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Data direction: This is a destination — Upstack sends event and conversion data out to this platform via server-side APIs.

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What it does

AppLovin’s Axon Conversions API will be the server-side counterpart to the Axon Pixel. Today, Upstack tracks AppLovin through the Axon Pixel (browser tag) only: Upstack captures storefront events — page views, product views, add-to-carts, checkouts, and purchases — and loads the Axon pixel on your storefront with a shared aleid click identifier.
AppLovin’s Conversions API is not yet generally available. The Conversions API fields (access token, Enable Conversion API toggle) are hidden in destination setup — you only need your Pixel ID (Event Key) today. The Enable Browser Pixel checkbox on the destination loads the Axon pixel; keep it checked. See How to configure the AppLovin destination.
The Conversions API path improves campaign optimization, audience modeling, and attribution accuracy — server-side events bypass ad blockers, ITP, and cookie limits and carry hashed customer data plus the aleid click identifier — which is why it is on the roadmap and already wired into this documentation.

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How it works

The Upstack Pixel captures events in the browser and forwards each event to Upstack’s edge infrastructure, where it is hashed and enriched with identity and click-ID data. Billboard-side, Upstack loads the Axon Pixel and reports the events to AppLovin with the aleid click ID attached. When AppLovin’s Conversions API becomes generally available, Upstack will also send each event to the Axon Conversions API as a server-side event with a shared dedupe_id, so server and browser events deduplicate against the same Pixel ID and no conversion is double-counted. PII (email, phone) is auto-hashed by Axon via SHA-256, and Upstack pre-hashes for consistency.
Critical (when the Conversions API is enabled): The dedupe_id field is REQUIRED for all server-side events. Events without a dedupe_id are rejected by the API. Additionally, if any single event in a batch is invalid, the entire batch is dropped with HTTP 400.

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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.

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Event mapping

Upstack maps storefront events to AppLovin Axon standard events automatically: Every event includes user data parameters (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.

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FAQ

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.
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.
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.
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.
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, or user_id must be provided
  • Invalid field format — check that event_time is in milliseconds, currency is ISO 4217, etc.

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Troubleshooting

If events aren’t appearing after 10 minutes of confirmed store traffic, check the basics first.Steps to fix:
  1. Go to Integrations → Destinations → AppLovin
  2. Verify the Pixel ID and Access Token are correct (no extra spaces or truncated characters)
  3. Confirm the destination status is Active (green)
  4. If the token was revoked or expired, generate a new one in the Axon Dashboard and update the destination
AppLovin’s batch API drops the entire batch if any single event is invalid.Steps to fix:
  1. Check CloudWatch logs for the specific validation error message
  2. Verify all events include a dedupe_id (REQUIRED)
  3. Verify all events include at least one user identifier
  4. Check for malformed field values (timestamps, currencies, item arrays)
  5. If one event type consistently fails, review its field mapping
The Conversions API key was rejected.Steps to fix:
  1. Log into the AppLovin Dashboard
  2. Navigate to Account → General → Keys
  3. Generate a new Conversions API key
  4. Update the key in your Upstack destination settings
  5. Wait 5 minutes for the new key to propagate
For additional troubleshooting beyond AppLovin-specific issues, see Troubleshooting: Events Not Reaching Destination.

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.