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Upstack tracks 846 metrics across your entire marketing and e-commerce stack—from Shopify orders to ad platform performance to website engagement. Use this reference to understand what each metric measures, how it’s calculated, and how to use it for analysis.

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Browse by Category

Funnel Metrics

4 metrics — Attributed conversions and customer journey progression.

Advertising

305 metrics — Spend, ROAS, CPA across Meta, Google, TikTok, and Blended.

Revenue & Orders

268 metrics — Orders, revenue, AOV, and profitability. (coming soon)

Website Events

253 metrics — Page views, sessions, and tracked events. (coming soon)

Data Quality

16 metrics — Event match quality and tracking health.

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Category Overview

CategoryMetricsStatusData Source
Funnel4✅ AvailableUpstack Pixel + Shopify
Advertising305✅ AvailableAd Platforms
Revenue & Orders268🔜 Coming soonShopify
Website Events253🔜 Coming soonUpstack Pixel
Data Quality16✅ AvailableUpstack Pixel

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Advertising Platform Breakdown

PlatformMetricsStatus
Meta Ads112✅ Available
Google Ads22🔜 Coming soon
TikTok Ads61🔜 Coming soon
Blended110🔜 Coming soon

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Getting Started

New to Upstack metrics? Here’s where to start based on what you’re trying to do:
Start with Funnel Metrics—specifically Conversions and Conversion Value. These show attributed conversions across all your marketing channels.Then explore Advertising Metrics to see platform-specific performance like Meta ROAS and Meta CPA.
Go directly to Advertising Metrics → Meta Efficiency. Key metrics include ROAS, CPA, and cost-per-purchase.Compare with Meta Spend to understand budget consumption.
Start with Meta Audience—Reach, Impressions, Frequency, and CPM help you understand who you’re reaching and at what cost.
See Meta Clicks for CTR, CPC, landing page views, and click costs. This subcategory has 18 metrics covering all click types.

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How Metrics Work

Upstack calculates metrics from three primary data sources:
  1. Shopify — Order data, revenue, customer information, and profitability.
  2. Ad Platforms — Spend, impressions, clicks, and conversions from Meta, Google, TikTok.
  3. Upstack Pixel — First-party tracking for page views, sessions, add-to-carts, and conversions with identity resolution.
Metrics are aggregated by your selected date range and can be filtered by traffic source, device, campaign, or UTM parameters.

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Next Steps