Upstack Data gives Shopify brands three capabilities in one platform: server-side event tracking, multi-touch attribution, and Klaviyo data enrichment. This guide walks you through everything you need to do after installation to get the most value from the platform — from connecting your ad accounts to understanding your attribution dashboard.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.
Prerequisites
- The Upstack Data app installed in your Shopify Admin (see Install on Shopify)
- An Upstack Data account with subscription active
- Admin access to each destination you’ll connect (Meta, Google Ads, TikTok, Klaviyo, etc.)
- Admin access to each source you’ll connect for reporting (Shopify, Meta, Google Ads, TikTok)
Upstack’s three products
Signal — server-side tracking
Sends Shopify events (page views, add-to-carts, checkouts, purchases) to ad platforms via server-side APIs (Meta CAPI, Google Ads, TikTok Events API). Each event is enriched with identity data before delivery for higher match rates and better optimization signal.
Analytics — attribution and reporting
Pulls spend data from your ad platforms and combines it with Shopify revenue data to show which channels, campaigns, and ads are driving results. Gives you a unified view that doesn’t rely solely on any single ad platform’s self-reported numbers.
Flows — marketing automation enrichment
Sends enriched event data to Klaviyo and Omnisend, giving your abandonment flows and segments more complete customer profiles. Abandoned cart emails, browse abandonment, and win-back campaigns trigger more often and personalize better.
First 48 hours after installation
Your first two days are about getting data flowing. Here’s what to prioritize:Day 1 — Connect your primary destinations
- Connect Meta CAPI. This is typically the highest-priority destination. You’ll need your Pixel ID and ad account access. See Connect a destination.
- Connect Google Ads. Enter your conversion action ID and connect your Google Ads account.
- Connect any additional destinations (TikTok, Pinterest, Klaviyo, Snapchat, Omnisend) you actively advertise on.
Day 1–2 — Connect your sources
- Connect Shopify (typically done automatically during app installation).
- Connect ad platform spend data for Meta, Google, and TikTok so your attribution dashboard has complete spend data.
Day 2 — Verify data is flowing
- Open Meta Events Manager and confirm events are arriving from Upstack via the Conversions API channel.
- Open the Upstack dashboard and confirm event activity under Event Health.
- Don’t panic if EMQ shows 0.0 — Meta takes 24–48 hours to calculate Event Match Quality scores. See Why is my Meta EMQ panel showing zeros?.
Setting up all destinations
Destinations are the platforms Upstack sends event data to. Set up every platform you actively advertise on or use for marketing automation.| Destination | What Upstack sends | Priority |
|---|---|---|
| Meta CAPI | Purchase, Add to Cart, View Content, Initiate Checkout, custom events via CAPI | High |
| Google Ads | Purchase and conversion events via offline conversions | High |
| TikTok | Purchase and funnel events via Events API | Medium |
| Klaviyo | Browse, cart, and purchase events for flow triggering | Medium–High |
| Conversion events via Conversions API | Medium | |
| Snapchat | Conversion events via Conversions API | Lower |
| Omnisend | Browse, cart, and purchase events for flow triggering | Medium (if you use Omnisend) |
| Webhooks | Any configured event to a custom HTTP endpoint | As needed |
Setting up sources for reporting
Sources feed your attribution dashboard. Without them, Analytics can show your Shopify revenue but can’t calculate ROAS or compare channel performance.| Source | What it provides |
|---|---|
| Shopify | Order data, revenue, product details, customer information |
| Meta (Facebook Ads) | Ad spend, campaign structure, impressions, clicks |
| Google Ads | Ad spend, campaign structure, impressions, clicks |
| TikTok | Ad spend, campaign structure, impressions, clicks |
Understanding your attribution dashboard
Once destinations and sources are connected, your Analytics dashboard will begin populating with attribution data. Here’s how to read it:- Revenue data comes from Shopify orders and is attributed to channels based on Upstack’s attribution model.
- Spend data comes from your connected ad platform sources.
- ROAS (Return on Ad Spend) is calculated by dividing attributed revenue by ad spend for each channel.
