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Know which ads book ketamine consults, without telling Google or Meta who booked.
Hippo is HIPAA-compliant ad tracking for ketamine clinics. It counts the consultation requests, calls and first sessions your ads produce, and keeps patient identities out of what Google and Meta receive.
No annual contracts.
Transparent pricing.
We set it up for you.
A ketamine patient starts as a consult request, and the month it stops is the month nobody can explain
Most clinics go looking for help when conversions fall on steady spend and the agency cannot say why, or when the ads stop running at all. The path for a cash clinic runs from ad click to a consultation request or a call, then the first infusion or first session. For a practice that bills insurance for Spravato it runs from the consult to a prior authorization.
Much of that finishes off the website: in a scheduler, in the EHR, or on the phone. What the account counts as a conversion decides whether the numbers mean anything.
What is worth counting:
- a consultation request from your site
- a call that came from an ad
- the first infusion or first session booked
- for a Spravato practice, the consult that becomes a prior authorization
What isn't:
- clicks
- impression share
- click-through rate
Strong traffic numbers with no bookings behind them are the common pattern.
Here is the sum, with example numbers.
The sum, with example numbers
- Ad spend a month
- $5,000
- Consult requests
- 25
- Cost per consult request
- $200
- Requests that become first sessions
- one in three
- A first session costs
- $600
Example figures. Put in your own. Each line needs a count you trust, and the last one needs the campaign it came from.
If that is your month, the first question is what is being counted. Hippo records the consultation request, the call and the booked first session on your own site and ties each one to the campaign that produced it. You see consults and first sessions by campaign, and Google and Meta get the conversion without the patient's name, email, phone number or IP address.
What clinic operators and their marketers say
They can't tell what's working
A clinic can have the traffic, the spend and a falling conversion count, and nobody who can say why.
Right now I am seeing high-intent keyword traffic (strong CTR, good impression share) but conversions have dropped off sharply month-over-month despite steady spend.
In-house ads manager, ketamine clinic Our current ad agency doesn't seem to know what the problem is
In-house ads manager, ketamine clinic I really need help from someone who can diagnose what's broken and help me manage our campaigns.
In-house ads manager, ketamine clinic 
They worry about getting flagged
Since 2021 the question for ketamine advertisers has been getting ads to run at all, and what might get an account suspended.
You’re stuck because Google classifies ketamine under restricted drug terms even when used legally. The path isn’t in forms it’s in pre-approval through LegitScript. Without that certification, every workaround gets flagged eventually.
PPC practitioner I’m nervous to test it as I don’t want my clients account suspended.
Agency with a ketamine clinic prospect However, we’re unable to target ads for ketamine assisted psychotherapy or our psychiatric medication management for clients struggling w anxiety, depression, insomnia, etc.
Group practice owner
Google and Meta treat ketamine as a prescription drug, and that shapes what you can measure
Google restricts prescription drug terms in ads, landing pages and keywords(opens in a new tab). You must be certified to keyword-target them(opens in a new tab), and telemedicine providers must be certified(opens in a new tab) whatever they bid on. Ketamine is a prescription drug, so its name is a restricted drug term in ads, landing pages and keywords.
Hippo changes none of that. It does not get ads approved, does not replace LegitScript, and adds no words, keywords or claims to your site. It measures what happens after the click.
Content about restricted drug terms is a sensitive interest category(opens in a new tab), so you cannot use your own audience lists(opens in a new tab): no Customer Match, no remarketing lists, no lookalikes. A clinic that bids only on depression treatment is in the same category(opens in a new tab). Conversions tied to sensitive categories cannot be measured with enhanced conversions(opens in a new tab), and Google does not offer a BAA for Google Analytics(opens in a new tab).
Meta
Meta requires telehealth providers that promote prescription drugs to be certified with LegitScript(opens in a new tab) and to request its own authorization. Its rules name prescription medication(opens in a new tab)%20medication) 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 "Ketamine consult booked" 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), 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
"Ketamine consult booked"Breaks Meta's terms
A neutral event nameWhat Hippo sends
Sent without the patient's
- name
- phone number
- IP address
With audiences closed off, the conversion signal is what steers bidding. Hippo sends it under a neutral event name that carries no treatment detail and nothing that identifies the patient.
Sources: Google, Healthcare and medicines(opens in a new tab) · Google, Restricted drug terms(opens in a new tab) · Google, Restricted drug terms in personalized advertising(opens in a new tab) · Google, Health in personalized advertising(opens in a new tab) · Google, Customer data policies(opens in a new tab) · Google, HIPAA and Google Analytics(opens in a new tab) · Meta, Drugs and pharmaceuticals(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.
Where HIPAA applies, and what applies when it doesn't
Federal
Where HIPAA applies
Providers that submit claims electronically are covered entities(opens in a new tab); a clinic that bills insurance for Spravato is one, and a superbill-only cash clinic may not be. For a covered clinic, HHS says that when a visitor books through a website that uses third-party tracking, the tracking vendor is a business associate and a BAA is required(opens in a new tab), and that cookie banners are not a HIPAA authorization(opens in a new tab).
