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    Conversion Tactics

    How do I install Outbrain’s pixel on Google Tag Manager?

    Do you want to use the Outbrain Pixel without altering the HTML of your pages? If you use Google Tag Manager, you can implement our Pixel as a tag.

    If you already have our pixel installed, check out how to set up a conversion for Time on Page and a Button Click.

    You can also use dynamic values with your Google Tag Manager conversions.

    Implementing the Pixel

    You can implement the pixel via the Google Tag Manager Community Template Gallery.  To do so,  open Google Tag Manager and select Templates on the left-hand side.

    Next, in the Tag Templates section, click “Search Gallery” to access the Template Gallery.

    Locate the Outbrain Pixel on the list and click on it to proceed.

    Click the “Add to workspace” button to install the template.

    Now that the template is installed, you’ll need to create a new tag for the Outbrain pixel.  Start by by clicking on “New Tag” in your Tag Manager account and select “Tag Configuration.”

    New Tag

    Under the Custom tag type, select “Outbrain Pixel.”

    On the next screen, add your Outbrain Marketer ID. You can find your Marketer ID within Amplify: it’s the alphanumeric chain that appears in the URL when you are viewing your dashboard.  You can also locate it via the Pixel code. Navigate to the Conversions page and click the “View Outbrain Pixel” button. You can then copy your Marketer ID from the code snippet (it’s a string of numbers and letters named “OB_ADV_ID”).

    Lastly, set the Triggering to All Pages (Page View). This will allow the tag to fire on all pages. Click “Save” (top right corner) once complete.

    Note that you will still need to define specific conversions in your Outbrain dashboard.

    Implementing Event-Based Conversions

    To install event-based conversions via Google Tag Manager, begin by clicking on “New Tag” in your Tag Manager account and select “Tag Configuration.”

    New Tag

    Head to the Custom Tag Type and select “Custom HTML.”

    Custom HTML

    Paste the event conversion code into the field below. Be sure to house the code within <script> ,</script> tags.

    For example, if you want to fire a conversion after a user stays on the page for 10 seconds, you can set it up like this:

    10 sec trigger

    We do not recommend appending the additional code into the base code and triggering it on a specific action. This will cause a time lag from the action to the pixel fire, and you may experience inaccurate conversion data.

    If you want to fire a conversion after a button has been clicked, follow the same steps above and choose ” “All Elements” as the trigger type. Have the trigger fire on “Some Clicks” and enter the Click ID or Click Class that the action is associated with.

    For example, if the action was written as follows, you can set the ‘Click ID’ to targetlink1.


    Click Trigger
    If you’re unable to locate “Click ID ” or  “Click Class” in the “Variables” drop-down, you can configure which variables to show under “Variables” in the main dashboard.

    Once you have created and saved your conversion points, use our Outbrain Pixel Tracker to test the pixel fire and implementation.

    Google Tag Manager Dynamic Values

    When adding Dynamic Values to your Google Tag Manager conversions, you’ll want to add a Custom HTML tag with the script code that includes the desired information. This code format will be slightly different than the Javascript format.

    Please note that you will need to either use a pre-defined variable for your value or create a new variable within Google Tag Manager. Outbrain Support cannot assist you with variable creation; we recommend consulting with a web developer for assistance.


    Want to implement our Pixel in Floodlight? Check out our guide.

    For any further questions, feel free to reach out to our DIY Customer Success team.

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