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.
How it flows
01 Capture
One Upstack app setup that captures Shopify storefront and checkout events with the Upstack Pixel, records every order directly from Shopify, and forwards both to every tool you spend on.
See the Shopify integration
Shopify order_idShopify order and checkout tokenemail / phonecustomer contact from checkoutcustomer_idShopify customer record, if they have oneline_itemsproducts, variants and quantitiestotal / subtotal / discountorder economics02 Understand
Every Shopify 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
customer_typeNew or returning, resolved before send.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
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
Outbrain hashed email / phoneidentity matching on arrivalob_click_idcredit the click that drove itexternal_idstable person across sessionsorderIddedupe browser and server purchasesvalue / currencyvalue-based biddingEach 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
Sending server events alongside it without a shared event ID is how a single purchase becomes two conversions and your reported ROAS quietly doubles. Upstack records one Purchase per Shopify order ID, so the pixel's copy and Shopify's own copy of an order count once.
Outbrain Conversions Tracking
Server-reported conversions list the click ID they matched against.
What changes
Outbrain
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
Events sent to Outbrain carry the resolved customer whenever Upstack can identify one, matched against a 750M+ device graph.
Shopify
Purchases also reach Upstack directly from Shopify, about 10 minutes after the order, so an order still counts when an ad blocker stopped the pixel or the shopper closed the page.
Shopify
Shopify customer IDs, emails and phones are matched against the graph, so repeat buyers are identified across devices.
Setup
App install, no theme edits and no developer. You need admin access to an Outbrain Amplify account and active campaigns with click ID tracking configured and owner or staff access to Shopify.
01
In the Upstack dashboard, open System, then Data Sources, and click Connect Shopify. Approve the install in your Shopify Admin: Upstack reads products, orders and customers, and writes only its own pixel.
02
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
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
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.
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.
PageView as PAGE_VIEW, ViewContent as Content_View, AddToCart as AddToCart and Purchase as Conversion. Orders reach Upstack directly from Shopify, even when the browser pixel is blocked.
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.
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.
No. Shopify connects as an app install with no theme edits, and most brands are live in under 20 minutes. Headless storefronts add the Upstack Pixel script instead of the theme app extension.
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