HIPAA Compliant Full-Funnel Conversion Tracking

The Problem

The core problem? Healthcare portals like MyChart are designed with strict HIPAA compliance in mind, which prevents the direct placement of online trackers, such as Google Ads code. Conversion data isn't reported without the tracking code, meaning the marketing funnel was broken.

Here’s what it looked like:

Conversion-less reporting created a massive disconnect. Marketers had no idea how many ad clicks turned into booked appointments. Without knowing which campaigns were driving appointments, it was impossible to optimize ad spending for conversions, calculate cost per lead (CPL) and customer acquisition cost (CAC), or make decisions about future marketing investments.

Bridging the Gap with Penrod Destinations

One thing is for sure. The Google Ads tracking code isn't HIPAA-compliant, which means marketers can't use it on MyChart to track booked appointments. That's where Penrod Destinations steps in. Think of it as a HIPAA-safe bridge between ad clicks and conversions. Instead of sending sensitive PHI and user identifiers directly to Google Ads from MyChart, Destinations de-identifies users, redacts sensitive data, and uses a BAA-supported platform. The cleaned-up, "safe" data is then sent to Google Ads as a conversion, allowing our client to tie scheduled appointments back to specific GoogleAds campaigns in a HIPAA-compliant manner.

The value of full cycle conversion tracking becomes even more clear when you look at the data. Before leveraging conversion insights, our client was stuck with surface-level metrics like impressions and clicks. Based on those numbers, “Campaign 1” looked like the obvious winner - on paper, at least.

But when you look at the conversion metrics that Destinations enables, it’s clear: “Campaign 2” is the real revenue driver, even with a lower click-through rate.

Penrod Destinations connects the dots across the entire patient journey, from awareness to conversion. Legal teams can breathe easy knowing PHI stays protected, while marketers have the data they need to optimize campaigns effectively.

The Results: HIPAA-Compliant Full Funnel Conversion Tracking

With Penrod Destinations, our client gained clear, accurate data on their marketing performance. They moved beyond assumptions and into a world where they could measure the impact of their ad campaigns.

• Measure True Conversion Rates
  No more assumptions. Our client can now see the actual number of appointments booked as a direct result of their ad campaigns.
• Optimize Ad Spend for Booked Appointments
  By understanding which ad platforms and campaigns are driving appointments, the marketing team can allocate their budget to the most effective channels.
• A/B Test with Confidence
  With reliable conversion data, they can run A/B tests on different ad creatives and strategies, knowing which variations lead to more booked appointments.

Ready to Connect Your Marketing Dots?

Are you a healthcare leader facing similar challenges with tracking the full patient journey? Are your marketing efforts hindered by a lack of conversion data from MyChart? Penrod can help illuminate your blind spots and gain the actionable insights you need to drive real results.

Don't let patient data slip through the cracks.