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Know which ads book new-patient consults, without telling Google or Meta who booked.
Hippo is compliant ad tracking for fertility clinics, OB/GYN practices and women's health brands. It counts the consult requests, calls and first visits your ads produce, and keeps patient identities and the service line out of what Google and Meta receive.
No annual contracts.
Transparent pricing.
We set it up for you.
A fertility patient starts as a consult request, and most clinics start advertising the day they add egg freezing
Most fertility clinics start advertising when they add egg freezing or when a competitor opens nearby: the patients are self-referred and self-pay, the consult is the conversion, and the cycle decision comes months later. The path runs from ad click to a consult request or a call, then the new-patient appointment, then the financial counselor, then a cycle.
The consult form asks for the service line before it asks for a name, and the cycle happens months later inside the EHR. What the account counts as a conversion decides whether the numbers mean anything.
What is worth counting:
- a new-patient consult request from your site
- a call that came from an ad
- an egg-freezing or IVF consult booked
- for a women's health brand, a paid first visit
What isn't:
- clicks
- form starts
- page views
A campaign can fill the consult calendar with patients who never start a cycle.
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 new patients
- one in two
- A new patient costs
- about $400
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 new patients are not tied to campaigns, that is the gap Hippo closes. It records the consult request, the call and the appointment on your own site, 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 service line. Cycles by campaign follow when you connect your EHR.
What clinic founders and their marketers say
They can't tell what's working
Sales calls from every channel, generalist agencies, and no way to put a number on the advertising.
I've always had radio sales people calling on me, or TV sales people calling on me and want me to do a TV commercial or radio ads or whatever, you know, and it's the same spiel every time. And you may do it for a little bit, then you just kind of fall off the wagon with them. It's hard to sort of quantify some of that advertising, too.
Founding physician, fertility clinic They give you kind of a cookie cutter approach, you know, that they use for any other type of business. You know, none of them are really even specialized towards the medical field for the most part, so they look at marketing a medical clinic the same as marketing, a car dealership
Founding physician, fertility clinic one of our conversion events is when a user creates an account with us. In our system, I see 10, but meta only shows 1 (many times none).
In-house marketer, telehealth company 
They worry about getting flagged
Campaigns that stop generating leads under a sensitive-category policy, and accounts that could be locked.
I run a small telemedicine business and our events have been restricted because of HIPAA... recommendations for a freelance-type martech person that can help us set this up in a compliant way? And what would that cost?
Owner, telemedicine business Being in medical, we're concerned with accidently putting ads out there that get our accounts locked and don't want unnecessary auditing.
Owner, hormone telehealth clinic I work in healthcare and want to warn you about the HIPAA implications of using Google Analytics (which is not HIPAA compliant nor covered under a Google BAA) on your scheduling form
Healthcare startup CTO
Google and Meta name fertility treatment by example, and that shapes what you can measure
Google lists treatments for pregnancy and infertility(opens in a new tab) as an example of its Health sensitive category and treats birth control as a category of its own(opens in a new tab). Advertisers in a sensitive category cannot use their own audience lists(opens in a new tab): no Customer Match, no remarketing lists, no lookalikes. 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).
Hippo changes none of that. It does not lift the category, adds no words, keywords or claims to your site, and changes no ad copy. It measures what happens after the click.
Meta
Meta allows ads about family planning(opens in a new tab) and menopause(opens in a new tab) to adults when the focus is health. Separately, it sorts data sources into categories, and a clinic website with a patient portal(opens in a new tab) is a named example of the health and wellness one. That category can block lower-funnel events(opens in a new tab) such as Lead and Schedule, a custom conversion that names a condition is flagged(opens in a new tab), and you cannot change the category Meta assigns(opens in a new tab).
Meta's rules name sexual and reproductive health(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). An event called "egg-freezing consult" breaks it. Meta states that its own filters are no substitute for yours(opens in a new tab).
