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Google Ads and Meta
Number tap
Form
Keep CallTrackingMetrics (CTM) and the tracking numbers patients call. CTM sends Hippo its calls by webhook, and Hippo cleans each one before it sends Google Ads and Meta (Facebook) a conversion for the calls you choose to count. The record of which campaigns bring patients stays yours when your agency changes.
No annual contracts.
Transparent pricing.
We set it up for you.
CTM signs a BAA on its Marketing Pro and higher plans and on its legacy Growth, Connect and Advanced plans, for the accounts you designate. Its terms disclaim all liability for protected health information that passes through CTM without a BAA (as of 10/13/26).
BAA scope
CTM makes each third-party service you connect to it, Facebook among them, your organization's responsibility to configure and use in a HIPAA-compliant manner(opens in a new tab). What CTM later redacts stays visible in the systems CTM already sent it to.
Enhanced conversions
Once your Google Ads account is set to receive them, CTM's Google Ads Direct Connect sends enhanced conversions for leads automatically. Google bars conversions related to health from measurement in enhanced conversions(opens in a new tab).
Facebook integration
With a trigger on its Facebook integration, CTM sends Meta an event named Lead by default after each call, text or form, for all the account's tracking numbers. Under Meta's terms(opens in a new tab), you may not send it data that includes or is based on health information.
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Sent
Hippo sends Google Ads and Meta conversions under neutral names for the calls and site forms you count. Taps on your site's number count as their own conversions. On your pages, Hippo waits for consent where it is required.
Excluded
Names, emails, phone numbers, dates of birth and IP addresses, plus URL paths and anything typed into a form, insurance details included. From a call, the caller's number and name, recording, transcript, tracking number and keyword stay out too.
Held
Any event Hippo doesn't recognize stays in Hippo. Hippo sends Google Ads and Meta nothing from a form added to your site later until you allow it.
Kept
Call details from CTM and what Hippo records on your site go into Hippo's own storage, under the BAA Hippo signs with every customer, beside a log of what Hippo sent Google Ads and Meta and what it removed first.
Admissions calls ring in, and the campaigns behind them stay a guess.
We mostly get calls, probably about 10 to 15 form fills a month on average.
Are phone and lead form conversions my only traceable metrics?
Currently, if a CTM account is part of an agency, account administrators cannot integrate the account with Google Ads. Only agency administrators have this capability. As a contractor who runs ads on behalf of other companies, this is very inconvenient.
A BAA can cover the call tracker while the integrations connected to it send calls on to Google and Meta.
You don't really need to pass HIPAA-sensitive data back to Meta; you only need Meta to know an event happened.
I am a developer and had to hire a HIPAA attorney for all the necessary paperwork and compliance to learn what I was doing. Penalties are too severe otherwise.
$5.5 million
Patients who used BJC's MyChart portal alleged that tracking tools on its websites sent their data to Facebook, Google, SiteScout, Invoca and The Trade Desk. Settled: the court granted final approval in October 2025, and payments began(opens in a new tab) in January 2026.
Proposed
Patients allege that tracking code on TMC Health's website sent outside companies their information as they searched for doctors, researched conditions and signed up for classes. The original complaint(opens in a new tab) named the Meta Pixel, the LinkedIn Insight Tag, the Snap Pixel and CallRail(opens in a new tab)'s web-tracking code. The parties have told the court they reached a class settlement.
Hippo files CTM's calls under the campaigns they came from, in a record you own, and that history stays with you when the agency that holds your CTM account changes.
In the same record, Hippo ties the forms on your site, insurance verification forms included, to their campaigns, and adds the admit your team records in CTM or your CRM to the call it came from.
An independent record of results in an account you own. If you change agencies, it stays with you.
A log of what Hippo sent Google Ads and Meta and what it removed first.
Hippo works with the ad platforms and website tools your practice already uses.
$99/month
Month to month.
Start now, no demo call1,000 visitors/month$199/month
Month to month.
Start now, no demo call2,000 visitors/month$299/month
Month to month.
Start now, no demo callNot by default. CTM signs a BAA on its Marketing Pro, Sales Engage and Enterprise plans(opens in a new tab) and on its legacy Growth, Connect and Advanced plans, for the accounts you designate(opens in a new tab). Its terms(opens in a new tab) disclaim all liability for protected health information that passes through CTM without a BAA. A tracking number that is not HIPAA capable must be replaced(opens in a new tab) if it will be used for HIPAA-sensitive workflows, and CTM's HIPAA Readiness panel does not determine or certify(opens in a new tab) that your organization is HIPAA compliant.
See which campaigns bring new clients.
Connect campaign spend to intake inquiries.
Measure consultation bookings by campaign.
Understand what drives online bookings.
See which campaigns bring transfers and refills.
Number tap
Form
Records events
Removes identifying information
Sends clean conversion data
Excluded from conversion events
Names
Conditions
IP addresses
Clean conversion events only
Number tap
Form
We take the Google tag and the Meta Pixel off your pages, install Hippo on a subdomain of your domain and add a webhook in CTM. CTM's code and tracking numbers stay, in the account you designate for HIPAA workflows.
A patient who clicked your ad sees the tracking number CTM's script shows for that ad's source, and calls it. CTM routes the call as it does today, and its webhook sends the call to Hippo from CTM's servers.
Hippo turns the calls you count into conversions, each with a name that implies no condition, treatment or service. The calls you leave out stay in Hippo's own record, by campaign.
