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Custom stack - Taboola

Send every Custom stack event to Taboola, server-side

Q: Will my events be counted twice if I run both the pixel and server-side?

No. When the browser pixel and S2S report the same event, Taboola keeps the S2S event and deduplicates the pixel event. Including an orderid on purchase events further improves deduplication.

Q: Do event names need to match exactly?

Yes. Event names are case-sensitive and must exactly match the conversion name configured in Taboola Realize. Upstack sends lowercase snake_case names such as make_purchase and add_to_cart.

Q: Which events does Taboola receive?

PageView as page_view, ViewContent as view_content, AddToCart as add_to_cart, InitiateCheckout as start_checkout and Purchase as make_purchase.

Q: Which customer parameters are sent to Taboola?

Taboola does not support matching on hashed email, phone or other personal data: attribution relies solely on the tblci click ID captured from ad clicks. Events without a click ID are skipped.

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

Once Upstack marks the destination Healthy, open Tracking, Test Events in Taboola Backstage. Taboola’s API returns 204 for every request, even invalid ones, so Test Events is the only way to confirm events are processed.

Each event is resolved to a person against a 750M+ device graph before it reaches Taboola, with restored click IDs, deduplicated conversions and delivery you can audit.

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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 Taboola. Captured on the server, resolved to a person, then sent.

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.
DeduplicationBrowser and server copies of a purchase are matched on its order ID, so it is counted once.
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 Taboola

Forward resolved conversions to Taboola through its server-side API, so discovery traffic gets credited for the purchases it actually produced.

See the Taboola integration

TaboolaWhat it receives

hashed email / phoneidentity matching on arrival
taboola_click_idcredit the click that drove it
external_idstable person across sessions
orderiddedupe browser and server purchases
value / currencyvalue-based bidding

Which events reach Taboola

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

Upstack event	Sent to Taboola as	Key data on the event
Page view	page_view	None beyond the click ID
Product view	view_content	None beyond the click ID
Add to cart	add_to_cart	quantity
Checkout	start_checkout	revenue, currency
Purchase	make_purchase	revenue, currency, orderid

Taboola does not support matching on hashed email, phone or other personal data: attribution relies solely on the tblci click ID captured from ad clicks. Events without a click ID are skipped.

The catch

The freedom to name your own events is also the risk: an ad platform expects specific event names and parameter shapes, and anything outside that is accepted and ignored.

Mapping happens before send, not in the platform.

Where to check in TaboolaDelivery you can audit

Taboola Ads Tracking Conversions

The conversions view shows the source of each event, so server-side arrivals are distinguishable.

What changes

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

Taboola

Server-side delivery

By default Upstack sends events to Taboola from its servers as well as through the Taboola tag, so an event an ad blocker or browser privacy setting stops in the browser still arrives from the server.

Taboola

Identity-resolved events

Events sent to Taboola 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 a Taboola Backstage account with active campaigns, and campaign URLs that carry the tblci click ID parameter.

Upstack dashboardExample

Custom stack Data source Connected

Taboola Destination Healthy

Read the full Taboola 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 Taboola destination

Under Settings, then Destinations, add Taboola with your numeric Account ID from Backstage, Account dropdown, Tracking. Add tblci={click_id} to each campaign’s destination URL so the Upstack Pixel can capture the click ID.
03

Check Test Events in Backstage

Once Upstack marks the destination Healthy, open Tracking, Test Events in Taboola Backstage. Taboola’s API returns 204 for every request, even invalid ones, so Test Events is the only way to confirm events are processed.

FAQ

Questions about Custom stack and Taboola.

Will my events be counted twice if I run both the pixel and server-side?

No. When the browser pixel and S2S report the same event, Taboola keeps the S2S event and deduplicates the pixel event. Including an orderid on purchase events further improves deduplication.

Do event names need to match exactly?

Yes. Event names are case-sensitive and must exactly match the conversion name configured in Taboola Realize. Upstack sends lowercase snake_case names such as make_purchase and add_to_cart.

Which events does Taboola receive?

PageView as page_view, ViewContent as view_content, AddToCart as add_to_cart, InitiateCheckout as start_checkout and Purchase as make_purchase.

Which customer parameters are sent to Taboola?

Taboola does not support matching on hashed email, phone or other personal data: attribution relies solely on the tblci click ID captured from ad clicks. Events without a click ID are skipped.

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

Once Upstack marks the destination Healthy, open Tracking, Test Events in Taboola Backstage. Taboola’s API returns 204 for every request, even invalid ones, so Test Events is the only way to confirm events are processed.