Upstack-Generated Events

Automatically Generated — Upstack creates the events in this section from your purchase events, so you don’t fire them yourself. The exception is the AOV events, which you create with a global event mapping.

Overview

Upstack automatically generates enriched purchase events that segment your customers beyond the standard purchase event. These events enable more sophisticated ad optimization, better attribution, and deeper customer insights. When a purchase occurs in your Shopify store, Upstack’s backend analyzes the order and customer history to generate additional events alongside the standard purchase event.

Available Events

Customer Type Events

Event	Description	Link
`nc_purchase`	New customer purchases (first-time buyers)	Documentation
`rc_purchase`	Returning customer purchases (repeat buyers)	Documentation
`all_purchase`	All purchases (combines NC + RC)	Documentation
`lapsed_purchase`	Purchases from lapsed customers who returned	Documentation
`upsell_purchase`	Upsell conversions	Documentation

AOV-Segmented Events

Event	Description	Link
`high_aov_purchase`	Purchases above a value you set. Not generated automatically	Documentation
`low_aov_purchase`	Purchases below a value you set. Not generated automatically	Documentation
`p70_aov_purchase`	Purchases above your 70th percentile threshold. Not generated automatically	Documentation
`p80_aov_purchase`	Purchases above your 80th percentile threshold. Not generated automatically	Documentation
`p90_aov_purchase`	Purchases above your 90th percentile threshold. Not generated automatically	Documentation

Subscription Events

Event	Description	Link
`subscription_initial_purchase`	First-time subscription purchases	Documentation
`subscription_recurring_purchase`	Recurring subscription renewals	Documentation

Purchase Attribution Events

These name the ad platform of the paid click that started or closed the journey, such as fpc_meta_purchase or lpc_google_nc_purchase. There are 36 in all: three models, four platforms, and three sets.

Event	Description	Link
`fpc_*_purchase`	First Paid Click: the platform of the earliest paid touchpoint before the purchase	Documentation
`lpc_*_purchase`	Last Paid Click: the platform of the most recent paid touchpoint before the purchase	Documentation
`fopc_*_purchase`	First and Only Paid Click: fires in addition when the journey had exactly one paid touchpoint	Documentation

How They Work

Each time Upstack processes a purchase event, it runs these checks and generates an extra event for each one that matches:

Check	Event
No Upstack customer record for the buyer yet, or one already exists	`nc_purchase` or `rc_purchase`
Every purchase	`all_purchase`
The customer’s previous order was 12 or more months ago	`lapsed_purchase`
Subscription tag or selling plan on the order	`subscription_initial_purchase`
Subscription contract source or recurring-order tag	`subscription_recurring_purchase`
A Shopify order update tagged `AfterSell Upsell` raises the order total after checkout	`upsell_purchase`
About 15 minutes later, paid ad touchpoints are found before the purchase	`fpc_`, `lpc_` and `fopc_*` purchase attribution events

One purchase can produce several events. A new customer’s first subscription order, for example, produces nc_purchase, all_purchase and subscription_initial_purchase. Each event’s page explains its check in full.

Destination Support

Which destinations receive each event, and under what name, differs by event. Meta and TikTok receive most of them by default. Google Ads receives them only when you map them to a conversion action. Each event’s page has a Destination Mapping table.

Getting Started

Apart from the AOV events, these events need no setup. To use them:

Check your destinations — Ensure you have destinations configured in Upstack
Configure event mapping — Select which generated events to send to each destination
Set up conversion tracking — Configure your ad platforms to track these specific events
Build reports — Use the Upstack dashboard to compare metrics across event types

New Customer Purchases

Optimize for customer acquisition

AOV Events

Segment by order value

Subscription Events

Track subscription metrics

Lapsed Purchases

Measure win-back campaigns

​Overview

​Available Events

​Customer Type Events

​AOV-Segmented Events

​Subscription Events

​Purchase Attribution Events

​How They Work

​Destination Support

​Getting Started

New Customer Purchases

AOV Events

Subscription Events

Lapsed Purchases

Overview

Available Events

Customer Type Events

AOV-Segmented Events

Subscription Events

Purchase Attribution Events

How They Work

Destination Support

Getting Started