How To Implement Outbrain Pixel and Conversion Tracking with Shopify via GTM

Elevar powers your data layer and server-side tracking needed to connect Outbrain and Shopify.

beginner Implementation Difficulty
How To Implement Outbrain Pixel and Conversion Tracking with Shopify via GTM

Integration Specs

  • Channel Accuracy Monitoring
  • Requires Elevar Data Layer
  • GTM server-side client customizable
  • Chrome Extension

  • GTM Web Container

What's Included


What customer events are tracked in this integration

  • Product View
  • Add To Cart
  • Purchase
  • Sitewide Tag

Customer Parameters

What customer parameters are tracked in this integration

  • order id

Step 1: Overview

Without a single line of code and done in minutes, Elevar helps you implement all of your Outbrain pixel and conversion events to Shopify through Google Tag Manager using the most up-to-date requirements from each platform.

Plus – these templates come with built-in monitoring so you’re the first to know when a pixel breaks and risks impacting your campaigns.

This integration supports all of the remarketing and audience options available with your Outbrain Advertising.

Outbrain helps brands and agencies connect with one-third of the world’s consumers engaging with content on the open web. You may know Outbrain for being leaders in native advertising. As a Shopify store you are able to utilize Outbrain as a marketing channel as well. Learn more about Outbrain Advertising here.

Step 2: Install Data Layer to Your Store

In order to deploy Outbrain’s tags and conversion tracking via Google Tag Manager tags, you need to have a data layer implemented on your Shopify store that pushes product and order data that Outbrain’s tags require.


If you don’t have a data layer for your Shopify store yet, then you can utilize Elevar’s data layer for Shopify. It’s a 1-click installation into your theme.

Step 3: Download Container for GTM

Inside of your Elevar account, go to Pre Built Tags > Outbrain.

Update your Outbrain pixel ID* in the tag settings shown below.

*You can find your Marketer Id on the Amplify Dashboard. 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 on the “View Outbrain Pixel” button. Then you can copy your Marketer Id from the code snippet (It is a string of numbers and letters named “OB_ADV_ID”)


Download the container and save to your computer.

Step 4: Import Container to GTM

Next up, go to your Google Tag Manager container > Admin > Import.


Be sure to select Merge container, not overwrite.

Once you’ve imported, verify your Pixel ID variable is accurate.

Step 5: QA & Publish

Once you’re ready to go live then put GTM into preview mode.

You can navigate the site and place an order to verify your Outbrain tags trigger as expected.

Remember that the data layer from step 2 needs to be live on your store in order for the variables – like revenue and order id – to populate.

Compatible Data Sources

Data Layer

Complete data layer for Google Tag Manager including all native events and variables for Shopify.
Learn More


View common integration questions