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

Server-side conversions to the X Conversions API, resolved to a person and deduplicated against the browser pixel.

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

What Upstack sends

Every conversion reaches X 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 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 XOn every event
  • hashed email / phoneidentity matching on arrival
  • twclidcredit the click that drove it
  • external_idstable person across sessions
  • event_iddedupe against the browser pixel
  • value / currencyvalue-based bidding

Conversions API, deduplicated server-side.

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

About X

Upstack sends the server-side half with identifiers already resolved, so the deduplicated pair is complete rather than partial.

The click ID is recovered from the graph when the browser drops it, which on a channel this fast is often the difference between a campaign that looks flat and one that is working.

What X is

X is a real-time channel: campaigns react to the news cycle, and the window between seeing a post and acting on it is short.

Short windows are unforgiving of lost events, because there is no long tail to recover credit from.

How X works

X measures conversions through its pixel and a Conversions API, deduplicating on an event ID when both are present. When only the browser side fires, whatever the browser lost is simply absent, and the platform optimizes on the remainder.

What you can do with it

Three jobs this connector does inside X.

01

Send complete conversions

Conversions reach X 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 X 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

Complete data while the campaign is live

Conversions arrive server-side inside the window the campaign is actually running, so decisions are made on the full picture rather than on what the browser managed to report.

Pre-built connectors

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

See all connectors

Documentation

Set-up reference.

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

FAQ

X integration questions.

What does Upstack send to X?

Server-side conversions to the X Conversions API, resolved to a person and deduplicated against the browser pixel.

How do I check that events are reaching X?

Open X Ads › Tools › Events Manager. The events table separates browser and server events, so a deduplicated pair shows as one conversion.

Which plans include the X integration?

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

Which sources can send events to X?

12 sources: Shopify, WooCommerce, BigCommerce, Checkout Champ, Recharge, Custom stack, Funnelish, Lasso Commerce, Phoenix Technologies, Skio, Loop Subscriptions and Stripe. 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.

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