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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.

Data direction: This is a destination — Upstack sends event and conversion data out to this platform via server-side APIs.
Snapchat’s Conversions API is the server-side counterpart to the Snap Pixel. Upstack sends purchases, add-to-carts, and other conversion events directly to Snapchat from your account, bypassing browser ad blockers and giving Snap’s algorithm stronger signal for ad optimization. Server-side delivery consistently achieves higher event match rates than browser-only tracking. Combined with the Snap browser pixel, the two work together — Snapchat’s deduplication logic keeps only one conversion when the same event arrives from both sources.

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How It Works

When a visitor takes an action on your store, Upstack:
  1. Captures the event through the Upstack Pixel and matches it to a known visitor profile.
  2. Enriches the event with hashed PII (email, phone) and Snap click IDs (scclid) when available.
  3. Sends the enriched event to Snapchat’s Conversions API using your Snap Pixel ID and Conversions API token.
  4. Logs the response so you can monitor delivery and match rates from the Upstack dashboard.

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Set Up Snapchat

Follow the onboarding guide for the full end-to-end setup, or jump to a specific step.

Onboarding guide

Complete step-by-step walkthrough for connecting Snapchat to Upstack.

Configure destination

Add and configure the Snapchat destination inside the Upstack dashboard.

Get Pixel ID

Locate the Snap Pixel ID in your Snapchat Ads account.

Generate Conversion API token

Generate the Conversions API token Upstack uses to send events.

Disable Shopify data sharing

Turn off Shopify’s native Snapchat data sharing to prevent duplicate events.

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FAQ

You don’t need the browser pixel for Upstack to send events — server-side delivery works on its own. However, running both gives Snap the strongest signal. As long as the Snap Pixel ID matches between your browser pixel and the Upstack destination, Snapchat’s deduplication logic prevents double-counting.
Shopify’s built-in Snapchat integration also forwards events to Snap. If both Shopify and Upstack are sending the same events without coordination, Snapchat can count conversions twice. Disabling Shopify’s native sharing lets Upstack handle delivery exclusively, with the browser pixel for real-time signal and the Conversions API for reliability. See Disable Shopify data sharing.
Once the destination is active, events typically appear in Snap Events Manager within 5-10 minutes. The first events confirm the connection is working — match quality and conversion attribution build over the following 24-48 hours as Snap correlates events to ad clicks.
The Snapchat Conversions API token must have permission to send events on behalf of your ad account. Generate the token with the minimum scope required for sending conversion events — Upstack does not need management or spending permissions. Step-by-step instructions are in Generate Conversion API token.

Conversion API Forwarding

How Upstack Signal forwards events to ad platforms via server-to-server APIs.

Identity Resolution

How Upstack ID matches anonymous visitors to known customers for higher match rates.

Destinations Overview

Browse all available destinations and how Upstack delivers data to each.

Events Not Reaching Destination

End-to-end diagnostic guide when events aren’t arriving at any destination.