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.
| Term | Definition |
|---|---|
| Attribution | The process of assigning credit for a conversion to one or more marketing touchpoints. |
| CAPI | Conversions API — a server-to-server integration for sending events to ad platforms (Meta, TikTok, etc.) without relying on browser cookies. |
| Click ID | A unique identifier appended to URLs by ad platforms (e.g., fbclid for Meta, ttclid for TikTok, gclid for Google) used to match conversions to ad clicks. |
| Conversion | A completed action that represents business value, most commonly a purchase. |
| Custom event | A merchant-defined event tracked via the Upstack JavaScript SDK, beyond the 13 standard events. |
| Destination | A third-party platform that receives enriched event data from Upstack (e.g., Meta CAPI, Klaviyo, GA4). |
| EMQ | Event Match Quality — Meta’s score (0–10) indicating how well your server events can be matched to Facebook users. Higher EMQ = better ad optimization. |
| Enrichment | The process of augmenting raw events with additional data: product catalog details, UTM parameters, identity signals, and session context. |
| Event | A structured record of a customer interaction — a pageview, add-to-cart, purchase, or any custom action. |
| Identity resolution | Matching anonymous visitor sessions to known customer profiles using deterministic (email, phone) and probabilistic (fingerprint, device) signals. |
| Identity stitching | Linking multiple sessions and devices belonging to the same person into a unified customer profile. |
| Match rate | The percentage of server-side events that an ad platform can match to users on its network. Higher match rates improve ad optimization. |
| PII | Personally Identifiable Information — data like email and phone number. Upstack hashes PII (SHA-256) before sending to ad platforms. |
| Pixel | A lightweight JavaScript snippet injected into your storefront that captures browser-side events and sends them to the Upstack edge API. |
| ROAS | Return on Ad Spend — revenue generated divided by ad spend. Upstack helps improve ROAS by providing higher-quality conversion data to ad platforms. |
| Server-side tracking | Capturing events via server-to-server communication rather than browser-based JavaScript, making tracking resilient to ad blockers and cookie restrictions. |
| Source | A platform or integration that sends data into Upstack (e.g., Shopify storefront, Facebook Ads, Google Ads). |
| Standard event | One of the 13 predefined event types that Upstack recognizes across all destinations (PageView, Purchase, AddToCart, etc.). |
| UTM parameters | URL query parameters (utm_source, utm_medium, utm_campaign, etc.) used to identify traffic sources and campaigns. |
| Webhook | An HTTP callback that delivers event data to an external URL in real time. |