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Know which ads bring enrollments, without telling Google or Meta what your clients take.
Hippo is compliant ad tracking for independent Medicare and ACA agencies that run their own campaigns. It counts the quote requests, calls and booked appointments your ads produce, ties the enrollments back to the campaign, and keeps client identities, Medicare numbers and prescriptions out of what Google and Meta receive.
No annual contracts.
Transparent pricing.
We set it up for you.
A Medicare client starts as a quote request, and a useful quote needs their prescriptions
The path runs from an ad to a quote form, a call or a booked appointment, then a scope of appointment, the sales call and an enrollment in a carrier portal. The intake forms agencies use commonly ask for prescriptions with dosage, doctors, hospitals, the Medicare number and Extra Help status, because that is what a plan comparison needs.
The enrollment happens off your website, weeks after the click, and Google and Meta never see it unless you send it back. What the account counts as a conversion, and what that conversion carries, decides whether the numbers mean anything.
What is worth counting:
- a quote request
- a call from an ad
- a booked appointment
- an effectuated enrollment
What isn't:
- clicks
- likes
- page views
A campaign can fill a seminar with signups who never enroll.
Here is the sum, with example numbers.
The sum, with example numbers
- Ad spend during AEP
- $3,000
- Quote requests and calls
- 150
- Cost per request
- $20
- Requests that become effectuated enrollments
- one in four
- An enrollment costs
- about $80
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 enrollments are not tied to campaigns, that is the gap Hippo closes. It records the quote request, the call and the appointment, counts the enrollment back from your records, and sends each to Google and Meta without the name, phone number, Medicare number, IP address or prescriptions.
What Medicare agents and their uplines say
They want clients of their own
Bought leads are shared, recycled and confusing to seniors.
The same lead being sold to hundreds of agencies.
Agent, starting an agency Does anyone have recommendations for live leads that don't bait and switch?
Independent agent How can I get members to book a call with me instead of live lead transfers?
Agent, starting an agency 
They count signups, not enrollments
Cost per signup is measured. What happens after it usually isn't.
Our efficiency improved dramatically from 2023 ($36.18 per signup) to 2024 ($7.65 per signup) as Facebook's algorithm learned our audience. However, 2025 has climbed back up to $18.14 per signup
Marketing team, Medicare marketing organization You only get paid on effectuated policies. Agency average effectuation is 65%, and top people are in the mid to high 70s.
Medicare agent Track your return on investment and client retention carefully.
Medicare agent trainer
Google and Meta both restrict insurance ads, and that shapes what you can measure
In the United States Google requires certification to advertise health insurance(opens in a new tab), Medicare Advantage and Medigap included, and a second certificate to bid on ACA keywords. An ad or landing page about a condition, such as a plan for people with diabetes, falls in Google's health category for personalized ads(opens in a new tab), where you cannot use your own audience lists(opens in a new tab). Google does not offer a BAA for Google Analytics(opens in a new tab).
Hippo changes none of that. It does not change certification, 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 requires insurance ads to run in its financial products and services special ad category(opens in a new tab), where age, gender, postal code and lookalike audiences(opens in a new tab) are limited or unavailable. Its health and wellness data category names a health insurance marketplace(opens in a new tab) as an example, and that category can block lower-funnel events(opens in a new tab); you cannot change a category Meta assigns(opens in a new tab).
Meta's prohibited information(opens in a new tab) names Medicare identifiers, income and prescription medication(opens in a new tab), which are the fields of a Medicare or ACA quote. 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). Meta states that its own filters are no substitute for yours(opens in a new tab).
An event name, before and after
"Diabetes plan quote request"Breaks Meta's terms
A neutral event nameWhat Hippo sends
Sent without the client's
- name
- phone number
- Medicare number
- IP address
- prescriptions
With age targeting gone on Meta, the conversion events you send are most of what tells Meta who to show the next ad to. Hippo sends the quote request, the call and the enrollment under neutral names with nothing that identifies the client, and keeps a log of enrollments by campaign that is yours whatever Meta blocks.
Sources: Google, Health insurance(opens in a new tab) · Google, Health in personalized advertising(opens in a new tab) · Google, Personalized advertising(opens in a new tab) · Google, HIPAA and Google Analytics(opens in a new tab) · Meta, Special ad categories(opens in a new tab) · Meta, Choosing a special ad category(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, Core setup(opens in a new tab). As of 10/7/26.
HIPAA reaches agents through the carrier, and the other rules reach the quote form directly
Federal
CMS marketing rules
Beneficiary data collected for Medicare marketing may be shared with another marketing organization only with prior express written consent(opens in a new tab) that names each recipient, and CMS kept that rule(opens in a new tab) in its 2027 update. Every Medicare marketing and sales call must be recorded and kept for six years.
Federal
HIPAA, through the carrier
Carrier producer agreements make the agent the plan's business associate. Aetna's, for example, requires any subcontractor(opens in a new tab) that handles member data on the agent's behalf to agree in writing to the same restrictions. Your own quote form, before a carrier is chosen, is generally not PHI; the rules below reach it anyway.
State
State insurance privacy
New York's insurance privacy rule bars a licensed agent from disclosing a client's health information without authorization(opens in a new tab), and defines it(opens in a new tab) to include what the client tells you about their health. A prescription list on a quote form is that information.
Federal
Federal Wiretap Act
$10,000It allows statutory damages of $10,000(opens in a new tab) per plaintiff and is pleaded in the pixel cases over health plan and insurance exchange websites.
