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An event destination is a platform that receives the events Upstack tracks on your store. Meta, Google Ads, TikTok, and Klaviyo are destinations. So are PostHog and Slack. You add and manage them on the Destinations page in Upstack.
This page explains what a destination is and what you control on one. For the full list, see All destinations. For how destinations differ from the sources Upstack pulls spend and orders from, see What are data sources? To add your first one, follow Connect a destination.

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One event, a different name at each destination

Upstack tracks each event once, under its own name. Every destination then receives it under the name that platform expects. With default settings, a single order goes out like this: Upstack attaches the customer details it has, such as email, phone, and ad click IDs, so the platform can match the event to a person.

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What you control on each destination

Open a destination from the Destinations page to see its settings. Each tab changes that destination only. Event Mappings isn’t available for LinkedIn, Snapchat, AppLovin, or NewsBreak, because those platforms can’t receive custom events. Google Ads shows it once its Conversions API is turned on. To add an event to every destination at once, use the Event Mappings button at the top of the Destinations page. See Global event mappings.

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Orders Upstack keeps out of ad platforms

Some orders would inflate your purchase counts if ad platforms saw them. Upstack holds these back without any setup:
  • Subscription renewals. The first subscription order is sent as a purchase. Renewals are tracked as subscription_recurring_purchase and not sent to ad platforms as purchases.
  • Shopify draft orders. Not sent to ad platforms as purchases.
  • Zero-value purchases. Not sent to any destination.
  • Post-purchase upsells. Sent as upsell_purchase, not as a second purchase. See How post-purchase upsells are tracked.

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Is my destination working?

Each card on the Destinations page shows a status: Healthy, Unhealthy, Unknown, or Inactive for a destination that’s turned off. On an unhealthy card, the Manage button becomes Troubleshoot. To confirm events arrive on the platform’s side, follow Verify events are flowing. For Meta match quality, see Why is my Meta EMQ panel showing zeros?

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Common questions

With Browser + Server, Upstack loads the platform’s tag and sends the same events from its servers. The platform matches the two copies and counts one. If another app, such as Shopify’s own Meta or Google channel, also sends the same events, the platform can count them twice. Disable existing tracking before you connect.
Yes. Upstack only forwards to destinations that are turned on, and each one is separate. Your Upstack reports keep every event either way.
A destination only sends events out. Spend comes in through a source. Connect Facebook Ads as a source too.

All destinations

Every destination Upstack can send events to, with setup guides.

Connect a destination

Step-by-step setup for your first destination.