Documentation Index
Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
Use this file to discover all available pages before exploring further.
Data direction: This is a destination — Upstack sends event and conversion data out to this platform via server-side APIs.
What it does
Outbrain’s Unified Pixel API is the server-side counterpart to the Outbrain browser pixel. Upstack Signal forwards storefront events — page views, product views, add-to-carts, and purchases — directly to Outbrain’s servers for native advertising campaign optimization. Server-side delivery means conversions reach Outbrain even when the browser-side pixel is blocked by ad blockers, ITP, or cookie restrictions. Each event carries the click identifier (obclid) captured from ad clicks so Outbrain can match the conversion back to the ad interaction that drove it.
How it works
Upstack Signal runs as a dual-tracking layer alongside the Outbrain browser pixel. The Upstack Pixel captures events in the browser and forwards each one to Upstack’s edge infrastructure, where it is enriched with the Outbrain click ID from cookie storage and sent to Outbrain’s Unified Pixel API as a server-side event. Unlike other ad platforms, Outbrain’s deduplication relies on theorderId field rather than a shared event_id. Always include a transaction ID on purchase events to prevent double-counting when running both browser pixel and server-side delivery.
Attribution model: Outbrain uses last-click attribution based solely on the obclid parameter. Cross-device conversions, cookieless conversions, and conversions from returning visitors whose cookies expired cannot be attributed to Outbrain campaigns.
Setup guides
Onboarding guide
End-to-end walkthrough for connecting Outbrain to Upstack Data.
Configure destination
Configure the Outbrain destination inside Upstack Data.
Find Marketer ID
Locate your Outbrain Marketer ID in the Amplify Dashboard.
Configure click ID tracking
Add the click ID parameter to your campaign URL suffix.
Event mapping
Upstack maps storefront events to Outbrain events automatically:| Upstack event | Outbrain event | Key parameters | Notes |
|---|---|---|---|
Purchase | Conversion | orderValue, currency, orderId | Primary conversion event |
Lead | Lead | orderValue, orderId | Lead form submissions |
SignUp | Sign_Up | orderId | Account registration |
AddToCart | AddToCart | productId, productValue, currency | Cart additions |
ViewContent | Content_View | productId, productValue | Product page views (disabled by default) |
PageView | PAGE_VIEW | — | Page load (disabled by default) |
obclid) when available. Events without a click ID are skipped because Outbrain cannot attribute them to any campaign.
Field mapping
| Upstack field | Outbrain field | Type | Notes |
|---|---|---|---|
data.value | orderValue | number | Transaction amount |
data.currency | currency | string | ISO 4217 (USD, EUR, GBP) |
data.transactionId | orderId | string | Unique ID for deduplication |
item.id | productId | string | Product SKU |
item.name | productName | string | Product name |
item.category | category | string | Product category |
item.quantity | quantity | number | Number of items |
FAQ
How do I verify events are arriving in Outbrain?
How do I verify events are arriving in Outbrain?
Open Outbrain Amplify Dashboard, navigate to Conversions, and check that events are appearing. Server-side events should start appearing within 5–10 minutes of storefront activity. Note that test events won’t show up in the dashboard — conversions only register when a real user clicks on your ad in the Outbrain widget.
Why are my attribution rates lower than other platforms?
Why are my attribution rates lower than other platforms?
Outbrain does not support enhanced matching with hashed PII (email, phone, IP, user-agent). Attribution relies solely on the click ID (
obclid). If a visitor clears cookies, uses a different device, or the click ID expires (after 30 days), the conversion cannot be attributed. This is a platform limitation, not an Upstack issue.Will my events be counted twice if I run both the pixel and server-side?
Will my events be counted twice if I run both the pixel and server-side?
Outbrain deduplicates based on the
orderId field. Always include a unique transaction ID on purchase events. If you’re sending events from multiple sources (Upstack, GTM, direct pixel), ensure they all use the same orderId for the same transaction.Do event names need to match exactly?
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.
Purchase ≠ purchase ≠ PURCHASE. Verify the exact spelling in Amplify → Conversions before configuring Upstack.What happens if the click ID is missing?
What happens if the click ID is missing?
Events without an Outbrain click ID are skipped and not sent to Outbrain. This is intentional — Outbrain cannot attribute conversions without a click ID, so sending them would inflate your event volume without improving attribution. Ensure your campaign URL suffix includes
obclid={{ob_click_id}} so the Upstack Pixel can capture click IDs.Troubleshooting
No conversions appearing in Outbrain dashboard
No conversions appearing in Outbrain dashboard
If events aren’t appearing after confirmed store traffic:Steps to fix:
- Verify your campaign URL suffix includes
obclid={{ob_click_id}} - Confirm the Upstack destination shows Active (green)
- Check that the Marketer ID matches your Amplify account
- Test with a real ad click — test traffic without
obclidin the URL won’t generate events
Invalid Marketer ID error
Invalid Marketer ID error
The Marketer ID (also called OB_ADV_ID or Pixel ID) must be the 32-character hexadecimal string from Amplify.Steps to fix:
- Go to Amplify Dashboard → Settings → Tracking
- Copy the full Marketer ID (no spaces, no extra characters)
- Update the destination in Upstack with the correct ID
Low attribution rate compared to other platforms
Low attribution rate compared to other platforms
This is expected due to Outbrain’s click-ID-only attribution model.To maximize attribution:
- Ensure all campaigns include
obclid={{ob_click_id}}in the URL suffix - Verify the Upstack Pixel is loading on all pages to capture click IDs
- Check that first-party cookies are not being blocked by browser settings
- Note that cross-device and returning-visitor conversions will not be attributed
For additional troubleshooting beyond Outbrain-specific issues, see Troubleshooting: Events Not Reaching Destination.
Related
Conversion API forwarding
How Upstack Signal forwards events to ad platforms via server-to-server APIs.
Identity resolution
How Upstack matches anonymous visitors to known customers for higher match rates.
Meta CAPI destination
Set up Meta’s Conversions API — supports enhanced matching unlike Outbrain.
Events not reaching destination
End-to-end diagnostic guide when events aren’t arriving at any destination.