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Upstack Data

Taboola integration: identity-resolved conversions, sent server-side

Forward resolved conversions to Taboola through its server-side API, so discovery traffic gets credited for the purchases it actually produced.

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Role
Destination
Category
Ad platforms
Pre-built connectors
12 sources
Plans
All plans

What Upstack sends

Every conversion reaches Taboola with the identifiers it matches on. Captured on the server, resolved to a person, then sent.

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.

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 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.
Out: to TaboolaOn every event
  • 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

Native conversions, server-side.

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

About Taboola

Upstack sends conversions from the server with identifiers attached and the click ID restored, resolving the buyer against the device graph first.

Taboola then optimizes on complete data, and the channel is compared to search on the same basis rather than a weaker one.

What Taboola is

Taboola runs content recommendation across a large publisher network, reaching readers at the point of curiosity rather than intent.

The gap between that moment and a purchase is exactly where attribution fails.

How Taboola works

Taboola reports conversions through a pixel and a server-to-server API against its own click window. Anything the browser fails to record, or that converts outside the window, is absent from the number the optimizer trains on.

What you can do with it

Three jobs this connector does inside Taboola.

01

Send complete conversions

Conversions reach Taboola through its server-side API with restored click IDs and hashed identifiers attached, so more of what you send is matched on arrival, and the conversions you never saw stop being invisible.

02

Optimize on the customer you want

Map any order attribute to the conversion Taboola receives (profit rather than revenue, new customers rather than repeat buyers, high-value orders rather than every checkout), so the platform learns from the buyers worth acquiring.

03

One number across the network

Conversions are resolved and deduplicated before they are sent, so credit is not split between Taboola and another channel that also claims it.

Pre-built connectors

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

See all connectors

Documentation

Set-up reference.

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

FAQ

Taboola integration questions.

What does Upstack send to Taboola?

Forward resolved conversions to Taboola through its server-side API, so discovery traffic gets credited for the purchases it actually produced.

How do I connect Taboola to Upstack?

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

How do I check that 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.

Which plans include the Taboola integration?

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

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.

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