Install Bread & Butter on Instapage

Instapage is built for landing pages and lead-gen funnels, so the moment that matters most is usually a form submission, not a shopping cart. Bread & Butter connects the same simple way it connects to Google Analytics or HubSpot: one script, no plugin, and it works with Instapage's native forms right out of the box.

In short: one script connects your Instapage landing pages to Bread & Butter, no plugin and no developer required. It shows you who's a genuine prospect, not just a pageview, and which ads, pages, or campaigns are actually driving qualified interest. It also picks up Instapage's native forms automatically.

Once it's running, Bread & Butter watches how real visitors move through your landing pages, not just how many pages loaded. It identifies who's showing genuine interest, builds a profile of what they're interested in, and surfaces that to you as a ranked list of your best leads instead of a wall of traffic numbers. For a landing page or funnel business, that means you can finally see which ads, pages, or campaigns are actually driving qualified interest, and which ones are just generating clicks that go nowhere.

Frequently asked questions for Instapage

Does this work on any Instapage plan? We haven't been able to confirm from Instapage's public documentation whether Custom Code is limited to certain plans. Check under Settings > Analytics > Custom Code in your own account to confirm you have access.

Do I need a developer to install this? No. It's a copy-and-paste step into Instapage's Custom Code panel, the same place you'd add Google Analytics or a Meta Pixel.

Does this work with a custom domain, or only an instapage.com subdomain? Either. The tracking script is embedded in the page itself, so it works the same way regardless of what domain your page is published under.

Does this track my native Instapage forms too? Yes. If a visitor submits a native form on your page, Bread & Butter identifies them and connects that to the rest of their activity on your site.

Bread & Butter Conversion Tools: If you want a dedicated on-site tool to capture emails or identify visitors, beyond your native forms, Bread & Butter also offers its own suite of optional Conversion Tools, floating lead capture forms with one-click social login, content gating for premium assets, and AI-triggered incentive popups, that plug directly into your Bread & Butter account, no separate app required. See our Conversion Tools overview for the full list.

What if my main website and my Instapage landing pages run on separate domains? This is common, for example a main site on WordPress with campaign landing pages hosted on a separate Instapage-branded domain. Bread & Butter doesn't use cookies, it uses a GDPR-compliant identifier stored locally in the visitor's browser. Install the same tracking script on each domain, and Bread & Butter reconciles the activity into one visitor journey, even across different platforms.

Installation Steps

Step 1: Get your tracking script

  • Log into your Bread & Butter Dashboard
  • Go to Settings > App & Domains
  • Add your Instapage subdomain or custom domain
  • Copy the JavaScript tracking snippet provided (it includes your unique App ID)

If you're already using Google Tag Manager on your Instapage site, this is the easiest and most reliable way to install Bread & Butter, and it's the method we recommend. See our full Google Tag Manager installation guide for more detail.

Step 2: Add the script as a GTM tag

  • In your GTM container, create a new tag and choose Custom HTML
  • Paste the Bread & Butter tracking snippet into the tag
  • Set the trigger to All Pages
  • Save and Submit to publish the container

Step 3: Confirm it's working

  • Open your live Instapage page in a new browser or incognito window
  • Return to your Bread & Butter Dashboard and confirm visitor data is coming in

Managing the script through GTM also means future updates or changes to your tracking setup don't require editing your Instapage pages directly.

Alternative: Manual install via Custom Code

If you're not using Google Tag Manager, install directly in Instapage instead.

Step 2: Add it to Instapage

  • Log into Instapage
  • Go to Settings > Analytics > Custom Code
  • Paste the tracking script in the Head section
  • Close the settings menu and click Update to deploy

Step 3: Confirm it's working

  • Open your live Instapage page in a new browser or incognito window
  • Return to your Bread & Butter Dashboard and confirm visitor data is coming in

Troubleshooting: If data isn't showing up, double-check that your App ID in the script matches your dashboard, and confirm your live Instapage URL is listed under Settings > Advanced Settings > Website Domains.

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