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Documentation Index

Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt

Use this file to discover all available pages before exploring further.

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.

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Browser-side vs. server-side tracking

Most ad platforms support two ways of receiving conversion data:
MethodHow it worksStrengthsLimitations
Browser-side (pixel)JavaScript tag fires in the visitor’s browserEasy to set up; real-timeBlocked by ad blockers, ITP, and cookie restrictions; limited data quality
Server-side (CAPI)Your server sends events directly to the platform’s APIResistant to ad blockers; richer data; higher match ratesRequires server infrastructure and identity resolution
Upstack destinations use server-side delivery — events are sent from Upstack’s infrastructure directly to each platform’s conversion API. This means your data reaches ad networks even when browser pixels are blocked, giving you significantly 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 your destinations. You get the speed of browser collection and the reliability of server delivery.

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Upstack products that power destinations

Destinations are configured through two Upstack products depending on the platform type:
  • Upstack Signal handles conversion API forwarding to ad platforms (Meta CAPI, Google Ads, TikTok, Pinterest, Snapchat). Signal enriches each event with hashed PII, click IDs, and attribution parameters before delivery so platforms can match conversions to the right ad interactions.
  • Upstack Flows handles event delivery to marketing automation and data platforms (Klaviyo, Omnisend, webhooks). Flows lets you map Upstack events to platform-specific actions — for example, triggering a Klaviyo flow when a high-intent visitor abandons checkout.

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Available destinations

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.

Klaviyo

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

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.

Omnisend

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

Webhooks

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

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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 — 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.