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Quick Diagnostic

Start here: Go to Destinations in your Upstack dashboard and check the status indicator next to the affected destination. A red or yellow status means Upstack already knows there’s a delivery problem — click into it to see the specific error.

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Symptoms and Fixes

Likely cause: The destination was never fully connected, or the OAuth authorization flow was interrupted before completion.Fix:
  1. Go to Destinations and click the affected destination.
  2. If the status says Not Connected, click Connect to start the authorization flow.
  3. Complete the full OAuth flow in the popup window — make sure to grant all requested permissions. For Meta, ensure you select the correct Ad Account and Pixel. For TikTok, select the correct Advertiser Account.
  4. After authorization, return to Upstack and confirm the status changes to Connected (green).
  5. Trigger a test event on your store and check the Live Event Stream to verify the destination receives it.
Pop-up blockers can silently prevent the OAuth window from opening. If clicking Connect does nothing, allow pop-ups for app.upstackdata.com.
Likely cause: The API token or OAuth refresh token for the destination has expired or been revoked. This commonly happens when someone changes the password on the connected ad account, or when Meta/TikTok rotates tokens after a security event.Fix:
  1. Go to Destinations → click the affected destination.
  2. Click Reconnect or Re-authorize to initiate a fresh OAuth flow.
  3. Sign into the destination platform and grant permissions again.
  4. After reconnecting, check the destination’s Event Log in Upstack. You should see new events being delivered within a few minutes.
  5. For Meta specifically: if you manage multiple Business Managers, verify you’re authorizing with the account that owns the target Pixel — using a different account will cause a permissions error.
Likely cause: Event mapping is misconfigured — the events Upstack sends don’t match the conversion events the destination expects, or required parameters are missing.Fix:
  1. Go to Destinations → click the destination → Event Mapping tab.
  2. Verify that Upstack events are mapped to the correct destination events. For example:
    • Purchase → Meta’s Purchase (not AddToCart)
    • AddToCart → TikTok’s AddToCart (case-sensitive)
    • PageView → GA4’s page_view
  3. Check that required parameters are mapped — most Conversion APIs require event_time, event_source_url, and at least one identity field (email or phone).
  4. For Meta CAPI: open Meta Events Manager → Test Events tab and compare the parameters Upstack sends against what Meta expects.
  5. Save any mapping changes and monitor the event log for the next 15 minutes.
Likely cause: The destination’s API rate limit is being hit, causing Upstack to throttle or drop events. This is more common during flash sales or high-traffic events.Fix:
  1. Check the destination’s Event Log in Upstack for rate-limit errors (HTTP 429 responses).
  2. If you see 429 errors, Upstack automatically retries with backoff — most events will be delivered within 30 minutes.
  3. For sustained high-traffic stores, consider upgrading your destination platform’s API tier:
    • Meta: Standard access tokens support up to 2,000 events/hour. Request Advanced Access in Meta Business Settings for higher limits.
    • TikTok: Contact your TikTok rep to increase API quota.
  4. Check your Upstack plan — some plans have monthly event forwarding limits. Go to Settings → Subscription to see your usage. View plans and pricing if you need to upgrade.
Likely cause: Events are arriving at the destination but lack sufficient identity data for the platform to match them to user profiles. This directly impacts ad optimization and ROAS.Fix:
  1. In your Upstack dashboard, go to Destinations → click the destination → check the EMQ Score or match rate panel.
  2. The most impactful identity fields for match quality are (in order): email, phone number, IP address, user agent, and click IDs (fbc/fbp for Meta, ttclid for TikTok).
  3. Verify that Upstack’s identity resolution is active: go to Settings → Identity and confirm Upstack ID is enabled. This automatically enriches events with resolved identity data.
  4. If your EMQ is below 6.0 on Meta:
    • Ensure your Shopify checkout collects email — this is the highest-impact field.
    • Check that Upstack’s cookie consent integration is active if you operate in the EU.
    • Enable Advanced Matching in the destination settings if available.
  5. EMQ improvements take 24–48 hours to reflect in Meta’s reporting.

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Check your subscription

Before troubleshooting further: Verify your Upstack subscription is active. An expired trial, failed payment, or paused subscription will stop event forwarding to destinations. Check Settings → Subscription in the Upstack dashboard or see Subscriptions and billing for help.

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Escalation

If none of the above resolved the issue, collect the following before contacting support:
  • Your Pixel ID and the destination name (e.g., Meta CAPI, TikTok Events API)
  • The timestamp range of events that should have been delivered
  • A screenshot of the destination’s status page and event log in Upstack
  • Any error messages shown in the destination’s event log
Still stuck? Contact support@upstackdata.com with your Pixel ID and a description of the issue. We typically respond within a few hours.

Connect a destination

Connect Meta CAPI as your first server-side destination with Upstack Signal.

Verify end-to-end

Confirm the complete pipeline works from storefront event to matched conversion in Meta.

Configure Facebook pixel

Step-by-step instructions for configuring the Facebook (Meta) Ads pixel destination.