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Unbounce

Unbounce is a landing page builder used by marketers to create, publish and A/B test campaign pages without coding, along with popups and sticky bars. Pages are hosted by Unbounce on a custom domain or subdomain. Unbounce sets cookies to split traffic between test variants and track conversions, and pages often include ad pixels, so a consent banner is usually needed.

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Overview

What does Unbounce do?

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.

What Unbounce does

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.

Data and cookies set

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.

GDPR and ePrivacy implications

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.

Data transfers and adequacy

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.

Practical compliance steps

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.

Compliance

Unbounce and the GDPR

Unbounce is classified as “Unclassified”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis: Consent (Art. 6(1)(a) GDPR and Art. 5(3) ePrivacy Directive) for the analytics, A/B testing and Smart Traffic cookies set by the embedded landing pages, and for any marketing follow up on captured leads. Performance of a contract (Art. 6(1)(b)) may apply to the lead capture itself when it is part of a pre contractual measure.
Risk level: medium
Applicable regulations: GDPR, ePrivacy Directive, TDDDG, LSSI CE, PIPEDA, CCPA/CPRA, EU US Data Privacy Framework, EU Commission Canada adequacy decision

Cookies and trackers

What Unbounce sets and contacts

Tracking method: Landing page builder and conversion intelligence platform. Pages are hosted on unbounce.com (or a customer subdomain) and load JavaScript on each landing page for AMP, A/B testing, dynamic text replacement, Smart Traffic AI optimisation and form submissions. Conversions are stored on Unbounce servers.
Server location: Unbounce Marketing Solutions Inc., headquartered in Vancouver, Canada. Hosting is on AWS in the United States and Canada. Canada benefits from a European Commission adequacy decision under Art. 45 GDPR for commercial organisations subject to PIPEDA, which simplifies transfers from the EU.
Data transferred outside the EU: Unbounce stores landing pages and lead data on AWS US east and Canadian regions. The Canada to EU transfer benefits from the Commission adequacy decision under Art. 45 GDPR (subject to PIPEDA), while the US transfer relies on the EU US Data Privacy Framework (Unbounce is self certified) or on Standard Contractual Clauses.

Cookies set (5)

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.

Third-party domains contacted (4)

unbounce.com
unbouncepages.com
app.unbounce.com
static.unbouncepages.com

Questions

Frequently asked questions about Unbounce

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Which cookies does Unbounce set?

Is consent required to use Unbounce?

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.

What is the legal basis for processing?

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.

Is data transferred to the United States?

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.

Do I need a DPIA for Unbounce?

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.

How do I implement Unbounce correctly?

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.

Which alternatives to Unbounce should I consider?

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.

How do I update the cookie policy when Unbounce changes?

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.

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