# Ads Outbrain > Set up Outbrain Amplify with the Outbrain pixel, URL or event conversions, server-to-server GET postbacks, OutbrainClickId capture, custom audiences, and Amplify reporting. Use when wiring Outbrain conversion tracking, fixing missing conversions, requesting Amplify API access, or launching a small Outbrain test. - Skill: `pooriaarab/ads-outbrain` (Agent Skill) - Install (CLI): `npx skillmds@latest add pooriaarab/ads-outbrain` - Raw SKILL.md: https://api.skillmd.com/api/skills/pooriaarab/ads-outbrain/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Integrations & APIs - Author: pooriaarab (https://skillmd.com/u/pooriaarab) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/pooriaarab/ads-outbrain --- # Outbrain Ads Outbrain Amplify supports a browser pixel and server-to-server conversion tracking. Its advertiser API manages campaigns and reporting, while the conversion guide uses a GET postback with a click ID. See [Outbrain conversion setup](https://www.outbrain.com/help/advertisers/create-conversions-using-the-outbrain-pixel/) and [server-to-server tracking](https://www.outbrain.com/help/advertisers/server2server-integrations/). Use [ad-conversion-hub](../ad-conversion-hub/SKILL.md) for the canonical event envelope, consent gate, identity rules, retry policy, and adapter contract. Pair it with [ad-experiments](../ad-experiments/SKILL.md) for one-audience tests, seed sizing, PII-export authorization, and payment-provider truth. ## Account and access Create an Amplify account at [my.outbrain.com](https://my.outbrain.com/). Outbrain’s current advertiser guide presents this as the account entry point. The Amplify API is a separate access path. Outbrain’s advertiser guide says that API access is available to selected partners by request. Apply through the [Amplify API access form](https://www.outbrain.com/partner-api/). The Amplify API covers marketers, budgets, campaigns, promoted links, and performance reporting. Its official reference does not list conversion ingestion as an API entity. See [Amplify API reference](https://www.outbrain.com/help/advertisers/amplify-api/). Outbrain’s fetched guides define no environment-variable names. Use these hub-side names and label them as local configuration. See [Amplify API reference](https://www.outbrain.com/help/advertisers/amplify-api/): ```text OUTBRAIN_ADS_MARKETER_ID public value used as OB_ADV_ID in the pixel OUTBRAIN_ADS_API_TOKEN server-only Amplify API token ``` The server-to-server guide defines a postback URL without an Amplify API token. Use that postback and the click ID captured by your server. See [Outbrain server-to-server tracking](https://www.outbrain.com/help/advertisers/server2server-integrations/). ## Client-side Outbrain pixel Open **Conversions** in Amplify and select **Outbrain Pixel**. Copy the generated code and place it in the `` tag on every page that needs tracking. See [install the Outbrain pixel](https://www.outbrain.com/help/advertisers/install-outbrain-pixel/). The generated code defines `OB_ADV_ID`, creates `window.obApi`, loads `//amplify.outbrain.com/cp/obtp.js`, and tracks `PAGE_VIEW`. Copy the current snippet from Amplify instead of maintaining a hand-written copy. See [the current pixel example](https://www.outbrain.com/help/advertisers/create-conversions-using-the-outbrain-pixel/). Google Tag Manager is also supported. The Outbrain GTM guide supports direct Amplify connection or manual tag setup. The direct flow currently supports URL-based conversions, while event-based conversions need a GTM tag and trigger. See [Outbrain pixel in GTM](https://www.outbrain.com/help/advertisers/outbrain-pixel-gtm/). The browser pixel supports URL-based and event-based conversions. URL-based rules match a configured URL or URL fragment. Event-based rules track a named action, such as a button click or subscription. See [conversion types](https://www.outbrain.com/help/advertisers/create-conversions-using-the-outbrain-pixel/). ## Rule setup and event mapping Create each conversion in **Conversions → Add Conversion**. Choose a category, give the conversion a name, and choose URL-based or event-based tracking. The conversion name must match the name sent by GTM, server-to-server tracking, or an imported conversion file. See [create conversions](https://www.outbrain.com/help/advertisers/create-conversions-using-the-outbrain-pixel/). Use event names that match the hub taxonomy. These names are local choices; Outbrain does not provide a fixed standard event list in the fetched guide. See [event-based conversions](https://www.outbrain.com/help/advertisers/create-conversions-using-the-outbrain-pixel/). | Hub event | Outbrain rule | Send when | | --- | --- | --- | | `page_view` | Base pixel `PAGE_VIEW` | An eligible page loads | | `view_content` | Event-based rule named `view_content` | A meaningful item or plan view occurs | | `lead` | Event-based rule named `lead` | A qualified lead form submits | | `signup` | Event-based rule named `signup` | Account creation succeeds | | `begin_checkout` | Event-based rule named `begin_checkout` | Checkout starts | | `purchase` | Event-based rule named `purchase` | Payment confirmation succeeds | | `subscription_start` | Event-based rule named `subscription_start` | A paid subscription activates | | `refund` | No hub dispatch documented | Reconcile with payment truth | For manual event tracking, install the base pixel and the generated event code. The