One tag in. De-identified signal out.
minusPHI is a relay that sits between your website and your analytics. Every event passes through four checks before anything leaves — and if any check can't prove an event is safe, it never gets sent.
your ad
Inside the relay
Four checks, in order, on every single event.
The relay first decides what kind of page the event came from. Only public marketing pages continue. Patient portals, intake and scheduling flows, confirmation pages, and any URL carrying a health-condition term stop here — nothing about them is ever sent.
Not a marketing page? Suppressed.Forwarding is deny-by-default. Each field in the event must appear on an explicit allow-list to survive: event name, page path (GA4 only), traffic source, ad-click ID. A field the relay doesn't recognize isn't "passed through just in case" — it's dropped.
Unknown field? Dropped.IP addresses, device fingerprints, third-party cookies, and anything resembling a name, email or phone number are removed — hashed versions included. Sessions are counted with a random first-party ID that is never tied to a person.
IP & PII? Never forwarded.An independent self-check inspects the outgoing event one last time — separate from the classifier that let it through. Only if it passes does the relay forward it: page views and sources to your GA4, conversions to your Meta pixel via the Conversions API.
Provably clean? Forwarded.Watch an event get cleaned
What arrives at the relay vs. what actually leaves it.
The conversion and its ad-click ID survive — that's what campaigns optimize on. The person doesn't.
Setting it up
Five minutes, no developer required.
Connect your destinations.
Sign in and connect Google Analytics with one click — and your Meta pixel too, if you run Facebook or Instagram ads. Any of them unlocks your tag, and your reports stay in the tools you already use. Agency runs your ads through Google Tag Manager? Connect your GTM server container instead — Microsoft Ads, TikTok and every other tag in it then works from de-identified events, with the Microsoft click ID passed on conversions so Bing campaigns attribute.
Paste one line. Remove the old pixels.
Add the minusPHI tag before </head> — that's the whole install. There's
nothing to configure server-side, and conversions like phone clicks, Calendly/Zocdoc
bookings and contact forms are detected automatically.
<!-- your entire analytics stack, after minusPHI -->
<script src="https://app.minusphi.com/mphi.js"
data-site-key="mphi_XXXXXXXXXX"
data-ingest="https://ingest.minusphi.com/">
</script>
Watch clean data flow.
Traffic shows up in your GA4 and conversions land on your Meta pixel within minutes. Your dashboard shows exactly what was forwarded and what was suppressed — so you can prove what left, and what never did.
Conversions, detected automatically
The events your ad campaigns need, without wiring anything up.
Taps on tel: links — the front door of most practices — are captured as
conversion events the moment the tag is installed.
Clicks out to Calendly, Zocdoc and other scheduling tools are recognized as booking conversions automatically. The destination page itself is never tracked.
Form submissions fire a lead event — the fact that a form was submitted, never what was typed into it. Field contents don't leave the browser.
Go deeper
The details, for the people who need them.
HIPAA Safe Harbor, the FTC's health-data enforcement pattern, fail-closed design, and the full list of what's forwarded vs. never sent.
The pixel problem, explained in plain English — written for practice owners and managers, not engineers. Ten minutes, no jargon.
See it running on your own site in five minutes.
Start freeNo credit card required · Works with any website platform