When Meta's Health Restrictions Hit, Mamma Bump Didn't Miss a Beat
Key takeaways
01
When Meta implemented sweeping health industry restrictions in January 2025, brands with robust first-party data systems and custom event strategies maintained performance while competitors saw campaigns collapse.
02
Pregnancy and maternity brands benefit significantly from extended tracking capabilities, as customer journeys span months from initial research through delivery, requiring long-term nurture sequences.
x
ROI
%
Klaviyo Revenue Lift
%
Meta EMQ Increase
Key takeaways
01
When Meta implemented sweeping health industry restrictions in January 2025, brands with robust first-party data systems and custom event strategies maintained performance while competitors saw campaigns collapse.
02
Pregnancy and maternity brands benefit significantly from extended tracking capabilities, as customer journeys span months from initial research through delivery, requiring long-term nurture sequences.
x
ROI
%
Klaviyo Revenue Lift
%
Meta EMQ Increase
About Mamma Bump
Mamma Bump is a pregnancy and maternity brand serving expecting mothers through their journey from conception to delivery and beyond. Operating in the health and wellness space, they focus on providing products and support for one of life's most important transitions.
Their customer base consists of expecting mothers who typically research extensively over months before making purchasing decisions, requiring sophisticated nurture marketing and long-term relationship building.
The Challenge
When Meta rolled out sweeping health industry restrictions in January 2025, Mamma Bump faced an existential threat to their paid advertising strategy. The new restrictions essentially banned health and wellness brands from optimizing for purchase events and sharing detailed conversion data, causing most competitors to see their ROAS plummet overnight.
Mamma Bump lost the ability to track standard purchase events and optimize campaigns traditionally, with their Event Match Quality scores at risk of tanking and targeting becoming virtually useless. While competitors scrambled for workarounds, Mamma Bump needed an immediate solution to maintain their advertising performance under the new regulatory environment.
Our Solutions & Results
When Meta flagged Mamma Bump as a health and wellness brand, we quickly implemented a custom solution using server-side tracking with neutral naming conventions to capture conversion data while staying compliant with new restrictions. Instead of optimizing for traditional "Purchase" events, we created custom events that tracked the same behaviors but operated within Meta's guidelines.
This approach not only solved the Meta compliance issue but also enhanced their Klaviyo performance through 1-year tracking capabilities, allowing them to follow expecting mothers through their entire pregnancy journey with perfectly timed email sequences. The results were remarkable: while competitors struggled with collapsed campaigns, Mamma Bump maintained strong, consistent performance at scale and actually gained market share during the industry upheaval.
Our Solutions & Results
When Meta flagged Mamma Bump as a health and wellness brand, we quickly implemented a custom solution using server-side tracking with neutral naming conventions to capture conversion data while staying compliant with new restrictions. Instead of optimizing for traditional "Purchase" events, we created custom events that tracked the same behaviors but operated within Meta's guidelines.
This approach not only solved the Meta compliance issue but also enhanced their Klaviyo performance through 1-year tracking capabilities, allowing them to follow expecting mothers through their entire pregnancy journey with perfectly timed email sequences. The results were remarkable: while competitors struggled with collapsed campaigns, Mamma Bump maintained strong, consistent performance at scale and actually gained market share during the industry upheaval.
Aimerce has been an absolute game-changer for our brand. I've already recommended Aimerce to all my DTC peers—it's become a must-have in our tech stack."
Mamma Bump Team
Aimerce has been an absolute game-changer for our brand. I've already recommended Aimerce to all my DTC peers—it's become a must-have in our tech stack."
Mamma Bump Team
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