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Documentation Index

Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt

Use this file to discover all available pages before exploring further.

Conversion API forwarding sends your store’s conversion events directly from Upstack’s servers to ad platform servers — bypassing the browser entirely and delivering the identity signals that algorithms need to optimize.
Merchants forwarding through Upstack Signal consistently achieve Meta Event Match Quality (EMQ) scores of 8.0+ across all standard events, compared to the 3–5 range typical of browser pixels alone.

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Why It Matters

Ad platforms like Meta and TikTok have shifted to server-side conversion APIs as the primary signal source for their bidding algorithms. Meta’s Conversions API (CAPI), TikTok’s Events API, and similar endpoints now carry more weight than browser pixels in auction optimization and measurement. But sending events to these APIs is only half the problem. What matters is signal quality — how well each event can be matched back to a user on the ad platform. Meta quantifies this as Event Match Quality (EMQ), a 1–10 score reflecting how many match keys (hashed email, phone, IP, user agent, click ID) are present on each event. A PageView with only IP and user agent might score a 3. A Purchase with hashed email, phone, and fbclid scores a 9. Low EMQ means the platform can’t attribute conversions to ad clicks, so your reported ROAS drops, your Custom Audiences shrink, and the algorithm loses the feedback loop it needs to find more buyers. Upstack Signal solves this by combining identity-resolved events with a full set of match keys before delivery.

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How It Works

Upstack Signal operates at the Activate stage of the data pipeline. After events have been captured (Upstack Pixel), resolved (Upstack ID), and enriched (Upstack Enrichment), Signal formats and delivers them to each configured destination. The forwarding process follows three steps:
  1. Match key assembly — Upstack attaches every available identifier to the event: hashed email (em), hashed phone (ph), first-party click IDs (fbclid, ttclid), IP address, user agent, and external ID. Identity resolution ensures these fields are populated even for events that were originally anonymous.
  2. Schema transformation — Each destination has its own event schema. Upstack Signal maps your canonical events to the exact format each API expects — Purchase becomes a Meta Purchase event with value, currency, and content_ids in the right structure.
  3. Reliable delivery — Events are queued via SQS with automatic retry and dead-letter handling. If Meta’s API returns a transient error, the event is retried with exponential backoff. Permanent failures are logged for troubleshooting without data loss.
Delivery is server-to-server. No browser tag, no JavaScript, no ad blocker risk.

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Key Terms

TermDefinition
Conversion API (CAPI)A server-to-server interface for sending conversion events to an ad platform (e.g., Meta Conversions API).
Event Match Quality (EMQ)Meta’s 1–10 score reflecting how well an event’s identity signals match a Facebook user profile.
Match keysHashed identity fields (email, phone, address) attached to each event to enable ad platform matching.
Click IDA platform-specific parameter (fbclid, ttclid, gclid) appended to ad URLs that links a click to a conversion.
Dead-letter queueA queue where events that fail delivery after all retries are stored for inspection.

Set Up Meta CAPI

Connect Upstack Signal to Meta’s Conversions API step by step.

Destinations Overview

See all supported forwarding destinations and their configuration options.