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Know which ads sell subscriptions, without telling Google or Meta who subscribed.
Hippo is compliant ad tracking for health and wellness apps and connected-device brands that sell on the web. It counts the quiz completions, trials, subscriptions and device orders your web funnel produces, in an account you own, and keeps user identities and health answers out of what Google and Meta receive.
No annual contracts.
Transparent pricing.
We set it up for you.
A health app's customer starts as a quiz on the web, and the quiz asks about their health before it asks for money
Most health and wellness apps now take the first payment on the web. The ad sends people to a quiz that asks about their cycle, their sleep, their weight or their mood, then to a paywall and a web checkout, and only then to the app store. A device brand sells the monitor or the sensor on its own product page and cart, and the product name is the condition.
The tags on those pages, and the integrations your subscription platform or store switches on, send the purchase to Google and Meta with the buyer attached: a hashed email, a phone number, an IP address. What the account counts as a conversion, and what that conversion carries, decides whether the numbers mean anything.
What is worth counting:
- a trial started on your web checkout
- a subscription bought on the web
- a device order
- a waitlist sign-up
What isn't:
- clicks
- quiz starts
- page views
A campaign can fill a quiz with people who never reach the paywall.
Here is the sum, with example numbers.
The sum, with example numbers
- Ad spend a month
- $20,000
- Web trials started
- 800
- Cost per trial
- $25
- Trials that become paying subscribers
- two in five
- A paying subscriber costs
- about $63
Example figures. Put in your own. Each line needs a count you trust, and the last one needs the campaign it came from.
Try the sum with your own numbers. If the subscriptions are not tied to campaigns, that is the gap Hippo closes. It records the quiz, the trial, the subscription and the order on your web pages, takes the conversions and renewals your server reports, ties each to the campaign that produced it, and sends the conversion to Google and Meta without the name, email, phone number, IP address or health answers.
What health app founders and growth leads say
The money moved to the web
Paid traffic goes to a web quiz, and the first payment is taken before the download.
about 90% of our traffic is actually going to our website, and we have a really long personalized quiz that we send all leads to on our website.
Head of growth, fitness app web is essentially an e-commerce, which is a lot more easier to pipe all the instrumentation into the system. So the learning system is faster
Co-founder, sleep app When someone gets to our web checkout, 93% of them actually download the app
Founder, pregnancy and postpartum fitness app 
Meta's limits reached them anyway
Health restrictions that cover websites and apps alike, and higher costs.
Meta recently restricted health and wellness apps, how they can advertise on their platform. It's driven up costs.
Chief product officer, weight-loss app "Yeah, Oh, on the web, we don't have this restriction, let's go on the web." I think this is not entirely true in the sense that it's not as simple as on the web you can do whatever for attribution.
App growth consultant Meta will categorize websites and apps based on their products or services.
CEO, e-commerce growth agency
Google and Meta treat health apps and devices as health data, on the web as in the app
Google's health category for personalized ads(opens in a new tab) covers health conditions, including sexual and chronic ones, and the medical devices that manage them. For those campaigns you cannot use your own audience lists(opens in a new tab): no Customer Match, no remarketing, no lookalikes. Health and medical-device purchases cannot be measured with enhanced conversions(opens in a new tab) or uploads, so the hashed email your funnel builder or store attaches is the part Google says it will not use for them.
Hippo changes none of that. It does not change ad approval or audience rules, adds no words, keywords or claims to your site, and changes no ad copy. It measures what happens after the click.
Meta
Meta's restrictions apply to data sources such as websites and apps(opens in a new tab), and its health and wellness category names a wellness tracker(opens in a new tab) among its examples. That category can block lower-funnel events(opens in a new tab) such as StartTrial and Subscribe, blocks custom events until they are reviewed(opens in a new tab), you cannot change the category Meta assigns(opens in a new tab), and a domain or app can be blocked from sending events(opens in a new tab) altogether.
Meta's rules name medical condition devices and trackers, and biological cycles(opens in a new tab) among the information it must not receive, the rule covers the names of your events(opens in a new tab), and its core setup strips anything in a URL after the domain(opens in a new tab). A quiz result page or an event named for a condition breaks it. Meta states that its own filters are no substitute for yours(opens in a new tab).