event code is shown after you enter or change the conversion name. Event names are case-sensitive. See [event setup](https://www.outbrain.com/help/advertisers/create-conversions-using-the-outbrain-pixel/) and [server-to-server event rules](https://www.outbrain.com/help/advertisers/server2server-integrations/). ## Server-side conversions API Outbrain’s official conversion guide does not define a JSON Conversions API. The documented server-side route is an event-based conversion plus a GET request to `https://tr.outbrain.com/unifiedPixel`. See [server-to-server tracking](https://www.outbrain.com/help/advertisers/server2server-integrations/). Create an event-based conversion in the Amplify **Pixels → Conversions** area. Set its name, conversion window, and value. You do not need to install the pixel code for this server-to-server setup. See [server-side conversion setup](https://www.outbrain.com/help/advertisers/server2server-integrations/). Add this exact tracking parameter in the campaign’s **Track** box: ```text OutbrainClickId={{ob_click_id}} ``` Keep `{{ob_click_id}}` unchanged. Outbrain replaces this dynamic macro with a unique click ID and appends it to the landing URL as a query string value. See [click parameter setup](https://www.outbrain.com/help/advertisers/server2server-integrations/). Store the landing value against the user or checkout in your server-side system. When the conversion occurs, send a GET request using this shape: ```text https://tr.outbrain.com/unifiedPixel?ob_click_id=CLICK_ID&name=EVENT_NAME ``` Replace `CLICK_ID` with the stored value. Replace `EVENT_NAME` with the exact case-sensitive conversion name. Keep the reserved keys `ob_click_id` and `name`, and URL-encode their values. See [postback URL](https://www.outbrain.com/help/advertisers/server2server-integrations/). Outbrain documents these optional query parameters: ```text orderId=ORDER_ID orderValue=ORDER_VALUE currency=CURRENCY timestamp=TIMESTAMP ``` The guide lists supported timestamp formats, including ISO-like forms with and without a timezone. Use one documented format and preserve the event time from the hub. See [postback values and timestamp formats](https://www.outbrain.com/help/advertisers/server2server-integrations/). The Amplify API token uses the `OB-TOKEN-V1` header for Amplify API requests. The official guide says tokens last 30 days. Do not add this token to the documented conversion postback. See [Amplify API authentication](https://www.outbrain.com/help/advertisers/amplify-api/) and [the postback contract](https://www.outbrain.com/help/advertisers/server2server-integrations/). ## Identity and consent The fetched Outbrain conversion guides define click IDs, event names, order fields, currency, and timestamps. They do not define a customer email field, phone field, or SHA-256 hashing rule for this conversion path. Do not invent one or send an undocumented identity payload. See [server-to-server fields](https://www.outbrain.com/help/advertisers/server2server-integrations/). For users in the EU or UK, Outbrain requires an IAB-compliant consent management platform and user consent before recording conversions. Gate the pixel and conversion postback through the hub consent record. See [Outbrain pixel consent requirements](https://www.outbrain.com/help/advertisers/install-outbrain-pixel/) and [cookie and conversion tracking](https://www.outbrain.com/help/advertisers/how-does-outbrains-pixel-track-conversions/). ## Click ID and first-party cookie The campaign tracking key is `OutbrainClickId`. Its value comes from the dynamic macro `{{ob_click_id}}`. Capture it on the first landing request and associate it with the user or checkout before later conversion dispatch. See [Outbrain click-ID tracking](https://www.outbrain.com/help/advertisers/server2server-integrations/). Outbrain’s UTM guide also supports `{{macro}}` and `[macro]` formats. Its recommended UTM string includes `utm_source=Outbrain`, `utm_medium=Discovery`, `utm_campaign`, `utm_content={{ad_title}}`, `utm_term={{publisher_name}}_{{section_name}}`, and `utm_id={{section_id}}`. See [UTM tracking](https://www.outbrain.com/help/advertisers/utm-tracking/). The fetched docs do not name an Outbrain cookie. Do not invent a cookie name. Outbrain says its pixel may use third-party or first-party cookies and may match users to conversions for up to 24 hours. See [pixel cookie behavior](https://www.outbrain.com/help/advertisers/how-does-outbrains-pixel-track-conversions/). The custom-audience console allows a cookie window from 1 to 180 days. This is an audience-segment setting, not the server-to-server click-ID lifetime. See [custom audience setup](https://www.outbrain.com/help/advertisers/create-custom-audience/). ## Deduplication Outbrain’s fetched conversion docs do not define a browser/server event ID, idempotency key, or deduplication field. Treat `orderId` as an optional order reporting field, not as a documented deduplication guarantee. See [postback fields](https://www.outbrain.com/help/advertisers/server2server-integrations/). Keep one hub `event_id` across local browser and server records. Do not add an Outbrain deduplication field that the vendor does not document. See [ad-conversion-hub](../ad-conversion-hub/SKILL.md). Because Outbrain has no dedup field, send each conversion event through exactly one path — the browser pixel event-based rule or the server-to-server postback, not both — or Outbrain double-counts