Skip to main content

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.

Switching tracking providers is risky. Done wrong, you lose conversion data, create duplicate events, or starve your ad platform algorithms of signal during the transition. This guide walks through a clean migration from Elevar to Upstack using a parallel-run approach that minimizes data gaps and gives you time to verify everything before cutting over.
Run Elevar and Upstack in parallel for 2–3 days before disabling Elevar. A short window of duplicate events (which Meta and most platforms deduplicate via event_id) is far safer than a gap in tracking. Don’t shortcut this step.

​
Why brands migrate from Elevar to Upstack

Understanding what’s driving your move helps you prioritize what to verify after the switch.
  • Identity resolution vs. GTM-based server-side. Elevar routes events through Google Tag Manager’s server container. Upstack uses a direct server-side pipeline with built-in identity resolution — matching visitors across devices and sessions without depending on GTM infrastructure.
  • Klaviyo enhancement. Upstack’s Flows product enriches and pushes identified profiles to Klaviyo so abandonment flows trigger for visitors that Klaviyo’s native tracking misses. This isn’t available through Elevar’s integration.
  • Attribution reporting. Upstack’s Analytics product provides multi-touch attribution alongside tracking, so you can see which channels and campaigns drive conversions without relying solely on each ad platform’s self-reported numbers.
  • Event Match Quality. Upstack’s identity enrichment attaches more customer matching parameters (hashed email, phone, click IDs, external IDs) to each event, which can improve EMQ and give optimization algorithms stronger signal.
  • Cost and consolidation. Running separate tools for tracking, attribution, and Klaviyo enrichment adds up. Upstack combines these in a single platform.

​
Prerequisites

Before you begin, make sure you have:
  • Shopify Admin access with permission to install apps and edit themes
  • An Upstack Data account (you’ll create one during the install)
  • Admin access to every destination platform you’ll reconnect (Meta, Google Ads, TikTok, Pinterest, Klaviyo, etc.)
  • Admin access to your Google Tag Manager container if Elevar uses one (GTM container ID format: GTM-XXXXXXX)
  • Your existing Elevar account access for reference during the cutover

​
Pre-migration checklist

Capture this before you begin. Having it written down makes verification after migration straightforward.

​
Document your current Elevar setup

  • Active events: List every event Elevar is sending — both standard (PageView, ViewContent, AddToCart, InitiateCheckout, Purchase) and any custom events.
  • Connected platforms: Record which destinations Elevar sends to (Meta, Google Ads, TikTok, Pinterest, Klaviyo, etc.).
  • GTM container details: If Elevar manages a GTM container, note the container ID (format GTM-XXXXXXX) and which tags are Elevar-specific vs. custom tags you’ve added.
  • Shopify theme scripts: Note whether Elevar has added code to your Shopify theme files (theme.liquid, checkout.liquid, or via snippets in Shopify Admin → Online Store → Themes → Edit code).
  • Shopify data sharing: Check if Shopify’s built-in Meta data sharing is enabled (Shopify Admin → Settings → Customer events or Sales channels → Facebook & Instagram).

​
Save baseline metrics

  • EMQ scores: Screenshot your current Event Match Quality scores in Meta Events Manager for each event type.
  • Daily event volume: Note the average daily count for Purchase, AddToCart, and ViewContent events over the past 7 days.
  • Shopify order count: Record your average daily Shopify orders for comparison after migration.

​
Migration steps

The migration follows a parallel-run approach: install Upstack alongside Elevar, verify Upstack is working, then remove Elevar. Expect a brief period of duplicate events — that’s normal and preferable to a gap in data.

​
Phase 1 — Install Upstack alongside Elevar (Day 1)

1

Install the Upstack Shopify app

Install the Upstack Data app from the Shopify App Store. The app deploys Upstack’s tracking on your store and begins capturing events immediately. Full instructions: Install on Shopify.
2

Connect your destinations in Upstack

Connect every platform Elevar is currently sending to. Use the destination guides linked below for each one.
PlatformSetup guide
MetaMeta CAPI destination
Google AdsGoogle Ads destination
TikTokTikTok destination
KlaviyoKlaviyo destination
PinterestPinterest destination
SnapchatSnapchat destination
See Connect a destination for the general flow.
3

Connect data sources for attribution

If you plan to use the Analytics dashboard, connect your Sources for spend data — Shopify, Meta, Google, and TikTok are available as OAuth connections. Spend from these sources powers ROAS and multi-touch attribution.

