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Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt

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Once the Upstack pixel is installed and Shopify is connected, the following events are captured automatically with no additional configuration:
  • PageView — every page load on your storefront
  • ViewContent — product detail page views
  • AddToCart — items added to the cart
  • InitiateCheckout — checkout started
  • AddPaymentInfo — payment method entered
  • Purchase — completed orders (captured server-side via Shopify webhooks for maximum accuracy)
  • Search — storefront search queries
Shopify webhook events like orders/refunded, orders/fulfilled, and customers/create are also captured automatically through the server-side integration.You don’t need to add any custom code for these standard events. For additional events, see Custom Events.
  • Live Event Stream: Events appear within 30–60 seconds of occurring on your storefront. This is the fastest way to verify your integration.
  • Dashboard analytics: Aggregated metrics update every 5–15 minutes depending on processing load.
  • Destination delivery: Events are forwarded to destinations (Meta, TikTok, etc.) within 1–5 minutes of capture.
  • Attribution reports: Attribution data may take up to 1 hour to fully resolve, because Upstack waits for identity resolution to complete before finalizing attribution.
If events aren’t appearing after 5 minutes, see Events Not in Dashboard.
Yes. Upstack supports headless Shopify storefronts using the Upstack JavaScript SDK instead of the Shopify app embed.For headless setups:
  1. Install the Upstack SDK via npm or a <script> tag.
  2. Initialize the SDK with your Pixel ID.
  3. Call the tracking methods (track, page, identify) from your storefront code at the appropriate lifecycle points.
Server-side event capture (orders, refunds, fulfillments) still works automatically through Shopify webhooks — no additional setup needed.See Connect Shopify for detailed headless integration instructions.
Upstack is designed with privacy in mind:
  • Server-side first: Most critical events (purchases, refunds) are captured server-side through Shopify webhooks, not browser cookies. This means tracking is more resilient to browser privacy restrictions while remaining compliant.
  • Consent management: Upstack integrates with popular consent management platforms (OneTrust, Cookiebot, Shopify’s native consent API). When a visitor declines tracking, the client-side pixel respects that choice and suppresses non-essential events.
  • Data processing: Upstack processes data in accordance with GDPR, CCPA, and other applicable privacy regulations. Personal data like email and phone number is hashed (SHA-256) before being sent to ad platform destinations.
  • Data retention: You control how long event data is retained in your workspace settings. Default retention is 13 months.
  • DPA: We provide a Data Processing Agreement upon request. Contact support@upstackdata.com.
Yes. Beyond the automatic standard events, you can track any custom event using the Upstack JavaScript SDK:
upstack.track('WishlistAdd', {
  product_id: '12345',
  product_name: 'Blue Widget',
  value: 29.99,
  currency: 'USD'
});
Custom events:
  • Appear in the Live Event Stream and dashboards alongside standard events.
  • Can be forwarded to destinations — you map them in the destination’s Event Mapping settings.
  • Support any JSON-serializable properties.
  • Are subject to the same identity resolution and enrichment as standard events.
See Custom Events for naming conventions and best practices.
Upstack is built for resilience across multiple layers:
  • Server-side backup: Critical conversion events (purchases, refunds) are captured via Shopify webhooks regardless of pixel availability. Even if the client-side pixel fails completely, your conversion data is safe.
  • Edge infrastructure: The Upstack pixel endpoint runs on Cloudflare’s global edge network with 99.99% uptime. Requests are served from the nearest edge location.
  • Retry logic: If an event fails to deliver, it’s automatically retried with exponential backoff for up to 24 hours.
  • Graceful degradation: If the pixel script fails to load (due to an ad blocker or network issue), it does not break your storefront. The script is loaded asynchronously and fails silently.
In practice, the most common “pixel down” scenario is an ad blocker in your browser during testing — your actual customers are rarely affected.
Identity resolution is the core of what makes Upstack’s server-side tracking valuable for ad platforms:
  1. Higher match rates: When Upstack resolves an anonymous visitor to a known customer (via login, email at checkout, or cross-session fingerprinting), it enriches the event with hashed PII (email, phone). This gives ad platforms like Meta and TikTok a much higher Event Match Quality (EMQ) score.
  2. Better optimization: Higher EMQ means the ad platform can match more conversions to ad clicks, which feeds the algorithm more signal. More signal = better audience targeting = lower CPA.
  3. Cross-device attribution: Identity resolution stitches sessions across devices. A customer who clicks an ad on mobile but purchases on desktop is correctly attributed.
Most Upstack customers see a 20–40% improvement in EMQ scores after enabling Upstack ID compared to client-side-only tracking.Learn more in Identity Resolution.
Upstack works with all Shopify paid plans:
Shopify PlanSupportedNotes
Shopify StarterPartialLimited webhook support; no online store so pixel tracking is limited
Basic ShopifyFullAll features available
ShopifyFullAll features available
Advanced ShopifyFullAll features available
Shopify PlusFullAll features available, including checkout extensibility support
Upstack does not support Shopify’s free trial period — you must be on an active paid plan for webhooks and app embeds to function.
You can invite team members to your Upstack workspace:
  1. Go to Settings → Team in the Upstack dashboard.
  2. Click Invite Member and enter their email address.
  3. Choose a role:
    • Admin — full access including billing, sources, and destinations.
    • Member — can view dashboards and event streams but cannot modify integrations or billing.
    • Viewer — read-only access to dashboards and reports.
  4. The invited user receives an email with a link to create their Upstack account (or sign in if they already have one).
There’s no limit on the number of team members on any plan. All roles can access the same event data — roles only control what actions a user can take.
Think of Upstack as sitting in the middle of your data flow:
  • Sources are where data comes from. These are the platforms that generate events and data that Upstack ingests. Examples:
    • Shopify — storefront events, orders, customers
    • Facebook Ads — ad spend and campaign data
    • Google Ads — ad spend and campaign data
  • Destinations are where data goes to. These are the platforms that Upstack forwards enriched event data to. Examples:
    • Meta Conversions API (CAPI) — server-side purchase and conversion events
    • TikTok Events API — server-side events for TikTok ad optimization
    • Klaviyo — customer and event data for email/SMS flows
    • Google Analytics 4 — measurement protocol events
The key insight: Upstack enriches events with identity resolution between source and destination. Raw storefront events go in, identity-resolved and enriched events come out.See Sources overview and Destinations overview for the full list.
Still stuck? Contact support@upstackdata.com with your Pixel ID and a description of the issue. We typically respond within a few hours.