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Documentation Index

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Every interaction a customer has with your Shopify store generates an event. Upstack Data captures these events server-side, enriches them with identity and product data, and forwards them to your configured destinations.
Upstack tracks 13 standard events out of the box. Most Shopify stores see meaningful data flowing within minutes of installing the Upstack Pixel — no manual event mapping required.

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How Events Are Captured

The Upstack Pixel is a lightweight script injected into your Shopify storefront via the theme app extension. When a visitor performs an action — viewing a page, adding a product to cart, completing a purchase — the pixel fires an event to the Upstack edge API. From there, events flow through a four-stage pipeline:
  1. Capture — Upstack Pixel detects the interaction and sends a structured event payload to the Cloudflare edge API.
  2. Resolve — Upstack ID attaches identity data (email, phone, cookie, device) to the event, linking anonymous sessions to known customers.
  3. Enrich — Product catalog data, UTM parameters, and click IDs are merged into the event.
  4. Activate — The enriched event is forwarded to each configured destination (Meta CAPI, TikTok, Klaviyo, GA4, etc.) in the format each platform expects.

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Standard Event Taxonomy

Standard events have well-defined names, properties, and semantics that all destinations understand. Using standard events ensures compatibility across your entire marketing stack.
Event NameWhen It FiresKey Properties
PageViewEvery page loadpage_url, page_title, referrer
ViewContentProduct or collection page viewedcontent_ids, content_type, content_name, value, currency
AddToCartItem added to cartcontent_ids, content_type, value, currency, num_items
InitiateCheckoutCheckout flow startedcontent_ids, value, currency, num_items
PurchaseOrder completedcontent_ids, value, currency, order_id, num_items
SearchSite search performedsearch_string, content_ids, content_type
LeadLead form submittedvalue, currency, content_name
CompleteRegistrationAccount createdcontent_name, value, currency
AddPaymentInfoPayment method enteredcontent_ids, value, currency
AddShippingInfoShipping details enteredcontent_ids, value, currency
SubscribeEmail or SMS subscriptionvalue, currency
StartTrialFree trial initiatedvalue, currency, content_name
CustomEventAny merchant-defined eventVaries — see Custom Events
All standard events include automatic context fields — page_url, user_agent, ip_address, event_time, and identity signals — regardless of the event type. See Properties & Context for the full reference.

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How Destinations Receive Events

Each destination maps standard events to its own naming convention. For example, an Upstack Purchase event becomes:
  • A Meta CAPI Purchase event with hashed em, ph, and fbclid match keys
  • A TikTok Events API CompletePayment event with ttclid attached
  • A Klaviyo Placed Order event with full product details
  • A GA4 purchase event with transaction_id and line items
You configure which events each destination receives in the Upstack dashboard. Upstack handles the schema transformation automatically.

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What’s Next

Standard Events Reference

Full specification for every standard event — required properties, optional fields, and example payloads.

Custom Events

Define your own events to capture interactions beyond the standard taxonomy.

Properties & Context

Complete reference for all user data, custom data, and context fields attached to events.

Identity & Stitching

How Upstack ID enriches events with resolved identity data.