​
Phase 2 — Verify Upstack events (Days 1–3)

With both tools running, confirm Upstack is correctly capturing and forwarding events.
1

Check Meta Events Manager

  1. Open Meta Events Manager.
  2. Select your pixel.
  3. In the Overview or Test Events tab, look for events sent via the Conversions API (server) channel.
  4. Verify you see recent events for PageView, ViewContent, AddToCart, InitiateCheckout, and Purchase.
During the parallel-run window, event counts will be higher than normal because both Elevar and Upstack are sending. Meta deduplicates events using event_id — if both tools send the same event with the same ID, Meta counts it once.
2

Place a test order

  1. Place a test order on your store (or wait for a real one).
  2. In Events Manager, verify a Purchase event from Upstack’s CAPI source appears within a few minutes.
  3. Check that the event carries the correct value, currency, and customer matching parameters.
3

Check EMQ scores

After 24–48 hours of parallel running, check your EMQ scores in Events Manager. They may temporarily appear elevated due to the additional events from Upstack. This normalizes after you remove Elevar.

​
Phase 3 — Disable Elevar (Days 3–4)

Once Upstack events are flowing correctly, remove Elevar. Do this methodically — Elevar leaves tracking code in multiple locations.
Don’t skip the cleanup steps. Uninstalling the Elevar Shopify app does not remove its theme snippets, GTM tags, or Shopify Customer Events pixel. Leftover code is the #1 cause of duplicate events after migration.
1

Disable Elevar in your Shopify theme

Elevar installs render snippets in your Shopify theme. Remove them from your theme code:
  1. Sign in to your Shopify Admin, then navigate to Online Store → Themes.
  2. On your live theme, click … → Edit code.
  3. Open theme.liquid and search for any of these render tags:
    • {% render 'elevar-head-listener' %}
    • {% render 'elevar-head' %}
    • {% render 'elevar-body-end' %}
  4. Delete each render tag you find.
  5. If your theme still has a checkout.liquid file (legacy stores), search for and remove similar Elevar render tags there as well.
  6. In the Snippets folder, search for files containing elevar in the name. Delete each Elevar snippet file.
2

Remove Elevar from Shopify Customer Events

  1. In Shopify Admin, navigate to Settings → Customer events.
  2. If Elevar has a Custom Pixel configured here, remove it or set it to inactive.
3

Clean up GTM (if applicable)

If Elevar managed a Google Tag Manager container:
  1. Sign in to Google Tag Manager and open your container (ID format GTM-XXXXXXX).
  2. Identify all tags Elevar created — typically Meta Pixel, Google Ads conversion tracking, and any other platform-specific tags.
  3. Pause or delete Elevar-specific tags. Do not delete custom tags you’ve added independently.
  4. If the container was used exclusively by Elevar and you have no other tags in it, consider removing the GTM container script from your Shopify theme entirely.
4

Disable Shopify's native Meta data sharing

Shopify’s built-in Meta integration sends events independently. If left on alongside Upstack, it creates duplicates.
  1. In Shopify Admin, navigate to Settings → Customer events or Settings → Apps and sales channels → Facebook & Instagram.
  2. Disable the native data sharing / pixel integration if it’s active.
Full walkthrough: Disable existing tracking.
5

Uninstall the Elevar app

  1. In Shopify Admin, navigate to Settings → Apps and sales channels.
  2. Find Elevar in the list and click Uninstall (or Remove app).
  3. Confirm the uninstallation.

​
Phase 4 — Post-migration verification (Days 4–11)

1

Verify no duplicate events

  1. Install the Upstack Data Pixel Helper Chrome extension.
  2. Browse your store — visit a product page, add to cart, and check out.
  3. On each page, Pixel Helper should show events from Upstack only. If you see duplicate events, Elevar code or Shopify’s native integration may still be active.
2

Compare event volumes

After 48 hours running Upstack only, compare against your baseline:
MetricPre-migration baselinePost-migration target
Daily Purchase events[your baseline]Equal or higher
Daily AddToCart events[your baseline]Equal or higher
Daily ViewContent events[your baseline]Equal or higher
Shopify orders vs. Events Manager purchases[your baseline]Near 1:1
If Upstack’s volumes are lower than your Elevar baseline, check that all destinations are properly connected and that no events are failing in the Upstack dashboard.
3

Check EMQ after 48 hours

EMQ scores need 48 hours to stabilize after the transition. Compare against your saved baseline:
  • Improved or steady: Migration is healthy.
  • Dropped: Confirm Upstack is sending the full set of customer matching parameters (email, phone, click IDs, browser data). If scores don’t recover within 72 hours, see Why is my Meta EMQ panel showing zeros? or contact Upstack support.
4

Monitor for 7 days

Don’t declare the migration complete until you’ve monitored for a full week. Check daily:
  • Event counts in Meta Events Manager match Shopify activity.
  • No error events or failed deliveries in the Upstack dashboard.
  • Campaign performance (CPA, ROAS) remains stable.
  • EMQ scores hold at pre-migration levels or better.

