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    How do I set up and track conversions using the Outbrain pixel?

    Your campaigns are raking in clicks faster than you can count them, but you aren’t able to accurately track the actions your customers take after landing on your site. Don’t worry! You can start tracking conversion actions immediately using Outbrain’s pixel.

    For a walk-through on how to set-up and track multiple conversions,  click here for a video tutorial:

    Want to setup server to server integration or track mobile app installs? Check out our server-to-server setup guide, or the mobile app tracking implementation guide!

    Read on to learn more about URL-Based and Event-Based conversions.

    Before you begin tracking, you’ll need to make sure the pixel has been installed in the header of every page on your site.

    Once you start getting conversions, you can view them in your campaign reports . You can also track view through conversions.

    Also, make sure to use our Shopify and Google Tag Manager implementation guides if these apply to your site.

    Pixel Implementation

    First,  click the “Conversions” button in the sidebar on the left side of the Dashboard.

    Then, select “View Outbrain Pixel” and click the code to copy it to your Clipboard.

    View Outbrain Pixel

    Paste the pixel code in the header of each page of your site. You will define the conversion points in the dashboard later on, so there’s no need right now to pick and choose which pages should feature the pixel code.

    Once you have done this, test the pixel’s functionality using our Outbrain Pixel Tracker. 

    You’ll need to make sure the pixel has been installed in the header of every page on your site in order to track conversions!

    The Outbrain pixel can be used to track two types of conversions: URL-Based and Event-Based (which requires an extra bit of code). Let’s get started!

    URL-Based Conversions

    URL-Based conversions allow you to track conversions depending on which page the reader lands on. Installing the pixel in the header of every page on your site will allow you to generate different URL-Based events and provide easier tracking.

    Begin by clicking “Add Conversion” to open up the “Create Conversion” screen.

    Set a Window (the time it takes from click to conversion) and Default Value (such as average order value), then click “Save.”

    Add Conversion

    The Tracking Status will remain as “Waiting for Pixel” until the action has been tested or a conversion has occurred. You can check that the pixel fires properly by using our Pixel Tracker.


    Quick Tips

    • Omit HTTP(S) when adding your URL to prevent tracking issues
    • To track all page views, create a conversion with “URL Equals”: mysite.com
    • To track views for specific pages, create a conversion with “URL Contains”: /product-page.

    Event-Based Conversions

    Event-Based conversions require knowledge of HTML. Alterations made to and implementation of the Event-Based conversion pixel code cannot be troubleshooted by our Support team. Only use this conversion style if you or someone on your team has the know-how.

    Event-Based conversions will track a specific action that the reader takes on your site. This can include button clicks such as “Add to Cart” or “Subscribe.” Follow the same steps mentioned above, but note that this type of conversion requires an extra code (and possibly the assistance of your web developer). The snippet of code will be provided as soon as you click “Save” at the bottom of the “Create Conversion” page. Note that you will still need to install the Outbrain Pixel in addition to the event-based code provided.

    We provide two versions of the code snippet. Select the snippet that best works with your website implementation (a tag manager system or directly inside a script tag).

    Here are a few examples of how the event code might be placed.

    Event based conversions

    If your conversion requires different values depending on the action taken, check out our helpful guide on how to create dynamic values. At any time, you can view the code snippet by clicking on the eyeball icon next to the conversion type.

    For a step-by-step tutorial on how to create audiences, feel free to watch this short video:

    Advanced – Tracking conversions for multiple advertisers under the same account

    If you have several advertisers listed under the same account, you have the ability to  add multiple advertisers IDs within the pixel by separating them with a comma and a space (see example below – note the bolded part of the code, and add the correct marketer IDs) instead of implementing multiple pixels on each page. This way, you will be able to capture audiences in each respective advertiser that is tied into this pixel.

