Each event is resolved to a person against a 750M+ device graph before it reaches Reddit, with restored click IDs, deduplicated conversions and delivery you can audit.
How it flows
01 Capture
One Upstack app setup that captures Shopify storefront and checkout events with the Upstack Pixel, records every order directly from Shopify, and forwards both to every tool you spend on.
See the Shopify integration
Shopify order_idShopify order and checkout tokenemail / phonecustomer contact from checkoutcustomer_idShopify customer record, if they have oneline_itemsproducts, variants and quantitiestotal / subtotal / discountorder economics02 Understand
Every Shopify 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 resolved conversions to the Reddit Conversions API, so a platform where the click and the purchase are often days apart still gets credited.
See the Reddit integration
Reddit hashed email / phoneidentity matching on arrivalrdt_cidcredit the click that drove itexternal_idstable person across sessionsconversion_iddedupe against the browser pixelvalue / currencyvalue-based biddingEach Upstack event is mapped to the Reddit event below before it is sent.
| Upstack event | Sent to Reddit as | Key data on the event |
|---|---|---|
| Page view | PageVisit | URL, referrer, user agent |
| Product view | ViewContent | products, value, currency |
| Add to cart | AddToCart | products, value, currency |
| Checkout | InitiateCheckout (custom event server-side) | value, currency, itemCount |
| Purchase | Purchase | value, currency, transactionId, products |
Every event carries every available match key: hashed email and phone, external_id, the rdt_cid click ID, user agent and IP address. Personal data is hashed with SHA-256 before it leaves Upstack.
Shopify to Reddit, in detail
Shopify has no Reddit sales channel, so Reddit pixels on Shopify stores live in Customer Events, theme.liquid, third-party apps or Google Tag Manager, and several of them at once is a common cause of inflated metrics. Upstack loads one Reddit Pixel and sends the same events to Reddit’s Conversions API, each pair sharing a conversion_id, with hashed email and phone, external_id and the rdt_cid click ID attached.
| Shopify data | Sent to Reddit as |
|---|---|
| Reddit ad click The click ID that credits the ad. | rdt_cid |
| Checkout email and phone Hashed with SHA-256 before they leave Upstack. | Hashed email and phone |
| Upstack customer ID One person across visits. | external_id |
| Visitor IP and user agent On every event. | IP address, user agent |
| Products, total and currency On ViewContent, AddToCart and Purchase. | products, value, currency |
| Order ID On Purchase. | transactionId |
| Items at checkout On InitiateCheckout. | itemCount |
Reddit deduplicates the server event against the matching browser Pixel event with the same conversion_id, as long as the Pixel ID in Upstack matches the one firing on your store.
InitiateCheckout is a standard event from Reddit’s browser pixel, so Upstack sends the server copy as a custom event named InitiateCheckout. It’s never mapped to Purchase.
Reddit already has an upsell_purchase mapping, but it’s turned off by default, so accepted upsells aren’t sent until you turn it on.
Reddit scores each event type in Events Manager. Server delivery adds conversions the browser pixel misses and attaches stronger match keys, so scores and tracked conversions typically rise.
The catch
Sending server events alongside it without a shared event ID is how a single purchase becomes two conversions and your reported ROAS quietly doubles. Upstack records one Purchase per Shopify order ID, so the pixel's copy and Shopify's own copy of an order count once.
Remove duplicate Reddit pixelsReddit Ads Events Manager Conversions API
Server events appear with a Conversions API source label, and the events table shows which parameters arrived.
What changes
Reddit
By default Upstack sends events to Reddit from its servers as well as through the Reddit tag, so an event an ad blocker or browser privacy setting stops in the browser still arrives from the server.
Reddit
Events sent to Reddit carry the resolved customer whenever Upstack can identify one, matched against a 750M+ device graph.
Shopify
Purchases also reach Upstack directly from Shopify, about 10 minutes after the order, so an order still counts when an ad blocker stopped the pixel or the shopper closed the page.
Shopify
Shopify customer IDs, emails and phones are matched against the graph, so repeat buyers are identified across devices.
Setup
App install, no theme edits and no developer. You need admin access to a Reddit Ads account and owner or staff access to Shopify.
01
In the Upstack dashboard, open System, then Data Sources, and click Connect Shopify. Approve the install in your Shopify Admin: Upstack reads products, orders and customers, and writes only its own pixel.
02
Check Customer Events, theme.liquid, third-party apps and Google Tag Manager for Reddit pixels, and keep only one installation.
03
In Reddit Ads Manager, open Events Manager, copy the Pixel ID (typically prefixed with t2_) and generate a Conversions API access token.
04
Under Destinations, add Reddit Ads with the Pixel ID and the token, and keep the default Browser + Server tracking method.
05
Events Manager shows recent events with a Server badge for CAPI events, a Browser badge for pixel events and an EMQ score for each event type.
After setup
Upstack shows the Reddit Ads destination as Healthy.
Events Manager’s Overview tab shows events with both Server and Browser badges.
The EMQ column shows a score for each event type.
Conversion volume settles after the first 48 hours, while Reddit’s deduplication adjusts.
Troubleshooting
More than one Reddit pixel is installed. Consolidate to a single pixel with the same Pixel ID as Upstack.
The Pixel ID in Upstack differs from the one firing on your store, so conversion_id can’t pair them. Make them match.
The access token may have expired or been revoked. Generate a new one in Reddit’s Events Manager and update the destination.
FAQ
Connect Shopify, make sure only one Reddit pixel is installed, then add the Reddit Ads destination with your Pixel ID and a Conversions API access token from Reddit’s Events Manager. Upstack sends every event from the browser and its servers with a shared conversion_id. Most brands are live in under 20 minutes.
Yes. Shopify has no Reddit sales channel, so check Customer Events, theme.liquid, third-party apps and Google Tag Manager for Reddit pixels, and keep only one installation.
No. Upstack sends a shared conversion_id on every server-side event, and Reddit 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.
Not if it uses the same Pixel ID as Upstack, since conversion_id deduplication prevents double counting. If you have multiple Reddit pixels installed, a common cause of inflated metrics, consolidate to a single pixel before activating Upstack.
PageView as PageVisit, ViewContent as ViewContent, AddToCart as AddToCart, InitiateCheckout as InitiateCheckout (custom event server-side) and Purchase as Purchase. Orders reach Upstack directly from Shopify, even when the browser pixel is blocked.
Every event carries every available match key: hashed email and phone, external_id, the rdt_cid click ID, user agent and IP address. Personal data is hashed with SHA-256 before it leaves Upstack.
Upstack marks the destination Healthy, and Events Manager in Reddit Ads Manager shows recent events with a Server badge for CAPI events and an EMQ score for each event type. Conversion volume may fluctuate during the first 48 hours while Reddit’s deduplication adjusts.
No. Shopify connects as an app install with no theme edits, and most brands are live in under 20 minutes. Headless storefronts add the Upstack Pixel script instead of the theme app extension.
It’s a standard event from Reddit’s browser pixel, so Upstack sends the server copy as a custom event named InitiateCheckout. It’s never mapped to Purchase.
Not by default. The upsell_purchase mapping exists for Reddit but is turned off, so turn it on under the destination’s event mappings if you want it.
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