AppLovin integration: identity-resolved conversions through the Axon Pixel

Upstack loads the AppLovin Axon Pixel on your storefront and reports each event with identity data and the aleid click ID attached, so conversions are attributed to your AppLovin campaigns.

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Role: Destination
Category: Ad platforms
Pre-built connectors: 12 sources
Plans: All plans
Spend in: AppLovin Ads

What Upstack sends

Every conversion reaches AppLovin with the identifiers it matches on. Captured by the Upstack Pixel, resolved to a person, then reported through the Axon Pixel.

In: from Shopify1 of 12 sources

order_idShopify order and checkout token
email / phonecustomer contact from checkout
customer_idShopify customer record, if they have one
line_itemsproducts, variants and quantities
total / subtotal / discountorder economics

Storefront events from the Upstack Pixel, orders directly from Shopify.

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.
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.

Out: to AppLovinOn every event

aleid / axwrtAppLovin click ID and attribution token
email / phone / client_iduser data, when available
transaction_idthe order, on purchase events
value / tax / shippingorder economics
itemsthe products on the event

Browser delivery through the Axon Pixel.

See the set-up reference See all 12 sources How resolution works

About AppLovin

AppLovin receives events from the browser, through the Axon Pixel Upstack loads for you.

The Upstack Pixel captures each storefront event and enriches it with identity and click-ID data first. Upstack then reports it to AppLovin with the aleid click ID attached. The only credential you need is your Event Key.

What AppLovin is

AppLovin reaches people inside mobile apps and games, a surface where the browser conventions most tracking depends on barely apply.

In-app traffic hands off to a web checkout, and identity almost always breaks at that boundary.

How AppLovin works

AppLovin’s Axon platform attributes web conversions through the Axon Pixel on your storefront. To credit an event to a campaign it has to match it to a user, by the aleid click ID or attribution token from the ad’s landing URL, or by identifiers such as email, phone or a client ID. An event with none of these can’t be matched to a user.

What you can do with it

Three jobs this connector does inside AppLovin.

Twelve storefront events

Page views, product views, cart changes, checkout, payment info, purchases, searches, leads, sign-ups and subscriptions reach AppLovin under its own event names.

Identity on the event

Email, phone and client_id are included when available, and the Send User Data setting adds hashed user data for better matching.

New customers count as purchases

Upstack’s new-customer purchase event is sent to AppLovin as a purchase by default. AppLovin can’t receive custom events.

How it works

How the AppLovin integration works.

AppLovin currently receives events from the browser only. Upstack loads the Axon Pixel on your storefront and reports each event with identity data attached.

Browser delivery through Axon

The Tracking Method for AppLovin is Browser only. You don’t need your own Axon tag: Upstack loads it, and two tags with the same Pixel ID can double-count events.

Seven more events

Beyond the core events below, RemoveFromCart, ViewCart, AddPaymentInfo, Search, Lead, SignUp and Subscribe are sent as remove_from_cart, view_cart, add_payment_info, search, generate_lead, sign_up and subscribe.

Matching

AppLovin needs at least one identifier to match a user: aleid, axwrt, client_id, email, phone or user_id. Turn on Send User Data to include hashed user data.

The aleid click ID

The Upstack Pixel captures aleid and the axwrt attribution token from the ad’s landing URL. Link ads straight to your storefront, because redirects that strip query parameters lose it.

What AppLovin doesn’t receive

Custom events can’t be sent to AppLovin, and the Event Mappings tab isn’t available for it. Subscription renewals and upsell purchases aren’t sent.

Timing

Upstack starts sending as soon as you save. AppLovin may take a little longer to show events, and conversion volume may fluctuate during the first 48 hours.

Events and the data they carry

Upstack event	Sent as	Data on the event
PageView	page_view	url, referrer
ViewContent	view_item	items, value, currency
AddToCart	add_to_cart	items, value, currency
InitiateCheckout	begin_checkout	items, value, currency
Purchase	purchase	transaction_id, value, tax, shipping, items

Setup

Set up the AppLovin integration.

What you need

Admin access to an AppLovin Axon account.
An Axon Pixel set up in the AppLovin Dashboard.
Your Event Key, which Upstack calls the Pixel ID: an alphanumeric string.

Complete AppLovin onboarding guide

Step 1

Copy the Event Key

In the AppLovin Dashboard, open Account, General, Keys and copy the Event Key.
Step 2

Remove any existing Axon tag

Take out Axon tags loaded by your theme, Google Tag Manager or another app, so events aren’t counted twice.
Step 3

Add the AppLovin destination

In Upstack, open Destinations, click New Destination, choose AppLovin Axon, enter the Pixel ID, optionally turn on Send User Data, and save.

Check it

How to verify it’s working, and common fixes.

How to verify it’s working

Upstack’s Destinations page shows AppLovin as Healthy.
The Events section of your pixel in the AppLovin Axon Dashboard shows recent events.
Click a live AppLovin ad and confirm aleid appears in the landing page URL.

Common problems and fixes

No events after 10 minutes of traffic.: Check the Event Key for spaces or truncation, confirm the destination is Healthy, and check that it matches the pixel you are looking at in Axon.
Events arrive but conversions aren’t attributed.: aleid is missing. Link ads straight to the storefront rather than through a redirect that strips query parameters, and make sure the Upstack Pixel runs on the landing page.
Low match rate.: Usually a missing aleid, anonymous visitors, or a checkout that doesn’t collect email and phone.
Events counted twice.: Your own Axon tag runs beside the one Upstack loads. Remove yours.

Pre-built connectors

12 sources connect to AppLovin. Whichever of these you run, AppLovin is one switch away.

See all connectors

Documentation

Set-up reference.

Set-up, event schema and field mapping for AppLovin as a destination.

FAQ

AppLovin integration questions.

Does Upstack send AppLovin events server-side?

No. AppLovin currently receives events from the browser only: Upstack loads the Axon Pixel on your storefront and reports each event with identity data and the aleid click ID attached.

What do I need to connect AppLovin?

Admin access to an AppLovin Axon account with an Axon Pixel, and your Event Key from Account, General, Keys in the AppLovin Dashboard. It is the only credential.

Do I need to keep my own Axon tag on the storefront?

No. Upstack loads the Axon Pixel for you. If you already load Axon through your theme, Google Tag Manager or another app, remove it: two tags with the same Pixel ID can double-count events.

Which events does AppLovin receive?

Twelve: page views, product views, add to cart, remove from cart, cart views, checkout, payment info, purchases, searches, leads, sign-ups and subscriptions, under AppLovin’s event names such as view_item and begin_checkout.

Can I send custom events to AppLovin?

No. AppLovin can’t receive custom events. Upstack’s new-customer purchase event is sent as a purchase by default.

Why is my AppLovin match rate low?

Matching depends on the identity data each event carries. Link ads straight to your storefront so aleid reaches the URL, and make sure checkout collects email and phone.