Helping Solinia launch on Meta and never get restricted
- Never restricted: Zappush was live before the first ad ran
- Every Shopify purchase attributed to its ad since launch
- Store and landing pages built freely, no words avoided
- Industry:
- Sleep products
- Website:
- Shopify
- Restriction:
- Health & Wellness
- Product:
- Unrestrict by Zappush
Solinia makes a magnesium sleep cream: minerals absorbed through the skin instead of a pill, for people who fall asleep late and wake at 3am. A purchase says the buyer has a sleep problem, which is exactly what triggers Meta's Health & Wellness restriction. Solinia launched with Zappush already in place, so the restriction never came, and the brand has scaled on Meta from its first campaign.
The story
A consumer-products operator who built a sleep brand on one idea: skin, not pills
Solinia is a brand of Bender Brands, the Austin, Texas consumer-products company co-founded and led by Jeremy Abend, a Washington University graduate who has been building and manufacturing e-commerce brands since 2017. Solinia's Magnesium Sleep Cream is made in the USA with USP-grade magnesium chloride and lavender, sold on a 90-day money-back guarantee with a 4.9-star rating from thousands of customers. The store runs on Shopify and grows through Meta and Amazon.
The work
One decision. Made before launch.
Bender Brands had seen what a Health & Wellness restriction does to a paid-social brand: Purchase blocked, ROAS reading zero, weeks of appeals. Solinia's product name, landing pages and reviews all say sleep problem. Rather than launch, get restricted and then fix it, they put Zappush in front of Meta before the first ad ran.
Unrestricted from the first event
A new Shopify store, a new Pixel, and Zappush between them and Meta from day one. Every event passes through the Zappush container before delivery: product names, page paths and anything that implies a sleep problem are removed on the server, identifiers are hashed, and the clean event goes to Meta through the Conversions API. Meta has only ever seen a clean domain, so it has never had a reason to restrict it.
What Meta receives
Restricted context removed. Match keys kept.
Our impact
What Zappush made possible
Solinia has never had a restriction, a blocked event or a policy warning. Every purchase since launch has reached Meta matched and valued, the campaigns have optimised on real sales from the first week, and the team has never had to think about the Pixel.
Restrictions, warnings or blocked events since launch
Event Match Quality for Purchase
Purchase events reaching Meta, from the first campaign
The technical detail
Unrestricted from the first event
- What it looked like
- A brand that had not run a single ad yet, in a category where the restriction is a matter of time. The team wanted to write landing pages and product names for customers, not for Meta's classifier.
- Why the usual fixes fail
- Waiting for the restriction and then fixing it costs weeks of blocked Purchase events at exactly the moment a new brand needs them most, plus the risk of account warnings that follow the domain. Writing around the classifier means naming a sleep cream something other than a sleep cream.
- What Zappush built
- Zappush installed alongside the new Pixel before launch. Shopify order and page events go to Zappush server-side. Product name, path, category and referrer are removed; value, currency, hashed identifiers and the event ID are kept. Every Purchase reaches Meta through the Conversions API within seconds, tied to the click.
- What it restored
- Nothing to restore. Solinia has run Purchase-optimised campaigns since its first week, with ROAS in Ads Manager that matches Shopify.
“We have launched enough brands to know that in this category the restriction is coming. With Solinia we put Zappush in before the first ad, and it never came. We have scaled on Meta from week one and I have not thought about the Pixel since.”
CEO and Co-founder, Bender Brands
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