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Know which ads produce admissions calls, without telling Google or Meta who called.
Hippo is HIPAA-compliant conversion tracking for treatment centers and programs. It ties calls, insurance verification forms and admits back to the campaign that produced them, and keeps patient identities out of what the ad platforms receive.
No annual contracts.
Transparent pricing.
We set it up for you.
In addiction treatment, the conversion is a phone call
Operators say most of their leads call instead of filling in a form, and that the window to reach someone is measured in hours. The path runs from ad click to call, form or chat, then insurance verification, then admit.
That is why centers manage to cost per admit, usually split by payer type. A lead with coverage you can't accept is a cost with no admit behind it.
What is worth counting:
- an admissions call that started from an ad
- a submitted insurance verification form, or an approved VOB if that is where a lead becomes real for you
- a chat that becomes an inquiry
- the admit itself, from your CRM
What isn't:
- clicks
- page views
- raw call volume
A campaign can fill the phones with callers you cannot admit.
Here is what one operator reported.
One operator's reported numbers
- Google Ads spend a month
- $130,000
- Admits sent back from the CRM as offline conversions
- all of them
- Never counted by Google
- about 30%
- Admits that never reach Google's bidding
- nearly a third
Take last month's spend on a campaign, divide it by the admits that campaign produced, then split those admits by payer. That is the sum this page is about.
Try the sum with your own numbers. If you can't connect the admits to the campaigns, that is the gap Hippo closes. It records the ad click when the visitor arrives and connects it to the call, the verification form and the admit that follow. You see cost per admit by campaign, and Google and Meta get the conversion without the caller's name, number or IP address.
What operators and their marketers say
They can't tell what's working
Operators describe admits that never make it back to the ad platforms, and bidding that runs on a partial picture.
It's an extremely short conversion window, unless its a concerned family member, an addict only gives about two hours to be convinced that they should go in to rehab. Qualified leads basically all come from inbound calls.
r/PPC Utilize offline conversions - if you cant tell what your cost per qualified policy/cost per admit is per keyword/ad group, you’re going to struggle.
r/PPC We do have offline conversions with Salesforce but around 30% of them are not being counted.
r/PPC 
They worry about the tracking itself
Centers have been told compliance rules out good tracking, and the ones that try run into platform restrictions.
“I’m not allowed to do good tracking because of healthcare policies”
r/PPC Meta restricted my rehab center domain how can I track conversions safely under their data rules?
r/PPC You need something to sanitise what you upload and, possibly even more important, you need to be able to prove what's been uploaded e.g with a log or audit trail.
r/PPC
Google and Meta gate addiction treatment ads twice
To advertise addiction treatment in the United States, Google requires LegitScript certification(opens in a new tab) plus its own certification. Meta requires LegitScript and its own permission(opens in a new tab) as well. LegitScript's review(opens in a new tab) covers privacy compliance alongside licensing, so what your website does with patient data is part of keeping the certification.
Certification gets you in the door. The limits on data stay. Some centers have been told those limits mean they can't track at all. They can. Keyword search, location targeting and counting conversions are all still allowed. What you can't do is hand the platforms the caller.
Google treats addiction counseling as a sensitive category(opens in a new tab). Advertisers in it cannot use their own audience lists(opens in a new tab), so remarketing, Customer Match and lookalike segments are unavailable.
Meta
Meta's rules name medical treatments and places of treatment(opens in a new tab) as information it must not receive, and the rule covers the names of your events(opens in a new tab). An event called "VOB Submitted" or "Detox Inquiry" breaks it. Meta also assigns health websites to a category that can strip page addresses from events(opens in a new tab) or block lower-funnel events(opens in a new tab) outright, and you cannot change the category it picks(opens in a new tab). Meta states that its own filters are no substitute for yours(opens in a new tab).
An event name, before and after
"VOB Submitted"Breaks Meta's terms
A neutral event nameWhat Hippo sends
Sent without the caller's
- name
- phone number
- IP address
With audiences closed off, the conversion signal is the main thing left to steer bidding, and it is the first thing to rebuild when Google pauses delivery on an account that brings in most of your patients. Hippo sends it under a neutral event name that carries no treatment detail and nothing that identifies the caller.
Sources: Google, Addiction services(opens in a new tab) · Google, Personalized advertising(opens in a new tab) · Google, Health in personalized advertising(opens in a new tab) · LegitScript, Addiction treatment certification(opens in a new tab) · Meta, Drug and alcohol addiction treatment(opens in a new tab) · Meta, About prohibited information(opens in a new tab) · Meta, Data sharing restrictions by category(opens in a new tab). As of 10/6/26.
Part 2 sits on top of HIPAA, and it is now enforced
Federal
42 CFR Part 2
Feb 16, 2026Programs cannot share information that identifies someone as having a substance use disorder unless the rule allows it. Compliance with the updated rule has been required since February 16, 2026(opens in a new tab). The same office that enforces HIPAA now enforces Part 2, anyone can file a complaint, and penalties include civil fines.
Federal
FTC
The agency banned Monument(opens in a new tab), an alcohol treatment service, from sharing health data for advertising. Monument had sent data on about 84,000 users to Meta and Google with event names such as "Paid: Weekly Therapy", some of it through server-side APIs as well as the browser pixel. Moving the leak off the page did not remove it. For substance use treatment services, a federal law lets the FTC seek civil penalties on a first offense.
Federal
Federal Wiretap Act
$10,000It allows statutory damages of $10,000. This is the lead claim in the newest case against a treatment operator.
