> ## 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.
# Upstack-Generated Events
> Events automatically generated by Upstack backend for Shopify customers — purchase segmentation, AOV tiers, and subscription tracking
**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 standard `purchase` 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](/pixel/events/upstack-generated/nc-purchase) |
| `rc_purchase` | Returning customer purchases (repeat buyers) | [Documentation](/pixel/events/upstack-generated/rc-purchase) |
| `all_purchase` | All purchases (combines NC + RC) | [Documentation](/pixel/events/upstack-generated/all-purchase) |
| `lapsed_purchase` | Purchases from lapsed customers who returned | [Documentation](/pixel/events/upstack-generated/lapsed-purchase) |
| `upsell_purchase` | Upsell conversions | [Documentation](/pixel/events/upstack-generated/upsell-purchase) |
### AOV-Segmented Events
| Event | Description | Link |
| ------------------- | ----------------------------------- | ----------------------------------------------------------- |
| `high_aov_purchase` | Purchases above average order value | [Documentation](/pixel/events/upstack-generated/aov-events) |
| `low_aov_purchase` | Purchases below average order value | [Documentation](/pixel/events/upstack-generated/aov-events) |
| `p70_aov_purchase` | Purchases above 70th percentile | [Documentation](/pixel/events/upstack-generated/aov-events) |
| `p80_aov_purchase` | Purchases above 80th percentile | [Documentation](/pixel/events/upstack-generated/aov-events) |
| `p90_aov_purchase` | Purchases above 90th percentile | [Documentation](/pixel/events/upstack-generated/aov-events) |
### Subscription Events
| Event | Description | Link |
| --------------------------------- | --------------------------------- | ----------------------------------------------------------------------------- |
| `subscription_initial_purchase` | First-time subscription purchases | [Documentation](/pixel/events/upstack-generated/subscription-purchase-events) |
| `subscription_recurring_purchase` | Recurring subscription renewals | [Documentation](/pixel/events/upstack-generated/subscription-purchase-events) |
## How They Work
```mermaid theme={null}
flowchart LR
A[Shopify Webhook] --> B[Upstack Backend]
B --> C{Customer Analysis}
C --> D[NC/RC Classification]
C --> E[AOV Segmentation]
C --> F[Subscription Detection]
C --> G[Lapsed Detection]
D --> H[Destination Events]
E --> H
F --> H
G --> H
```
1. **Shopify sends a purchase webhook** to Upstack when an order is placed
2. **Upstack analyzes** the customer's order history, order value, and subscription status
3. **Multiple events are generated** based on the analysis (e.g., both `nc_purchase` and `high_aov_purchase` for a high-value first-time buyer)
4. **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:
1. **Check your destinations** — Ensure you have destinations configured in Upstack
2. **Configure event mapping** — Select which generated events to send to each destination
3. **Set up conversion tracking** — Configure your ad platforms to track these specific events
4. **Build reports** — Use the Upstack dashboard to compare metrics across event types
Optimize for customer acquisition
Segment by order value
Track subscription metrics
Measure win-back campaigns