An event name, before and after
"egg-freezing consult"Breaks Meta's terms
A neutral event nameWhat Hippo sends
Sent without the patient's
- name
- phone number
- IP address
- service line
With audiences closed off and lower-funnel events restricted, the events that still flow are what steer bidding. Hippo sends them under neutral names that carry no service line and nothing that identifies the patient, and keeps a log of consults by campaign that is yours whatever Meta blocks.
Sources: Google, Health in personalized advertising(opens in a new tab) · Google, Birth control 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) · Google, HIPAA and Google Analytics(opens in a new tab) · Meta, Health and wellness(opens in a new tab) · Meta, Data source categories(opens in a new tab) · Meta, Restrictions on custom conversions(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 applies to the clinic, and the suits came under other laws anyway
Federal
Where HIPAA applies
A fertility clinic or OB/GYN practice that bills a payer is a covered entity, and HHS says that a patient portal's logged-in pages(opens in a new tab) give tracking tools access to PHI and that a vendor receiving an appointment and an IP address is a business associate, and a BAA is required(opens in a new tab); a cookie banner is not a HIPAA authorization(opens in a new tab). HIPAA has no private right of action, which is why the cases below came under other laws.
Federal
Federal Wiretap Act
$10,000It allows statutory damages of $10,000 per plaintiff, and no proof of harm. It is pleaded in every federal fertility tracking case.
State
Illinois and Maryland
Both states require every party's consent to intercept an electronic communication. Courts have held it plausible that a fertility clinic's website tags violate Illinois's eavesdropping statute(opens in a new tab) and Maryland's wiretap act(opens in a new tab), and the Illinois case went on to settle.
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 adds nominal damages of $1,000(opens in a new tab) and now names reproductive and sexual health application data. A jury found Meta liable under the first over a period-tracking app's data.
State
Washington
The My Health My Data Act(opens in a new tab) names reproductive and sexual health information and data that identifies a consumer seeking health care, covers website visitors who never become patients, and requires consent for sharing that is separate from the consent to collect.
Federal
FTC Act and the Health Breach Notification Rule
$53,088For brands and apps outside HIPAA, the Health Breach Notification Rule(opens in a new tab) names fertility and sexual health services, counts an unauthorized disclosure as a breach and carries civil penalties of up to $53,088 per violation. The FTC used it against an ovulation-tracking app and the FTC Act against a period-tracking app over the same mechanism: app events sent to advertising and analytics companies.
Enforcement in Fertility and Women's Health
San Diego Fertility Center(opens in a new tab)
$850,000
San Diego Fertility Center and its network paid $850,000 into a settlement fund(opens in a new tab) over tracking on its websites, including the consult-scheduling page. Final approval was granted in August 2025 and the payments have been sent.
Fertility Centers of Illinois(opens in a new tab)
$375,000
Fertility Centers of Illinois lost its motion to dismiss in December 2025 and agreed to a $375,000 settlement fund(opens in a new tab) over tracking on its website. Preliminary approval was granted in September 2026; the final approval hearing is set for January 13, 2027.
Shady Grove Fertility(opens in a new tab)
Pending
A patient alleges that Google, Meta and Microsoft trackers on Shady Grove's website disclosed fertility information. The court denied the clinic's motion to dismiss(opens in a new tab) in September 2025, calling the information inherently private and particularly sensitive, and the case is in discovery with the network added as a defendant. Allegations.
InVia Fertility(opens in a new tab)
Pending
InVia Fertility Specialists, a six-clinic independent, was sued in April 2026(opens in a new tab) over three tag-manager containers, four analytics properties, the Meta Pixel and ads remarketing on its scheduling page, its forms and its portal login. Allegations.
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 maker of the Premom ovulation-tracking app paid a $100,000 civil penalty(opens in a new tab) under the Health Breach Notification Rule after the app sent users' health data to advertising and analytics companies, and is barred from sharing health data for advertising.
What the cases have in common:
The pages were consult forms and patient portals.
Where ad traffic lands, and where the service line is named.
The tools were ordinary.
Tag managers, analytics, the Meta Pixel, and in two complaints the Conversions API. Server-side is not a defense.
