Michael Alt is the founder and CEO of Upstack Data, the server-side tracking, identity resolution and attribution platform for Shopify and DTC brands.
He has spent 20 years building software, including roles at Salesforce, Intuit and Bank of America. At Upstack he works with Shopify brands on the tracking, identity and measurement problems that drive acquisition costs up, and writes about what he sees in their data.
Articles
Articles by Michael Alt
Comparisons
Best Server-Side Tracking Tools for Shopify
Oct 23, 2026
Comparisons
Blotout Review 2026: Pricing, Pros and Cons
Oct 23, 2026
Comparisons
8 Elevar Alternatives for Shopify (2026)
Oct 23, 2026
Comparisons
8 Northbeam Alternatives Compared (2026)
Oct 23, 2026
Comparisons
7 Retention.com Alternatives Compared (2026)
Oct 23, 2026
Identity Resolution
What Is an Identity Graph? (Ecommerce Guide)
Oct 23, 2026
Comparisons
10 Hyros Alternatives Compared (2026)
Oct 22, 2026
Comparisons
Hyros Pricing 2026: What It Really Costs
Oct 22, 2026
Comparisons
Hyros Review 2026: Pros, Cons and Pricing
Oct 22, 2026
Attribution
Incrementality Testing: How to Measure Lift
Oct 22, 2026
Attribution
Last Click Attribution Model: What It Means
Oct 22, 2026
Attribution
Marketing Measurement: MTA vs MMM vs Lift
Oct 22, 2026
Attribution
Marketing Mix Modeling (MMM) for DTC Brands
Oct 22, 2026
Comparisons
9 Triple Whale Alternatives Compared (2026)
Oct 22, 2026
Comparisons
Triple Whale Pricing 2026: Plans and Costs
Oct 22, 2026
Comparisons
Triple Whale vs Hyros (2026) Compared
Oct 22, 2026
Comparisons
Triple Whale vs Northbeam (2026) Compared
Oct 22, 2026
First Party Data
How to Identify Anonymous Website Visitors
Oct 23, 2026
Comparisons
What Is Triple Whale? Features and Reviews
Oct 22, 2026
Attribution
What Is fbclid? The Facebook Click ID
Oct 10, 2026
First Party Data
Meta Conversions API Gateway (CAPIG) Guide
Oct 10, 2026
First Party Data
Meta Health & Wellness Ad Restrictions
Oct 10, 2026
E-Commerce
Meta Pixel Helper: Check Your Shopify Setup
Oct 10, 2026
Attribution
The True Cost of Bad Marketing Data
Oct 12, 2026
Attribution
E-Commerce Marketing Dashboards That Work
Feb 15, 2026
Attribution
Facebook Ads Reporting Metrics That Matter
Feb 15, 2026
First Party Data
Facebook Custom Audiences Without Cookies
Oct 12, 2026
E-Commerce
Google Ads Conversion Tracking for Shopify
Feb 15, 2026
Attribution
GA4 vs Ad Platforms: Why Numbers Don't Match
Feb 15, 2026
First Party Data
iOS Privacy Changes for E-Commerce in 2026
Feb 15, 2026
E-Commerce
Meta Advantage+ Shopping Campaigns Guide
Feb 15, 2026
Attribution
Multi-Touch Attribution for Small Brands
Feb 15, 2026
E-Commerce
How to Reduce CAC for Shopify Stores
Feb 15, 2026
First Party Data
Using Klaviyo Data to Improve Ad Performance
Feb 15, 2026
E-Commerce
Shopify Plus vs Shopify for Marketing Data
Oct 22, 2026
E-Commerce
Shopify Tracking Setup: The Complete Guide
Feb 15, 2026
E-Commerce
TikTok Ads Tracking & Attribution for Shopify
Feb 15, 2026
Attribution
What Is ROAS? How Shopify Stores Measure It
Feb 15, 2026
Identity Resolution
EdgeTag First-Party Tracking, Explained
Aug 15, 2025
E-Commerce
Meta Event Match Quality (EMQ) Explained
Oct 23, 2026
Attribution
First Click vs Last Click Attribution Models
Oct 22, 2026
Identity Resolution
Klaviyo Abandoned Cart Flows and Identity
Oct 23, 2026
E-Commerce
MER vs ROAS: How to Calculate Both on Shopify
Oct 22, 2026
Attribution
Meta Attribution Pitfalls & Duplicate Events
May 9, 2025
First Party Data
Meta CAPI and First-Party Data Strategy 2026
Oct 22, 2026
E-Commerce
Meta nCPA: A Framework for Scaling Decisions
May 9, 2025
E-Commerce
Server-Side Tracking Guide for Shopify Brands
Oct 10, 2026
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