Outbrain
Datafly Signal reports conversions to Outbrain Amplify server-to-server through the S2S postback URL, attributed by the Outbrain click ID.
Why route Outbrain through Datafly Signal
- Conversions survive ad blockers and tracking prevention. A browser tag served from an advertising domain is blocked outright for part of your traffic, and Safari’s ITP shortens the cookies it can set. Signal sends the conversion from your own server, so the conversions Outbrain optimises against are not filtered by the browser.
- Click identifiers are captured and replayed. Signal captures the click ID first-party when the visitor lands and attaches it to later conversions.
- One consent decision governs every destination. Outbrain is gated by the same consent state as the rest of your stack, so a withdrawal applies everywhere at once.
- No vendor tag on the page. Removing it removes its page weight and its independent access to your visitors.
Prerequisites
Create event-based conversions
In Amplify open Pixels > Conversions > Add Conversion, choose Event-Based Conversion and note each conversion’s name: it must match the vendor event name in the preset exactly (case-sensitive).
Pass the click ID to your landing page
In each campaign’s Track box add ob_click_id={{ob_click_id}} (Signal captures the parameter ob_click_id).
Configure in Signal
Configuration Fields
| Field | Required | Description |
|---|---|---|
marketer_id | No | Not sent: Outbrain’s S2S postback is scoped by the click ID alone. Retained for reference. |
api_token | No | Not used: Outbrain’s S2S postback takes no authentication. Retained for existing integrations. |
Management UI Setup
- Go to Integrations > Add Integration > Outbrain.
- Choose a preset: Default (
default), Retail (ecommerce), Lead Generation (lead_gen), Insurance (insurance). - Fill in the fields above and click Save.
Request format
GET https://tr.outbrain.com/unifiedPixel?ob_click_id=00abcdef1234567890&name=purchase
&orderId=ORD-1001&orderValue=259.99¤cy=GBP×tamp=2026-09-22T00:13:20+0000ob_click_id and name are required. The postback takes no authentication.
Event Mapping
| Signal event | Vendor event | Presets |
|---|---|---|
page | page_view | Default, Retail, Lead Generation, Insurance |
add_to_cart | add_to_cart | Default, Retail |
purchase | purchase | Default, Retail, Insurance |
generate_lead | lead | Default, Lead Generation, Insurance |
sign_up | complete_registration | Default, Lead Generation |
view_item | view_content | Retail |
begin_checkout | checkout | Retail |
get_quote | quote_started | Insurance |
quote_completed | quote_completed | Insurance |
Signal forwards properties the preset does not map unless the integration’s strict output contract is on. Turn on strict_output_contract for this integration so only the documented fields are sent.
Identity
Attribution is by the Outbrain click ID only. No personal data, IP address or user agent is sent: the postback has no field for them.
Consent
Outbrain is an advertising destination and requires marketing consent by default.
Troubleshooting
| Problem | Solution |
|---|---|
| Conversions missing in Amplify | The event name must equal the conversion name exactly. |
| Events dropped in Signal | The visitor has no Outbrain click ID; check the campaign’s tracking parameter is named ob_click_id. |
Blueprint
The Outbrain blueprint version is 0.10.0. It was last reviewed against the vendor’s documentation on 2026-09-22.