A conversion is an action that an online user makes while consuming your online content, such as visiting a landing page, downloading an app, subscribing to a newsletter, adding an item to the shopping cart, or completing a purchase.

An attributed conversion is when an online user converts, and Outbrain DSP links that conversion to the same user who viewed an Outbrain DSP ad or clicked on it in the conversion window. In this way, we presume that the user converted due to a previous engagement with the Outbrain DSP ad linked to the actions made on a website.

Outbrain DSP Pixel needs to be properly placed in order to measure conversions effectively. We recommend placing your Outbrain DSP Pixel in the header section of every webpage of a website or in the template header of a website.

Outbrain DSP displays conversion metrics at all levels of your Outbrain DSP Account. The conversions are visible through the data graphs (use the dropdown above the chart to pick the desired data points) and in the metric table (use the column picker to show the columns with conversion data).

Outbrain DSP supports both view-through and click-through conversions. Both metrics are reported separately. Please note that view-through conversions are only counted if the conversions occur within 24 hours of the ad event, while click-through conversions support 1, 7, and 30-day conversion windows.

A conversion window is the period of time after a person clicks on your ad during which a conversion, such as a purchase, is recorded in Outbrain DSP.

Yes. Outbrain DSP utilizes a proprietary algorithm to auto-optimize for the Media Sources and Ads that are delivering the highest performance for each campaign.

Outbrain DSP only includes conversions that are directly related to traffic purchased through DSP-attributed conversions. Google Analytics shows conversions from all traffic sources, which may include sources not managed through Outbrain DSP.

Outbrain DSP provides industry-standard conversion windows of 1, 7, and 30 days. We recommend using 30 days to capture all possible conversions related to the campaign.

Yes, you can.

With the new Outbrain DSP JavaScript universal Pixel, you can expand your tracking capabilities beyond image pixel, and Google Analytics integrations. By implementing the JavaScript code into the header section of your website, you can track any event or user action without ever changing the code or replacing it. You can use the pixel to track and attribute conversions and for behavioral retargeting. Javascript pixel also enables granular insights on analytics, such as time on site, page view, page view per session, bounce rate, and many more, which is not the case with the image pixel. Because JavaScript pixel stores information in a first-party cookie, it is also a useful solution for the cookieless future.

The Outbrain DSP Pixel tag is composed of JavaScript code, and you can also notice an image tag in the bottom lines of the code. This image pixel executes when JavaScript is not available for execution (for example, when your browser blocks it). Remember that you will only be able to track some basic conversion events in this case and not leverage the full potential of the JavaScript pixel.

Image pixels are still considered to be a good solution for tracking online user actions on your digital premises, and they can be rendered when the browser has JavaScript disabled. But we thought about that, too. Our DSP JavaScipt Pixel uses a fallback solution in that case and drops an image pixel when browser blockers occur. Image pixels can be triggered only when the pixel is rendered. This is still useful data, but we suggest moving to JavaScript pixel instead for richer insights into online user behavior. One JavaScript pixel enables tracking conversions, collecting analytical data, and building audiences.

Yes. You should include the https:// or http:// prefix.

Sometimes, when a visitor engages with your website, the URL of the website doesn't change after an action has been taken. This could happen when the user adds a product to the cart, for example. In order to successfully track that particular event and attribute it to your Outbrain DSP campaign, you need to create an event-based conversion definition. After creating that, instructions on how to trigger those events will pop up in a dialog window. You can access these instructions by clicking the View Tag icon in the list of all conversion definitions as well. Considering that you have already implemented Outbrain DSP JavaScript Pixel on your website, you will also need to implement an additional JavaScript snippet from that dialog window in a particular section of your website where the desired action will occur.

You can find the Outbrain DSP Pixel code in the Engagement Tracking section by clicking on the View tag button from the Actions column.

The whole pixel code that appears in a pop-up window should be implemented in the header section across the website or in the website template. You should copy and paste everything written between tags <scipt> and </noscript> (with those included), but we also suggest implementing the comment in the first line <!-- Outbrain DSP Pixel NAME --> for a better viewability of the tag.

If you don't want to alter your HTML pages, you can use Google Tag Manager to implement Outbrain DSP Pixel as a tag. Learn more here.

The Recent traffic column shows every traffic on a web page where the Outbrain DSP Pixel has been implemented and fired. The Recent Conversions column shows only attributed conversions to an Outbrain DSP ad click or view.

Each account has its own universal Outbrain DSP Pixel already added by default, and that should be enough. There is no need to have any other pixels. You can use conversion definitions from there on to define up to 60 tracked event types you would like to record and attribute to your Outbrain DSP campaign.

You can place multiple Conversion Definitions on the Ad Group level. This allows you to place your whole sales funnel in one ad group. The system will automatically determine which Conversion Definition is appropriate for optimization in each campaign phase. To read more about multiple Conversion Definitions on the Ad Group level, check out this help page.

No. There is no need to worry about having both pixels implemented. Your pre-existing image pixels still fire. Within the Outbrain DSP dashboard, they will be shown as conversion definitions. Adding new conversion definitions based on the JavaScript pixel for the same type of event will only result in double counting.

Your pre-existing image pixels will never be removed on our side or stop working. Changes are sometimes challenging, and we understand that. If you want to make sure your conversion tracking works, you can leave your pre-existing image pixels in place and just add the universal JavaScript DSP Pixel. You can A/B test both approaches and make sure everything works as expected. After that, you can remove your pre-existing image pixels from your website and remove conversion definitions in the Outbrain DSP dashboard tied to image pixels. Of course, if you want to replace them right away, that is good too.

Sure. Tracking in-app conversions is already possible by relying on third-party solutions, such as Kochava and AppsFlyer with the server-to-server postback call integration. Learn more here.

Every account in Outbrain DSP has its own universal Outbrain DSP Pixel, which was added by default and is ready to be implemented. This Outbrain DSP Pixel won't be of any use if you are not going to decide to implement it on your websites.

Yes. You can record multiple conversions from the same user. For that, you need to set the Count field for the conversion definition to Every.

The Outbrain DSP Pixel code tag should be implemented in the header section of each web page. If you use a website template, you can implement the code only in the template header. Remember that you need to do that only once since the DSP Pixel is considered a universal pixel. You will need to implement additional tags in case of using event-based conversion definitions.

When a visitor lands on your landing page after being redirected to Outbrain DSP servers, Outbrain DSP Pixel reads the clickID attached to the URL and stores it into a first-party cookie. When the conversion occurs, Outbrain DSP Pixel reads the click ID from the first-party cookie and uses this information for attribution. This is how Outbrain DSP is able to match the click and the conversion. If the click ID can't be tracked (with click tracker, for example), a third-party cookie will be used as a fallback to attribute a conversion successfully.

All previously added image pixels were converted to event-based conversion definitions. You can recognize them by the event name being an ID/number. Each image pixel has been converted into three conversion definitions named: <pixel name> <conversion window> (for example "mypixel 1 day", "mypixel 7 days" and "mypixel 30 days").