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Hippo takes Microsoft's UET tag off your pages and sends your bookings, calls and forms to Microsoft Advertising (formerly Bing Ads) from its server, with no protected health information. Keep advertising on Bing and see which campaigns bring patients.
No annual contracts.
Transparent pricing.
We set it up for you.
Microsoft does not offer BAAs for Universal Event Tracking (UET), the tag Microsoft Advertising uses to track conversions (as of 10/13/26). Microsoft Advertising's rules also bar UET tags from pages subject to HIPAA, and PHI from UET's custom parameters.
What it sends
The UET tag sends Microsoft the page's address(opens in a new tab), referrer and title, with the visitor's IP address and a Microsoft cookie that can carry the ID of a signed-in Microsoft user. A booking page's address and title can name the service, as in /book/weight-loss-consult.
Health filter
Microsoft filters healthcare-related traffic your UET tag has already collected(opens in a new tab), and it keeps health-related UET events for a short compliance window before removing them. Making sure the tag sends no PHI stays your job.
BAA scope
If your practice signed Microsoft's BAA for Office 365 or Azure, it covers in-scope Microsoft services(opens in a new tab), and Microsoft Advertising is not one of them.
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Sent
Hippo sends Microsoft Advertising only the conversions you allow, under neutral goal names. Microsoft Advertising receives Hippo's conversions against the campaign that produced them. 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 Microsoft Advertising 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 Microsoft Advertising and what it removed first.
Each ad platform reports its own count, and the schedule tells a different story.
We're on Google, Meta, Snapchat, Reddit, CTV, and Bing right now.
The conversion rate is around 5% to 7%, while the actual confirmed-client rate from the leads we receive is around 10% to 15%.
That kind of gap usually means your landing flow or tracking isn't lining up with what the ads promise.
Marketing set up the tracking with the campaigns, and the privacy question came up later.
A lot of this was deferred to marketing teams to 'manage' the tracking and campaign configurations.
You can't be putting analytics on client-facing pages and hope it's fine. At minimum it raises the question of how carefully these platforms are handling data behind the scenes.
$47.5 million
Members alleged that Microsoft Bing's UET code(opens in a new tab) ran on Kaiser's website, including inside its patient portal, and that Kaiser's BAAs with Microsoft for other products and services did not cover that code. The court granted final approval in July 2026, with a gross settlement amount of $47.5 million.
Pending
Patients allege that tracking technologies on CityMD's website, Microsoft's Universal Event Tracking among them, disclosed their information to Meta, Google, LinkedIn and Microsoft. The consolidated case is in discovery(opens in a new tab).
Hippo keeps a record in your Hippo account of the bookings, calls and forms your Microsoft Advertising campaigns produced, whatever Microsoft Advertising does with the conversion.
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 Microsoft Advertising 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. Microsoft does not offer BAAs for UET(opens in a new tab), the tag Microsoft Advertising uses to track conversions, and its rules bar UET tags from pages subject to HIPAA and PHI from UET's custom parameters(opens in a new tab). Section 9 of the Microsoft Advertising Agreement(opens in a new tab) counts PHI under HIPAA as sensitive personal data, which you may not process through Microsoft Advertising in violation of data privacy laws or the agreement and its policies. Hippo sends your conversions to Microsoft Advertising from its server, with no protected health information, and no UET tag runs on your pages.
No. Microsoft's BAA covers the in-scope cloud platforms and services Microsoft lists. Azure and Office 365 are on that list, and Microsoft Advertising is not. In the Kaiser settlement, members alleged that Kaiser's BAAs with Microsoft for other products and services did not cover its Bing code. The BAA you sign with Hippo covers Hippo. Microsoft Advertising is outside it, and Hippo controls only what it sends Microsoft Advertising: the conversions you choose, 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.
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Booking
Form
Number tap
Records events
Removes identifying information
Sends clean conversion data
Excluded from conversion events
Names
Conditions
IP addresses
Clean conversion events only
Microsoft Advertising
Booking
Form
Number tap
We take the UET tag and its tag-manager trigger off your pages and install Hippo on a subdomain of your domain. Whoever controls your domain adds a DNS record for it.
When a patient who clicked your Microsoft ad books, sends a form or calls, Hippo keeps protected health information out of what it sends Microsoft Advertising and gives the conversion a goal name that implies no condition, treatment or service.
Hippo sends it from its server to the conversion goals we set up in your Microsoft Advertising account and keeps its own record of it by campaign. Whoever runs your ads sees it come in under those goals.
I know HIPAA may play a part in advertising medical services, so you'd need to tread carefully.