State
California
$5,000The state's privacy law(opens in a new tab) sets $5,000 per violation with no proof of harm. A Tennessee-based operator was sued under it in a Nevada court, so your location is no shield.
Enforcement in Addiction Treatment
Workit Health(opens in a new tab)
$578,680
Workit Health, a virtual addiction treatment provider, settled a class action(opens in a new tab) over the Meta Pixel and Google Analytics on its website for $578,680. Final approval was granted on March 6, 2025(opens in a new tab).
American Addiction Centers(opens in a new tab)
Pending
A complaint filed on July 10, 2026(opens in a new tab) in Nevada federal court alleges that the company's website told Google which visitors were seeking addiction treatment, which centers they looked at, and that they tried to verify their insurance. The case is pending and these are allegations. The complaint names three things a visitor could do on the site: fill in an admissions form, start a call to admissions, and check insurance coverage online. The tools it names are Google Analytics, Google AdSense and Google Tag Manager. It quotes the site's own promise that everything was "100% confidential".
Banyan Treatment Centers(opens in a new tab)
Resolved, 2025
A 2024 lawsuit(opens in a new tab) named the Meta Pixel, Google's tags and Microsoft's on the provider's website. It ended in 2025 without a public settlement.
What the cases have in common:
The pages were admissions pages.
The forms and call buttons that ad traffic lands on.
The tools were ordinary.
Tag Manager, Analytics, the Meta Pixel.
The site's own promise was used against it.
In two of the cases, the confidentiality promise on the page was quoted back at the operator.
The laws behind these cases apply to any website that takes an admissions call.
See what your admissions pages send to Google and Meta →(opens in a new tab)How Hippo works
Your website
Book your appointment
Book now
Call us
Booking
Call
Hippo
Records events
Removes identifying information
Sends clean conversion data
Excluded from conversion events
Names
Conditions
IP addresses
Clean conversion events only
Google / Meta
Booking
Call
Remove the pixels that send PHI.
Take the Google and Meta pixels off your site.
Paste one snippet.
Hippo records visits, bookings, and calls, then removes patient names, health details, and IP addresses from the conversion events sent to Google and Meta.
Send clean conversions back to Google and Meta.
Google and Meta receive conversion signals they can use to optimize your campaigns. Patient names, health details, and IP addresses stay out of those events.
With the CRM and call tracking you already use. Hippo works alongside your admissions CRM and your call tracking. It records the call and the verification form where they start, on your site, and picks up the admit when your team logs it. The campaign gets credit for the admit, and the platforms never learn who the patient was.
Nothing changes in your EHR, your call tracker or your CRM, and your calls ring the same numbers. Installing Hippo does not change your ad copy, landing pages or keywords. If an agency runs your account, they keep their reporting and you keep the data.
Supported integrations
Hippo works with the ad platforms and website tools your practice already uses.
Conversion
Hippo
What you get
Admits, by campaign
See which campaigns led to consult requests and bookings, and what each one cost.
Your numbers, in your account
An independent record of results in an account you own. If you change agencies, it stays with you.
Call tracking
Calls that start from an ad are counted as conversions alongside forms and bookings.
A record of what was sent
A log of every event that went to Google and Meta and what was removed from it first.
Pricing
1,000 visitors/month
$99/month
Month to month.
Start now, no demo call1,000 visitors/month(opens in a new tab)2,000 visitors/month
$199/month
Month to month.
Start now, no demo call2,000 visitors/month(opens in a new tab)10,000 visitors/month
$299/month
Month to month.
Start now, no demo call10,000 visitors/month(opens in a new tab)
Every plan includes:
- BAA signed at checkout
- No setup fees
- Cancel anytime. No compliance add-on that locks you in the day you enable it.
Server-side conversion tracking under a BAA, at a price a practice can actually pay.
Frequently asked questions
Do we still need LegitScript if we use Hippo?
Yes. Google(opens in a new tab) and Meta(opens in a new tab) both require LegitScript certification to advertise addiction treatment in the United States, plus their own approval. Hippo handles what your site sends to those platforms once you are advertising.
Meta restricted our domain and blocked our events. Can we still track conversions?
Meta assigns the category and you cannot change it(opens in a new tab). Depending on the level, it strips page addresses and custom details from events(opens in a new tab) or blocks lower-funnel events(opens in a new tab). Hippo sends neutral events that carry neither. It cannot reverse a category Meta has assigned. On a walkthrough we'll look at what your account is restricted to and what can still be sent.
Can we use remarketing or upload our patient list?
No. Google's policy(opens in a new tab) bars advertisers in sensitive categories from using their own audience lists, and that includes remarketing, Customer Match and lookalikes. A list of your patients is also the kind of record Part 2 protects.
Our call tracking vendor signed a BAA. Isn't that enough?
That agreement covers what the vendor holds. Google and Meta are outside it. The question is what your site and your integrations pass on to them when a call is logged as a conversion.
Does 42 CFR Part 2 apply to our website?
Part 2 restricts sharing anything that identifies a person as having a substance use disorder, and plaintiffs now cite it in tracking complaints against treatment centers. How it applies to your pages is a question for your attorney.
Our offline conversions from the CRM don't all match. Does Hippo fix that?
Hippo holds the ad click and the later call, form and admit in one place, so the conversion is tied to the campaign before it is sent. On a walkthrough we'll compare what your CRM sends today with what your ad accounts record.
Should I talk to a lawyer about the tracking on my website?
Yes, if you want to know how these laws apply to your center. This page describes laws and court cases for general information and is not legal advice. Hippo handles the tracking; an attorney can advise you on your obligations.
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