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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, Reddit, AppLovin, LinkedIn, Microsoft/Bing, Outbrain, Taboola, NewsBreak). 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, Sendlane, Loops, Attentive, PostHog, Slack, 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

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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

Forward B2B conversion events to LinkedIn’s Conversions API for campaign optimization.

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.

Attentive

Sync customer events to Attentive for SMS marketing automation.

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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 — 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.