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Unbounce is a web technology service that provides essential functionality for websites and digital platforms. It delivers core capabilities that support site operations, content delivery, and user experience optimization. Unbounce integrates seamlessly with modern web architectures, ensuring reliable performance and compatibility across browsers and devices. Trusted by businesses worldwide, Unbounce helps organizations maintain robust websites that meet user expectations and technical requirements.
Unbounce, founded in 2009 in Vancouver, is one of the most established landing page builders. Used by marketing teams in retail, SaaS and lead generation, it focuses on conversion intelligence: A/B testing, dynamic text replacement, dynamic keyword insertion and AI driven traffic routing. Hosting takes place on AWS Canada and the US east region.
Unbounce offers a drag and drop landing page builder, popups, sticky bars, A/B testing, dynamic text replacement (DTR) for Google Ads continuity, Smart Traffic (an AI engine that routes each visitor to the variant most likely to convert) and Smart Copy (AI generated copy). Integrations include Mailchimp, HubSpot, Salesforce, Marketo, ActiveCampaign, Webhooks and Zapier.
Unbounce sets first party cookies on the landing page domain: ubvs (visitor session, 30 minutes), ubpv (page view, 30 minutes), a_b_t (variant assignment, two weeks), ub_test_id and ub_visitor (Smart Traffic, one year). The platform collects IP, user agent, page URL, referrer, click events, conversion timestamp and lead form data. Smart Traffic feeds an internal AI model to optimise the variant assignment.
Unbounce cookies are not strictly necessary and require prior consent under Art. 5(3) ePrivacy. The form data captured by Unbounce on behalf of the marketer falls under Art. 6(1)(b) GDPR when it serves a pre contractual purpose, with marketing checkboxes processed under Art. 6(1)(a) consent. Smart Traffic operates on aggregated statistics and is not considered fully automated decision making under Art. 22 GDPR when no significant legal effect on the visitor results.
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Unbounce stores data on AWS Canada and AWS US east. Canada benefits from a partial adequacy decision under Art. 45 GDPR for commercial organisations subject to PIPEDA, which simplifies the EU to Canada transfer. The US transfer relies on the EU US Data Privacy Framework (Unbounce is certified) or on Standard Contractual Clauses with supplementary measures.
Add a consent banner to your Unbounce landing pages and block the cookies behind a CMP category. Use the Unbounce custom JavaScript hook to delay the snippet until consent. Sign the Unbounce DPA. Add a privacy notice and opt in checkbox to each form. Document Unbounce as a Canadian sub processor and the US transfer mechanism in your records of processing.
Websites using Unbounce must obtain user consent under GDPR regulations.
Third-party domains contacted
unbounce.comunbouncepages.comapp.unbounce.comstatic.unbouncepages.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| ubvs | first_party | 30 minutes | Visitor session identifier used by Unbounce to track the current landing page session. |
| ubpv | first_party | 30 minutes | Page view identifier used by Unbounce to attribute interactions to a specific landing page impression. |
| a_b_t | first_party | 2 weeks | Stores the A/B test variant assigned to the visitor. |
| ub_test_id | first_party | 1 year | Smart Traffic identifier used to route the visitor to the AI selected variant on subsequent visits. |
| ub_visitor | first_party | 1 year | Smart Traffic visitor identifier used to score conversion probability across sessions. |
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Unbounce sets first party cookies on the landing page domain: ubvs (visitor session, 30 minutes), ubpv (page view, 30 minutes), a_b_t (variant assignment, two weeks), ub_test_id and ub_visitor (Smart Traffic, one year). All require prior consent in the EEA.
Yes. The Unbounce cookies, A/B test assignment and Smart Traffic AI are not strictly necessary for the visitor and require prior consent under Art. 5(3) ePrivacy. The form data captured for lead generation must rest on Art. 6 GDPR with marketing checkboxes under consent.
Consent (Art. 6(1)(a) GDPR) for cookies and Smart Traffic. Performance of a contract (Art. 6(1)(b)) for lead capture as a pre contractual measure. Consent again for any marketing follow up. Legitimate interest may apply to anonymous A/B tests on small samples.
Yes. Unbounce stores data on AWS US east and AWS Canada. Canada benefits from the EU Commission adequacy decision under PIPEDA. The US transfer relies on the EU US Data Privacy Framework (Unbounce is certified) or on Standard Contractual Clauses with supplementary measures.
A DPIA is recommended when Unbounce is used at scale, with Smart Traffic AI optimisation or for targeted campaigns in sensitive verticals (health, finance). The DPIA covers Smart Traffic logic, lead retention, transfers and the consent mechanism.
Add a CMP on every Unbounce page and block cookies until consent. Sign the Unbounce DPA. Add a privacy notice and explicit opt in checkbox to each form. Configure a reasonable retention for leads in Unbounce and your CRM. Document Unbounce as a Canadian sub processor with US transfers.
EU based: Webflow (US but EU hosting available), Landingi (Poland), Instapage (US), Brizy (Romania), Sender (Lithuania), Mailerlite Landing Pages (Lithuania). Self hosted: WordPress with Elementor or Bricks Builder.
Subscribe to the Unbounce trust centre updates. When sub processors, certifications, cookies or Smart Traffic logic change, update your cookie table, privacy notice and records of processing, and bump the consent banner version.