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Custom stack integration: send events from any stack, server-side

Not on the list? Send events to Upstack from any stack over webhook or direct post, with the same schema and the same resolution.

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Role
Source
Category
Custom
Pre-built connectors
34 destinations
Plans
All plans

What Upstack captures

Every Custom stack event leaves resolved to a person. Captured on the server, resolved to a person, then sent.

In: from Custom stackWhat it carries
  • event_namewhatever you choose to call it
  • user identifiersany of email, phone, external ID
  • value / currencyif the event carries revenue
  • custom propertiesany attribute in your own schema

Any stack, over webhook or direct post.

Upstack DataResolved 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 the same purchase collapse on event ID, so nothing is counted twice.
  • 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 Meta Conversions API1 of 34 destinations
  • em, ph (SHA-256)raise Event Match Quality
  • fbclid / _fbpcredit the click that drove it
  • external_idstable person across sessions
  • event_iddedupe against the browser pixel
  • value / currencyvalue-based bidding

Conversions API with higher Event Match Quality.

See the set-up reference See all 34 destinations How resolution works

About Custom stack

A custom stack gives you total control over your schema and no help enforcing it.

Upstack provides the contract: events posted from your backend are validated, resolved against the device graph, filtered for bots and fraud, and mapped to whatever shape each destination expects, without you writing an adapter per tool. Add a destination later and it is a mapping, not another integration project.

What your custom stack is

Not every stack is on a named platform. Headless storefronts, custom checkouts, native apps and in-house order systems all produce the same commercial events.

If it can make an HTTP request, it can send to Upstack. Custom events are resolved, filtered and forwarded on exactly the same path as a Shopify order.

How your custom stack works

There is no single answer here, which is the point. A headless storefront, a native app, an in-house order system or a checkout you built yourself all produce the same commercial moments: a cart, a checkout, a purchase, a refund. They just do it in your own vocabulary. What they share is a backend that knows when those moments happened, and the ability to make an HTTP request when they do.

What you can do with it

Three jobs your custom stack does once it is connected.

01

Send from any stack

Headless, custom checkout, native app or a platform nobody has heard of: if it can make an HTTP request it can send events to Upstack, using the same schema as a Shopify order.

02

The same resolution path

Custom events are matched against the device graph, filtered for bots and fraud, and forwarded on exactly the same path as events from a named platform. Nothing is second-class.

03

Server-to-server only

Post directly from your backend so nothing depends on the browser, the network or the shopper’s privacy settings.

Pre-built connectors

Custom stack forwards to 34 destinations. Connect Custom stack once. Every destination is already wired.

See all 34 Custom stack connectors

Documentation

Set-up reference.

Set-up, event schema and field mapping for your custom stack as a source.

FAQ

Custom stack integration questions.

What does Upstack capture from your custom stack?

Not on the list? Send events to Upstack from any stack over webhook or direct post, with the same schema and the same resolution.

Which plans include the Custom stack integration?

All plans. Upstack has three plans that scale with your order volume, and the same integrations are on every plan.

Which destinations can Custom stack send to?

34 destinations, including Meta Conversions API, Google Ads Conversions, TikTok Events API, Pinterest, Snapchat and Reddit. Each one has its own pre-built connector.

Will Upstack slow down my store?

Upstack’s own pixel loads asynchronously and fails silently, so it doesn’t hold up your pages. What each destination adds depends on its Tracking Method. The default, Browser + Server, loads that platform’s own tag on your store, in place of the copy you would otherwise install yourself, and also sends the same events from Upstack’s servers. Choose Server for any destination that offers it and its tag never loads, while its events still arrive from Upstack’s servers.

Similar integrations

Other sources to connect.

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Get your custom stack tracking right.

A 15-minute walkthrough tailored to your stack and channels.

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