Unbounce is a landing page builder for marketing teams, founded in Vancouver. More than 15,000 brands use it, and its pages have produced more than two billion conversions.
In July 2024 it joined forces with Insightly, the CRM, so landing pages and customer records now come from the same company.
Pages built for ads
The builder makes landing pages, popups and sticky bars without code, with AI that can rewrite, expand or summarize copy on the page. Plans run from Starter and Build to Experiment, which adds A/B testing, and Optimize, which adds AI traffic routing.
Smart Traffic is that routing: after as few as 50 visits, it starts sending each visitor to the page variant they’re most likely to convert on. Unbounce reports 30% more sales and sign-ups on average.
Matching the ad to the page
Dynamic text replacement changes the words on a page to match the keyword or ad that brought the visitor, using parameters in the URL. Hidden fields capture campaign details like UTM tags and Google’s click ID with each form submission, so every lead arrives knowing where it came from.
Native connections
Unbounce connects natively to Insightly, Salesforce, HubSpot, Mailchimp, Klaviyo, Marketo and Google Sheets, with Google Analytics and Tag Manager for measurement. More than 60 further integrations run through Zapier.
Unbounce and HubSpot: fields and failed leads
The HubSpot integration passes each lead through a HubSpot form, and a landing page links to one HubSpot form at a time. Field mapping decides which Unbounce field fills which HubSpot property, and adding a form to another page variant means running the integration again. It’s built for HubSpot Marketing Hub. For HubSpot’s CRM on its own, Unbounce points to Zapier or a webhook.
HubSpot can also collect submissions from outside forms by itself, and that capture skips Unbounce’s validation. A phone number Unbounce rejected can still reach HubSpot, which is why HubSpot sometimes shows more submissions than Unbounce. Switching off HubSpot’s “collect data from website forms” setting stops it.
When a receiving system turns a lead away, Unbounce logs an integration error, with the system’s response, on the page’s Leads and Integrations tabs. A 400-level response points to invalid answers or to the form and the CRM disagreeing about which fields are required. A 500-level response means the receiving server was down, and those leads can be resubmitted in bulk.
Matching leads to existing CRM records
Because the lead arrives as a HubSpot form submission, HubSpot’s own rule applies: a known email address updates that contact instead of creating another. A returning visitor who types a different address becomes a new contact.
The Salesforce integration sends every new lead to Salesforce as a Lead record, so the form needs the fields a Salesforce Lead requires, email and company among them. Four Unbounce fields travel with it: the page ID, the variant, the submission date and the source URL. They show once the Salesforce Lead layout is set to display them.
Carrying the click ID into the CRM
Google gives every ad click its own Google Click ID, or GCLID. The hidden fields above can catch it with the form, and field mapping can carry it onto the lead in the CRM.
When that lead later becomes a sale, an offline conversion import sends the GCLID back to Google Ads with the type of conversion and when it happened. Google Ads then counts the sale against the click that started it.
Pages and leads through the API
Unbounce’s API comes with every plan. It reads accounts, sub-accounts, domains, pages, form fields and leads, and can add new leads to a page. Requests use an API key, with OAuth for approved apps, and the limit is 500 requests a minute.
The form webhook
A form submit webhook sends every submission to another system the moment it happens, as form data, JSON or XML. Each one carries the answers plus the page, the variant, the time and the URL, and custom headers can be added for the receiving system.
Since August 2026, an MCP server on every plan lets Claude and ChatGPT build and manage landing pages.
A lead is only the start
Unbounce’s form webhook and API put every lead within reach of the systems that follow. A submission can land on the right CRM record and owner within seconds, its GCLID can travel through to the sale and back to Google Ads, and a rejected lead can be retried instead of lost.
A CRM that suddenly requires a new field is exactly the kind of upstream change that needs someone owning the integration. For simple routing, Unbounce’s Zapier connections often do the job, and the point where low-code runs out marks when they don’t, while an estimate of the manual effort shows whether a proper build pays.