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The Google Tag Manager container comes off your site with its Google Ads, Meta (Facebook) and GA4 tags. Hippo sends those platforms your conversions from its server, with no protected health information, and shows you which campaigns bring patients. Code your site needs from a vendor that signs a BAA with you stays, installed directly.
No annual contracts.
Transparent pricing.
We set it up for you.
Google offers no BAA for Tag Manager (as of 10/13/26). Tag Manager's use policy bars anyone using it from uploading data to it that personally identifies someone.
What it loads
Code a vendor provides(opens in a new tab) goes in as a custom HTML tag, and the container's triggers fire it on events such as form submissions and clicks.
Page addresses
That covers the page each tag fires on and the page the visitor came from, and page addresses passed to Google(opens in a new tab) can carry personal information, such as the answers from a web form or an email address in the URL of an account page.
Workaround
Moving Tag Manager server-side adds a second container(opens in a new tab) in the cloud, and the web container and the Google tag stay on your pages to feed it. The server container's tags still send to Google Ads, Google Analytics and Meta.
We list what your Tag Manager container loads, then take the container off your site and install Hippo on a subdomain of your domain. Whoever controls your domain adds a DNS record.
The conversions your Google Ads, Meta and GA4 tags tracked are set up again as Hippo events. When a patient who clicked your ad books or sends a form, Hippo prevents protected health information from reaching those platforms and gives the conversion a name that implies no condition, treatment or service.
Code your site needs from a vendor that signs a BAA with you, such as a booking widget, comes out of the container and is installed directly on your site. Tracking or marketing code with no BAA behind it comes off with the container.
Hippo sends them from its server and keeps its own record of each one by the campaign that produced it. Whoever runs your ads sees them arrive in the accounts you already have.
Sent
Hippo sends Google Ads and Meta only the conversions you allow. It sends GA4 the same conversions with your page views. Each conversion carries a neutral name, and Hippo waits for consent where it is required.
Excluded
Names, emails, phone numbers, dates of birth and IP addresses. The conversions Hippo sends Google Ads and Meta also leave out URL paths and anything typed into a form.
Held
An event Hippo doesn't recognize stays in Hippo, so a new form can't start sending to a platform through Hippo on its own.
Kept
Hippo stores what it records in its own storage under the BAA it signs with every customer, with a log of what Hippo sent each platform and what it removed first.
Tag Manager is set up, and they still can't control what their tags send Meta.
I have seen Google Tag Manager and been setting it up, but I am stuck. I can just use Google Tag Manager and Meta, but I still can't control what data is being sent back to Meta.
Marketing can add tags through Tag Manager without an engineer looking at them.
I worked at an org that gave Google Tag Manager access to marketing, effectively as a means of bypassing engineering.
Marketing is generally exempt from massive legal review as they hand wave away 'We don't deal with HIPAA data,' and developers, just wanting marketing to go away, dropped the JavaScript block into files that were used for a ton of products, including HIPAA-containing ones.
$850,000
Patients alleged that the fertility network's websites, including its consultation scheduling page, sent their information to Facebook through the Meta Pixel. The second amended complaint(opens in a new tab) names Google Analytics with Google Tag Manager among the other trackers it says shared that information too. The court granted final approval(opens in a new tab) in August 2025, and the payments have been sent.
Pending
A patient alleges that the urgent care operator installed the Meta Pixel, Google Analytics and Google Tag Manager on its website. In August 2025 the court refused to throw out the case.
Your conversions, recorded in your Hippo account by the campaign that produced them, whatever each platform does with them.
An independent record of results in an account you own. If you change agencies, it stays with you.
Calls that start from an ad are counted as conversions alongside forms and bookings.
A log of what Hippo sent Google Ads, Meta and GA4 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 callGoogle offers no BAA for Tag Manager. Google's Cloud BAA(opens in a new tab) applies only to the products on its covered list, and no Tag Manager product is on that list. Tag Manager's use policy(opens in a new tab) bars anyone using it from uploading data to it that personally identifies someone, or data Google can reasonably link to such information. The tags in a container can read the full address of each page they fire on(opens in a new tab) and send their own platforms what they collect. Hippo takes the container off your site and sends your conversions from its server, with no protected health information.
No. Google offers no BAA for Tag Manager, and a container can fire any vendor's code pasted into it. We take the container off your site and install Hippo directly, on a subdomain of your own domain, so no ad pixel or Google tag runs on your pages. Hippo then sends Google Ads, Meta and GA4 your conversions from its server.
