Upstack Data

The #1 data toolkit for first-party marketing. Identify, enrich, activate and analyze first party behavioral data. Better tracking and attribution lives here.

[Upstack Data @upstackdata]

Live now: the Upstack CLI + Claude Code integration.

Ask Claude anything about your store's real attribution, revenue, and ad data — in plain English, from your terminal. Available on every Upstack platform plan.

Founder thread on what we shipped and why ↓

[Michael @ Upstack Data @michael_upstack]

We just shipped the Upstack CLI — and it integrates directly with Claude Code by @AnthropicAI.

Your AI assistant can now query your Shopify store's real attribution, revenue, and ad performance data. In plain English. No dashboards. No exports. No SQL.

Instead of digging through tabs, just ask Claude:

→ "What's my new customer ROAS this week, broken down by Meta vs TikTok vs Google?"
→ "Build me a dashboard with NC ROAS, MER, and Meta CPM"
→ "Run a Q1 cohort analysis with weekly retention and LTV"
→ "Export April revenue by UTM campaign to CSV"

Claude translates your question into structured upstack CLI calls, queries your real first-party data, and returns the answer. No LLM runs server-side. No hallucinated numbers. Just your actual pixel data.

Setup in 3 commands:

1. npm install -g @upstackdata/upstack-cli
2. upstack init
3. claude

That's it. Available now on all Upstack plans — no upgrade required.

If you're a Shopify brand running Meta, TikTok, or Google ads and you're tired of reconciling numbers across tabs, this is the fastest way to get your real performance data into an AI workflow.

Docs: https://t.co/y5F1Ozgf8F

[Michael @ Upstack Data @michael_upstack]

Reddit has quietly become one of the best-kept secrets in DTC.

CPCs are 50–70% lower than Meta. The platform hit 108M daily active users. Buyers convert at 2.5x the spend of other channels. And ChatGPT's and Claude's shopping research now pulls answers directly from Reddit threads, which means every dollar you spend there is doing double duty.

Brands like Cotopaxi, Cozey, and MeUndies are already pulling 2.5x–4x ROAS on Dynamic Product Ads.

But there's a problem most brands don't see.

Reddit's browser pixel is losing more than 30% of conversion events. Ad blockers, iOS restrictions, cross-device journeys. The algorithm can only optimize on what it can see.

That's why Reddit officially recommends running the Pixel + Conversions API together. Server-side CAPI bypasses the browser entirely and sends matched, hashed identity back to Reddit so it can actually do its job.

The hard part has always been the identity layer. CAPI is just a pipe. If you don't know who your visitors actually are, the data going through it isn't worth much.

That's where we come in.

Today we shipped Upstack's Reddit Pixel integration. The same identity graph that already enriches signal for Meta, Google, TikTok, and Klaviyo now flows into Reddit's Conversions API.

Same campaigns. Cleaner data. Higher EMQ. Better ROAS.

If you're running Reddit ads in 2026, Upstack has you covered

[Michael @ Upstack Data @michael_upstack]

Bobbie went from a basement in San Francisco to a 9-figure baby formula brand.

They 10x'd revenue in 5 years. They're #1 at Whole Foods. They turned DOWN $300M in revenue during a crisis.

Here's every brand-building lesson ecommerce founders can steal from their Chief Brand Officer 🧵

[Michael @ Upstack Data @michael_upstack]

We just shipped TikTok Ads API reporting in Upstack Data — and I want to explain why this matters more than it sounds.

If you're a Shopify brand spending on Meta, Google, AND TikTok, you need contribution margin that reflects ALL your paid channels. Not 2 out of 3.

Until today, most reporting tools left TikTok out of the equation. Your NC acquisition cost was under-reported. Your contribution margin was inflated. Your P&L looked better than reality.

Now Upstack pulls Meta + Google + TikTok reporting into one warehouse with a semantic AI layer.

Ask questions in plain English from our CLI:
→ "What's my blended CAC for new customers this quarter?"
→ "Break down contribution margin by channel"
→ "How does my TikTok ROAS compare to Meta, last 30 days?"

No dashboards to click through. No CSVs to merge. Just answers.

And we're not stopping here — AppLovin integration is next as we expand to support mid-market and upmarket brands.