Google Ads and Meta get it from Hippo, and Hippo files the call under the campaign that produced it. Whoever runs your campaigns sees the call conversions show up in Google Ads and arrive in Meta's Events Manager.
We switch off all three in full during setup, with the triggers and rules that send to them, so CTM and Hippo do not both report the same call. Google's own call conversions from call ads are outside that switch.
The simplest approach honestly is to implement a system that does not collect PHI but remains useful for analysis.
Pending
Patients allege that the dermatology practice's website sent their condition searches and booking details to Google, Meta and Liine, which the complaint(opens in a new tab) calls an AI-powered platform that performs call tracking. The practice has asked the court to throw out claims in the lawsuit, and the court has not ruled.
Each case names a call-tracking company among the companies that received data from the organization's own website.
See what your site sends to Google Ads and Meta(opens in a new tab)Hippo
Server-side conversion tracking under a BAA, at a price a practice can actually pay.
No. That BAA covers CTM itself. Under HIPAA, you may share PHI with a business associate only with that business associate's own written assurance(opens in a new tab), and CTM makes the services you connect to it your responsibility. Anything CTM redacts stays visible(opens in a new tab) in the systems CTM already sent it to. Meta Ads offers no BAA, and Google offers one for Local Services Ads and none for Google Analytics or the Google Ads campaigns advertisers run on search, display and YouTube. The BAA you sign with Hippo covers Hippo, and Hippo removes names, emails, phone numbers, dates of birth and IP addresses before it sends a conversion to Google Ads or Meta.
No. Keep CTM. Your tracking numbers, call routing and recordings stay in CTM, and CTM's script(opens in a new tab) stays on your pages, in the account you designate for HIPAA workflows, showing each visitor the number for their source. We add a webhook in your CTM account and switch off its Google Ads Direct Connect, Google Analytics 4 and Facebook integrations. Hippo takes over only CTM's call and form conversions to Google Ads and Meta.
Not between CTM and Hippo. During setup we switch off CTM's Google Ads Direct Connect, Google Analytics 4 and Facebook integrations in full, with the triggers and the Global Lead and Sales rules that send to them, so CTM and Hippo do not both report the same call. Google Ads removes duplicates only within one conversion action(opens in a new tab), so two conversion actions that record the same call in the same campaign can count it twice. With call reporting on, Google counts calls from your call ads itself, on Google forwarding numbers(opens in a new tab). On a walkthrough we look at which call conversions your Google Ads account counts today.
Not for health conversions. CTM's Google Ads Direct Connect sends enhanced conversions for leads on its own(opens in a new tab) once your Google Ads account is set to receive them. Conversions related to health can't be used for measurement in enhanced conversions, and setup switches Direct Connect off. The conversions Hippo sends for CTM calls carry no caller name, phone number or email.
Hippo sends them a conversion under a neutral name for the calls and site forms you choose to count. The name implies no condition, treatment or service, as Meta's terms require(opens in a new tab) of event names. The recording, the transcript, the tracking number, the keyword and what the patient typed into a form are not part of it. CTM's own form conversions to Google Ads and Meta stop when its Google Ads Direct Connect, Google Analytics 4 and Facebook integrations are switched off, so CTM and Hippo do not both report the same form. Hippo keeps a log of what it sent and what it removed first.
We do. Whoever controls your domain adds a DNS record for your Hippo subdomain. With whoever administers your CTM account, we add a webhook(opens in a new tab) in CTM, which CTM offers on Marketing Pro and higher plans(opens in a new tab), and switch off CTM's Google Ads Direct Connect, Google Analytics 4 and Facebook integrations with the triggers and rules that send to them. If only selected sub-accounts are designated under CTM's BAA, you have to ask CTM to add the ones your agency creates later. Your agency keeps the campaigns and watches the call conversions arrive in Google Ads and in Meta's Events Manager.
You decide which calls count, and Hippo sends Google Ads and Meta conversions only for those. We set that up with you from what CTM already records about each call, such as talk time, tags or the tracking source. When your team records the admit, in CTM or your CRM, Hippo adds it to the call's record by campaign and can send it to Google Ads and Meta as its own conversion.
No. Meta's terms cover call conversions, and sending one from a server changes the route and leaves what it carries as it was. Meta can restrict certain mid and lower funnel standard events(opens in a new tab) for sites in some data-source categories, and CTM's Facebook integration names its event Lead by default(opens in a new tab). Under a restriction, custom events stay blocked(opens in a new tab) until you review and confirm them, or may not be available at all. Hippo cannot lift a category Meta assigns or restore an event Meta blocks, and it never renames an event to get past a restriction. You can ask Meta to review(opens in a new tab) the category. Hippo still sends Google Ads your call conversions.
It can. Meta does not want its business tools used to send data from sites that predominantly serve people likely to be suffering from addiction, and a domain that sends events in breach of Meta's terms may be blocked(opens in a new tab) from sending events to Meta. Hippo has no part in that decision and does not change what Meta accepts. Your calls stay in Hippo's record by campaign, whatever Meta blocks.
Yes, if you want to know how these laws apply to your business. This page describes CallTrackingMetrics's terms, laws and court cases for general information and is not legal advice. Hippo handles the tracking; an attorney can advise you on your obligations. Hippolytics is not affiliated with, endorsed by or sponsored by CallTrackingMetrics.
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