Documentation Index Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
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Standard events are predefined event types that Upstack recognizes across all destinations. Each event has a fixed name, a set of required properties, and optional properties that improve match quality and reporting granularity.
You don’t need to manually instrument these events. The Upstack Pixel fires standard events automatically based on Shopify storefront interactions. This reference describes the payload structure so you can verify data in the dashboard or build custom integrations.
All events share a common envelope:
{ "event_name" : "EventName" , "event_time" : "2026-02-18T14:30:00.000Z" , "event_source_url" : "https://example-store.com/products/classic-tee" , "user_data" : { ... }, "custom_data" : { ... } }
See Properties & Context for the full field reference.
Fires on every page load across the storefront. When it fires: Each time a visitor loads or navigates to a page.Required properties: Property Type Description event_namestring "PageView"event_timeISO 8601 Timestamp of the event event_source_urlstring Full URL of the page
Optional properties: Property Type Description page_titlestring HTML title of the page referrerstring Referring URL
Example payload: { "event_name" : "PageView" , "event_time" : "2026-02-18T14:30:00.000Z" , "event_source_url" : "https://example-store.com/collections/summer" , "user_data" : { "client_ip_address" : "203.0.113.42" , "client_user_agent" : "Mozilla/5.0..." , "fbc" : "fb.1.1708271400.AbC123" , "fbp" : "fb.1.1708271400.XyZ789" }, "custom_data" : { "page_title" : "Summer Collection | Example Store" , "referrer" : "https://www.google.com/" } }
Fires when a visitor views a product page or collection page. When it fires: Product detail page load, collection page load.Required properties: Property Type Description event_namestring "ViewContent"event_timeISO 8601 Timestamp of the event content_idsstring[] Product or variant IDs viewed content_typestring "product" or "product_group"
Optional properties: Property Type Description content_namestring Product or collection title valuenumber Product price currencystring ISO 4217 currency code (e.g., "USD")
Example payload: { "event_name" : "ViewContent" , "event_time" : "2026-02-18T14:31:12.000Z" , "event_source_url" : "https://example-store.com/products/classic-tee" , "user_data" : { "client_ip_address" : "203.0.113.42" , "client_user_agent" : "Mozilla/5.0..." , "fbp" : "fb.1.1708271400.XyZ789" }, "custom_data" : { "content_ids" : [ "8012345678" ], "content_type" : "product" , "content_name" : "Classic Cotton Tee" , "value" : 34.99 , "currency" : "USD" } }
Fires when a visitor adds an item to their cart. When it fires: Add-to-cart button click, quantity increase in cart.Required properties: Property Type Description event_namestring "AddToCart"event_timeISO 8601 Timestamp of the event content_idsstring[] Product or variant IDs added content_typestring "product"valuenumber Total value of items added currencystring ISO 4217 currency code
Optional properties: Property Type Description content_namestring Product title num_itemsnumber Quantity added
Example payload: { "event_name" : "AddToCart" , "event_time" : "2026-02-18T14:32:05.000Z" , "event_source_url" : "https://example-store.com/products/classic-tee" , "user_data" : { "client_ip_address" : "203.0.113.42" , "client_user_agent" : "Mozilla/5.0..." , "fbp" : "fb.1.1708271400.XyZ789" }, "custom_data" : { "content_ids" : [ "8012345678" ], "content_type" : "product" , "content_name" : "Classic Cotton Tee" , "value" : 34.99 , "currency" : "USD" , "num_items" : 1 } }
Fires when a visitor starts the checkout flow. When it fires: Checkout page load, “Begin Checkout” button click.Required properties: Property Type Description event_namestring "InitiateCheckout"event_timeISO 8601 Timestamp of the event content_idsstring[] Product or variant IDs in cart valuenumber Cart subtotal currencystring ISO 4217 currency code
