Using AMP for your AdWords Landing Pages

Faster landing pages typically lead to more conversions, and AMP is a great way to create attractive AdWords landing pages that load more quickly. The AMP Project provides web developers with resources they need to know to create attractive, highly functional pages. This guide describes how to use AdWords and other advertising technology in your AMP pages.

Creating and validating AMP pages

For an overview of creating AMP pages, start with the official AMP project tutorial.

For more hands-on, step-by-step guidance, follow the AMP foundations and AMP advanced concepts code labs.

You can find sample code and demos of AMP components at AMP by example or at AMP Start.

During development you'll want to make sure your AMP pages are valid. AMP offers many different ways to validate your documents. The most common way to validate an AMP page is by using the web validator or the Google Webmaster Tools Validator. You can also use the Chrome browser plugin and developer console, or integrate the amphtml-validator npm module in your build.

And if you need support, there are a number of options available.

Commonly used landing page features in AMP

AMP was originally developed for static content, but it's evolved over time to accommodate more dynamic use cases. The list below describes components that allow you to add dynamic functionality to your AMP pages:

  • amp-bind: Add custom stateful interactivity based on JavaScript-like events.
  • amp-form: Create landing pages that require input from the user.
  • amp-carousel: Create an image carousel with standard controls for scrolling an image gallery.
  • amp-lightbox: Display a full-screen view of a component like an image when it's interacted with.
  • live-list: Render a live stream of content into the landing page.
  • amp-call-tracking Dynamically replaces a phone number in a hyperlink to enable call tracking.
  • amp-mustache allows rendering Mustache.js.

When AMP might not be a good fit

Although you can think of an AMP page as just a web page, AMP doesn't support some common web development use cases. Here is some functionality that is not well-suited for AMP:

  • Developer-authored JavaScript (AMP provides its own performant JS library).
  • Per-request server-side logic.
  • Localization at runtime, based on the customer settings or location.
  • Experiments or A/B testing from third parties using JavaScript. There is a native amp-experiment component, but it doesn't yet integrate with other companies.

The AMP project is adding new functionality and components every day. If you find functionality that's missing, you can contribute or request it to be added by opening a GitHub issue.

Configuring AMP landing pages with AdWords

Although AMP works well for subsequent pages in the user journey, we recommend using a non-AMP landing page if you have complex checkout flows or similar. If you have a case where you’d like to measure a conversion or place a remarketing pixel on the AMP landing page itself, you can use the AMP + AdWords conversion tracking component built into amp-analytics described below.

Conversion tracking and remarketing

Tags for conversion tracking and remarketing are usually given as snippets of HTML and JavaScript. But AMP doesn't allow for the inclusion of "raw" JS. Therefore, you can implement these tags by simply using the amp-analytics component with type=googleadwords. The amp-analytics component for Google AdWords has built-in support for both "googleadwords"."conversion tracking" and "goodadwords"."remarketing" attribute sets.

AMP pages from organic vs paid Google search results

When AMP pages are served as part of Google organic search results, they are typically served from the Google AMP cache or from your server. In contrast, AdWords pages are always delivered from your server.

If you expect your AdWords AMP pages to appear in organic search results, ensure that all AMP functionality works as expected when delivered from the Google AMP cache inside the Google Viewer: input your AMP article in the Structured Data Testing Tool and click Preview link.

If you don't want your new AMP landing pages to appear in organic search results, simply place robot.txt exceptions like you would for any regular web page.

Integrating common AdWords-related technologies

Tracking user actions and events with amp-analytics

You can use AMP analytics to track user actions and events. AMP analytics comes with native support from over 20 analytics vendors. The framework is flexible and allows you to measure and trigger URLs using custom configurations to send analytics information to your own servers or to vendors where native AMP support isn't available. If you're using a technology that isn't currently supported, ask your vendor to add support.

AMP analytics also allows for flexible variable substitution; see the variable substitution documentation for details.

Google Analytics

Google Analytics is supported by amp-analytics. For more information about tracking AdWords traffic, see the best practices for setting up Google Analytics.

Google Tag Manager

The amp-analytics component also has built in support for Google Tag Manager.

Adobe Analytics (Formerly known as Omniture)

  • Adobe Analytics offers two methods for implementing their website performance tracking solution with AMP: iframe (“adobeanalytics_nativeConfig”) and non-iframe (“adobeanalytics”) implementation.
  • It's important to make sure that your implementation leverages the iframe (aka adobeanalytics_nativeConfig) method on your new AMP pages, since the
    non-iframe method will not properly capture session data that spans your domain and the AMP cache's domain. Additionally, the non-iframe method can result in inflated visit/visitor counts, and is incompatible with the latest Adobe Marketing Cloud integrations.
    • If you opt to use the iframe method, here are instructions on how to implement Adobe Analytics within an AMP page: AMP article.
    • If you need to modify your implementation to transition from the non-iframe to the iframe method, see the AMP article.
      • Switching implementation methods will not affect your ability to access your historical data, but there may be some variance in the data collection, as visitor inflation will be reduced when moving from the non-iframe method to the iframe method of implementation.
  • In addition, please be aware that Safari browser limitations may result in some anomalies even when using the iframe method of implementation. These anomalies are surfaced when a visitor using Safari and who has never been to the original domain visits an AMP page for the first time, then later visits the normal (non-AMP) site. In this scenario, the visitor would be counted as two visitors in Analytics, assuming the AMP and the main site are in the same report suite. However, if the visitor had been to's main site before visiting the AMP, it will still count as only one visitor in reporting.