> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Health and wellness brand setup

> How Upstack's server-side protective container keeps health and wellness brands compliant with Meta restrictions and prevents pixel flagging.

Health and wellness brands — supplements, CBD, wellness products — face unique tracking restrictions from Meta. Standard browser pixels can trigger flagging, ad account restrictions, and blocked purchase events. This guide covers what's different about the Upstack setup for H\&W brands and how the server-side protective container keeps you compliant.

## Why H\&W Brands Need a Different Setup

Meta restricts or flags health and wellness brands that send certain event data through standard browser pixels. The consequences escalate quickly:

* **Pixel flagging or rejection** — Meta categorizes your domain as restricted and limits event processing
* **Ad account restrictions** — campaigns are paused or accounts are disabled without warning
* **Purchase events blocked** — your highest-value conversion signal disappears from optimization
* **CPAs spike** — costs increase with no clear cause as Meta's algorithm loses signal

Upstack handles this with a server-side **protective container** that filters event payloads before Meta sees them.

## How the Protective Container Works

The protective container changes the event pipeline so Meta never receives data that triggers health and wellness restrictions:

1. Upstack removes the browser pixel entirely — all events route server-side via CAPI only
2. The protective container strips restricted data fields from event payloads
3. Custom events (e.g., `upstack_hw`) replace standard purchase events for optimization
4. Meta receives clean, compliant data without triggering health and wellness restrictions

<Info>
  You can toggle between the standard and H\&W containers at any time from the Upstack dashboard. If you're unsure which setup you need, Upstack starts with the standard container and switches to H\&W only if needed.
</Info>

## Setup Differences from Standard Onboarding

The H\&W setup follows the same onboarding flow with three critical differences. Everything else — Shopify install, Google Ads, Klaviyo, TikTok — works the same as standard onboarding.

<Warning>
  **Do NOT connect the Facebook destination yourself.** Wait for Upstack to deploy the server-side protective container first. Connecting Meta before the container is live will expose your domain to flagging. Deployment typically happens the same day as your onboarding call.
</Warning>

<Steps>
  <Step title="Wait for the protective container deployment">
    After your onboarding call, Upstack deploys the server-side protective container for your account. This typically happens the same day. You'll receive confirmation when the container is live and ready.

    Do not proceed with the Meta destination setup until you've received this confirmation.
  </Step>

  <Step title="Add your domain to Meta's verified domains">
    Once the container is live, add your Shopify storefront domain to Meta's verified domains and approval list in **Meta Business Settings → Brand Safety → Domains**.

    For details on how the domain aliasing works with the protective container, see [How Domain Aliasing Works for Health & Wellness Tracking](/guides/facebook-ads/how-domain-aliasing-works-for-health-wellness-tracking).
  </Step>

  <Step title="Confirm before running ads">
    Do not run Meta ads until the container is confirmed live and your domain is verified. Running ads before the container is active exposes your pixel to the same flagging risks you're trying to avoid.

    Once confirmed, Upstack configures custom event mappings that replace standard purchase events. See [Health & Wellness Custom Event Mappings](/guides/facebook-ads/health-and-wellness-custom-event-mappings) for the full mapping reference.
  </Step>
</Steps>

## Advanced Configuration

<Accordion title="Recovery timeline for flagged accounts">
  If your account has already been flagged by Meta, Upstack's H\&W recovery process can restore your event pipeline:

  * **100% success rate** on H\&W recovery setups to date
  * **CPAs typically return to baseline within \~60 days** as Meta's algorithm re-learns with clean data
  * **Recovery process:** server-side container deployed → browser pixel removed → custom events replace standard events → Meta re-evaluates your domain

  The timeline depends on how severely your account was flagged. Brands with multiple flags or disabled ad accounts may take longer to fully recover, but the protective container prevents further flagging from day one.
</Accordion>

<Accordion title="When to use H&W vs. standard setup">
  **Use the H\&W container when:**

  * Your domain is flagged or categorized as health and wellness by Meta
  * Your purchase event has been rejected
  * You sell supplements, CBD, wellness products, or anything Meta considers restricted
  * You've been flagged or restricted multiple times

  **Standard setup is sufficient when:**

  * Your brand is throttled or penalized but not categorized as H\&W
  * You sell products adjacent to H\&W but not in a restricted category

  Upstack tries the standard container first and switches to H\&W only if needed. You can toggle between standard and H\&W containers at any time.
</Accordion>

<Accordion title="New Business Manager strategy">
  For brands with a thoroughly flagged Business Manager, starting fresh may be the fastest path to recovery:

  * **Create a new Business Manager** with a new pixel to get a clean slate
  * **Don't run two pixels from the same ad account** — the newer pixel will retarget the old pixel's funnel and steal conversions
  * **Recommended approach:** pause old campaigns, clone them, and relaunch with the new pixel
  * **Alternative:** test with one campaign first before committing to a full migration

  Combine the new Business Manager with Upstack's protective container to ensure the new pixel stays clean from day one.
</Accordion>

## Back to Getting Started

<CardGroup cols={1}>
  <Card title="Verify End-to-End Delivery" icon="arrow-left" href="/get-started/verify-end-to-end">
    Go back to the final verification step and confirm your complete pipeline is working.
  </Card>
</CardGroup>

## Related

<CardGroup cols={2}>
  <Card title="H&W Custom Event Mappings" icon="table" href="/guides/facebook-ads/health-and-wellness-custom-event-mappings">
    Reference for how standard events are remapped to custom events in the protective container.
  </Card>

  <Card title="Domain Aliasing for H&W Tracking" icon="globe" href="/guides/facebook-ads/how-domain-aliasing-works-for-health-wellness-tracking">
    How Upstack's domain aliasing works alongside the protective container for health and wellness brands.
  </Card>

  <Card title="Connect a Destination" icon="plug" href="/get-started/connect-a-destination">
    Standard Meta CAPI destination setup for brands not in restricted categories.
  </Card>

  <Card title="Conversion API Forwarding" icon="lightbulb" href="/concepts/conversion-api-forwarding">
    Learn how Upstack Signal forwards events to ad platforms via server-to-server APIs.
  </Card>
</CardGroup>