An event name, before and after
"PCOS quiz complete"Breaks Meta's terms
A neutral event nameWhat Hippo sends
Sent without the user's
- name
- phone number
- IP address
- health answers
With audiences closed off and lower-funnel events restricted, the events that still flow are what steer bidding. Hippo sends the trial, the subscription and the order under neutral names with nothing that names a condition or identifies the user, and keeps a log of conversions by campaign that is yours whatever Meta blocks.
Sources: Google, Health in personalized advertising(opens in a new tab) · Google, Personalized advertising(opens in a new tab) · Google, Customer data policies(opens in a new tab) · Meta, Data source categories(opens in a new tab) · Meta, Data sharing restrictions(opens in a new tab) · Meta, About prohibited information(opens in a new tab) · Meta, Prohibited website domains and apps(opens in a new tab) · Meta, Core setup(opens in a new tab). As of 10/7/26.
Most health apps sit outside HIPAA, and the laws that reached them were written for apps
Federal
FTC Act and the Health Breach Notification Rule
The FTC's breach rule(opens in a new tab) names any mobile application or internet-connected device that tracks fitness, fertility, sexual health, sleep, mental health or diet, and since 2024 counts an unauthorized disclosure(opens in a new tab) to an ad platform as a breach that must be reported. GoodRx and Premom paid civil penalties under it.
State
Washington
The My Health My Data Act(opens in a new tab) covers bodily functions, vital signs, symptoms and reproductive health data that HIPAA does not, and the attorney general's own example(opens in a new tab) is an app that tracks digestion or perspiration. Sharing needs consent separate from the consent to collect, and consumers can sue.
State
California
$5,000California treats an app or device(opens in a new tab) that keeps a user's medical information, and any mental-health or reproductive-health digital service, as a provider of health care, with nominal damages of $1,000(opens in a new tab). Its privacy law(opens in a new tab) sets $5,000 per violation, and a jury found Meta liable under it over a period app's data.
Federal
Video privacy
$2,500Fitness and meditation apps that stream classes have been sued under the Video Privacy Protection Act(opens in a new tab), which sets $2,500 per person, over trackers that reported what members watched. The Supreme Court hears a case(opens in a new tab) on the law's reach on October 14, 2026.
Federal
Where HIPAA applies
When an app works for a provider or a health plan, for example offered through an employer plan, it can be a business associate(opens in a new tab) and needs a BAA with every vendor that touches the data. Hippo signs one.
Enforcement in Consumer Apps & Devices
GoodRx(opens in a new tab)
$1.5 million
The prescription discount app shared users' medications and health conditions with Facebook, Google and other ad companies after promising not to. It paid a $1.5 million civil penalty(opens in a new tab), the first under the Health Breach Notification Rule, and is barred from sharing health data for advertising.
BetterHelp(opens in a new tab)
$7.8 million
The online counseling service sold through a web questionnaire and an app. The FTC said it disclosed users' email addresses, IP addresses and questionnaire answers to Facebook, Snapchat, Criteo and Pinterest, and its final order(opens in a new tab) required it to pay $7.8 million and banned sharing health data for advertising.
Flo Health(opens in a new tab)
$8 million
The maker of the Flo period-tracking app agreed to pay $8 million(opens in a new tab) to settle claims that the app shared what users entered with advertising and analytics companies. The settlement is not yet approved; the final approval hearing is scheduled for October 29, 2026(opens in a new tab).
Premom(opens in a new tab)
$100,000
The ovulation-tracking app sent users' health data to analytics and advertising companies through tools built into the app. Its maker paid a $100,000 civil penalty(opens in a new tab) under the Health Breach Notification Rule and is barred from sharing health data for advertising.
Whoop(opens in a new tab)
Pending
A proposed class action(opens in a new tab) alleges that the wearable company's app sent members' names, emails, height, weight and stress readings to a third-party data tool, and pleads that Whoop is a provider of health care under California law. The case is pending and the claims are allegations.
What the cases have in common:
The data was what users entered.
Questionnaire answers, cycles, prescriptions and readings.
The tools were ordinary.
Pixels, analytics and the data tools built into the app.
HIPAA was not needed.
The FTC, California law and class actions reached them.
The FTC's rule names apps and connected devices, its reach is nationwide, and Washington and California let users sue.
See what your quiz and checkout 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 user 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. User names, health details, and IP addresses stay out of those events.
