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Event destinations are integrations that receive data from Upstack Data. When a visitor views a product, adds to cart, or completes a purchase, Upstack forwards that event — enriched with identity and attribution data — to the platforms where you need it most. New to destinations? What are event destinations? explains what a destination receives and the settings you control on each one.

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Browser-side vs. server-side tracking

Most ad platforms support two ways of receiving conversion data: Upstack destinations forward events server-side, browser-side, or both, depending on the destination and its Tracking Method. Server-side delivery sends events from Upstack’s infrastructure directly to each platform’s conversion API, so your data reaches ad networks even when browser pixels are blocked, giving you higher event match rates and more accurate optimization signals.
Upstack still installs a lightweight browser pixel on your Shopify storefront to capture events in real time. The pixel feeds events into Upstack, which then forwards them server-side to destinations set to Server or Browser + Server. You get the speed of browser collection and the reliability of server delivery.

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Available event destinations

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Ad Platforms

Meta CAPI

Send conversion events to Facebook and Instagram via the Conversions API for improved ad optimization.

Google Ads

Forward conversion events to Google Ads for Smart Bidding and audience building.

TikTok

Send conversion events to TikTok via the Events API for campaign optimization and audience building.

Pinterest

Send conversion events to Pinterest via the Conversions API for campaign optimization.

Snapchat

Send conversion events to Snapchat via the Conversions API for campaign optimization.

Reddit Ads

Forward conversion events to Reddit’s Conversions API to recover ad-blocker losses and improve EMQ.

AppLovin

Send conversion events to AppLovin for mobile app install campaign optimization.

LinkedIn Ads

Track B2B conversions for LinkedIn Ads with the browser-side Insight Tag.

Microsoft/Bing Ads

Send conversion events to Microsoft Advertising via the Conversions API.

Outbrain

Forward conversion events to Outbrain for native advertising optimization.

Taboola

Send conversion events to Taboola for native advertising campaign optimization.

NewsBreak

Forward conversion events to NewsBreak for news feed advertising optimization.

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Email & SMS Marketing

Klaviyo

Sync customer events and properties to Klaviyo for email/SMS automation, segmentation, and flow triggers.

Omnisend

Sync customer events and profiles to Omnisend for email/SMS automation and abandonment flows.

Sendlane

Send customer events to Sendlane for email marketing automation.

Loops

Send customer events to Loops for automated email marketing workflows.

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Analytics

PostHog

Send events to PostHog for product analytics and feature flags.

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Notifications & Integrations

Slack

Send real-time notifications to Slack channels for orders, events, and alerts.

Webhooks

Deliver raw event payloads to any HTTP endpoint for custom integrations and data warehouses.

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Deprecated

Google Analytics 4

GA4 destination is deprecated. Use native GA4 installation instead.

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How destination delivery works

When an event enters Upstack (from a source like Shopify), the delivery pipeline runs automatically:
  1. Identity enrichment — the event is matched to a customer profile and enriched with hashed email, phone, and any available click IDs (fbc, fbp, ttclid, gclid).
  2. Destination mapping — Upstack maps the event to each destination’s expected schema (for example, Purchase becomes a Meta Purchase event with the correct currency, value, and content IDs).
  3. Server-side delivery — for destinations using server-side tracking, the enriched, mapped event is sent to the destination’s API from Upstack’s infrastructure.
  4. Delivery confirmation — Upstack logs the response from each destination so you can monitor match rates and troubleshoot failures from the dashboard.
Each destination can be independently enabled or disabled without affecting other destinations. You can also filter which events are sent to each destination from the destination’s settings page.