State
California
$5,000The state's privacy law(opens in a new tab) sets $5,000 per violation with no proof of harm. It is the claim that survived against a health plan association in 2026, and it is now being used against insurance quote sites with no health claim at all.
Enforcement in Medicare & ACA Agencies
SelectQuote(opens in a new tab)
Up to $8.25M
The insurance broker settled claims that the Meta and TikTok pixels on its quote pages disclosed visitors' information to Facebook and TikTok. The settlement provides up to $8.25 million(opens in a new tab), and the court entered its final approval order(opens in a new tab) in July 2025.
What the case shows:
The pages were quote pages.
Where people compare plans and ask for a quote.
The tools were ordinary.
The Meta and TikTok pixels.
HIPAA was not needed.
A broker settled a pixel case with no HIPAA claim in it.
The laws behind these cases reach any agency whose quote pages a California visitor uses, and state insurance privacy rules reach every licensed agent.
See what your quote and appointment 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 client 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. Client names, health details, and IP addresses stay out of those events.
With your CRM, your quoting tool and your call recording untouched. Hippo runs on your own domain and records the quote request, the call and the booked appointment. It connects to your CRM so the enrollment, recorded weeks later, counts back to the campaign that produced it. If an FMO or an agency runs your ads, they keep running them, and you keep the data and the accounts.
Carrier portals, enrollment platforms and client logins stay out of Google and Meta entirely. Hippo keeps ad tags off logged-in pages and sends nothing from them.
Supported integrations
Hippo works with the ad platforms and website tools your practice already uses.
Conversion
Hippo
What you get
Quotes, calls and enrollments, 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 agents, not a health plan. Does HIPAA apply to us?
For the plan data you handle after enrollment, usually yes: carrier producer agreements make the agent the plan's business associate(opens in a new tab). Your own quote form, before a carrier is chosen, is generally not PHI under HIPAA. The rules that reach that form anyway are state insurance privacy law, CMS's consent rule and wiretap law. Hippo treats every form as sensitive either way.
Our carriers made us sign a business associate agreement. What does that mean for our marketing tools?
It makes you responsible for the plan's member data, and it requires any vendor that creates, receives, maintains or transmits that data on your behalf to agree in writing to the same restrictions(opens in a new tab). Hippo signs a BAA with every customer, so it can sit inside that chain.
Our quote form asks about prescriptions and doctors. Is that a problem for our ads?
Those answers are health information under state insurance privacy rules(opens in a new tab), and Meta lists Medicare identifiers and prescription medication(opens in a new tab) as information advertisers may not send. Hippo removes identifiers before anything leaves and lets you choose which events reach Google and Meta, so the ad platforms learn that a quote request happened, not what was on it.
Does CMS's one-to-one consent rule apply to our ads?
The rule governs sharing beneficiary data with another marketing organization(opens in a new tab), which needs prior express written consent naming each recipient, and CMS kept it in the 2027 update. It does not name ad platforms. It does set the standard a carrier auditor or a plaintiff will measure a quote form against, so the safe course is to send ad platforms nothing a client typed.
We buy leads. Is Hippo for us?
If all your clients come from purchased leads or live transfers, there is no website conversion for Hippo to measure, and it is probably not for you yet. Hippo is for agencies that run their own Google and Meta campaigns to their own site or phone line. It never sells or shares your clients' data.
We can't target by age on Facebook. Does that matter for tracking?
Insurance ads in the US run in Meta's special ad category, where age, gender, postal code and lookalike audiences(opens in a new tab) are limited or unavailable. With targeting narrowed, the conversion events you send are most of what tells Meta who to show the next ad to, so they need to be accurate and carry nothing about the client.
Meta restricted our events or our domain. Will this fix it?
Not by itself. Meta names a health insurance marketplace(opens in a new tab) as an example of its health category, can restrict lower-funnel events for it, and you cannot change the category it assigns(opens in a new tab). Hippo changes what you send: events with no identifiers, nothing Meta lists as prohibited, and names that imply no condition. Which events Meta allows is Meta's decision.
Our calls are recorded and tracked. Where does Hippo fit?
CMS requires every Medicare marketing and sales call to be recorded and kept for six years(opens in a new tab), so your call platform already holds the most sensitive part of the funnel. Hippo ties calls back to the campaign that produced them and sends the ad platforms a call conversion without the recording, the number or the conversation.
We have a cookie banner. Isn't that enough?
A banner decides whether a tag may run; it does not change what the tag sends. HHS says a banner is not a HIPAA authorization(opens in a new tab), and a prescription list in a form is the same once the tag fires. Hippo waits for consent where it is required and removes identifiers before anything reaches Google or Meta.
Do we still need the TPMO disclaimer and a scope of appointment?
Yes. Hippo changes no page or ad copy, so the disclaimer(opens in a new tab) still has to be prominently displayed on your site and said on calls, and the scope of appointment(opens in a new tab) still has to be recorded before a personal marketing appointment.
Does it work with Facebook lead forms?
Yes. Leads collected in Meta's own forms never touch your website, so a website script cannot see them. Hippo picks up the enrollment those leads become from your CRM and sends it back to Meta as a conversion, without the client's name, phone number, Medicare number or anything about their health, so Meta learns which lead ads produced enrollments.
Should we talk to a lawyer about the tracking on our website?
Yes, if you want to know how these rules apply to your agency. This page describes laws, platform 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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