Documentation Index
Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
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Data direction: This is a destination — Upstack sends event and conversion data out to this platform via server-side APIs.
What it does
AppLovin’s Axon Conversions API is the server-side counterpart to the Axon Pixel. Upstack Signal forwards storefront events — page views, product views, add-to-carts, checkouts, and purchases — directly to AppLovin’s servers, bypassing browser restrictions like ad blockers, ITP, and cookie limits. Server-side delivery gives AppLovin’s algorithm a fuller picture of the conversions your ads actually drove, which improves campaign optimization, audience modeling, and attribution accuracy. Match rates from server-side events are consistently higher than browser-only tracking because each event carries hashed customer data and thealeid click identifier when available.
AppLovin uses token-based auth instead of OAuth. You’ll paste a Pixel ID (Event Key) and a Conversions API access token into the Upstack destination — there is no OAuth handshake to step through.
How it works
Upstack runs as a dual-tracking layer alongside the Axon Pixel. The Upstack Pixel captures events in the browser and forwards each event to Upstack’s edge infrastructure, where it is hashed, enriched with identity and click-ID data, and sent to the Axon Conversions API as a server-side event with a shareddedupe_id.
AppLovin deduplicates server events against matching browser Pixel events using that dedupe_id, so you do not double-count conversions as long as both sources use the same Pixel ID. PII (email, phone) is auto-hashed by Axon via SHA-256, though Upstack pre-hashes for consistency.
Setup guides
Onboarding guide
End-to-end walkthrough for connecting AppLovin to Upstack Data.
Configure destination
Configure the AppLovin Axon destination inside Upstack Data.
Find Pixel ID
Locate your Axon Pixel ID (Event Key) in the AppLovin dashboard.
Generate API token
Generate the Conversions API access token Upstack uses to send events.
Event mapping
Upstack maps storefront events to AppLovin Axon standard events automatically:| Upstack event | AppLovin event | Key parameters | Notes |
|---|---|---|---|
PageView | page_view | url, referrer | Every page navigation |
ViewContent | view_item | items, value, currency | Product detail page |
AddToCart | add_to_cart | items, value, currency | quantity required per item |
RemoveFromCart | remove_from_cart | items, value, currency | quantity required per item |
InitiateCheckout | begin_checkout | items, value, currency | All fields required |
AddPaymentInfo | add_payment_info | payment_type, value, currency | Recommended event |
Purchase | purchase | transaction_id, value, tax, shipping, items | All fields required |
Search | search | search_term | search_term required |
Lead | generate_lead | value, currency | Both fields required |
SignUp | sign_up | method | method recommended |
Subscribe | subscribe | value, currency | Recommended event |
email, phone, client_id) when available. AppLovin click IDs (aleid) captured by the Upstack Pixel are included for deterministic matching. User matching requires at least one identifier: aleid, axwrt, client_id, email, phone, or user_id.
FAQ
How do I know events are reaching AppLovin?
How do I know events are reaching AppLovin?
Open the AppLovin Axon Dashboard, navigate to your pixel’s Events section, and check for recent events. Server-side events appear within 5–10 minutes of storefront activity. Upstack also surfaces delivery status inside the destination settings.
Will I see duplicate conversions if I run both the Axon Pixel and the Conversions API?
Will I see duplicate conversions if I run both the Axon Pixel and the Conversions API?
No — as long as the Pixel ID in Upstack matches the Pixel ID firing in your storefront’s Axon browser Pixel. Upstack sends a shared
dedupe_id on every server-side event, and AppLovin’s deduplication logic matches events by dedupe_id and keeps only one.What if my event match rate is low?
What if my event match rate is low?
AppLovin’s match rate depends on how much identity data each event carries. Common causes of low match quality:
- Missing
aleid— AppLovin ads should link directly to your storefront so the click ID lands in the URL and is captured by the Upstack Pixel. - Anonymous visitors — events from visitors without email or phone have fewer keys to match against. Match rates improve as more identified customers convert.
- Missing checkout fields — make sure your Shopify checkout collects email and phone; both are strong server-side match keys.
What permissions does the Conversions API token need?
What permissions does the Conversions API token need?
The AppLovin Conversions API token is generated from your Axon Dashboard under Account → General → Keys. Upstack only needs permission to send events — no management or spending permissions are required.
Why are my events returning HTTP 400?
Why are my events returning HTTP 400?
A 400 response means the batch was rejected. AppLovin drops the entire batch if any single event is invalid. Common causes:
- Missing
dedupe_id— this field is REQUIRED on every server-side event - Missing user identifier — at least one of
aleid,axwrt,client_id,email,phone, oruser_idmust be provided - Invalid field format — check that
event_timeis in milliseconds,currencyis ISO 4217, etc.
Troubleshooting
Events not appearing in AppLovin Dashboard
Events not appearing in AppLovin Dashboard
If events aren’t appearing after 10 minutes of confirmed store traffic, check the basics first.Steps to fix:
- Go to Integrations → Destinations → AppLovin
- Verify the Pixel ID and Access Token are correct (no extra spaces or truncated characters)
- Confirm the destination status is Active (green)
- If the token was revoked or expired, generate a new one in the Axon Dashboard and update the destination
Batch failures (HTTP 400)
Batch failures (HTTP 400)
AppLovin’s batch API drops the entire batch if any single event is invalid.Steps to fix:
- Check CloudWatch logs for the specific validation error message
- Verify all events include a
dedupe_id(REQUIRED) - Verify all events include at least one user identifier
- Check for malformed field values (timestamps, currencies, item arrays)
- If one event type consistently fails, review its field mapping
Invalid API key (HTTP 401)
Invalid API key (HTTP 401)
The Conversions API key was rejected.Steps to fix:
- Log into the AppLovin Dashboard
- Navigate to Account → General → Keys
- Generate a new Conversions API key
- Update the key in your Upstack destination settings
- Wait 5 minutes for the new key to propagate
For additional troubleshooting beyond AppLovin-specific issues, see Troubleshooting: Events Not Reaching Destination.
Related
Conversion API forwarding
How Upstack Signal forwards events to ad platforms via server-to-server APIs.
Identity resolution
How Upstack matches anonymous visitors to known customers for higher match rates.
Meta CAPI destination
Set up Meta’s Conversions API as another server-side destination alongside AppLovin.
Events not reaching destination
End-to-end diagnostic guide when events aren’t arriving at any destination.