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Tool guide / Meta and Google

Meta Conversions API, without the health data.

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Ad platforms need conversion data to optimize. Healthcare brands cannot send them health information. The Conversions API, set up carefully, is how you get both.

This is the server-side setup we use with Meta and Google.

Why server-side

A browser pixel reports whatever it can see: URLs, page titles, and clicks. On a telehealth site that can include the condition someone is being treated for. The Conversions API flips it: your server decides exactly which event and which fields go to Meta. Meta does not sign BAAs, so that control is the whole point.

The setup

  1. Remove browser pixels from intake, checkout, and condition pages.
  2. Route events through a BAA-covered layer. Freshpaint is a healthcare tracking platform that signs a BAA and manages what reaches Meta, Google, and analytics tools. A server-side tagging setup you control can do the same job.
  3. Send generic events. Lead and Purchase, with value, and nothing about products, conditions, or medications.
  4. Mirror it in Google with enhanced conversions and offline conversion imports.
  5. Reconcile with Stripe weekly, because platform numbers are estimates.

Provido is not affiliated with any vendor named here. Plans, pricing, and BAA terms change, so confirm current terms with the vendor before you sign. This is how we build, not legal advice.

Platform rules to know

  • Google's personalized advertising policy restricts targeting based on health conditions, so remarketing lists built from condition pages are off limits.
  • Meta has restricted some health and wellness advertisers from sending or optimizing on certain lower-funnel events. Expect thinner reporting and rely on first-party cohort data.
  • Prescription drug and telehealth advertising generally requires certification, commonly through LegitScript.

The full tracking design is on HIPAA-compliant tracking for telehealth.

Free first step

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We request an appointment the way a new patient would: your form, your phone line, your hours. Then we time every step and send a short written report in two business days. Reply speed, booking friction, and where inquiries go quiet. Free, no obligation.

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Common questions

Straight answers

Is the Meta Conversions API HIPAA compliant?
The API is a transport. Meta does not sign BAAs, so compliance depends on what you send. Send only generic, de-identified events through a layer that strips health information.
What is Freshpaint used for in healthcare?
Freshpaint is a tracking platform built for healthcare that signs a BAA and controls which data reaches ad and analytics tools, including Meta and Google.
Can healthcare brands use retargeting?
Carefully. Google restricts targeting based on health conditions, and audiences built from condition pages create privacy risk on any platform. Broad targeting with strong creative usually works better.
Does server-side tracking improve ad performance?
It usually recovers conversions that browser tracking misses, which gives platforms better data. In healthcare its main value is control over what is shared.
Related

Go deeper: HIPAA-compliant tracking, the full stack, advertising a practice on Facebook.