​
Common gotchas

Even after uninstalling the Elevar app, render tags and snippet files in your Shopify theme remain. Remove them manually (see Phase 3, Step 1). If left in place, they can cause JavaScript errors or attempt to load resources that no longer exist.
If Elevar set up tags in a GTM container, uninstalling the app does not remove those tags. They keep firing until you manually pause or delete them in GTM. This is the most common source of duplicate events after migration.
Shopify’s native Meta integration sends events independently of any third-party tracking app. If it was enabled alongside Elevar, it stays on after Elevar is removed — and now creates duplicates with Upstack. Always check and disable this during migration.
When you disable Elevar and before Upstack has fully ramped, there may be a brief window (typically a few hours) where event volume dips. This is normal and resolves as Upstack’s pipeline picks up all incoming events. If the drop persists beyond 24 hours, contact Upstack support.
Shopify has deprecated checkout.liquid for checkout tracking. If your Elevar setup relied on checkout.liquid scripts, those are already non-functional on Shopify’s new checkout. Upstack’s tracking works with Shopify’s current Checkout Extensibility framework, so no additional checkout configuration is needed.
Migrating from Elevar to Upstack does not erase your pixel’s historical data. All previously recorded events, audiences, and optimization learnings in Meta, Google, and other platforms remain intact. You’re changing the data pipeline, not the destination.

​
When to contact Upstack support

Reach out if:
  • Events are not appearing in Events Manager after 24 hours of Upstack being active.
  • EMQ scores drop significantly (more than 2 points) and don’t recover within 72 hours.
  • You see duplicate events that you can’t trace to Elevar remnants or Shopify’s native integration.
  • Your Upstack dashboard shows delivery errors for any connected destination.
  • You need help identifying and removing Elevar scripts from your Shopify theme.

​
Frequently asked questions

No. Your pixel’s historical event data, custom audiences, and optimization learnings remain in Meta Events Manager (and other platforms) regardless of which tracking tool sends the events. You’re changing the data pipeline, not resetting the destination.
Two to three days is typically sufficient. You need enough time for Upstack to send events across all your standard event types (PageView through Purchase) and for you to verify them in Events Manager. A few days of slightly elevated event counts is far better than a gap in tracking data.
Yes, temporarily. During the parallel run, both Elevar and Upstack will send events to your connected platforms. Meta and most platforms deduplicate events using event_id. Once you disable Elevar, duplicates stop. If you see persistent duplicates after removing Elevar, check for residual scripts in your theme, GTM tags, and Shopify’s native data sharing.
No. Your campaigns, ad sets, and optimization settings reference your pixel ID and conversion events — none of which change during migration. Upstack sends to the same pixel and uses the same standard event names. Your campaigns continue running without interruption.
Give it 48–72 hours for scores to stabilize. Upstack’s identity enrichment typically maintains or improves EMQ because it attaches more customer matching parameters to each event. If scores remain lower than your baseline after 72 hours, contact support to review your destination configuration.
Yes. Document your custom events before migration (see the pre-migration checklist) and confirm with the Upstack team that the same custom events can be configured. Standard events are supported by default. See How to create custom event triggers in Upstack.

Install on Shopify

Get Upstack’s tracking app deployed on your Shopify store.

Connect a destination

Connect Meta, Google, TikTok, Klaviyo, and other destinations.

Disable existing tracking

Cleanup steps for legacy pixels, GTM tags, and native Shopify integrations.

Meta CAPI destination

Configure server-side event delivery to Meta.

Google Ads destination

Set up Google Ads conversion delivery.

TikTok destination

Configure TikTok Events API delivery.

Klaviyo destination

Set up identity-enriched profile delivery to Klaviyo.

Why is my Meta EMQ panel showing zeros?

Troubleshoot Event Match Quality scores after migration.