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
Meta’s Conversions API (CAPI) lets you send conversion events directly from a server to Meta, instead of relying solely on the browser-side Pixel. Upstack Signal forwards every storefront event — page views, product views, add-to-carts, checkouts, and purchases — to your Meta Pixel via CAPI, enriched with hashed customer data and click identifiers. For most Shopify merchants, Meta CAPI is the highest-impact destination you can connect. Events captured server-side reach Meta even when the browser Pixel is blocked by ad blockers, ITP, or cookie restrictions, which means Meta’s algorithm sees a fuller picture of the conversions your ads actually drove. The practical result is higher Event Match Quality (EMQ), more accurate ROAS reporting inside Meta Ads Manager, and stronger optimization signal for campaigns that depend on conversion events.How it works
Upstack Signal runs as a dual-tracking layer. The Upstack Pixel captures events in the browser and forwards each one to Upstack’s edge infrastructure, where it is hashed, enriched with identity and attribution data, and then sent to Meta’s Conversions API as a server-side event with a sharedevent_id. Meta deduplicates against any matching browser Pixel event using that ID, so you do not double-count.
Every event carries the strongest available match keys — hashed email, phone, first_name, last_name, city, state, zip, country, plus fbc, fbp, and external_id — so Meta can attribute the conversion to the right user and ad interaction.
Setup guides
Onboarding guide
End-to-end walkthrough for connecting Meta to Upstack Data.
Configure pixel destination
Configure the Meta Pixel destination inside Upstack Data.
Find Pixel Dataset ID
Locate your Meta Pixel Dataset ID in Events Manager.
Generate CAPI key
Generate a Conversions API access token in Meta.
Update CAPI key
Rotate or replace your existing CAPI access token.
Disable Shopify FB data sharing
Turn off Shopify’s native Facebook integration to prevent duplicate events.
Approve custom events
Approve Upstack’s custom events inside Meta Events Manager.
Event mapping
Upstack maps storefront events to Meta standard events automatically:| Upstack event | Meta standard event | Key match data |
|---|---|---|
PageView | PageView | URL, referrer, user agent |
ViewContent | ViewContent | content_ids, content_type, value, currency |
AddToCart | AddToCart | content_ids, value, currency |
InitiateCheckout | InitiateCheckout | value, currency, num_items |
Purchase | Purchase | value, currency, order_id, content_ids |
em, ph, fn, ln, ct, st, zp, country, fbc, fbp, external_id — to maximize EMQ.
FAQ
What is Event Match Quality (EMQ) and why does it matter?
What is Event Match Quality (EMQ) and why does it matter?
EMQ is Meta’s score (1–10) for how reliably it can match a conversion event back to a Meta user. Higher EMQ means Meta’s algorithm has more signal to optimize against, which lowers cost per acquisition and improves ROAS. Server-side delivery via CAPI typically lifts EMQ by 20–35% compared to a browser-only Pixel because the events carry more match keys and are not blocked by browser restrictions.
Why send events through CAPI when I already have the Meta Pixel?
Why send events through CAPI when I already have the Meta Pixel?
The browser Pixel is blocked or degraded by ad blockers, Safari ITP, iOS privacy features, and third-party cookie restrictions. CAPI runs server-to-server, so it is not affected by any browser-side limitation. Meta itself recommends running CAPI alongside the Pixel for redundancy and higher data quality.
Will my events be counted twice if I run both the Pixel and CAPI?
Will my events be counted twice if I run both the Pixel and CAPI?
No. Upstack sends a shared
event_id on every server-side event, and Meta deduplicates against the matching browser Pixel event with the same ID. As long as the Pixel ID in Upstack matches the Pixel ID firing in your storefront, deduplication is automatic.Do I need to disable Shopify's native Facebook integration?
Do I need to disable Shopify's native Facebook integration?
Yes — if Shopify is also sending purchase events to the same Meta Pixel, you’ll see duplicates that Meta cannot deduplicate (Shopify does not emit a matching
event_id). Follow the guide above to disable Facebook & Instagram data sharing in Shopify before activating Upstack’s Meta destination.How do I verify CAPI events are arriving in Meta?
How do I verify CAPI events are arriving in Meta?
Open Meta Events Manager, select your Pixel, and check the Overview and Test Events tabs. Server-side events show up with a “Server” badge. Upstack also surfaces delivery status and EMQ inside the destination settings in your dashboard.
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.
TikTok Events API
Set up TikTok’s Events API as another server-side destination alongside Meta.
Events not reaching destination
End-to-end diagnostic guide when events aren’t arriving at any destination.