Google & Unbounce FAQ


This article answers common questions about Unbounce's Google Ads, Google Analytics, and Google Tag Manager integrations.

For context, our teams at Unbounce are continuously improving our stats system, as we've recently updated our data collection method to a new client-side system.

How does this work? Our client-side system uses JavaScript code that runs on landing pages. It sends that info directly to our data collection service, where they are processed and displayed alongside other stats listed on the Page Overview screen.

One benefit of this system is its increased ability to detect and filter spam from incoming traffic. This change creates an accurate data & stats tracking system for your landing pages.

Less spam traffic equals high-quality leads arriving at your landing page, and accurate data overall!


You may notice slight discrepancies between the stats in Unbounce and those in Google Analytics, Google Tag Manager, or Google Ads. If you see an immense difference in views, visitors or conversions by the hundreds or thousands, please contact our team with a detailed description of the discrepancy.

Google Analytics

Why are my page stats in Unbounce different from reports in Google Analytics?

A slight discrepancy in page stats between Google Analytics, Unbounce, and other JavaScript-based analytics platforms can be expected.

Unbounce & Google Analytics track page stats similarly using a client-side system (in other words, a JavaScript program will run upon page load).

So, it's possible that an ad blocker, which some of your page visitors may have installed in their browser, or similar programs might be blocking Google Analytics's client-side tracker.

This can cause Google Analytics stats not to be tracked precisely while leaving Unbounce's intact or, vice-versa.

We don't have any impact or influence on what these ad blockers restrict and how these ad blockers work.

So, you may notice a slight difference in traffic between the stats in Google Analytics & Unbounce.

Other possibilities include:

  • Google has a 24-48 hour data processing latency, meaning stats generally show in Analytics after a day or two.
  • Different bot detection: Unbounce integrates with Project Honeypot, which filters IP addresses flagged as malicious. Google uses its bot detection algorithm and can flag IP addresses that Unbounce otherwise wouldn't. 
  • View/Account filter: You may have inadvertently picked a different view/account filter in Google Analytics that does not represent the total value of your data in the same way your Unbounce statistics are displayed. 

It's entirely normal for different tracking methods to vary slightly.

Please contact our Support team for more assistance.

Google Tag Manager

Should I set up Google Analytics or Google Tag Manager for my landing pages? What is the difference?

Unlike our direct Google Analytics integration, our Google Tag Manager integration will not automatically send events to Google Analytics through a form, button, or link clicks.

You can still track forms, buttons, and links through Google Tag Manager, but you'll need to set up custom event tracking tags manually.

See our article for more information on how to set up GTM with Classic Builder and Smart Builder:

 Tracking Events & Form Submissions with Google Tag Manager in Smart Builder

How Do I Integrate Google Tag Manager With Unbounce for Classic Builder Pages?

How are Global Site Tag and Google Tag Manager similar? 

Both Global Site Tag and Google Tag Manager can deploy tracking points to multiple tools or software.

However, Google Tag Manager is more universal and can work alongside other tools and products. In comparison, Global Site Tag (gtag.js) functions primarily alongside other Google products.

If you're new to either tool, starting with Google Tag Manager may be best, as its implementation requires less coding skills than the Global Site Tag would. 

In short:

  • Use Google Tag Manager if you want the freedom to set up and modify your triggers and events in a web interface without needing to code the scripts into your landing page.
  • Use Global Site Tag if you're more experienced in building with Javascript and want to install the tags directly onto your page.

Would I install Global Site Tag and Google Tag Manager on the same page?

We recommend installing either Global Site Tag or Google Tag Manager, but not both simultaneously, as they have the same general function. If you already use Google Tag Manager, you won't need to install Global Site Tag, and vice versa. 

See Google's resources to learn more about the differences between Google Tag Manager and Global Site Tag: Tag Manager and Gtag.js (Google).

Google Ads

Why did Google Ads reject my ad containing my landing page?

Google Ads can reject an ad for several reasons. Though troubleshooting this falls outside the scope of Unbounce, we offer some suggestions on actions to take before resubmitting your ad for approval: Rejected by Google Ads: Malicious or Unwanted Software

How do I connect my Unbounce landing pages to Google Ads Keyword Insertion?

Keyword Insertion is an advanced Google Ads feature that lets you tailor the text on your Google Ads ads to match your customers' search terms.

Setting up keyword insertion in Google Ads is the first step in getting customers to land on your page. 

See our documentation for more on how dynamic text replacement, which works in conjunction with keyword insertion:

Working with Dynamic Text Replacement in Classic Builder

Adding Dynamic Text Replacement to Smart Builder