Federal
Federal Wiretap Act
$10,000It allows statutory damages of $10,000 per plaintiff, and no proof of harm. It is the federal claim plaintiffs bring against providers in every state.
State
California
$5,000The state's privacy law(opens in a new tab) sets $5,000 per violation with no proof of harm, and its medical confidentiality law(opens in a new tab) treats any business offering a mental health digital service as a health care provider, whatever its HIPAA status. Both were pleaded in the two ketamine settlements below.
State
Washington
The My Health My Data Act(opens in a new tab) covers website visitors who never become patients, and it requires separate consent before their health data is shared.
Federal
FTC
$7.8 millionThe agency ordered BetterHelp to pay $7.8 million(opens in a new tab) for sending intake answers and emails to ad platforms. It reached a mental health brand outside HIPAA through its advertising data.
Enforcement in Ketamine Treatment
Joyous(opens in a new tab)
$400,000
Joyous, an at-home ketamine subscription service, agreed to a $400,000 settlement fund(opens in a new tab) over tracking on its website. The class is people who booked an appointment and completed a screening questionnaire, then saw ketamine ads. The court granted final approval on December 15, 2025(opens in a new tab).
Choose Your Horizon(opens in a new tab)
$400,000
Choose Your Horizon, an at-home ketamine telehealth company, agreed to a $400,000 settlement fund(opens in a new tab) for a class of about 761 California residents over Meta and Google trackers on its website(opens in a new tab). The court granted final approval on April 23, 2026.
What the cases have in common:
The pages were booking flows.
The appointment and the screening questionnaire, which is where ad traffic lands.
The tools were ordinary.
Meta and Google trackers, the same ones most clinic sites load today.
Neither case needed HIPAA.
Both were brought under California law against cash-pay telehealth companies.
The laws behind these cases apply to any booking page that California or Washington residents use.
See what your booking page sends 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 your EHR, your scheduler and the REMS portal untouched. Hippo runs on your public website and records the consultation request, the call and the booking where they start. Charting, REMS enrollment and prior authorization stay in your EHR and the payer portal; nothing changes there. If a scheduler takes the booking, Hippo picks it up from the tools you connect.
Installing Hippo adds no words, keywords or claims to your site and changes no ad copy, so it touches nothing Google or LegitScript reviews. 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
Booked consults, 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
Does Hippo get our ketamine ads approved, or replace LegitScript?
No. Google restricts prescription drug terms(opens in a new tab) and requires certification to keyword-target them(opens in a new tab); Meta requires LegitScript certification and its own authorization(opens in a new tab) for telehealth providers promoting prescription drugs. Hippo changes none of that and touches no ad copy, keyword or landing page. It measures what happens after the click.
Google classifies our clinic under restricted drug terms even though we prescribe legally. Does that affect tracking?
It affects what you can target and measure. Restricted drug terms are a sensitive interest category(opens in a new tab), which removes Customer Match and lookalikes, and Google's customer data policy says conversions in sensitive categories cannot be used in enhanced conversions(opens in a new tab). The conversion signal you send back is what remains, which is why it has to be clean and complete.
We are a cash-pay IV clinic. HIPAA does not apply to us, so why would website tracking be a problem?
HIPAA covers providers that conduct standard electronic transactions such as claims(opens in a new tab); a superbill-only clinic may fall outside it. The two settled ketamine cases did not need HIPAA. Joyous and Choose Your Horizon, both cash-pay telehealth companies, each paid $400,000 to settle claims under California law that tracking code on their booking flows disclosed that visitors were seeking ketamine treatment.
We bill insurance for Spravato. Does that change what we can put on our website?
Billing payers and running prior authorizations makes the practice a covered entity. HHS says that when a visitor books through a covered clinic's website that uses third-party tracking, the vendor is a business associate and a BAA is required(opens in a new tab), and that a cookie banner is not a HIPAA authorization(opens in a new tab). Google does not offer a BAA for Google Analytics(opens in a new tab). Hippo signs a BAA with every customer and removes identifiers before anything reaches Google or Meta.
Meta put our domain in the health and wellness category and blocked our purchase event. Can Hippo lift that?
No. Meta assigns the category and you cannot change it(opens in a new tab). Hippo sends events that carry no prohibited information: no page path, no custom parameters, no condition in the event name. Which standard events Meta allows for your domain is Meta's decision. On a walkthrough we'll look at what your account is restricted to and what can still be sent.
We prescribe ketamine by telehealth. Does the December 31, 2026 DEA deadline affect tracking?
As of 10/6/26, the fourth extension of telemedicine flexibilities(opens in a new tab) lets practitioners prescribe controlled medications by telemedicine without an in-person visit through December 31, 2026, and a final special-registration rule is under review. It is a prescribing rule, not a privacy rule. It decides whether you can take the patient at all, which is why the website funnel is worth measuring accurately in the meantime.
Should we talk to a lawyer about the tracking on our website?
Yes, if you want to know how these laws apply to your practice. 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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