- Attribution windows determine how far back Upstack looks to credit a touchpoint. The default window is typically 7 days for clicks and 1 day for views, configurable by plan.
Configuring costs for accurate P&L
For your attribution dashboard to show accurate profitability, it needs your complete cost picture:- Ad spend is pulled automatically from connected sources (Meta, Google, TikTok).
- Product costs (COGS) may need to be configured depending on your plan. See Configure contribution margin.
- Shipping and handling costs may be available through Shopify order data.
Optimizing Klaviyo flows with Upstack Flows
If you use Klaviyo for email and SMS, Upstack Flows can significantly improve your flow performance:Connect Klaviyo as a destination
Use your Klaviyo API key. See the Klaviyo destination guide.
Confirm enriched events are flowing
Browse and cart events flow to Klaviyo with more complete customer profiles, meaning your abandonment flows trigger for more visitors — not just those already identified by Klaviyo’s on-site tracking.
Review your flow triggers
Ensure your abandoned cart, browse abandonment, and other flows are set up to use the events coming from Upstack.
Monitoring EMQ and pixel health
Event Match Quality (EMQ) is Meta’s 0–10 score measuring how well your event data matches to real Facebook users. Upstack’s identity enrichment is designed to improve your EMQ compared to browser-only tracking.EMQ benchmarks
- 7.0+ is considered good.
- 9.0+ is excellent and indicates strong identity matching.
- Below 5.0 suggests missing identity parameters or configuration issues.
How to check
- View your EMQ score in the Upstack dashboard under Event Health.
- Cross-reference in Meta Events Manager under your pixel’s event details.
- If EMQ is lower than expected, verify all identity parameters are being sent (email, phone, name, address data).
Custom events for advanced optimization
Once your standard tracking is running, consider adding custom events to improve ad platform optimization:nc_purchase(new customer purchase) — lets Meta and Google optimize for acquiring new buyers specifically. This is the most popular and impactful custom event for most brands.- Category-specific purchases — optimize for purchases in specific product categories.
- Quiz or form completions — give ad platforms mid-funnel signals.
When to contact support vs. self-serve
Self-serve tasks
Self-serve tasks
- Adding or removing destinations
- Connecting new sources
- Viewing attribution reports
- Checking EMQ scores
- Creating custom events
Contact Upstack support
Contact Upstack support
- EMQ remains at 0.0 after 48+ hours with confirmed purchases
- Events are not appearing in your ad platform’s event manager after 24 hours
- Discrepancies between Upstack attribution and Shopify revenue
- Questions about which attribution model is right for your business
- Issues with Shopify app permissions or installation
- Billing or plan questions
Frequently asked questions
How long does it take to see data after connecting Upstack?
How long does it take to see data after connecting Upstack?
Events begin flowing to destinations within minutes of connecting. Attribution data in the Analytics dashboard depends on having both event data and spend data connected, and may take 24–48 hours to fully populate. EMQ scores from Meta take 24–48 hours to calculate.
Do I need to disable my existing Facebook pixel?
Do I need to disable my existing Facebook pixel?
No. Upstack’s server-side tracking works alongside your existing browser-side pixel. However, you should disable Facebook’s built-in data sharing within Shopify’s settings, as Upstack replaces that functionality with better-enriched server-side events.
Which destination should I connect first?
Which destination should I connect first?
Connect the platform where you spend the most ad budget first. For most Shopify brands, this is Meta. Getting high-quality data flowing to your largest spend platform produces the biggest impact on ad performance.
Can I use Upstack with agencies managing my ads?
Can I use Upstack with agencies managing my ads?
Yes. Share your Upstack dashboard access with your agency so they can see attribution data. Your agency will also see improved event data quality in the ad platforms they manage, which benefits their optimization.
Related
Install on Shopify
Get the Upstack app installed and configured in your store.
Connect a destination
Step-by-step setup for your first destination.
Disable existing tracking
Turn off Shopify’s built-in pixel sharing to avoid duplicate events.
Custom events
Add custom events like
nc_purchase for advanced optimization.Destinations overview
Every supported destination.
Sources overview
Every supported source.
Why is my Meta EMQ showing zeros?
Troubleshoot EMQ scores stuck at 0.0.