Pending
A patient alleges that Google, Meta and Microsoft trackers on the fertility network's website, including its appointment scheduling, disclosed fertility information. The original complaint names Microsoft's UET Tag. In September 2025 the court denied Shady Grove's bid to end the case early(opens in a new tab).
Pending
The FTC, California and Utah allege that the company shared users' health information with advertising platforms, and their complaint names Microsoft's Bing Pixel and Bing Image Pixel among the pixels on its website.
Pending
The complaint(opens in a new tab) alleges that tracking tools on the health system's website sent Google and Microsoft information from visits to schedule appointments, research providers and log in to the patient portal. It lists Microsoft Advertising among those tools and describes its Universal Event Tracking tag. Riverside has asked the court to throw the case out.
Pending
The complaint(opens in a new tab) alleges that the health system's website sent patients' information to Google, Microsoft and Adobe through tracking tools, including Bing tracking code it ties to Universal Event Tracking, and it names no Meta Pixel. Baptist's request to throw the case out awaits a ruling.
All six name Microsoft tracking code on the organization's own website.
See what your site sends to Microsoft(opens in a new tab)Hippo
Server-side conversion tracking under a BAA, at a price a practice can actually pay.
Not with Hippo. We take the UET tag and its tag-manager trigger off your pages, and Hippo sends your conversions to Microsoft Advertising from its server, so no UET tag runs on them. A page that isn't about care is still a page the tag reports: its address and title go to Microsoft with the visitor's IP address, and Microsoft does not offer BAAs for UET.
Not under HIPAA. Microsoft's health filter works on traffic your UET tag has already collected, and health-related UET events are kept for a short compliance window(opens in a new tab) before Microsoft removes them. Keeping PHI out of what UET sends is the advertiser's responsibility(opens in a new tab). Under HIPAA, a tracking vendor's agreement to remove PHI after receiving it(opens in a new tab) is not enough. Hippo keeps protected health information out of the conversions before it sends them to Microsoft Advertising, and the UET tag comes off your pages.
Not by itself. Microsoft's Conversions API sends events from your server using UET(opens in a new tab), the tracking system Microsoft offers no BAA for, and advertisers subject to HIPAA must not use UET in any way that could expose Microsoft to PHI(opens in a new tab). Sending a conversion from a server changes the route and leaves what it carries as it was. Hippo sends from its server too, and prevents protected health information from reaching Microsoft Advertising in the conversions it sends: names, emails, phone numbers, dates of birth and IP addresses come off first, and each conversion carries a goal name that implies no condition, treatment or service.
From Hippo, the conversions you choose, under goal names that imply no condition, treatment or service. Microsoft Advertising receives Hippo's conversions against the campaign that produced them. Emails and phone numbers come off before a conversion leaves Hippo, so Hippo sends Microsoft Advertising neither, in any form. URL paths and anything typed into a form stay out too, and Hippo keeps a log of what it sent Microsoft Advertising and what it removed first.
We do. From whoever controls your domain, we need a DNS record for your Hippo subdomain. We install Hippo, take the UET tag off, connect Hippo to your Microsoft Advertising account and set up its conversion goals. Your agency keeps running the campaigns and watches the conversions come in under those goals.
Not between Hippo's goals and the ones your UET tag fed: during setup we pause those, and a paused goal stops counting conversions(opens in a new tab). Several goals can count the same conversion(opens in a new tab) in Microsoft Advertising, so we set up one Hippo goal for each conversion you choose. Online conversion goals imported from Google Ads expect a UET tag on your site(opens in a new tab), so we pause those too. Hippo sends the conversions you choose to each platform you connect, Google Ads(opens in a new tab) included. Calls to Microsoft's forwarding numbers on your call extensions are tracked by Microsoft itself(opens in a new tab), outside anything Hippo sends.
No. Under Microsoft's Healthcare and Pharmaceutical policy(opens in a new tab), online pharmacies, telemedicine providers that sell prescription drugs and prescription drug manufacturers must be preapproved before their ads serve. Drug and alcohol addiction services need LegitScript certification. Those decisions belong to Microsoft and LegitScript, and Hippo does not get ads approved or replace LegitScript. Once those ads run, Hippo records which campaigns bring your bookings, calls and forms.
Yes. On the logged-in pages of a covered entity or business associate, tracking generally has access to PHI(opens in a new tab), and Hippo runs there under your BAA. It can count a booking or purchase a patient completes after logging in, and Hippo sends Microsoft Advertising only the neutral conversion, with no protected health information. No ad pixel or Google tag runs on those pages.
Yes, if you want to know how these laws apply to your business. This page describes Microsoft'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 Microsoft.
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