishing Life Health Center in Kingston, New York, in a facility that runs on solar. Thousands of customers, many living with Lyme disease, use its protocols and community to recover their health. The store runs on Shopify.
The work
Two problems. Two fixes.
A product called Spiro Upward for Lyme Disease, on a page at /lyme-prevention-kit, tells Meta exactly what the buyer is dealing with. Meta classifies the store as Health & Wellness and blocks the events campaigns learn from. Renaming the products would mean hiding what they are for from the people searching for them.
The category restriction
Meta had classified bloomreveal.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, clean. The store, its product names and its pages did not change.
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
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The product name is the diagnosis
Bloom & Reveal's catalogue is honest by design: Spiro Upward for Lyme Disease, Going Viral, Lyme Prevention Kit. That honesty is what customers search for, and what Meta is not allowed to receive. Zappush strips the product name, the page path and the collection from every event on the server, so Meta gets a purchase and its value, never the condition behind it.
What Meta receives
Restricted context removed. Match keys kept.
Our impact
What Zappush made possible
Bloom & Reveal now runs unrestricted on Meta, with every purchase attributed and no diagnosis in any event. Campaigns learn from real sales again, and people who have spent years looking for help can find a formula made for them.
Formulas renamed
Products named for a condition, all still on Meta
Changes to the Shopify store
The technical detail
The category restriction
- What it looked like
- Meta had restricted bloomreveal.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 still carries a product name or path naming a disease 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.
The product name is the diagnosis
- What it looked like
- Every product page, collection and order carried a condition in its name or URL. The Pixel sent all of it with every event.
- Why the usual fixes fail
- A browser Pixel sends whatever the page contains. The only way to keep a condition out of an event in the browser is to take it off the page, which means renaming products and rewriting URLs that customers and search engines already know.
- What Zappush built
- Content name, content category, page URL and referrer are removed or generalised server-side before delivery. Order value, currency, hashed identifiers and the event ID are kept, so Meta can still match and value the purchase.
- What it restored
- Full-value Purchase events with nothing in them that names a disease. The catalogue stays exactly as written.
“For nearly 30 years, my focus has been helping people with Lyme disease. When Meta restricted our advertising, it became much harder for people to discover the support we provide. Zappush understood the unique challenges of health and wellness businesses and helped us get back to reaching the people who need us. Their team has been knowledgeable, responsive, and a pleasure to work with.”
Founder, Bloom Reveal Botanicals
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