> ## 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.

# How does Upstack Data track conversion events?

> Upstack Data captures Shopify customer events (page views, add to cart, purchases) and forwards them to each connected destination — Meta, GA4, TikTok, and more — from one pixel.

Upstack Data captures conversion events on your Shopify store — purchases, add-to-cart events, and page views — and forwards them to every destination you've connected, so each ad platform receives the events it needs for attribution and optimization.

## Connecting a destination

* **Meta (Facebook):** Connect your Facebook account and select the Meta Pixel you want to use. Once connected, Upstack automatically forwards conversion events to your Meta Ads Manager account. See the [Meta CAPI destination guide](/destinations/catalog/meta-capi).
* **Google Analytics (GA4):** Connect your Google account and select the GA4 property you want to use. Events are then forwarded to that property automatically. See the [GA4 destination guide](/destinations/catalog/ga4).

Other platforms (TikTok, Snapchat, Pinterest, Klaviyo, and more) work the same way — connect once from **Destinations**, and events flow automatically.

## How it works under the hood

Upstack combines client-side pixel tracking with server-side Conversions API forwarding for each destination, which is what keeps tracking accurate despite iOS restrictions and ad blockers. For a deeper explanation, see:

<CardGroup cols={2}>
  <Card title="Server-side tracking" icon="server" href="/concepts/server-side-tracking">
    How Upstack captures and forwards events server-side.
  </Card>

  <Card title="Conversion API forwarding" icon="paper-plane" href="/concepts/conversion-api-forwarding">
    How events reach each ad platform's API.
  </Card>
</CardGroup>