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.
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 Taboola through its server-side API, so discovery traffic gets credited for the purchases it actually produced.
See the Taboola integration
Taboola hashed email / phoneidentity matching on arrivaltaboola_click_idcredit the click that drove itexternal_idstable person across sessionsorderiddedupe browser and server purchasesvalue / currencyvalue-based biddingEach 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
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.
Taboola Ads Tracking Conversions
The conversions view shows the source of each event, so server-side arrivals are distinguishable.
What changes
Taboola
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
Events sent to Taboola 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 a Taboola Backstage account with active campaigns, and campaign URLs that carry the tblci click ID parameter 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
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
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
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.
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.
PageView as page_view, ViewContent as view_content, AddToCart as add_to_cart, InitiateCheckout as start_checkout and Purchase as make_purchase. Orders reach Upstack directly from Shopify, even when the browser pixel is blocked.
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.
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.
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.
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