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Every interaction a customer has with your website generates an event. Upstack Data captures these events server-side, enriches them with identity and product data, and forwards them to your configured destinations.
Upstack tracks 27 standard events. Shopify stores see events tracked automatically via the theme app extension. Custom implementations (headless, GTM, non-Shopify platforms) can fire the same events using the JavaScript SDK.

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How Events Are Captured

The Upstack Pixel is a lightweight JavaScript snippet that runs on your website. When a visitor performs an action — viewing a page, adding a product to cart, completing a purchase — the pixel fires an event to the Upstack edge API.
Shopify stores: The pixel is injected automatically via the theme app extension. Custom implementations: Add the pixel snippet to your site’s <head> — see Pixel Setup.
From there, events flow through a four-stage pipeline:
  1. Capture — Upstack Pixel detects the interaction and sends a structured event payload to the Cloudflare edge API.
  2. Resolve — Upstack ID attaches identity data (email, phone, cookie, device) to the event, linking anonymous sessions to known customers.
  3. Enrich — Product catalog data, UTM parameters, and click IDs are merged into the event.
  4. Activate — The enriched event is forwarded to each configured destination (Meta CAPI, TikTok, Klaviyo, Google Ads, etc.) in the format each platform expects.

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Standard Event Taxonomy

Standard events have well-defined names, properties, and semantics that all destinations understand. Using standard events ensures compatibility across your entire marketing stack.

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Page & Browse Events

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Cart Events

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Checkout Events

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Order Events

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Conversion Events

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Account Events

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Quiz Events

Quiz events are custom events — fire them manually using the JavaScript SDK. See quiz_completed and quiz_question_answered for implementation details.
All standard events include automatic context fields — pageUrl, userAgent, ipAddress, eventTime, and identity signals — regardless of the event type. See Properties for the full reference.

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Deprecated: Health & Wellness Category Events

Before January 2026, Health & Wellness stores sent Meta custom UPSTACK_HW_* events in place of standard events. These are deprecated: Health & Wellness stores now use a clean pixel with domain aliasing and optimize on the standard Purchase event. The legacy names are listed for reference in Health & Wellness category events (deprecated).

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How Destinations Receive Events

Each destination maps standard events to its own naming convention. For example, an Upstack purchase event becomes:
  • A Meta CAPI Purchase event with hashed em and ph, plus fbc (built from the fbclid in the ad URL) and fbp match keys
  • A TikTok Events API Purchase event with ttclid attached
  • A Klaviyo Placed Order - Upstackified event with full product details (Placed Order when Use Standard Event Names is on)
  • A GA4 purchase event with transaction_id and line items (existing GA4 destinations only — the GA4 destination is deprecated)
You configure which events each destination receives in the Upstack dashboard. Upstack handles the schema transformation automatically.

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What’s Next

Standard Events Reference

Full specification for every standard event — required properties, optional fields, and example payloads.

SaaS & B2B Events

Events for subscription businesses — trials, billing, expansion, and engagement.

Custom Events

Define your own events to capture interactions beyond the standard taxonomy.

Properties & Context

Complete reference for all user data, custom data, and context fields attached to events.

Identity & Stitching

How Upstack ID enriches events with resolved identity data.