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Funnelish - Outbrain

Send Funnelish funnel events to Outbrain

Q: Why are my attribution rates lower than other platforms?

Outbrain does not support enhanced matching with hashed personal data, so attribution relies solely on the obclid click ID. If a visitor clears cookies, uses a different device or the click ID expires after 30 days, the conversion cannot be attributed.

Q: Do event names need to match exactly?

Yes. Event names are case-sensitive and must exactly match the conversion name configured in your Outbrain Amplify dashboard, so check the spelling in Amplify, Conversions before configuring Upstack.

Q: Which events does Outbrain receive?

PageView as PAGE_VIEW, ViewContent as Content_View, AddToCart as AddToCart and Purchase as Conversion.

Q: Which customer parameters are sent to Outbrain?

Outbrain does not support matching on hashed email, phone or other personal data: attribution relies solely on the obclid click ID, which Upstack stores in a first-party cookie for 30 days. Events without a click ID are skipped.

Q: How do I check that Funnelish events are reaching Outbrain?

Upstack marks the destination Healthy, and the Conversions page in the Outbrain Amplify Dashboard shows recent events. Test with a real ad click and purchase: test events do not show up, because conversions only register when someone clicks your ad.

Q: How long does it take to connect Funnelish to Outbrain?

Most brands are live in under 20 minutes. Once Funnelish events reach Upstack, every destination receives the same resolved events, Outbrain included.

Each event is resolved to a person against a 750M+ device graph before it reaches Outbrain, with restored click IDs, deduplicated conversions and delivery you can audit.

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US device IDs in the graph: 750M+
Match rate on events: 90%+
Identity window, per customer: Lifetime
Most brands are live: <20 min

How it flows

How a Funnelish event reaches Outbrain. Tracked on the funnel page, resolved to a person, then sent.

01 Capture

Captured from Funnelish

Add the Upstack Pixel to your Funnelish funnels to track what shoppers do there. When Funnelish creates the order in Shopify, Upstack records it like any other Shopify order.

See the Funnelish integration

FunnelishWhat it sends

page / eventsfrom the Upstack Pixel in each funnel’s head
fbclid / gclid / ttclidclick IDs kept on the way to checkout
order_idthe Shopify order Funnelish creates
order sourceshows as Funnelish in Upstack reports

02 Understand

Resolved to one person before it leaves

Every Funnelish event is matched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer rather than two strangers.

How resolution works

Resolved before it is sent

IdentityMatched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer.
customer_typeNew or returning, resolved before send.
DeduplicationBrowser and server copies of a purchase are matched on its order ID, so it is counted once.
Bot and fraud filteringAutomated traffic never reaches the model, because what you keep out of the training set matters as much as what goes in.

Ad platforms accept almost anything and tell you very little. These controls exist so you can see what was sent and what was accepted, rather than inferring it from a reporting gap.

03 Activate

Delivered to Outbrain

Send conversions to Outbrain with the click ID recovered from the graph, so native placements are judged on orders rather than on sessions.

See the Outbrain integration

OutbrainWhat it receives

hashed email / phoneidentity matching on arrival
ob_click_idcredit the click that drove it
external_idstable person across sessions
orderIddedupe browser and server purchases
value / currencyvalue-based bidding

Which events reach Outbrain

Each Upstack event is mapped to the Outbrain event below before it is sent.

Upstack event	Sent to Outbrain as	Key data on the event
Page view	PAGE_VIEW	None beyond the click ID (disabled by default)
Product view	Content_View	productId, productValue (disabled by default)
Add to cart	AddToCart	productId, productValue, currency
Purchase	Conversion	orderValue, currency, orderId

Outbrain does not support matching on hashed email, phone or other personal data: attribution relies solely on the obclid click ID, which Upstack stores in a first-party cookie for 30 days. Events without a click ID are skipped.

The catch

Funnel pages sit outside your Shopify theme, so the Upstack app embed doesn't run on them, and click IDs such as fbclid, gclid and ttclid are easily dropped on the way to checkout.

Add the Upstack Pixel to each funnel and keep the click IDs on the links to checkout. The order itself reaches Upstack when Funnelish creates it in Shopify, counted once per Shopify order ID.

Where to check in OutbrainDelivery you can audit

Outbrain Conversions Tracking

Server-reported conversions list the click ID they matched against.

What changes

What changes when Funnelish feeds Outbrain. Two gains on the Outbrain side, two on the Funnelish side.

Outbrain

Server-side delivery

By default Upstack sends events to Outbrain from its servers as well as through the Outbrain tag, so an event an ad blocker or browser privacy setting stops in the browser still arrives from the server.

Outbrain

Identity-resolved events

Events sent to Outbrain carry the resolved customer whenever Upstack can identify one, matched against a 750M+ device graph.

Funnelish

Funnel pages tracked

The pixel loads in the head of every funnel page, so visits and the events you configure are recorded on pages your theme never touches.

Funnelish

One setup, every destination

Connect Funnelish once and forward to every ad platform and email tool you run.

Setup

Live in under 20 minutes.

You need admin access to an Outbrain Amplify account and active campaigns with click ID tracking configured.

Upstack dashboardExample

Outbrain Destination Healthy

Read the full Outbrain setup guide

01

Add the Upstack Pixel to each funnel

In Funnelish, add the Upstack Pixel snippet to each funnel as a tracking code placed with Append To Page Head. If the funnel links to Shopify, add the script that keeps click IDs and UTMs on the link.
02

Add the Outbrain destination

Add obclid={{ob_click_id}} to every campaign’s URL suffix, then under Destinations add Outbrain with your Marketer ID, a 32 character hexadecimal string from Settings, Tracking in Amplify.
03

Check conversions in Amplify

Upstack marks the destination Healthy, and the Conversions page in the Outbrain Amplify Dashboard shows recent events. Test with a real ad click and purchase: test events do not show up, because conversions only register when someone clicks your ad.

FAQ

Questions about Funnelish and Outbrain.

Why are my attribution rates lower than other platforms?

Outbrain does not support enhanced matching with hashed personal data, so attribution relies solely on the obclid click ID. If a visitor clears cookies, uses a different device or the click ID expires after 30 days, the conversion cannot be attributed.

Do event names need to match exactly?

Yes. Event names are case-sensitive and must exactly match the conversion name configured in your Outbrain Amplify dashboard, so check the spelling in Amplify, Conversions before configuring Upstack.

Which events does Outbrain receive?

PageView as PAGE_VIEW, ViewContent as Content_View, AddToCart as AddToCart and Purchase as Conversion.

Which customer parameters are sent to Outbrain?

How do I check that Funnelish events are reaching Outbrain?

Upstack marks the destination Healthy, and the Conversions page in the Outbrain Amplify Dashboard shows recent events. Test with a real ad click and purchase: test events do not show up, because conversions only register when someone clicks your ad.

How long does it take to connect Funnelish to Outbrain?

Most brands are live in under 20 minutes. Once Funnelish events reach Upstack, every destination receives the same resolved events, Outbrain included.