> ## 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

> Send conversion events and customer data from Upstack Data to ad platforms, analytics tools, and automation systems.

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.

## Browser-side vs. server-side tracking

Most ad platforms support two ways of receiving conversion data:

| Method                   | How it works                                            | Strengths                                                 | Limitations                                                                |
| ------------------------ | ------------------------------------------------------- | --------------------------------------------------------- | -------------------------------------------------------------------------- |
| **Browser-side (pixel)** | JavaScript tag fires in the visitor's browser           | Easy to set up; real-time                                 | Blocked by ad blockers, ITP, and cookie restrictions; limited data quality |
| **Server-side (CAPI)**   | Your server sends events directly to the platform's API | Resistant to ad blockers; richer data; higher match rates | Requires 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.

<Tip>
  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.
</Tip>

## 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). 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.

## Available destinations

<CardGroup cols={2}>
  <Card title="Meta CAPI" icon="meta" href="/destinations/meta-capi">
    Send conversion events to Facebook and Instagram via the Conversions API for improved ad optimization.
  </Card>

  <Card title="Google Ads" icon="google" href="/guides/google-ads/complete-how-to-guide-for-onboarding-google-ads-in-upstack-data">
    Forward conversion events to Google Ads for Smart Bidding and audience building.
  </Card>

  <Card title="TikTok" icon="tiktok" href="/destinations/tiktok">
    Send conversion events to TikTok via the Events API for campaign optimization and audience building.
  </Card>

  <Card title="Klaviyo" icon="envelope" href="/destinations/klaviyo">
    Sync customer events and properties to Klaviyo for email/SMS automation, segmentation, and flow triggers.
  </Card>

  <Card title="Pinterest" icon="pinterest" href="/guides/pinterest-ads/complete-how-to-guide-for-onboarding-pinterest-in-upstack-data">
    Send conversion events to Pinterest via the Conversions API for campaign optimization.
  </Card>

  <Card title="Snapchat" icon="snapchat" href="/guides/snapchat-ads/complete-how-to-guide-for-onboarding-snapchat-in-upstack-data">
    Send conversion events to Snapchat via the Conversions API for campaign optimization.
  </Card>

  <Card title="Reddit Ads" icon="reddit" href="/destinations/reddit">
    Forward conversion events to Reddit's Conversions API to recover ad-blocker losses and improve EMQ on Reddit Ads.
  </Card>

  <Card title="Omnisend" icon="envelope-open-text" href="/guides/omnisend/complete-how-to-guide-for-onboarding-omnisend-in-upstack-data">
    Sync customer events and profiles to Omnisend for email/SMS automation and abandonment flows.
  </Card>

  <Card title="Webhooks" icon="webhook" href="/destinations/webhooks">
    Deliver raw event payloads to any HTTP endpoint for custom integrations and data warehouses.
  </Card>
</CardGroup>

## 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.

<Note>
  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.
</Note>