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.
Pending
A patient alleges, in the original complaint, that three Google Tag Manager containers dispatched the clinic's analytics, ad and web form tracking across its website, including form submissions and clicks to its patient portal and new patient forms.
Pending
A patient alleges that Axia deployed its trackers through Google Tag Manager, so trackers were added and removed on its website without public notice.
Pending
Patients allege that Google Analytics, two Google Tag Manager containers and Google Ads conversion tracking on the fertility network's website sent their communications to Google, and that without discovery they cannot know precisely how the Tag Manager container was configured.
Pending
Patients allege that the fertility clinic installed the Meta Pixel, Google Analytics and Google Tag Manager on its website. In August 2025 the court refused to throw out the case(opens in a new tab), and the clinic has answered the amended complaint.
Each case names Google Tag Manager in a complaint or a court order.
See what your site sends to Google and Meta(opens in a new tab)Hippo
Server-side conversion tracking under a BAA, at a price a practice can actually pay.
It depends on what each one does and whether its vendor signs a BAA. The Google Ads, Meta and GA4 tags come off, and Hippo sends those platforms your conversions from its server. Code your site needs to work, from a vendor that signs a BAA with you, such as a booking widget or a call tracker on a plan that includes a BAA, comes out of the container and is installed directly on your site. Tracking or marketing code with no BAA behind it comes off with the container, and Hippo takes over its job only where that job is sending conversions to those platforms.
Not by itself. Moving Tag Manager server-side adds a container in the cloud, while the web container and the Google tag stay on your pages to feed it, and the server container's tags still send to Google Ads, Google Analytics and Meta. Removing personal data there(opens in a new tab) is a rule you set up and maintain yourself, and Google offers no BAA for Analytics or for the Google Ads campaigns advertisers run on search, display and YouTube. Sending an event from a server changes the route and leaves what it carries as it was. Hippo takes the container off and sends your conversions from its server, with no protected health information.
Hippo sends Google Ads and Meta only the conversions you allow, and GA4 the same conversions with your page views, each conversion under a name that implies no condition, treatment or service. Before anything leaves Hippo, it removes names, emails, phone numbers, dates of birth and IP addresses, and the conversions it sends Google Ads and Meta carry no URL path and nothing typed into a form. Hippo waits for consent where it is required and holds an event it doesn't recognize until you allow it.
We do. We list what your container loads and take it off. Then we install Hippo and set up your conversions, and whoever controls your domain adds a DNS record for your Hippo subdomain. Your agency keeps running the campaigns and sees the conversions arrive in the accounts it already manages.
The conversions your Google Ads, Meta and GA4 tags tracked are set up again as Hippo events, and Hippo sends them to the same platforms from its server. The ad tags that come out of your container stop sending when Hippo starts, so those tags and Hippo do not both report the same conversion. Google Ads removes duplicates only within one conversion action(opens in a new tab), so during setup we make Hippo's conversion actions the primary ones for what it sends and set the actions your old tags fed to secondary. On a walkthrough we go through which conversion actions your Google Ads account counts.
The container comes off those pages with the rest. Hippo runs under your BAA, so it can count a booking or purchase completed after a patient logs in. Hippo sends GA4(opens in a new tab) nothing from those pages and sends Google Ads(opens in a new tab) and Meta(opens in a new tab) only the neutral conversion, with no protected health information. No ad pixel or Google tag runs on those pages.
No. Hippo cannot lift a category Meta has assigned or restore an event Meta blocks, and it never renames an event to get past a restriction. Data Meta has removed must not be sent again(opens in a new tab). You can ask Meta to review(opens in a new tab) a category it assigned. Hippo still records your bookings, calls and forms by campaign, whatever Meta blocks.
Yes, if you want to know how these laws apply to your business. This page describes Google'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 Google.
Compare acquisition across your campaigns.
See which campaigns drive consultations.
Know your cost per booked patient.
See which promotions get booked.
Connect campaign spend to appointments.
See which campaigns book consultations.
Measure calls and booking inquiries.
See which campaigns bring new patients.
See which campaigns bring walk-ins and online check-ins.
Understand which campaigns drive inquiries.
See which campaigns bring quote requests and calls.
Connect campaigns to appointment inquiries.
See which campaigns bring trials, subscriptions and orders.