Automatically Generated — All events in this section are created by Upstack backend services for Shopify customers. You do not need to fire these events manually — they appear in your destinations automatically based on purchase data analysis.
Overview
Upstack automatically generates enriched purchase events that segment your customers beyond the standardpurchase 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 average order value | Documentation |
low_aov_purchase | Purchases below average order value | Documentation |
p70_aov_purchase | Purchases above 70th percentile | Documentation |
p80_aov_purchase | Purchases above 80th percentile | Documentation |
p90_aov_purchase | Purchases above 90th percentile | Documentation |
Subscription Events
| Event | Description | Link |
|---|---|---|
subscription_initial_purchase | First-time subscription purchases | Documentation |
subscription_recurring_purchase | Recurring subscription renewals | Documentation |
How They Work
- Shopify sends a purchase webhook to Upstack when an order is placed
- Upstack analyzes the customer’s order history, order value, and subscription status
- Multiple events are generated based on the analysis (e.g., both
nc_purchaseandhigh_aov_purchasefor a high-value first-time buyer) - Events are forwarded to your configured destinations with proper attribution
Why Use These Events?
Better Ad Optimization
Instead of optimizing for all purchases equally, train ad algorithms to find:- New customers — Reduce wasted spend on existing customers
- High-AOV customers — Find customers who spend more
- Subscription-likely customers — Acquire subscribers with higher LTV
More Accurate Attribution
Understand which campaigns drive:- True customer acquisition (not just repeat purchases)
- Premium customers (high AOV)
- Subscription sign-ups vs. one-time purchases
- Win-back conversions from lapsed customers
Deeper Insights
Compare performance across customer segments:- New vs. returning customer CAC
- High vs. low AOV by channel
- Subscription acquisition costs
- Win-back campaign effectiveness
Destination Support
All Upstack-generated events are forwarded to your configured destinations:| Destination | Support | Notes |
|---|---|---|
| Meta CAPI | ✅ Full | Event name + custom data for segmentation |
| Google Ads | ✅ Full | Filterable conversion events |
| TikTok Events API | ✅ Full | Event name included |
| Klaviyo | ✅ Full | Tagged events for segmentation |
| GA4 | ✅ Full | Custom dimensions available |
Getting Started
These events are generated automatically for Shopify stores — no additional configuration needed. 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