Destinations are the ad platforms and marketing tools that receive event data from Upstack Data. When a customer interacts with your Shopify store — viewing a product, adding to cart, completing a purchase — Upstack captures that event, enriches it with identity data, and delivers it to your connected destinations through their server-side APIs.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 destinations work
Every destination follows the same core flow:A customer action occurs on your Shopify store
A page view, product view, add-to-cart, checkout initiation, or purchase happens on your storefront.
Upstack captures the event
The event enters Upstack’s server-side pipeline, which runs independently of the customer’s browser.
Identity resolution enriches the event
Upstack’s identity engine adds available customer identifiers — hashed email, phone number, name, IP address, user agent, ad platform click IDs (
fbclid, gclid, ttclid), and browser fingerprint data. This enrichment is what makes server-side tracking through Upstack more effective than browser-only pixel tracking.The enriched event is delivered to each destination
Events are sent via each platform’s server-side API (Meta CAPI, Google Ads offline conversions, TikTok Events API, and others). See Conversion API forwarding for technical detail.
Available destinations
Upstack supports the following destinations. Click any destination for a full setup guide.Meta CAPI
Send Purchase, AddToCart, ViewContent, InitiateCheckout, and custom events to Facebook and Instagram via the Conversions API.
Google Ads
Forward purchase and conversion events via Offline Conversions and Enhanced Conversions for Smart Bidding.
TikTok
Send funnel events to TikTok via the Events API for conversion-optimized campaigns.
Klaviyo
Sync browse, cart, and purchase events to power Klaviyo flows and segments.
Send conversion events via the Pinterest Conversions API.
Snapchat
Send conversion events via the Snapchat Conversions API.
Omnisend
Sync customer events and profiles to Omnisend for email/SMS automation and abandonment flows.
Webhooks
Deliver raw event payloads to any HTTP endpoint for custom integrations and data warehouses.
What each destination receives
| Destination | API used | Events sent | Identity data sent |
|---|---|---|---|
| Meta CAPI | Conversions API | Purchase, AddToCart, ViewContent, InitiateCheckout, PageView, custom events (nc_purchase, rc_purchase) | Hashed email (em), phone (ph), name (fn/ln), IP, user agent, fbclid, fbp, external ID |
| Google Ads | Offline / Enhanced Conversions | Purchase, conversion events | gclid, hashed email, hashed phone |
| TikTok | Events API | Purchase, AddToCart, ViewContent, CompletePayment, funnel events | Hashed email, phone, IP, user agent, ttclid |
| Conversions API | Purchase, AddToCart, ViewContent, Checkout | Hashed email, click ID, IP, user agent | |
| Klaviyo | Klaviyo API | Browse, cart, purchase events | Email, customer properties (name, location), event metadata |
| Snapchat | Conversions API | Purchase, conversion events | Hashed email, phone, IP, click ID |
| Omnisend | Omnisend API | Browse, cart, purchase events | Email, customer properties, event metadata |
| Webhooks | Custom HTTP | Any configured event | Full enriched event payload |
GA4 is no longer a supported destination for new connections and is being deprecated. Use Google Ads for ad-platform conversion forwarding.
How Upstack enriches data before sending
The key advantage of Upstack over direct pixel tracking is the enrichment that happens before data reaches your destinations:- Identity resolution stitches sessions across devices and browsers. If a customer clicks a Facebook ad on their phone and later purchases on their laptop, Upstack can connect those sessions and send the complete identity data with the purchase event.
- Click ID persistence ensures ad platform click IDs (
fbclid,gclid,ttclid) are captured and stored server-side, surviving browser cookie expiration and cross-session navigation. - Customer data enrichment pulls additional customer data from Shopify (email, phone, address) and attaches it to events when available, increasing the number of identity parameters sent to each platform.
How to check if a destination is working
In the destination platform
Meta (Facebook / Instagram)
Meta (Facebook / Instagram)
- Go to Facebook Events Manager.
- Select your pixel.
- Look for events labeled Server in the connection method column — these are events received via CAPI from Upstack.
- Check Event Match Quality (EMQ) scores for each event type.
Google Ads
Google Ads
- Go to Google Ads → Tools & Settings → Conversions.
- Check that your conversion actions show recent conversion data.
- Look for the conversion source showing offline/upload data.
TikTok
TikTok
- Go to TikTok Events Manager.
- Select your pixel.
- Filter for Server events to see data coming through the Events API.
Klaviyo
Klaviyo
- Go to Klaviyo → Analytics → Metrics.
- Look for events like Started Checkout or Viewed Product that show Upstack as the source or integration.
Common issues and troubleshooting
Events aren't appearing in the destination
Events aren't appearing in the destination
- Wait at least 1–2 hours. Some platforms have a delay between receiving events and displaying them.
- Verify your pixel/conversion ID. An incorrect ID means events are being sent to the wrong pixel or rejected.
- Check API permissions. Each destination requires specific permissions. If permissions have changed or expired, events will fail to deliver.
Event Match Quality is low
Event Match Quality is low
- Check identity parameters. Low EMQ usually means events are missing key identity fields like email or phone. Verify that your Shopify checkout collects this information.
- Review click ID capture. If
fbclidorgclidaren’t being captured, match rates will be lower for users who clicked an ad. Ensure Upstack’s tracking script is properly installed.
Duplicate events
Duplicate events
If you have both Upstack sending server-side events and a browser pixel sending the same events, the ad platform may see duplicates. Upstack uses event deduplication IDs to prevent this, but you may need to disable Shopify’s built-in data sharing to avoid conflicts.
Permission or authentication errors
Permission or authentication errors
Platform tokens can expire. If a destination stops working after previously working correctly, try disconnecting and reconnecting it from the destinations page in your Upstack dashboard.
Frequently asked questions
Do I need to set up a destination for every ad platform I use?
Do I need to set up a destination for every ad platform I use?
You should set up a destination for every platform where you want Upstack’s enriched server-side data flowing. If you advertise on Meta and Google but not TikTok, connect Meta and Google. You can always add TikTok later.
Does connecting a destination affect my existing pixel tracking?
Does connecting a destination affect my existing pixel tracking?
Upstack sends events server-side alongside your existing browser-side pixel. Platforms use event deduplication to avoid double-counting. However, you should disable Shopify’s built-in data sharing (the native Facebook/Google integrations) to avoid conflicts, as Upstack replaces that functionality with better-enriched data.
How quickly do events start flowing after connecting a destination?
How quickly do events start flowing after connecting a destination?
Events typically begin flowing within minutes of connecting a destination. It can take up to 24 hours for the destination platform’s reporting to fully reflect the incoming data, and EMQ scores from Meta take 24–48 hours to calculate.
Can I disconnect a destination without losing data?
Can I disconnect a destination without losing data?
Yes. Disconnecting a destination stops Upstack from sending future events to that platform. Historical data already sent remains in the destination platform. You can reconnect at any time to resume event delivery.
Related
Destinations overview
See every supported destination and its configuration options.
Sources overview
Learn how Upstack pulls data in for reporting and attribution.
Conversion API forwarding
How Upstack delivers high-match-quality events to ad platforms.
Server-side tracking
Why server-side delivery beats browser pixels for ad measurement.
Connect a destination
Step-by-step setup for your first destination.