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WooCommerce - Outbrain

Send every WooCommerce event to Outbrain, server-side

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 WooCommerce 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 WooCommerce to Outbrain?

Most brands are live in under 20 minutes. Once WooCommerce is connected, 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 WooCommerce event reaches Outbrain. Captured on the server, resolved to a person, then sent.

01 Capture

Captured from WooCommerce

Capture WooCommerce orders and customer events server-side and forward them to every platform you buy on.

See the WooCommerce integration

WooCommerceWhat it sends

order_idWooCommerce order number
billing_email / phonecheckout contact fields
customer_idWordPress user, when logged in
line_itemsproducts and quantities
order_totalorder value after discount

02 Understand

Resolved to one person before it leaves

Every WooCommerce 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

WooCommerce sites vary enormously in how checkout is built, and browser-side conversion tags break on custom checkouts more often than on hosted platforms.

Capturing on the server sidesteps the theme entirely.

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 WooCommerce feeds Outbrain. Two gains on the Outbrain side, two on the WooCommerce 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.

WooCommerce

Every event, server-side

Storefront and checkout events are captured from WooCommerce on the server, independent of the browser.

WooCommerce

One setup, every destination

Connect WooCommerce once and forward to every ad platform, email tool and warehouse 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

WooCommerce Data source Connected

Outbrain Destination Healthy

Read the full Outbrain setup guide

01

Connect WooCommerce

Capture WooCommerce orders and customer events server-side and forward them to every platform you buy on.
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 WooCommerce 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 WooCommerce 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.