Helping Sheen's Botanicals reach new mothers in their first month
- Lifted Meta's Health & Wellness restriction
- Every purchase on the Wix store attributed to its ad
- Store and product pages unchanged
- Industry:
- Postpartum skincare
- Website:
- Wix
- Restriction:
- Health & Wellness
- Product:
- Unrestrict by Zappush
Sheen's Botanicals makes ready-to-use herbal bath, body and hair care for the postpartum confinement month, formulated by a natural products chemist in Singapore. A purchase says the buyer has just had a baby, and Meta's Health & Wellness restriction followed. Zappush lifted the restriction and connected every sale on the Wix store back to its ad, so new mothers can find it in the month they need it.
The story
A chemist who made a month-long tradition fit into a bottle
Dr Lai Choon Sheen holds a doctorate in Natural Products Chemistry and spent years as a university lecturer and researcher studying the active compounds in traditional herbal medicine, then ran quality control and R&D for Traditional Chinese Medicine in industry. After her own two confinements, spent boiling herbs daily with her mother and mother-in-law's help, she set out to make zuoyuezi self-care possible without the labour. The result is Sheen's Botanicals: award-winning, natural and organic herbal products for the postpartum month, sold from Singapore on Wix and shipped internationally.
The work
Two problems. Two fixes.
Buying a Wind Protection Body Wash or a confinement gift set tells Meta the buyer, or someone close to them, has just given birth. Meta classifies sheensbotanicals.com as Health & Wellness and blocks the events campaigns learn from. And a Wix store sends whatever is on the page, product names included, with every event.
The category restriction
Meta had classified sheensbotanicals.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 product name, page path and anything that implies postpartum removed. The Wix store 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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A Wix store, on Meta's terms
Wix's built-in Meta integration sends the Pixel whatever the page holds: product names, collections, prices. On a postpartum store, all of it says the same thing about the buyer. Zappush sits between the Wix store and Meta, keeps the order value and hashed customer identifiers, and drops everything that describes the product, so Meta gets a purchase it can match and value, never the reason for it.
What Meta receives
Restricted context removed. Match keys kept.
Our impact
What Zappush made possible
Sheen's Botanicals now runs unrestricted on Meta, with every purchase attributed to its ad and nothing in any event that says the buyer is postpartum. Campaigns learn from real sales again, and more new mothers find an easier confinement in the weeks that matter.
Changes to the Wix store
The window a new mother needs to be reached in
Product names in any event sent to Meta
The technical detail
The category restriction
- What it looked like
- Meta had restricted sheensbotanicals.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 Wind Protection Body Wash or a path under /postpartum-care 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 Wix store did not change.
A Wix store, on Meta's terms
- What it looked like
- Every product page and order carried a postpartum product name in the event. The Pixel, installed by Wix, sent all of it.
- Why the usual fixes fail
- Wix's Meta integration is not configurable at the field level, and a browser Pixel sends what the page contains. The only browser-side fix is renaming products and collections, which is renaming the business.
- What Zappush built
- Wix order and page events go to Zappush server-side. Content name, category, page URL and referrer are removed or generalised. Order value, currency, hashed identifiers and the event ID are kept and sent to Meta through the Conversions API.
- What it restored
- Full-value Purchase events with nothing in them that names a postpartum product. The store stays as built.
I made these products so that new mothers would not have to boil herbs every day the way I did. Meta restricted us because our customers have just given birth, which is the whole point of the business. Zappush lifted the restriction without changing anything on our Wix store, and now our ads reach mothers in the month they actually need us.
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