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Meta
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The Meta (Facebook) Pixel comes off your pages, and Hippo sends your bookings, calls and forms to Meta with no protected health information. Keep advertising on Meta and see which campaigns bring patients, whatever Meta blocks.
No annual contracts.
Transparent pricing.
We set it up for you.
Under HIPAA, sending PHI to a tracking vendor without patients' authorization requires a signed BAA with that vendor. Meta Ads offers none (as of 10/09/26), and Meta's terms bar data that includes or is based on health information, whatever your HIPAA status.
What it sends
By default each event carries the full page address and any custom parameters, so a booking on /book/anxiety-therapy names the service before anyone types a word. Event names count too(opens in a new tab): "Anxiety intake booked" breaks Meta's rule on its own.
Restriction
Meta can put your site in its health and wellness category and restrict specific mid and lower funnel events(opens in a new tab), which is how a health site can lose Lead or Schedule.
Workaround
The Conversions API (CAPI) falls under the same terms as the Pixel, and its website events follow the same restrictions(opens in a new tab). Sending events from a server changes the route and leaves what each event carries as it was.
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Sent
Hippo sends Meta only the events you allow, under their neutral names. 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.
Held
An event Hippo doesn't recognize stays in Hippo, so a new form can't start sending to Meta on its own.
Kept
Everything Hippo records stays in its own storage under the BAA Hippo signs with every customer, with a log of what Hippo sent Meta and what it removed first.
A restricted Lead event, and results that stop reaching Ads Manager.
Our Lead event is fully restricted and cannot be used and of course because of that results are not flowing in in Ads manager.
I have noticed that after January, our bookings from a daily of 10-15 have gone down to just 1-2 per day.
Custom events that get flagged a few weeks later.
tried custom events for a bit and they just get flagged after couple weeks anyway
$12.225 million
Patients alleged the Meta Pixel on the health system's website, patient portal and scheduling app sent their information to Meta. The court granted final approval(opens in a new tab) in July 2024.
$1.5 million
The FTC's complaint(opens in a new tab) says GoodRx's Facebook pixel sent events naming users' medications and health conditions. It was the FTC's first enforcement action under the Health Breach Notification Rule.
$1.88 million
Bookings, calls and forms from your Meta campaigns, recorded in your account by the campaign that produced them, whatever Meta does with the event.
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 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. Meta Ads offers no BAA, and its Business Tools Terms(opens in a new tab) bar health information from what you send through the Pixel or the Conversions API, event names included. Meta's systems try to remove prohibited data after it arrives, and that filtering is no substitute for your own compliance(opens in a new tab). HIPAA works the same way: a tracking vendor's promise to remove PHI after receiving it(opens in a new tab) is not enough. What the Pixel sends from your pages is your responsibility.
No. Under HIPAA, sending PHI to a tracking vendor without patients' authorization requires a signed BAA with that vendor. The BAA you sign is with Hippo, and it covers Hippo. Meta is outside it, and Hippo controls only what it sends Meta: the events you allow, under neutral names, with no protected health information.
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.
Booking
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Records events
Removes identifying information
Sends clean conversion data
Excluded from conversion events
Names
Conditions
IP addresses
Clean conversion events only
Booking
Call
We take the Meta Pixel and its event code off your pages and install Hippo on a subdomain of your domain. Tools you keep, like a call tracker or a scheduler, keep their own code.
When someone books, sends a form or calls, Hippo prevents protected health information from reaching Meta and gives the event a name that implies no condition, treatment or service.
Hippo sends it through the Conversions API and keeps its own record of it by the campaign that produced it. Whoever runs your ads sees it arrive in Events Manager.
Patients sued over a Meta pixel on the part of Duly's website they logged into. Settled, with payments issued.
Up to $3.5 million
Settled claims that the Meta Pixel and other trackers on its consultation-scheduling pages shared visitors' information.
$578,680
The virtual addiction treatment provider settled claims over the Meta Pixel on its website and web app.
Pending
The FTC, California and Utah allege the company shared customers' health information with Meta, and the complaint(opens in a new tab) names the Meta Pixel and the Conversions API.
All six involve a Meta pixel on the organization's own website or app.
See what your site sends to Meta(opens in a new tab)Hippo
Server-side conversion tracking under a BAA, at a price a practice can actually pay.
Not by itself. The Conversions API falls under the same terms(opens in a new tab) as the Pixel, and its website events follow the same restrictions(opens in a new tab). The FTC's complaint against Hims & Hers(opens in a new tab) names the Pixel and the Conversions API together. Hippo uses the Conversions API too, and prevents protected health information from reaching Meta: names, emails, phone numbers, dates of birth and IP addresses come off first, and each event carries a name that implies no condition, treatment or service.
No. Hippo sends conversions to Meta from its server through the Conversions API, which connects a server directly to Meta(opens in a new tab), so no Pixel code runs on your pages, and events sent only that way need no deduplication(opens in a new tab). Tools you keep, such as a call tracker or a scheduler, keep their own code.
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, and on a walkthrough we look at what your account can still send, such as upper-funnel events(opens in a new tab).
We do. Whoever controls your domain adds a DNS record for your Hippo subdomain. We install Hippo, take the Pixel off and connect Hippo to your Meta account. Your agency keeps running the campaigns and sees conversions arrive in Events Manager.
Yes. Hippo runs under your BAA, so it can record a booking or purchase completed in a logged-in area. Hippo sends Meta only the neutral conversion, with no protected health information, and no Meta Pixel runs on those pages.
Yes, if you want to know how these laws apply to your business. This page describes Meta'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 Meta.
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.