Each event is resolved to a person against a 750M+ device graph before it reaches the Meta Conversions API, with restored click IDs, deduplicated conversions and delivery you can audit.
How it flows
01 Capture
Add the Upstack Pixel to your Funnelish funnels to track what shoppers do there. When Funnelish creates the order in Shopify, Upstack records it like any other Shopify order.
See the Funnelish integration
Funnelish page / eventsfrom the Upstack Pixel in each funnel’s headfbclid / gclid / ttclidclick IDs kept on the way to checkoutorder_idthe Shopify order Funnelish createsorder sourceshows as Funnelish in Upstack reports02 Understand
Every Funnelish 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
customer_typeNew or returning, resolved before send.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
Forward deduplicated, identity-resolved conversions to Meta through the Conversions API, and give the model a customer instead of a session.
See the Meta Conversions API integration
Meta Conversions API em, ph (SHA-256)raise Event Match Qualityfbclid / _fbpcredit the click that drove itexternal_idstable person across sessionsevent_iddedupe against the browser pixelvalue / currencyvalue-based biddingEach Upstack event is mapped to the Meta Conversions API event below before it is sent.
| Upstack event | Sent to Meta Conversions API as | Key data on the event |
|---|---|---|
| Page view | PageView | URL, referrer, user agent |
| Product view | ViewContent | content_ids, content_type, value, currency |
| Add to cart | AddToCart | content_ids, value, currency |
| Checkout | InitiateCheckout | value, currency, num_items |
| Purchase | Purchase | value, currency, order_id, content_ids |
Every event carries every available match key: em, ph, fn, ln, ct, st, zp and country, plus fbc, fbp and external_id. Personal data is hashed with SHA-256 before it leaves Upstack.
Funnelish to Meta Conversions API, in detail
Funnelish hosts funnel pages outside your Shopify theme, so the Upstack app embed doesn’t run on them. You add the Upstack Pixel to each funnel’s head and remove Funnelish’s own Meta pixel, and Upstack sends funnel events to Meta through the pixel and the Conversions API with a shared event_id. The orders Funnelish creates in Shopify reach Upstack like any other Shopify order.
| Funnelish data | Sent to Meta as |
|---|---|
| Funnel page loads From the base Upstack Pixel snippet in each funnel’s head. | PageView |
| Events you add with Upstack’s event snippets Same pattern as any landing page: one track call per event. | ViewContent, AddToCart and more |
| Orders Funnelish creates in Shopify Received like any Shopify order; they show as Funnelish in order source reports. | Purchase |
| Meta ad click (fbclid) Carried to checkout by the parameter-preserving script. | fbc |
Funnelish lazy-loads codes appended to the page body, so a pixel placed there can load too late to record visitors who leave quickly. Use Append To Page Head.
With Meta connected in Upstack, remove the Meta pixel from your Funnelish funnel settings. Otherwise Meta receives the same events from both.
If the funnel links to your Shopify store or checkout, add the landing-page guide’s script that appends the query string to outbound links, so fbclid, gclid, ttclid and UTM parameters reach checkout.
With the default Browser + Server tracking method, Upstack loads the Meta Pixel and sends the same events from its servers, and both copies carry the same event ID, so Meta keeps one. Another sender on the same pixel, such as a platform’s own Meta integration, Meta’s Conversions API Gateway or a third-party CAPI app, has no matching ID, so turn it off.
The catch
Add the Upstack Pixel to each funnel and keep the click IDs on the links to checkout. The order itself reaches Upstack when Funnelish creates it in Shopify, counted once per Shopify order ID.
Events Manager your dataset Event Match Quality
Server events appear with a Server badge, and Event Match Quality is scored per event type.
What changes
Meta Conversions API
More hashed identifiers on every event (email, phone, external ID, click ID), so EMQ rises and Meta matches more of what you send.
Meta Conversions API
One source of truth for both, with browser and server events deduplicated on event_id so purchases are never double-counted.
Funnelish
The pixel loads in the head of every funnel page, so visits and the events you configure are recorded on pages your theme never touches.
Funnelish
Connect Funnelish once and forward to every ad platform and email tool you run.
Setup
You need admin access to Meta Business Manager.
01
Take the base pixel snippet with your Pixel ID from the docs’ guide to landing pages and third-party sites.
02
In Funnelish, open the funnel’s Settings, Custom Codes, Tracking Codes, click Create a new code, name it Upstack, paste the snippet, choose Append To Page Head and save. Repeat for every funnel.
03
Delete the Meta (Facebook) pixel from the funnel settings, so Meta isn’t sent every event twice.
04
If the funnel links to your Shopify store or checkout, add the script that carries the query string onto outbound links.
05
Under Destinations, add Facebook Advertising with your Pixel ID (a 15 or 16 digit number) and a Conversions API token generated in Events Manager, which starts with EAA. Keep the default Browser + Server tracking method.
06
Open the live funnel URL with the Upstack Pixel Helper and confirm events fire, with the click ID in the event details when the URL has an fbclid. Then check Upstack’s Events Manager.
After setup
The Upstack Pixel Helper shows events firing on the live funnel URL.
Upstack’s Events Manager shows the funnel’s events against your Pixel ID.
Meta Events Manager lists the events with a Server badge as well as Browser.
Funnelish orders appear in Upstack reports filtered by order source as Funnelish.
Troubleshooting
The snippet was added with Append To Page Body, which Funnelish lazy-loads. Move it to Append To Page Head.
Funnelish’s own Meta pixel is still in the funnel settings. Remove it.
Click IDs are dropped between the funnel and checkout. Add the parameter-preserving script to the funnel.
Normal for the first 24 to 48 hours and until real orders arrive. If it persists, check the Pixel ID matches and that the access token has ads_read plus ads_management or business_management.
FAQ
Add the Upstack Pixel to each funnel under Settings, Custom Codes, Tracking Codes with Append To Page Head, remove Funnelish’s own Meta pixel, then add the Facebook Advertising destination in Upstack with your Pixel ID and a Conversions API token.
EMQ is Meta’s score, from 0 to 10, for how reliably it can match a conversion event back to a Meta user. Higher EMQ gives Meta’s algorithm more signal to optimize against, and server-side delivery through CAPI typically raises it because events carry more match keys and are not blocked by browser restrictions.
No. Upstack sends a shared event_id on every server-side event, and Meta deduplicates against the matching browser Pixel event. As long as the Pixel ID in Upstack matches the Pixel ID firing in your storefront, deduplication is automatic.
PageView, ViewContent, AddToCart, InitiateCheckout and Purchase, each mapped to the Meta Conversions API event of the same name.
Every event carries every available match key: em, ph, fn, ln, ct, st, zp and country, plus fbc, fbp and external_id. Personal data is hashed with SHA-256 before it leaves Upstack.
Upstack marks the destination Healthy, and Events Manager lists the server events with a Server badge. Open your dataset’s Event Match Quality: it is scored per event type, and Meta takes 24 to 48 hours to score new events.
Most brands are live in under 20 minutes. Once Funnelish events reach Upstack, every destination receives the same resolved events, the Meta Conversions API included.
In each funnel’s Settings, Custom Codes, Tracking Codes, as a new code named Upstack with Append To Page Head. Not the body: Funnelish lazy-loads body codes.
Yes, if Meta is connected in Upstack. Otherwise Meta receives the same events from both Funnelish and Upstack.
Funnelish creates the funnel’s orders in Shopify, and Upstack receives them like any other Shopify order. Reports that filter by order source list them as Funnelish.
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