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Custom stack - AppLovin

Send every Custom stack event to AppLovin through the Axon Pixel

Q: Do I need to keep my own Axon tag on the storefront?

No. Upstack loads the Axon Pixel for you once the destination is configured. If you already load Axon through your theme, Google Tag Manager or another app, remove that copy: two tags with the same Pixel ID can double count events.

Q: Which events does AppLovin receive?

PageView as page_view, ViewContent as view_item, AddToCart as add_to_cart, InitiateCheckout as begin_checkout and Purchase as purchase, reported from the browser through the Axon Pixel. Remove from cart, view cart, add payment info, search, lead, sign-up and subscribe are mapped too.

Q: Which customer parameters are sent to AppLovin?

Events carry email, phone and client_id when available, plus the aleid click ID for deterministic matching. The Send User Data setting includes hashed user data for better match quality.

Q: How do I check that Custom stack events are reaching AppLovin?

Upstack marks the destination Healthy, and the Events section of the AppLovin Axon Dashboard shows recent events. AppLovin may take a little longer than Upstack to show them, and conversion volume may fluctuate during the first 48 hours.

Each event is resolved to a person against a 750M+ device graph, then reported to AppLovin through the Axon Pixel with the aleid click ID attached. AppLovin receives events from the browser only.

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US device IDs in the graph: 750M+
Match rate on events: 90%+
Identity window, per customer: Lifetime
Most brands are live: <20 min

How it flows

How a Custom stack event reaches AppLovin. Captured by the Upstack Pixel, resolved to a person, then reported through the Axon Pixel.

01 Capture

Captured from Custom stack

Not on the list? Send events to Upstack from any stack over webhook or direct post, with the same schema and the same resolution.

See the Custom stack integration

Custom stackWhat it sends

event_namewhatever you choose to call it
user identifiersany of email, phone, external ID
value / currencyif the event carries revenue
custom propertiesany attribute in your own schema

02 Understand

Resolved to one person before it leaves

Every Custom stack event is matched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer rather than two strangers.

How resolution works

Resolved before it is sent

IdentityMatched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer.
customer_typeNew or returning, resolved before send.
Bot and fraud filteringAutomated traffic never reaches the model, because what you keep out of the training set matters as much as what goes in.

Ad platforms accept almost anything and tell you very little. These controls exist so you can see what was sent and what was accepted, rather than inferring it from a reporting gap.

03 Activate

Delivered to AppLovin

Upstack loads the AppLovin Axon Pixel on your storefront and reports each event with identity data and the aleid click ID attached, so conversions are attributed to your AppLovin campaigns.

See the AppLovin integration

AppLovinWhat it receives

aleid / axwrtAppLovin click ID and attribution token
email / phone / client_iduser data, when available
transaction_idthe order, on purchase events
value / tax / shippingorder economics
itemsthe products on the event

Which events reach AppLovin

Each Upstack event is mapped to the AppLovin event below before it is sent.

Upstack event	Sent to AppLovin as	Key data on the event
Page view	page_view	url, referrer
Product view	view_item	items, value, currency
Add to cart	add_to_cart	items, value, currency
Checkout	begin_checkout	items, value, currency
Purchase	purchase	transaction_id, value, tax, shipping, items

Events carry email, phone and client_id when available, plus the aleid click ID for deterministic matching. The Send User Data setting includes hashed user data for better match quality.

The catch

AppLovin receives events from the browser only.

Upstack loads the Axon Pixel for you, so remove any other Axon tag in your theme, Google Tag Manager or another app: two tags with the same Pixel ID can double count events.

Where to check in AppLovinDelivery you can audit

AppLovin Axon Dashboard your pixel Events

Recent events appear here. AppLovin may take a little longer than Upstack to show them.

What changes

What changes when Custom stack feeds AppLovin. Two gains on the AppLovin side, two on the Custom stack side.

AppLovin

The Axon Pixel, loaded for you

Upstack loads the Axon Pixel once the destination is saved, so there is no separate Axon tag or second set of event mappings to maintain.

AppLovin

Identity-resolved events

Events sent to AppLovin carry the resolved customer whenever Upstack can identify one, matched against a 750M+ device graph.

Custom stack

Any stack, any framework

Headless, custom checkout, native app or a platform we haven’t listed: if it can make an HTTP request, it can send to Upstack.

Custom stack

The same event schema

Custom events are resolved, filtered and forwarded exactly like a Shopify order.

Setup

Post directly from your backend so nothing depends on the browser.

You need admin access to an AppLovin Axon account with an Axon Pixel set up in the AppLovin Dashboard.

Upstack dashboardExample

Custom stack Data source Connected

AppLovin Axon Destination Healthy

Read the full AppLovin setup guide

01

Connect Custom stack

Not on the list? Send events to Upstack from any stack over webhook or direct post, with the same schema and the same resolution.
02

Add the AppLovin destination

Under Destinations, add AppLovin Axon with your Pixel ID, the Event Key under Account, General, Keys in the AppLovin Dashboard. Upstack then loads the Axon Pixel for you.
03

Check events in the Axon Dashboard

Upstack marks the destination Healthy, and the Events section of the AppLovin Axon Dashboard shows recent events. AppLovin may take a little longer than Upstack to show them, and conversion volume may fluctuate during the first 48 hours.

FAQ

Questions about Custom stack and AppLovin.

Do I need to keep my own Axon tag on the storefront?

No. Upstack loads the Axon Pixel for you once the destination is configured. If you already load Axon through your theme, Google Tag Manager or another app, remove that copy: two tags with the same Pixel ID can double count events.

Which events does AppLovin receive?

PageView as page_view, ViewContent as view_item, AddToCart as add_to_cart, InitiateCheckout as begin_checkout and Purchase as purchase, reported from the browser through the Axon Pixel. Remove from cart, view cart, add payment info, search, lead, sign-up and subscribe are mapped too.

Which customer parameters are sent to AppLovin?

Events carry email, phone and client_id when available, plus the aleid click ID for deterministic matching. The Send User Data setting includes hashed user data for better match quality.

How do I check that Custom stack events are reaching AppLovin?

Upstack marks the destination Healthy, and the Events section of the AppLovin Axon Dashboard shows recent events. AppLovin may take a little longer than Upstack to show them, and conversion volume may fluctuate during the first 48 hours.