Outbrain integration: identity-resolved conversions, sent server-side

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

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Role: Destination
Category: Ad platforms
Pre-built connectors: 12 sources
Plans: All plans

What Upstack sends

Every conversion reaches Outbrain with the identifiers it matches on. Captured on the server, resolved to a person, then sent.

In: from Shopify1 of 12 sources

order_idShopify order and checkout token
email / phonecustomer contact from checkout
customer_idShopify customer record, if they have one
line_itemsproducts, variants and quantities
total / subtotal / discountorder economics

Storefront events from the Upstack Pixel, orders directly from Shopify.

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.

Out: to OutbrainOn every event

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

Native conversions with the click restored.

See the set-up reference See all 12 sources How resolution works

About Outbrain

Upstack forwards the conversion server-side with the Outbrain click ID recovered and the buyer resolved first, so a purchase arriving by a different route days later still carries the recommendation that started it.

That is the whole argument for the channel, and it is invisible without the join.

What Outbrain is

Outbrain places content recommendations across publisher sites, where a reader arrives mid-article rather than mid-funnel.

Discovery traffic converts later than search, so last-click measurement routinely reports it as worthless.

How Outbrain works

Outbrain measures conversions with a pixel and a server-side API, attributing within a click window. Because the channel is discovery rather than intent, a meaningful share of its conversions land outside that window or through another touch entirely.

What you can do with it

Three jobs this connector does inside Outbrain.

Send complete conversions

Conversions reach Outbrain through its server-side API with restored click IDs and hashed identifiers attached, so more of what you send is matched on arrival, and the conversions you never saw stop being invisible.

Optimize on the customer you want

Map any order attribute to the conversion Outbrain receives (profit rather than revenue, new customers rather than repeat buyers, high-value orders rather than every checkout), so the platform learns from the buyers worth acquiring.

The later purchase, still credited

A reader who discovers you through a recommendation and buys a week later resolves to the same person, so discovery spend is judged on what it produced.

Pre-built connectors

12 sources connect to Outbrain. Whichever of these you run, Outbrain is one switch away.

See all connectors

Documentation

Set-up reference.

Set-up, event schema and field mapping for Outbrain as a destination.

FAQ

Outbrain integration questions.

What does Upstack send 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.

How do I connect Outbrain to Upstack?

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

How do I check that 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.

Which plans include the Outbrain integration?

All plans. Upstack has three plans that scale with your order volume, and the same integrations are on every plan.

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.

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