What Are the Best HIPAA-Compliant Analytics Tools for Healthcare Marketing?

In healthcare marketing, the same data that powers effective campaign optimization often carries significant regulatory risks. Running campaigns that involve patient interactions, referral sources, or engagement data means every click and conversion has the potential to expose protected health information (PHI).

This article highlights HIPAA-compliant marketing automation and analytics platforms designed to support data-driven healthcare campaigns without compromising security. 

What Is HIPAA-Compliant Analytics?

Implementing HIPAA-compliant analytics enables marketing and data teams to analyze patient and campaign data without risking legal exposure, reputational damage, or data loss, particularly as digital marketing channels evolve into more personalized and data-intensive strategies.

What data must be HIPAA compliant?

Any data that includes or is linked to a patient's identity in the context of healthcare services must be treated as HIPAA-protected.

This includes traditional identifiers, such as names and medical record numbers, as well as digital signals, including email addresses, IP addresses, device IDs, or website behavior, if they are associated with health-related services or conditions.

Examples of HIPAA-regulated data in marketing analytics may include:

• Form submissions on healthcare websites,
• Call tracking tied to appointment booking,
• Email campaign metrics for patient engagement,
• Web analytics linked to known patient records,
• Paid media campaigns retargeting based on health interest or diagnosis.

What is Protected Health Information (PHI)?

PHI covers a wide range of identifiers, such as:

• Names, for example, if a person’s name appears alongside their diagnosis or appointment details, that’s considered PHI.
• Birthdates,
• Phone numbers,
• Addresses, when they are connected to health-related data. 

In digital environments, PHI becomes electronic PHI (ePHI).

This includes any PHI that is created, stored, shared, or received electronically. Examples of ePHI include:

• Form submissions on a healthcare website with personal details,
• Emails or SMS messages related to patient care,
• IP addresses or device IDs linked to a known patient profile,
• Web analytics from a logged-in patient portal.

Even seemingly anonymous data may qualify as ePHI if there’s a reasonable way to trace it back to an individual in a healthcare context. 

How Does HIPAA Impact Healthcare Marketing Analytics?

HIPAA sets clear limits on how health-related data can be collected, analyzed, and shared in marketing workflows. Any use of Protected Health Information (PHI) or electronic PHI (ePHI) must comply with HIPAA’s privacy and security requirements.

This means common marketing practices often need to be re-evaluated and redesigned to remain compliant. 

1. Tracking: Website analytics, session recordings, form completions, and user behavior tied to PHI require HIPAA-compliant platforms. Standard tools like Google Analytics are not HIPAA-compliant and should be used strictly on pages that are not HIPAA-covered.
2. Targeting: Using health-related interest data to retarget or segment users without explicit patient authorization and proper safeguards can violate HIPAA regulations. This shifts the focus toward privacy-first architecture, consent-based data collection, and compliant technology partners.
3. Attribution: Mapping user journeys and assigning value to specific marketing channels must avoid linking PHI across systems unless every tool in the chain is HIPAA-compliant and governed under a BAA.
4. Reporting and dashboards: Any reporting environment that surfaces metrics tied to PHI must include access controls, audit trails, and encryption. This applies whether reports are built in BI tools, internal dashboards, or shared externally.
5. Data integration: Combining PHI from multiple sources (CRM, EHR, ad platforms) requires compliant pipelines. Data must be normalized, encrypted in transit and at rest, and accessible only by authorized personnel.

HIPAA doesn't prevent effective analytics, but it does require a controlled environment built for compliance. Organizations that rely on health data for performance insights must implement the right tools, governance frameworks, and vendor relationships to stay within regulatory boundaries.

Top 5 HIPAA-Compliant Analytics Tools for 2025

To fast-track your search, we’ve outlined five of the best HIPAA-compliant marketing analytics solutions you can start using today.

But remember, even if a tool claims HIPAA compliance, it's your responsibility to vet it, establish safeguards, and define how data is handled under your oversight.

1. Improvado

Improvado is a HIPAA-compliant marketing intelligence platform that automates data collection, transformation, and reporting across channels. It enables healthcare organizations to centralize marketing data, ensure compliance, monitor campaigns, and scale marketing efforts without relying on manual processes or breaching patient privacy.

