> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# What is Upstack Data?

> Upstack Data is a marketing attribution platform for Shopify brands. Learn how it captures storefront events, resolves customer identities, and sends server-side conversions to your ad platforms.

Upstack Data is a marketing attribution platform for Shopify brands. It captures every shopper interaction on your storefront, resolves anonymous visits to real customers, and sends identity-enriched conversions to your ad platforms through their server-side APIs — so platforms like Meta and TikTok can attribute purchases to the right campaigns and optimize against complete data.

<Tip>
  New to Upstack? This page explains the product in five minutes. To start setting it up, go straight to [Create an account](/quickstart/create-an-account) and [Install on Shopify](/quickstart/install-on-shopify).
</Tip>

## The problem it solves

Most Shopify stores rely on a browser pixel to tell ad platforms what happened. That signal has eroded: ad blockers block pixel requests, iOS limits cross-site tracking, checkout domains restrict third-party cookies, and the shopper who buys on their phone after researching on a laptop looks like two different people.

The result is under-reported conversions, poor campaign optimization, and ROAS numbers you can't fully trust.

Upstack replaces the browser-only signal with a server-side pipeline. Events are captured at the edge, enriched with customer identity, and delivered directly to each platform's Conversions API — bypassing the browser entirely.

## How it works

Every event flows through the same five-stage pipeline:

<Steps>
  <Step title="Capture">
    The [Upstack pixel](/pixel) and Shopify webhooks record storefront activity — page views, add-to-cart, checkout, purchase — as first-party events.
  </Step>

  <Step title="Resolve">
    The identity engine links anonymous sessions to known customers using email, phone, login state, and [identity stitching](/pixel/identity-stitching) across devices.
  </Step>

  <Step title="Enrich">
    Each event gains the customer context platforms want: hashed email and phone, order history, lifetime value, and [ad platform click IDs](/concepts/server-side-tracking).
  </Step>

  <Step title="Forward">
    Enriched events are delivered server-to-server to your [destinations](/destinations/catalog/overview) — Meta CAPI, TikTok Events API, Google Ads, Klaviyo, Pinterest, Snapchat, and more.
  </Step>

  <Step title="Report">
    The same events land in [analytics](/analytics/attribution-reporting), where Upstack attributes revenue across channels and reports on the customers behind the purchases.
  </Step>
</Steps>

For the technical version of this pipeline — edge capture, identity graph, warehouse — see [Platform architecture](/concepts/platform-architecture).

## The moving parts

<CardGroup cols={2}>
  <Card title="Pixel" icon="zap" href="/pixel">
    The tracking script and theme app extension installed on your storefront. Captures events and sets the first-party cookie that survives ad blockers.
  </Card>

  <Card title="Sources" icon="plug" href="/sources/catalog/overview">
    The platforms Upstack pulls data **from** — Shopify orders, ad spend, and campaign structure from Meta, Google, TikTok, and others.
  </Card>

  <Card title="Destinations" icon="send" href="/destinations/catalog/overview">
    The platforms Upstack sends events **to** — server-side conversion forwarding to ad and email platforms.
  </Card>

  <Card title="Identity resolution" icon="fingerprint" href="/pixel/identity-resolution">
    The graph that connects sessions, devices, and contact details into a single customer profile.
  </Card>

  <Card title="Analytics" icon="chart-bar" href="/analytics/attribution-reporting">
    Dashboards and query tools built on the same enriched events your destinations receive.
  </Card>

  <Card title="Flows" icon="bell" href="/destinations/catalog/klaviyo/abandonment-flows/complete-guide-to-setting-up-upstack-abandonment-flows-in-klaviyo">
    Klaviyo abandoned-cart and abandonment-flow recovery driven by Upstack-identified events.
  </Card>
</CardGroup>

## Who it's for

Upstack is built for Shopify merchants running paid acquisition — from single-store brands to multi-store operators — who need conversion data their ad platforms can actually use. If you run Meta, TikTok, Google, or email marketing and your pixel numbers don't match your orders, that gap is the problem Upstack closes.

## Get set up

<CardGroup cols={3}>
  <Card title="Create an account" icon="user-plus" href="/quickstart/create-an-account">
    Sign up and set up your workspace.
  </Card>

  <Card title="Install on Shopify" icon="shopping-cart" href="/quickstart/install-on-shopify">
    Connect your store and enable the pixel.
  </Card>

  <Card title="Connect a destination" icon="send" href="/quickstart/connect-a-destination">
    Start forwarding conversions to your ad platforms.
  </Card>
</CardGroup>