Outbrain Ads

1. Navigate to your Outbrain Ads Manager

   and choose Conversions from the side-bar.
   

2. Click on Create Conversion in the top right corner.

3. Choose Server-to-Server Conversions as a Data source.

4. Under Conversion Type, choose your Event Category, most likely Purchase and give your conversion a name, e.g. [Converge] Purchase.

5. Click on Create Conversion.

6. In the Converge dashboard, under Connections, click

   Create New Connection
   .

7. Choose the Outbrain app, and under the Outbrain event names section, fill in which Converge event you want your conversion to correspond to. For this example, the [Converge] Purchase-conversion corresponds to a Converge Placed Order.

   

8. Add other conversion events in Outbrain following steps 2-7 above if you’d like and add them here as well. Then click Create Connection.

9. Navigate to the Campaigns overview.

   

10. Click on the

    -icon next to the campaign for which you want to modify the UTM parameters to open the campaign settings.

11. Add the following in the Tracking-section

utm_source=outbrain&utm_medium=discovery&utm_campaign={{campaign_name}}&utm_content={{ad_title}}&utm_term={{publisher_name}}_{{section_name}}&cvg_source=outbrain&cvg_adid={{ad_id}}&cvg_cid={{campaign_id}}&outbraincid={{ob_click_id}}

12. Save your modification by clicking the Submit button.

Outbrain’s in-platform attribution works based on Outbrain Click IDs. If a purchase gets sent to Outbrain without a Click ID, it will not get attributed.

Unfortunately, Outbrain does not add the Click ID automatically to the landing page URL (as opposed to other ad platforms such as Google Ads or Facebook Ads). You need to make sure manually that all links include a click ID by modifying the tracking parameters for every ad you run.