it with no way to reconcile the duplicate. ## Amplify settings that override code The conversion rule controls its category, name, URL or event condition, conversion window, and fixed value. If a dynamic value is also sent, Outbrain says the dynamic value is reported. See [conversion settings](https://www.outbrain.com/help/advertisers/create-conversions-using-the-outbrain-pixel/). Select **Include in total conversions** when the conversion should appear in total conversion metrics. Outbrain recommends marking one conversion for this purpose. See [total conversion settings](https://www.outbrain.com/help/advertisers/create-conversions-using-the-outbrain-pixel/). The conversion screen can also create an audience segment from converted users. Custom audiences support audience retargeting, story sequencing, converters segments, and value-based converters segments. See [custom audiences](https://www.outbrain.com/help/advertisers/create-custom-audience/). For a conversion campaign, Amplify offers Conversion Bid Strategy modes such as Max Conversions, Target ROAS, Target CPA, and Semi Manual. The dashboard guide says this strategy appears for the **Conversions** or **App Installs** objective. See [Amplify campaign settings](https://www.outbrain.com/resources/wp-content/uploads/2023/02/Amplify-Dashboard-Guide-2023.pdf). ## Verification Use the Outbrain Pixel Tracker browser extension to check that the pixel fires. The extension tests implementation; it does not itself prove an attributed conversion. See [pixel installation and testing](https://www.outbrain.com/help/advertisers/install-outbrain-pixel/) and [conversion status](https://www.outbrain.com/help/advertisers/create-conversions-using-the-outbrain-pixel/). In the **Conversions** tab, `Pending` means the action has not yet been tested or recorded. The documented pixel states include `Active`, `No Recent Activity`, and `Not Active`; `No Recent Activity` means no activity for over 72 hours. See [Outbrain tracking status](https://www.outbrain.com/help/advertisers/create-conversions-using-the-outbrain-pixel/). For server-side tracking, record the generated GET request and its response status as request proof. Then verify the named conversion in Amplify reporting. The server-to-server guide says a reported conversion appears in the dashboard. See [server-side reporting](https://www.outbrain.com/help/advertisers/server2server-integrations/). ## Common pitfalls and security - Copy the current generated pixel. Keep `OB_ADV_ID` equal to the marketer ID. See [pixel code](https://www.outbrain.com/help/advertisers/create-conversions-using-the-outbrain-pixel/). - Keep `{{ob_click_id}}` in the campaign tracking value. Do not replace the macro during setup. See [click parameter setup](https://www.outbrain.com/help/advertisers/server2server-integrations/). - Keep `ob_click_id` and `name` as the postback keys. Send the postback with GET. See [postback rules](https://www.outbrain.com/help/advertisers/server2server-integrations/). - Match event-name case exactly. Outbrain documents event names as case-sensitive. See [server-to-server notes](https://www.outbrain.com/help/advertisers/server2server-integrations/). - Do not call the Amplify API a conversion API. Its documented entities cover campaign management and reporting. See [Amplify API](https://www.outbrain.com/help/advertisers/amplify-api/). - Do not expect server-to-server tracking to report organic or direct purchases. Outbrain says it reports conversions that came from Outbrain. See [server-to-server limits](https://www.outbrain.com/help/advertisers/server2server-integrations/). - Do not treat a pixel test as a conversion. Outbrain says testing does not register a dashboard conversion. See [pixel status](https://www.outbrain.com/help/advertisers/create-conversions-using-the-outbrain-pixel/). - Keep `OUTBRAIN_ADS_API_TOKEN` server-side. Send it as `OB-TOKEN-V1` only for Amplify API requests. See [API authentication](https://www.outbrain.com/help/advertisers/amplify-api/). - Never put tokens, click IDs, or raw identity data in logs, screenshots, browser bundles, or commits. The hub owns secret handling and identity retention. See [ad-conversion-hub](../ad-conversion-hub/SKILL.md). - Apply the EU and UK consent gate before pixel or conversion dispatch. See [Outbrain consent requirements](https://www.outbrain.com/help/advertisers/how-does-outbrains-pixel-track-conversions/). ## Official sources checked (2026-08-29) - [Install Outbrain pixel](https://www.outbrain.com/help/advertisers/install-outbrain-pixel/) - [Create conversions with the Outbrain pixel](https://www.outbrain.com/help/advertisers/create-conversions-using-the-outbrain-pixel/) - [Server-to-server integrations](https://www.outbrain.com/help/advertisers/server2server-integrations/) - [Pixel cookie and conversion tracking](https://www.outbrain.com/help/advertisers/how-does-outbrains-pixel-track-conversions/) - [Outbrain pixel in Google Tag Manager](https://www.outbrain.com/help/advertisers/outbrain-pixel-gtm/) - [UTM tracking](https://www.outbrain.com/help/advertisers/utm-tracking/) - [Custom audiences](https://www.outbrain.com/help/advertisers/create-custom-audience/) - [Amplify API](https://www.outbrain.com/help/advertisers/amplify-api/) - [Amplify API access](https://www.outbrain.com/partner-api/) - [Amplify dashboard guide](https://www.outbrain.com/resources/wp-content/uploads/2023/02/Amplify-Dashboard-Guide-2023.pdf)