    <script data-obct type=“text/javascript”>
    !function(_window, _document) {
        var OB_ADV_ID=[‘00a48561a62513714dfe43b5bc90dd2000’, ‘00a48561a62513714dfe43b5bc90dd2001’, ‘00a48561a62513714dfe43b5bc90dd2002’];
    if (_window.obApi) {var toArray = function(object) {return Object.prototype.toString.call(object) === ‘[object Array]’ ? object : [object];};_window.obApi.marketerId = toArray(_window.obApi.marketerId).concat(toArray(OB_ADV_ID));return;}
    var api = _window.obApi = function() {api.dispatch ? api.dispatch.apply(api, arguments) : api.queue.push(arguments);};api.version = ‘1.1’;api.loaded = true;api.marketerId = OB_ADV_ID;api.queue = [];var tag = _document.createElement(‘script’);tag.async = true;tag.src = ‘//amplify.outbrain.com/cp/obtp.js’;tag.type = ‘text/javascript’;var script = _document.getElementsByTagName(‘script’)[0];script.parentNode.insertBefore(tag, script);}(window, document);obApi(‘track’, ‘PAGE_VIEW’);

    Don’t forget you will need to set up audiences based on URL based rules identically for each advertiser within the dashboard! For conversions, and the converter segments that are built off these, the same step of setting up the actual rule in the dashboard for each individual account is necessary. NOTE that this process works for both URL and Event-Based conversions – as both are dependent on the Universal pixel including that marketer’s respective ID. 

    If you do use it for Event-Based conversions, just make sure that each advertiser that is tied into this pixel has the same event name as all others advertisers (see example below).

    To prevent attributing a same conversion to the same advertiser, we recommend to set the conversion window to 1 day. For example, a show store selling in both France and Belgium and has a pixel that is triggering for both the French advertiser and the Belgium one. If a user clicks on the ad from Belgium, and 2 days later clicks from France, having the attribution window set as 1 day will prevent that same conversion to be attributed to both the French and the Belgium advertisers.  

    Conversion Reporting

    Once the first conversion has been tracked, the following columns will populate on your main dashboard: ConversionConversion Rate, and CPA. Each will follow the naming convention you created for the conversion. As data begins to roll in, you can measure your conversion results using a host of data breakouts, such as PublisherPublisher Section, and Content to further optimize your campaign’s performance.

    Conversion Columns

    Tracking a few conversions? You can customize your dashboard view to display only a few conversion columns at a time. To do this, click the “Customize Columns” button above the data visualizer. From there, you can select which columns to show in your default view.

    If you’d like to learn more about how to view and filter for conversions, check out this guide.

    View Through Conversions

    Beyond just tracking conversions that are completed through clicks, you can also track View-through conversions in the Dashboard. View-through conversions are when a user views one of your ads, does not click on it, and later converts within the next 24 hours. View through conversions at Outbrain are based on viewable impressions – If a user views at least 50% of your ad for 1 second, it’s considered a viewable ad (per the MRC standards).

    View-through conversions are a great way to see the bigger picture of your campaign’s performance, because now you’ll be able to better see the impact of your ads on your conversion rate.

    As part of our transparency effort, you’ll find that View-Through and Click-Through conversions will be reported both as a total as well as separately on our platform. To help you better identify your conversion sources, you’ll find that the Conversion columns will be labeled with (Click) or (View). If the columns include both, they’ll be labeled with (View & Click).

    Important to Note

    • Conversions will be attributed to the day the click takes place, rather than when the conversion occurs. This attribution is in line with how Facebook, Google, and other platforms track conversions.
    • Testing the pixel will not register a conversion in the dashboard. A conversion will only be recorded when a reader clicks on your content in the Outbrain widget, reads through your awesome content, and completes the desired action you have set.
    • Check to make sure that your pixel is firing with our easy-to-use Outbrain Pixel Tracker or by checking the Tracking Status in your dashboard.
    • If you’ve made a mistake, don’t worry! Click the pencil icon next to the conversion name to edit your conversion settings.
    • If you choose to edit the pixel’s destination URL for URL-Based conversions or the Event Name for Event-Based conversions, the conversion status will change to Waiting for Pixel until the pixel has been tested or a conversion has occurred.
    • We recommend keeping your campaigns running for at least 2 weeks to collect enough conversion data to optimize.
    • Our Pixel will only track conversions with an Outbrain source.
    • As with reporting, there will be a 2-4 hour delay in conversion tracking.
    • You can choose to Include in Conversions if you wish to have the URL-/Event-Based conversion show up in the column displaying total conversions.
    • Conversions are supported for both view time and conversion time, with the default being view/click time.
    • View Through Conversions are not able to include views from MSN, SDK, or programmatic traffic.

    Whew! You’ve made it to the end of this article and may still need help setting all of this up.  Don’t fret, our DIY Customer Success team is here to assist with any questions you may have.

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