Helping Centro de Genética Jorge Dotto reach the people its DNA tests were made for
- Lifted Meta's Health & Wellness restriction
- CRM Qualified Lead and Purchase events sent back to Meta
- Landing page and checkout unchanged
- Industry:
- DNA testing
- Website:
- Custom website
- Restriction:
- Health & Wellness
- Product:
- Unrestrict by Zappush
Centro de Genética Jorge Dotto sells DNA tests for immune health and longevity across Argentina, with results read back by a medical geneticist. A purchase says the buyer wants to know their genetic risks, and Meta's Health & Wellness restriction followed. Zappush lifted the restriction and connected the centre's CRM to Meta, so a lead that qualifies and a test that is paid for both reach the campaign that produced them.
The story
A Yale-trained pathologist bringing precision medicine to Argentina
Dr Jorge Dotto co-founded Centro de Genética Jorge Dotto, a pioneer in precision medicine in Argentina and Latin America. A graduate of the University of Buenos Aires, he specialised in pathology at Yale School of Medicine, where he was chief resident, and trained in molecular pathology and genetics at Harvard Medical School, with further training at Mayo Clinic and the University of Florence. He has written four books published by Grupo Planeta. The centre sells two saliva-based DNA tests, Immune System and Healthy Longevity, each with a results consultation from a medical geneticist and a nutritionist, entirely online, anywhere in the country.
The work
Two problems. Two fixes.
A DNA test named Sistema Inmune, on a page that lists coeliac disease, lactose intolerance and type 2 diabetes risk, tells Meta what the buyer is worried about. Meta classifies jorgedotto.com as Health & Wellness and blocks the events campaigns learn from. And the sale itself lives in the centre's CRM: a lead comes in, the team qualifies it, the test is paid for, often days later. None of that reaches Meta from a browser pixel.
The category restriction
Meta had classified jorgedotto.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 test name, page path and anything that names a gene or condition removed. The landing page did not change.
ID
Data sharing restrictions applied
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The sale happens in the CRM
A visitor leaves their details on the landing page. The centre's team follows up, qualifies the lead and takes payment, usually by phone or WhatsApp, days later. Meta only ever saw the form. Zappush connects the CRM to Meta: when a lead is marked qualified, and again when the test is paid for, the event goes to Meta via the Conversions API tied to the original click. Campaigns now optimise for patients who buy a test, not people who fill in a form.
- Meta ad click
- Form on landing page
- Team follows up
- Lead qualified in CRM
- Test paid for
Our impact
What Zappush made possible
The centre now runs unrestricted on Meta, with qualified leads and paid tests flowing from its CRM back to the ads that produced them. Campaigns optimise for patients, not clicks, and more Argentines find out what their genes say before it matters.
CRM stages sent to Meta: Qualified Lead and Purchase
From click to paid test, every step attributed
Changes to the landing page or checkout
The technical detail
The category restriction
- What it looked like
- Meta had restricted jorgedotto.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 Test Sistema Inmune or a page full of conditions stays restricted, whatever it is called.
- What Zappush built
- Every event passes through the Zappush container before delivery. Test 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 landing page and checkout did not change.
The sale happens in the CRM
- What it looked like
- Meta received Lead from the form and nothing after it. The stages that mattered, a qualified lead and a paid test, lived in the CRM where no pixel runs.
- Why the usual fixes fail
- A browser pixel can only report what happens in the browser. Qualification and payment happen in a CRM, on a call, days after the click. Sending them from the browser is impossible, and sending them without the click identity gives Meta a stranger, not the lead it paid for.
- What Zappush built
- The click is captured on the landing page and stored server-side as a first-party record with the lead. The CRM sends stage changes to Zappush. Zappush sends Qualified Lead and Purchase to Meta through the Conversions API, each with the original click, hashed identifiers and a shared event ID.
- What it restored
- Meta learns from qualified leads and paid tests, and each one credits the campaign that produced it.
We spent ten years building a genetics practice people trust, and Meta restricted it in one classification. The people who most need to know their risks are the ones our ads could no longer reach. Zappush lifted the restriction without a single change to our site, and connected our CRM to Meta so that every qualified lead and every test sold credits the campaign that brought the patient in.
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