Each event is resolved to a person against a 750M+ device graph before it reaches Snapchat, 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
Send identity-resolved events to the Snapchat Conversions API with restored identifiers.
See the Snapchat integration
Snapchat hashed email / phoneConversions API matchingclick IDattribute the swipeevent_iddedupeprice / currencyvalue optimizationShopify to Snapchat, in detail
Shopify’s Snapchat Ads sales channel can forward events to Snap too, and when it and Upstack send the same events without coordination, Snapchat can count conversions twice. Upstack loads the Snap Pixel and sends the same events to Snap’s Conversions API with your Snap Pixel ID and token, enriched with hashed email and phone and the Snap click ID, and Snap keeps one copy.
| Shopify data | Sent to Snapchat as |
|---|---|
| Snapchat ad click The Snap click ID from the ad URL, when available. | ScCid (or sccid) |
| Checkout email and phone Hashed before they leave Upstack. | Hashed email and phone |
| Purchases, add to carts and other conversions Standard events only: Snapchat can’t receive custom events. | Snap conversion events |
With Browser + Server, both copies of an event carry the same Upstack event ID, so Snapchat keeps one, as long as the Snap Pixel ID matches between the browser pixel and the destination.
Snapchat can’t receive custom events, so custom triggers and the upsell_purchase event aren’t sent to Snap.
The Conversions API token only needs permission to send events for your ad account. Upstack doesn’t need management or spending permissions.
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.
Turn off Snapchat data sharingSnapchat Ads Manager Events Manager
where Conversions API events are listed with their match status.
What changes
Snapchat
By default Upstack sends events to Snapchat from its servers as well as through the Snapchat tag, so an event an ad blocker or browser privacy setting stops in the browser still arrives from the server.
Snapchat
Events sent to Snapchat 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 your Snapchat 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
In the Snapchat Ads sales channel in Shopify, open Settings, then the Data sharing tab, and click Disconnect next to the connected Pixel ID.
03
Your Snap Pixel ID is a UUID. Generate a Conversion API Token on the Business Details page in Snapchat Business Manager; it’s typically over 100 characters long.
04
Under Destinations, add Snapchat with the Pixel ID and token. Keep Browser + Server, or choose Server if you don’t want the Snap Pixel loading in the browser.
05
Events Manager in Snapchat Ads Manager shows events from your Conversions API integration, typically within a few minutes of a test purchase or page view.
After setup
Upstack shows the Snapchat destination as Healthy.
Events Manager shows events from your Conversions API integration within a few minutes of a test purchase.
Match quality and conversion attribution build over the following 24 to 48 hours.
Troubleshooting
Shopify’s Snapchat data sharing is still connected, or the Snap Pixel ID differs between the browser pixel and the destination.
Expected: Snapchat can’t receive custom events. Optimize on the standard events instead.
FAQ
Connect Shopify, disconnect the Pixel ID in the Snapchat Ads sales channel’s Data sharing tab, then add the Snapchat destination with your Snap Pixel ID and a Conversion API Token. Upstack sends events from the browser and its servers, and Snap keeps one copy. Most brands are live in under 20 minutes.
Yes. In the Snapchat Ads sales channel in Shopify, open Settings, then the Data sharing tab, and click Disconnect next to the connected Pixel ID.
Server-side delivery works on its own, but running both gives Snap the strongest signal. As long as the Snap Pixel ID matches between your browser pixel and the Upstack destination, Snapchat’s deduplication prevents double counting.
The token must have permission to send events on behalf of your ad account. Generate it with the minimum scope needed for sending conversion events: Upstack does not need management or spending permissions.
Events carry hashed email and phone plus the Snap click ID (ScCid, or lowercase sccid, from the ad URL) when available.
Upstack marks the destination Healthy, and Events Manager in Snapchat Ads Manager shows events from your Conversions API integration. Match quality and conversion attribution build over the following 24 to 48 hours.
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.
No. Snapchat can’t receive custom events, and post-purchase upsell events aren’t sent to it either.
Upstack starts sending as soon as you save the destination; Snap may take a little longer to show them in Events Manager. Match quality and attribution build over the next 24 to 48 hours.
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