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Event tracking is the foundation of everything Upstack Data does: every metric, attribution model, and destination forward starts with a captured event. Upstack captures events from three surfaces:
  • Browser — the Upstack pixel fires standard events like page_view, add_to_cart, and purchase as shoppers browse your store.
  • Shopify — automatic webhooks feed server-side purchase and refund events without any browser dependency.
  • Server-side — the Events API and the upstack CLI ingest events from your own backend.
Every captured event flows through the same pipeline: identity resolution, enrichment (click IDs, UTMs, order data), and forwarding to your configured destinations.

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The event taxonomy

All events Upstack recognizes are organized in the Event Taxonomy:
  • Standard Events — the 27 predefined ecommerce and lead-gen events every destination understands.
  • Custom Events — your own events beyond the standard set.
  • Upstack-Generated Events — backend-derived events like nc_purchase and AOV-tier purchases.
  • Quiz Events — quiz funnel tracking.
  • SaaS Events — subscription lifecycle, trials, payments, and seat management for B2B.
  • Event Properties — the fields every event accepts, from value and currency to the items array.

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Next steps