Optional properties: Property Type Description content_typestring "product"num_itemsnumber Total items in cart
Example payload: { "event_name" : "InitiateCheckout" , "event_time" : "2026-02-18T14:33:45.000Z" , "event_source_url" : "https://example-store.com/checkout" , "user_data" : { "em" : "a1b2c3d4e5f6...hashed" , "ph" : "f6e5d4c3b2a1...hashed" , "client_ip_address" : "203.0.113.42" , "client_user_agent" : "Mozilla/5.0..." , "fbc" : "fb.1.1708271400.AbC123" , "fbp" : "fb.1.1708271400.XyZ789" }, "custom_data" : { "content_ids" : [ "8012345678" , "8012345679" ], "content_type" : "product" , "value" : 89.98 , "currency" : "USD" , "num_items" : 2 } }
Fires when an order is completed. When it fires: Order confirmation / thank-you page load, Shopify order webhook.Required properties: Property Type Description event_namestring "Purchase"event_timeISO 8601 Timestamp of the event content_idsstring[] Product or variant IDs purchased valuenumber Order total (excluding tax/shipping unless configured) currencystring ISO 4217 currency code order_idstring Shopify order ID or name
Optional properties: Property Type Description content_typestring "product"content_namestring Comma-separated product names num_itemsnumber Total items purchased
Example payload: { "event_name" : "Purchase" , "event_time" : "2026-02-18T14:35:20.000Z" , "event_source_url" : "https://example-store.com/thank-you" , "user_data" : { "em" : "a1b2c3d4e5f6...hashed" , "ph" : "f6e5d4c3b2a1...hashed" , "client_ip_address" : "203.0.113.42" , "client_user_agent" : "Mozilla/5.0..." , "fbc" : "fb.1.1708271400.AbC123" , "fbp" : "fb.1.1708271400.XyZ789" , "external_id" : "cust_12345" }, "custom_data" : { "content_ids" : [ "8012345678" , "8012345679" ], "content_type" : "product" , "value" : 89.98 , "currency" : "USD" , "order_id" : "#1042" , "num_items" : 2 } }
Ensure value reflects the actual order amount sent to ad platforms. Discrepancies between Shopify order totals and reported CAPI revenue are the most common attribution debugging issue.
Fires when a visitor uses site search. When it fires: Search results page load, predictive search interaction.Required properties: Property Type Description event_namestring "Search"event_timeISO 8601 Timestamp of the event search_stringstring The search query entered
Optional properties: Property Type Description content_idsstring[] Product IDs returned in results content_typestring "product"
Example payload: { "event_name" : "Search" , "event_time" : "2026-02-18T14:36:00.000Z" , "event_source_url" : "https://example-store.com/search?q=cotton+tee" , "user_data" : { "client_ip_address" : "203.0.113.42" , "client_user_agent" : "Mozilla/5.0..." , "fbp" : "fb.1.1708271400.XyZ789" }, "custom_data" : { "search_string" : "cotton tee" , "content_ids" : [ "8012345678" , "8012345680" ], "content_type" : "product" } }
Fires when a visitor submits a lead form. When it fires: Contact form submission, quote request, product inquiry.Required properties: Property Type Description event_namestring "Lead"event_timeISO 8601 Timestamp of the event
Optional properties: Property Type Description content_namestring Form or campaign name valuenumber Estimated lead value currencystring ISO 4217 currency code
Example payload: { "event_name" : "Lead" , "event_time" : "2026-02-18T14:37:00.000Z" , "event_source_url" : "https://example-store.com/contact" , "user_data" : { "em" : "a1b2c3d4e5f6...hashed" , "client_ip_address" : "203.0.113.42" , "client_user_agent" : "Mozilla/5.0..." }, "custom_data" : { "content_name" : "Product Inquiry" , "value" : 150.00 , "currency" : "USD" } }
Fires when a customer creates an account. When it fires: Account registration form submission.Required properties: Property Type Description event_namestring "CompleteRegistration"event_timeISO 8601 Timestamp of the event
