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Send events from your Stripe-billed app to Taboola

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 Stripe 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.

Q: How long does it take to connect Stripe to Taboola?

Most brands are live in under 20 minutes. Once Stripe events reach Upstack, every destination receives the same resolved events, Taboola included.

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 Stripe event reaches Taboola. Sent from your app, resolved to a person, then forwarded.

01 Capture

Captured from Stripe

For apps that bill through Stripe, send payment and subscription events to Upstack with the Upstack Pixel and JavaScript SDK, resolved to a customer before they reach the tools you spend on.

See the Stripe integration

StripeWhat it sends

subscription_initial_purchaseyou fire it for the first subscription order
subscription_recurring_purchaseon invoice.paid for an existing subscription
payment_succeededmaps to invoice.paid or charge.succeeded
payment_refundedmaps to charge.refunded
amount / currencyamount in cents, with invoiceId and subscriptionId

02 Understand

Resolved to one person before it leaves

Every Stripe 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

A retried payment produces several Stripe objects for one purchase.

Forwarding each as a conversion inflates reported performance by the retry rate, which is highest on exactly the campaigns bringing in the least reliable payment methods. Fire the Upstack event when Stripe reports the payment succeeded (invoice.paid or charge.succeeded), so only the settled payment becomes a conversion.

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 Stripe feeds Taboola. Two gains on the Taboola side, two on the Stripe 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.

Stripe

Subscription purchases as events

Fire subscription_initial_purchase for the first order and subscription_recurring_purchase each time a renewal is paid, so first orders and renewals are reported separately.

Stripe

Payments and refunds

payment_succeeded, payment_failed and payment_refunded each map to a Stripe event (invoice.paid or charge.succeeded, invoice.payment_failed, charge.refunded), so money events reach Upstack when your app fires them.

Setup

Live in under 20 minutes.

You need a Taboola Backstage account with active campaigns, and campaign URLs that carry the tblci click ID parameter.

Upstack dashboardExample

Taboola Destination Healthy

Read the full Taboola setup guide

01

Install the Upstack Pixel and SDK

Add the Upstack Pixel to your app, then fire the subscription and payment events with the JavaScript SDK when Stripe reports them, such as subscription_recurring_purchase when invoice.paid fires for an existing subscription.
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 Stripe 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 Stripe 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.