• Improvado centralizes data from over 500 data sources, including other HIPAA-compliant tools mentioned later in the article.
• The platform then brings data to analysis-ready condition by applying data transformations (no-code and easy-to-use for non-technical marketers) and pushes it to a desired destination. For example, Improvado can load your data to Tableau where your team can further analyze the performance and what drives conversions. 
• AI-powered tools like Marketing Data Governance and AI Agent can automate campaign monitoring and metric pacing and streamline insight discovery. 
• Improvado can run marketing intelligence on top of your data warehouse so that no data is moved or replicated outside your environment. Learn more about running Improvado intelligence in your DWH.

Improvado HIPAA compliance

On a high level, Improvado's role in HIPAA compliance focuses on maintaining privacy and protecting patient information from unauthorized access and usage. This is achieved by giving admin users full control over who gets access to patient data and what they can do with the data accessible to them.

If we dig deeper, Improvado has a robust framework for protecting sensitive information, that includes the following data privacy and security standards: 

• Robust encryption: Improvado incorporates solid encryption measures to protect health information, both during transfer and while at rest, which ensures that even if the data is intercepted or accessed without authorization, it will be unreadable and therefore useless to the intruder. 
• Business Associate Agreements (BAAs): When a HIPAA-covered organization  works with  solutions like Improvado, they usually need to have a Business Associate Agreement (BAA) in place. This is a legally binding document that spells out the responsibilities of each party, data controller and data processor,  when it comes to protecting PHI. The outline of the agreement is usually coming from a client, but in case you need assistance, the Improvado information security and privacy  team can provide a template.   
• Regular audits and risk assessments: Compliance isn't a one-time deal. Improvado conducts regular audits and risk evaluations to identify and address system vulnerabilities, ensuring ongoing adherence to HIPAA regulations.
• Staff training and policies: At Improvado, team members are well-versed in policies and procedures for handling PHI, which is a critical component of maintaining compliance.
• Secure data disposal: Once data is no longer needed, Improvado ensures it's securely disposed of, preventing any potential recovery and misuse.
• Breach Notification Procedures: Although Improvado takes every step to avoid breaches, there's a robust plan in place to promptly notify clients of any instances and mitigate any potential damage, should a breach occur.

As mentioned above, HIPAA compliance is maintained by both parties. In the case of Improvado, a marketing analytics tool with over 500 data connectors, staying compliant from its own end is not enough.

To ensure that your entire healthcare marketing stack is HIPAA-compliant, you must ensure that all of your data sources comply with established privacy and security rules. This is because if one of your data sources falls short in security, accountability, and privacy, your entire marketing stack will be affected, and it can lead to penalties for compliance violations.

Improvado pricing

Improvado offers custom pricing based on factors like data volume, customization requirements, and support needs. 

HIPAA compliance is available across all pricing tiers, provided a Business Associate Agreement (BAA) is executed. This ensures healthcare organizations can maintain regulatory alignment regardless of plan size.

All plans include access to the full connector library, unlimited data destinations, and customization credits. For organizations handling PHI, Improvado provides the necessary infrastructure, security protocols, data deletion option, and documentation to meet HIPAA standards. 

Talk to the Improvado sales team to scope the solution and finalize a pricing package aligned with compliance needs.

2. Freshpaint

Freshpaint is a customer data platform (CDP) built to help teams collect, manage, and activate behavioral data across web and mobile without writing extensive code.

Key features include:

• Freshpaint offers both automatic and manual event tracking, allowing teams to capture user actions like form fills, clicks, logins, and appointment bookings.
• The platform integrates with 100+ marketing, analytics, and data warehouse tools, making it easy to send clean, structured data to destinations such as Google Analytics, Segment, Amplitude, Mixpanel, Facebook Ads, and internal systems.
• Freshpaint offers Visual Event Manager for no-code event setup and QA.

Freshpaint HIPAA compliance

Freshpaint is specifically designed to support HIPAA-compliant marketing and analytics workflows.

• The platform offers a signed Business Associate Agreement (BAA). This formal agreement ensures that Freshpaint operates in accordance with HIPAA’s privacy and security standards.
• All data transmitted through Freshpaint is encrypted both in transit and at rest, and access to PHI is strictly controlled through user permissions and audit logs.
• To prevent non-compliant data sharing, Freshpaint includes a data blocking layer that automatically filters PHI from reaching downstream destinations unless those tools are also HIPAA-compliant and governed by a BAA. This capability is especially critical for marketing teams that want to use behavioral data without violating HIPAA when integrating with platforms like Google Analytics, Meta Ads, or third-party CRMs.