Size did not decide it.
A six-clinic independent and a single clinic were sued beside the networks, and the networks are the ones that already bought a privacy layer.
The laws behind these cases reach any clinic whose consult page a patient in California, Illinois, Maryland, Pennsylvania or Washington uses.
See what your consult 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 booking form, your patient portal and your EHR untouched. Hippo runs on your own domain and records the consult request, the call and the appointment where they happen. Your portal, your scheduler and your chart stay as they are; what changes is what leaves the page. If an agency runs your ads, they keep their reporting and you keep the data.
If a network runs your website, the tags on it are the network's decision; send them this page. If the site, the booking form and the phone number are yours, Hippo installs on your subdomain and nothing changes for anyone else.
Supported integrations
Hippo works with the ad platforms and website tools your practice already uses.
Conversion
Hippo
What you get
New patient 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
Our patients come from OB/GYN referrals and employer benefits, not ads. Do we need this?
Not until you run paid ads. A clinic that fills from referrals and benefits networks has no conversion feed to protect. Most clinics start advertising when they add egg freezing or when a competitor opens nearby; the egg-freezing patient is self-referred and self-pay, the consult request is the conversion, and that is the day the tags on the booking page start carrying something. Set it up before the first campaign.
Google put us in a sensitive category. We cannot remarket or use Customer Match. What is left to optimize on?
Google lists treatments for pregnancy and infertility(opens in a new tab) as an example of its Health sensitive category and treats birth control(opens in a new tab) as a category of its own, so your own audience lists(opens in a new tab) are off and health conversions cannot be uploaded through enhanced conversions(opens in a new tab). The signal that remains is the standard conversion sent from your own site: a booked consult, by campaign, with nothing about the service line attached. That is the signal Hippo sends.
Meta flagged our custom conversion and restricted our events. Can Hippo fix that?
No. Hippo cannot lift a category Meta has assigned. Meta assigns the category, you cannot change it(opens in a new tab), it flags a custom conversion that references a health condition(opens in a new tab), and it blocks specific mid- and lower-funnel events(opens in a new tab) when it restricts a domain. What a compliant feed changes is what the remaining events carry: a consult request sent with no custom parameters, no URL path and no condition in the event name, and a log of consults by campaign that is yours whatever Meta blocks.
We have a cookie banner. Isn't that consent?
Not on its own. In May 2026 a federal court in California held that an egg-freezing network's banner and linked privacy policy did not defeat a patient's claims(opens in a new tab) and let her California medical-confidentiality and constitutional privacy claims proceed. HHS says a cookie banner is not a HIPAA authorization(opens in a new tab).
Our booking form asks what the patient is coming in for. Can we still count the booking?
Yes. The conversion is the fact that a visitor requested a consult, tied to the campaign and the keyword. The service line, the relationship question, the date of birth and the email are not part of the event. Meta's rules list sexual and reproductive health(opens in a new tab) as prohibited information and bar event names that imply it, and its core setup strips anything in a URL after the domain(opens in a new tab). A compliant event is the step, the time and the campaign, nothing else.
We attribute cycles, not consults. Can Hippo tell us which campaign produced an IVF cycle?
The consult first: the booked new-patient appointment credited to the campaign, which is the number your marketing director is measured on. The cycle decision happens months later with your financial counselor and inside your EHR; cycles by campaign follow when you connect the EHR, and the walkthrough covers what that looks like for your system.
We are an independent clinic. The suits are against the big networks, aren't they?
Both. San Diego Fertility Center, part of a network, paid $850,000; Fertility Centers of Illinois, part of another, agreed to a $375,000 fund; Shady Grove, part of a third, lost its motion to dismiss. Main Line Fertility, a single Pennsylvania clinic, settled at $35 a claimant, and InVia, a six-clinic Illinois independent, was sued in April 2026 over a tag manager, analytics, a Meta Pixel and ads remarketing on its scheduling page and portal login. The networks have since bought a privacy layer; most independents run a tag manager, a form plugin and nothing else.
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 or brand. 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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