With your funnel builder, your subscription platform and your store untouched. Hippo runs on your own domain, on the quiz, the paywall, the web checkout and the device store, and records the trial, the subscription and the order. What changes is what leaves those pages: no names, emails, phone numbers, IP addresses or health answers.
The events that happen after the web, such as a trial converting or a renewal, come from your server or your subscription platform. Hippo takes them server to server and forwards them to Google and Meta the same way, with the identifiers removed. Installs and screens inside the app still go through your app's own tools, and Hippo keeps ad tags off logged-in account pages.
Supported integrations
Hippo works with the ad platforms and website tools your practice already uses.
Conversion
Hippo
What you get
Trials, subscriptions and orders, 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
We're an app. Does Hippo track what happens inside it?
Partly. Hippo measures the web side of your funnel: the landing page, the quiz, the web paywall and the web checkout, and for devices the product page and the store checkout. It also takes the events your server or subscription platform records later, such as a trial converting or a renewal, and forwards them to Google and Meta with the identifiers removed. Installs and screens inside the app still go through your app's own tools.
We're not covered by HIPAA. Why does this apply to us?
Most consumer health apps are not covered entities, and the cases against them did not need HIPAA. The FTC's breach rule(opens in a new tab) covers any website, app or connected device that tracks fitness, fertility, sleep, mental health or diet, and counts an unauthorized disclosure as a breach; GoodRx and Premom paid penalties under it. Washington's and California's laws reach apps directly.
Our subscription platform already sends our trials and purchases to Meta. Isn't that enough?
It does, and often with the subscriber attached: subscription platforms and funnel builders can forward a hashed email, a phone number, the IP address and device identifiers beside the trial or the purchase. Hashing is how Meta matches the event to a person, so the person stays identifiable. Hippo removes those before anything leaves, so the event says a trial started from a campaign and nothing about who started it.
Meta restricted our domain and our purchase events stopped. Can Hippo fix that?
No one outside Meta can lift a restriction. Meta can restrict lower-funnel events(opens in a new tab) or block a domain or app(opens in a new tab) from sending events, and its options are a review request and upper-funnel events. What Hippo changes is what you send from here on: no condition in event names, URLs or parameters, and no identifiers, which is what Meta's rules describe.
We sell a device, not a service. Does any of this apply?
Yes, and the rules name devices. The FTC's rule covers an internet-connected device that tracks health data, California treats hardware that keeps medical information(opens in a new tab) as a provider of health care, and Google bars medical-device purchases from enhanced conversions. A connected insulin-pen maker paid $475,000(opens in a new tab) in 2025 to settle claims over analytics tools in its app and website.
We already send our conversions server-side. Isn't server-side the compliant option?
Server-side changes the route, not what the event carries. The FTC's Monument order(opens in a new tab) described events named for treatments sent through pixels and APIs together with email addresses and IP addresses. Meta's rules forbid health information in event names and custom data(opens in a new tab) whichever way it arrives. Hippo removes the identifiers and holds any event it does not recognize until you allow it.
Our users are in Washington. What changes?
Washington's My Health My Data Act(opens in a new tab) covers health data HIPAA does not, and its attorney general's own example(opens in a new tab) is an app that tracks digestion or perspiration. Sharing that data needs consent that is separate from consent to collect it, and consumers can sue under the state's consumer protection act.
Do we need a cookie banner, and is it enough?
A banner records a choice; it does not decide what your tags send. Washington requires separate consent to share health data, and the FTC's orders against GoodRx and BetterHelp barred sharing health data for advertising. Hippo waits for consent where it is required and keeps identifiers and health answers out of what it sends.
We're a European company. Do US rules apply?
If you sell to people in the US, US rules follow your users. Flo, which hires its growth team in Europe, agreed to pay $8 million(opens in a new tab) in a US class settlement that is pending final approval. The FTC's rule and Washington's and California's laws apply to their residents' data wherever the company sits. Hippo covers US advertising to Google and Meta and makes no claim about GDPR.
We stream workout or meditation classes. Is there anything specific to us?
Fitness and wellness apps that stream video have been sued under the Video Privacy Protection Act(opens in a new tab), which sets $2,500 per person, over trackers that reported which videos members watched. The Supreme Court hears a case(opens in a new tab) on who counts as a consumer under that law on October 14, 2026.
Should we talk to a lawyer about the tracking on our website?
Yes, if you want to know how these laws apply to your app or device. This page describes laws, policies 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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