Freshpaint pricing

Freshpaint offers custom pricing based on company size, event volume, and compliance requirements. All plans include HIPAA compliance features such as a signed BAA, PHI-safe infrastructure, and data governance controls.

Plans range from the Compliance tier for smaller teams using a limited number of destinations, to Enterprise and Elite plans that support larger data volumes, advanced integrations, and dedicated engineering support. 

3. Matomo

Matomo is an open-source web analytics platform, often referred to as a privacy-first Google Analytics alternative. 

It offers a full suite of analytics capabilities, including traffic analysis, user behavior tracking, goal conversion, heatmaps, and A/B testing, without relying on third-party data collection or invasive cookies.

Matomo also offers built-in tag management, session recording, and real-time reporting, allowing teams to monitor digital performance and optimize campaigns without compromising compliance standards.

Unlike traditional analytics platforms that store data on external servers, Matomo provides teams with the option to self-host or utilize a secure cloud environment. This flexibility makes it particularly well-suited for healthcare organizations and other regulated industries.

Matomo HIPAA compliance 

Matomo can be configured to support HIPAA-compliant analytics, especially when self-hosted. 

In this setup, all data is stored on the organization’s servers, enabling full control over access, storage, and retention policies. This setup helps eliminate unauthorized third-party data access.

Matomo supports data encryption in transit (SSL/TLS) and at rest (if implemented at the server level), and offers access control features including user role permissions and audit logging. 

While Matomo does not natively sign Business Associate Agreements (BAAs), organizations hosting the platform internally can maintain compliance through strict internal policies and infrastructure safeguards.

For cloud-hosted versions, HIPAA compliance is possible depending on the hosting provider's infrastructure and whether a BAA can be executed through them.

Matomo pricing 

Matomo offers two pricing models: self-hosted and cloud-hosted.

• The self-hosted version is free and open source. This model offers the most flexibility for HIPAA compliance, as data is stored entirely on internal infrastructure. However, it requires internal technical resources for setup, maintenance, and security.
• The cloud-hosted version starts at $23/month and scales based on monthly traffic volume. It includes automatic updates, managed hosting, and premium features. For healthcare use cases, compliance depends on the chosen hosting environment and ability to secure a BAA.

4. Amplitude

Amplitude is a product analytics platform that tracks how users engage with websites, apps, and digital products across the whole customer journey.

Amplitude enables teams to define and track custom events, build behavioral cohorts, and analyze funnels with precision and accuracy. Its event-based tracking model supports flexible schema design, allowing marketing and product teams to capture the exact user actions that matter most.

Key features include:

• Event segmentation: Break down user behavior by custom events, properties, and timeframes.
• Funnel analysis: Visualize drop-off points and identify opportunities for optimization.
• Cohort builder: Create dynamic user groups based on behavior, time-based conditions, or traits.
• Retention tracking: Measure long-term engagement across product or campaign touchpoints.
• A/B test monitoring: Analyze experiment results natively without custom setups.
• Data governance tools: Manage naming conventions, schema consistency, and event validation.
• Cross-platform support: Track user behavior across devices and sessions using identity resolution.

Amplitude HIPAA compliance 

Amplitude supports HIPAA compliance for customers on its enterprise plan.

• The platform offers a Business Associate Agreement (BAA).
• All data is encrypted in transit and at rest, and the platform supports role-based access control, audit logging, and data minimization practices to help limit exposure to PHI.
• Amplitude also allows organizations to configure data pipelines and event tracking in a way that excludes or masks identifiers, thereby reducing the risk of non-compliant data collection.

Amplitude pricing 

Amplitude offers a tiered pricing structure that starts with a free plan and scales based on data volume, features, and compliance requirements.

HIPAA-compliant use cases require the Amplitude Enterprise plan, which includes access to advanced security features, custom data governance controls, and the ability to execute a BAA. Pricing for enterprise plans is custom and based on monthly tracked users (MTUs), event volume, and feature requirements.

5. CallRail

CallRail is a call tracking and analytics platform that helps organizations understand how phone calls and form submissions contribute to marketing performance. 

It helps teams capture inbound call data, attribute leads to specific channels or campaigns, and analyze customer conversations for insights and outcomes.

CallRail offers dynamic number insertion, form tracking, and conversation intelligence. It also supports integrations with ad platforms, CRMs, and analytics tools, making it easy to align call data with the broader marketing and sales stack.

CallRail HIPAA compliance 

CallRail offers a HIPAA-compliant version of its platform for healthcare providers and other covered entities.

