Event Tracking - Upstack Data

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.

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.

All events and properties

Event Taxonomy · Custom Events

Next steps

Install the pixel with Pixel Setup.
Send events from your own code with the JavaScript SDK.
Rename or remap events per destination with Destination event mappings.
Query tracked events with the Analytics API.

​The event taxonomy

​All events and properties

​Standard Events

​Upstack-Generated Events

​Quiz Events

​SaaS Events

​Event Properties

​More events

​Next steps

The event taxonomy

All events and properties

Standard Events

Upstack-Generated Events

Quiz Events

SaaS Events

Event Properties

More events

Next steps