Optional properties: Property Type Description content_namestring Registration type or source valuenumber Assigned value of registration currencystring ISO 4217 currency code
Example payload: { "event_name" : "CompleteRegistration" , "event_time" : "2026-02-18T14:38:15.000Z" , "event_source_url" : "https://example-store.com/account/register" , "user_data" : { "em" : "a1b2c3d4e5f6...hashed" , "client_ip_address" : "203.0.113.42" , "client_user_agent" : "Mozilla/5.0..." }, "custom_data" : { "content_name" : "Storefront Registration" } }
Fires when a customer enters payment details during checkout. When it fires: Payment step completion in the checkout flow.Required properties: Property Type Description event_namestring "AddPaymentInfo"event_timeISO 8601 Timestamp of the event
Optional properties: Property Type Description content_idsstring[] Product or variant IDs in cart valuenumber Cart value at payment step currencystring ISO 4217 currency code
Example payload: { "event_name" : "AddPaymentInfo" , "event_time" : "2026-02-18T14:34:30.000Z" , "event_source_url" : "https://example-store.com/checkout/payment" , "user_data" : { "em" : "a1b2c3d4e5f6...hashed" , "client_ip_address" : "203.0.113.42" , "client_user_agent" : "Mozilla/5.0..." , "fbp" : "fb.1.1708271400.XyZ789" }, "custom_data" : { "content_ids" : [ "8012345678" ], "value" : 34.99 , "currency" : "USD" } }
Fires when a customer enters shipping details during checkout. When it fires: Shipping step completion in the checkout flow.Required properties: Property Type Description event_namestring "AddShippingInfo"event_timeISO 8601 Timestamp of the event
Optional properties: Property Type Description content_idsstring[] Product or variant IDs in cart valuenumber Cart value at shipping step currencystring ISO 4217 currency code
Example payload: { "event_name" : "AddShippingInfo" , "event_time" : "2026-02-18T14:34:00.000Z" , "event_source_url" : "https://example-store.com/checkout/shipping" , "user_data" : { "em" : "a1b2c3d4e5f6...hashed" , "client_ip_address" : "203.0.113.42" , "client_user_agent" : "Mozilla/5.0..." , "fbp" : "fb.1.1708271400.XyZ789" }, "custom_data" : { "content_ids" : [ "8012345678" , "8012345679" ], "value" : 89.98 , "currency" : "USD" } }
Fires when a visitor subscribes to email or SMS marketing. When it fires: Newsletter signup, SMS opt-in, popup subscription form.Required properties: Property Type Description event_namestring "Subscribe"event_timeISO 8601 Timestamp of the event
Optional properties: Property Type Description valuenumber Estimated subscriber value currencystring ISO 4217 currency code
Example payload: { "event_name" : "Subscribe" , "event_time" : "2026-02-18T14:39:00.000Z" , "event_source_url" : "https://example-store.com/" , "user_data" : { "em" : "a1b2c3d4e5f6...hashed" , "client_ip_address" : "203.0.113.42" , "client_user_agent" : "Mozilla/5.0..." }, "custom_data" : { "value" : 5.00 , "currency" : "USD" } }
Fires when a visitor begins a free trial. When it fires: Trial signup confirmation, trial activation.Required properties: Property Type Description event_namestring "StartTrial"event_timeISO 8601 Timestamp of the event
Optional properties: Property Type Description content_namestring Trial plan or product name valuenumber Trial plan value currencystring ISO 4217 currency code
Example payload: { "event_name" : "StartTrial" , "event_time" : "2026-02-18T14:40:00.000Z" , "event_source_url" : "https://example-store.com/trial-signup" , "user_data" : { "em" : "a1b2c3d4e5f6...hashed" , "client_ip_address" : "203.0.113.42" , "client_user_agent" : "Mozilla/5.0..." }, "custom_data" : { "content_name" : "Premium Plan Trial" , "value" : 49.99 , "currency" : "USD" } }
Custom Events Define events beyond the standard taxonomy for your unique business needs.
Properties & Context Full reference for all user_data, custom_data, and context fields.