• CallRail provides a Business Associate Agreement (BAA) upon request and restricts access to sensitive data through role-based permissions and auditable user activity logs.
• The platform supports encryption at rest and in transit, and customers on the HIPAA-compliant plan can configure which data is collected, stored, or redacted to reduce exposure to PHI.
• Voicemails, call recordings, and transcriptions can be automatically disabled or redacted to prevent unauthorized retention of health-related information.

It's important to note that HIPAA features are only available on specific plans and must be explicitly activated.

CallRail pricing 

CallRail offers tiered pricing based on feature access, usage volume, and compliance needs. 

HIPAA-compliant plans are available through CallRail’s Essentials or Advanced tiers with additional configuration and a signed BAA. Pricing for HIPAA-enabled use cases is customized and depends on factors such as the number of tracked calls, required redaction features, and integrations.

Is Google Analytics HIPAA Compliant?

This position is based on guidance issued by the U.S. Department of Health and Human Services (HHS) in late 2022, which clarified that tracking technologies, including analytics platforms, must comply with HIPAA when used by covered entities or business associates on pages where PHI may be collected. This includes pages where users log in, submit forms, book appointments, or interact in ways that can be linked to health-related services.

In response, Google has explicitly stated that Google Analytics is not configured to meet HIPAA requirements and does not offer a Business Associate Agreement (BAA).

Google's official guidance recommends that GA4 only be deployed on public-facing, non-authenticated pages that do not handle sensitive health-related information.

Healthcare organizations must evaluate alternative analytics platforms that are purpose-built for HIPAA compliance and offer appropriate safeguards, such as encryption, access control, and a signed BAA.

Alternative HIPAA-compliant analytics solutions

Since Google Analytics 4 (GA4) is not HIPAA-compliant and cannot be used on any page that collects PHI, healthcare organizations are switching to HIPAA-compliant alternatives to GA4:

• Matomo (Self-Hosted): As discussed earlier, it's a powerful open-source web analytics platform that replicates much of GA4's functionality, including page tracking, events, funnels, and reports. When self-hosted on secure infrastructure, Matomo allows full control over data and can be configured to meet HIPAA standards.
• Freshpaint: A CDP with automatic and manual event tracking, similar to GA4's event-based model. Freshpaint offers a HIPAA-compliant plan with a signed BAA, PHI filtering, and controls to prevent unauthorized data from reaching third-party destinations.
• Plausible (Self-Hosted): A lightweight, privacy-focused analytics tool that supports basic site metrics without cookies or personal identifiers. While not built explicitly for HIPAA, a self-hosted deployment can be structured to meet compliance requirements when used in tightly controlled environments.
• Heap (Enterprise Plan): An event-based analytics platform with automatic data capture and visual reporting tools. HIPAA compliance is available at the enterprise level with a signed BAA and appropriate data governance configuration.‍
• Mixpanel (Enterprise Plan): A product and behavioral analytics platform with real-time event tracking, funnel analysis, and retention reporting. HIPAA compliance is available at the enterprise level with a signed BAA and proper configuration to control access, encryption, and data handling.

Track What Matters & Stay Compliant

As analytics stacks grow more complex, ensuring compliance across every integration point becomes crucial for protecting data and enabling informed decision-making.

Improvado provides a fully HIPAA-compliant data platform that unifies marketing, advertising, and CRM data into a single, secure, and analytics-ready environment. With a signed BAA, PHI-safe pipelines, automated reporting, and cross-channel attribution, teams can measure ROI, optimize campaigns, and scale growth without compliance risks or manual overhead.

Explore the Improvado for Healthcare offering or book a demo to see how compliant data infrastructure can unlock better performance at every level.

FAQ

What exactly does HIPAA compliant mean?

HIPAA compliance requires an organization to follow the administrative, technical, and physical safeguards outlined in the Health Insurance Portability and Accountability Act (HIPAA) to protect Protected Health Information (PHI).

For marketing analytics, HIPAA compliance includes:

• Encrypting PHI at rest and in transit,
• Limiting access to authorized users,
• Logging and auditing user activity,
• Signing a Business Associate Agreement (BAA) with any vendor that handles PHI,
• Ensuring PHI is only collected, stored, and used in approved, secure ways.

How can healthcare marketers ensure their analytics are HIPAA compliant?

To keep analytics workflows HIPAA compliant, healthcare marketers should:

1. Audit all data collection points (forms, portals, cookies, trackers) for exposure to PHI.
2. Use only HIPAA-compliant tools that offer signed BAAs and security features like access control and encryption.
3. Avoid third-party tools that cannot support HIPAA (e.g., Google Analytics, Meta Pixel).
4. Configure tracking schemas to exclude or de-identify PHI where possible.
5. Host analytics platforms internally (if needed) to maintain full control over data access and storage.

Does Adobe Analytics comply with HIPAA?

Yes, with conditions. 

Adobe Analytics is not HIPAA-compliant out of the box, but it can support HIPAA compliance at the enterprise level if the following conditions are met:

• Requires a custom enterprise agreement,
• Must include a signed BAA,
• Needs correct implementation to ensure PHI is secured.

Only Adobe’s enterprise customers with proper safeguards and governance frameworks can use the platform in HIPAA-regulated environments.

Is server-side tracking HIPAA compliant?

Server-side tracking can support HIPAA compliance, but it depends on how it’s implemented.

To be HIPAA compliant, server-side tracking must:

• Encrypt PHI in transit and at rest,
• Filter or de-identify data before sending it to third-party tools,
• Be hosted in a secure, access-controlled environment,
• Be managed under a signed BAA (if third-party vendors are involved).

Server-side architecture provides more control over what data is collected and shared, making it a better fit for HIPAA-compliant analytics than client-side tracking.

What is a Business Associate Agreement (BAA) and why is it crucial?

A Business Associate Agreement (BAA) is a legally required contract between a HIPAA-covered entity and any third party ("business associate") that handles Protected Health Information (PHI) on its behalf.

The BAA defines:

• How PHI is used and protected,
• Security and privacy responsibilities,
• Breach notification protocols,
• Terms for access, storage, and destruction of PHI.

Without a BAA, working with vendors that touch PHI puts organizations out of compliance and at risk for regulatory penalties.

How can I ensure my marketing automation is HIPAA compliant?

To ensure your marketing automation is HIPAA compliant, you need to:

1. Choose a platform that explicitly supports HIPAA compliance and will sign a Business Associate Agreement (BAA).
2. Limit the use of PHI in campaigns and de-identify data whenever possible.
3. Implement access control through role-based permissions and session controls.
4. Encrypt all stored and transmitted data using HIPAA-compliant standards.
5. Avoid placing PHI in subject lines, URLs, or tracking parameters.
6. Maintain detailed audit logs of data access and user activity.
7. Configure systems to log and monitor all changes to PHI-related workflows.
8. Establish internal policies for how marketing teams can collect and use PHI.
9. Provide HIPAA training to all staff involved in marketing automation.
10. Conduct regular audits and document your compliance procedures.

Is Google Analytics HIPAA compliant?

On its own, Google Analytics isn't HIPAA compliant. That's because it's designed to track user behavior and can potentially collect Protected Health Information (PHI), which is a big no-no under HIPAA. However, with some tweaks, you can make your Google Analytics HIPAA-compliant. Make sure to turn off data-sharing settings and disable all data collection for advertising features. Then, anonymize IP addresses and don't send any PHI to Google Analytics. Be careful about what data you track and avoid using identifiable information.

Is Tableau HIPAA-compliant?

Similar to Google Analytics, Tableau isn't a HIPAA-compliant tool out-of-the-box but can be tweaked to be used in a HIPAA-compliant manner. Tableau, in itself, is a data visualization and query solution, its compliance is dependent on the end user and the governance settings of the database that feeds data to Tableau. Improvado is a HIPAA-compliant marketing analytics solution, that can aggregate data from all your marketing channels, prepare it for analysis, and push it to Tableau for visualization and further analysis while keeping you safe under HIPAA law.

Does my CRM need to be HIPAA-compliant?

If you're a healthcare organization in the U.S., and your CRM is used to store, process, or transmit any Protected Health Information (PHI), then yes, it must be HIPAA-compliant. Additionally, other marketing tools and analytics solutions must comply with HIPAA regulations. Any minor oversights can cost you between $100 and $50,000 in penalties for each violation. 

How does Improvado ensure HIPAA compliance?

Improvado takes a firm stance on HIPAA compliance and protects patient information from unauthorized access and usage by giving admin users full control over who gets access to data and what they can do with it. Important to note: Improvado can pull data from 500+ platforms, so you must make sure that all of your data sources comply with established privacy and security rules. Improvado Solution Engineers can assist you with making sure your marketing analytics stay HIPAA-compliant.