[Michael @ Upstack Data @michael_upstack]

Your Klaviyo abandonment flows might be broken and you don't even know it.

Here are 3 signs to check right now:

🚨 Sign #1: Your cart abandonment rate is high but email volume is low

If 70% of people abandon their cart but only 20% get emails, the math doesn't add up.

The problem: Klaviyo can't identify anonymous visitors.

When someone adds to cart without providing an email, they're invisible to your flows.

Standard Klaviyo tracking misses 30-50% of opted-in returners who browse without re-identifying.

🚨 Sign #2: Your abandonment triggers have low event volume

Check your flow analytics.

Are you underreporting add to cart, initiate checkouts?

If your event triggers (ATC, IC) are undercounting in Klaviyo, your abandonment flows won’t send.

If visitors aren’t triggers klaviyo events when they come back on a different device or browser, Klaviyo treats them as a new anonymous visitor.

Same customer. Different session. No email sent.

🚨 Sign #3: Your flow revenue is flat while traffic grows

Traffic up 30%. Flow revenue up 5%.
That's a red flag.

More visitors = more abandoned carts = more flow opportunities.

If revenue isn't scaling proportionally, you're losing identification. Your flows aren't reaching the people who need them.

Why this happens:

Klaviyo relies on cookies and browser-based identification.

When customers:

- Switch devices (mobile → desktop)
- Use different browsers (Instagram app → Safari)
- Clear cookies (common on mobile)
- Return after 30+ days (cookie expired)

The connection breaks. Flow triggers fail.

How to fix it:

1. Check your numbers:
- Cart abandonment rate vs. flow email volume
- Returning customer flow participation rate
- Flow revenue growth vs. traffic growth

2. Deploy identity resolution:
- Link sessions across devices
- Preserve customer IDs across browsers
- Reconnect returning customers automatically

3. Enrich your Klaviyo data:
- Feed first-party identifiers back into flows
- Restore missing email triggers
- Recover 30-50% more flow revenue

The bottom line: Your customers are there. Your flows just can't see them.

Fix the identification problem, unlock the revenue.

Which of these are you seeing in your Klaviyo account?

- High abandonment, low emails
- Returning customers not triggering
- Flat flow revenue vs traffic
- All of the above 😬

Want help auditing your Klaviyo setup? DM us and we'll show you exactly what's missing.

[Michael @ Upstack Data @michael_upstack]

This might rattle some feathers but here’s what actually happens to your customers with the current data tools you’re using for your DTC brand:

Let’s use the story of Bob.

Bob visits your site from a Meta ad on Thursday.
He browses around, opts into your email popup, doesn’t buy.

He comes back today.
Types in your brand name.
Adds a product to cart.
Leaves again.

Klaviyo doesn’t recognize him.
Meta doesn’t connect the dots.
Your abandonment flow doesn’t fire.
No retargeting triggers.
You lose the sale.

Why?
Because your tech stack forgot who Bob was.

This happens all the time.
Across browsers. Across sessions. Across devices.

Bob isn’t anonymous. He’s known. He opted in. He wants what you’re selling.
But your tools treat him like a stranger.

Now here’s what happens with Upstack:

Same Meta ad. Same first visit. Same email popup.
Bob enters his email. Closes the tab.

He comes back today. Different browser. Different session.
But Upstack tracks him across that entire journey.

We know who he is.
We tie that second visit to his original one.

Klaviyo gets the right signal.
The abandoned cart flow fires on time.
Meta gets the click ID reattached.
Event Match Quality goes up.
Retargeting stays sharp.

And Bob?
He buys.

This isn’t about attribution dashboards.
It’s about real people getting missed.

Your ad dollars are bringing them in.
Your flows are built to convert them.
But when your data stack drops the ball, everyone loses.

We built Upstack to stop that.
To rebuild identity where everyone else forgets.

If you’re spending on Meta or relying on email flows for retention...
And you’re still using native Shopify tracking, Omega Pixel, or Elevar...

You’re probably leaking revenue silently, every single day.

Let’s fix that.

Your data should remember Bob.

Want to see how much revenue you’re not triggering?
Let’s talk.

[Upstack Data @upstackdata]

@michael_upstack Many such cases. Baseline expectations are 30% improvement in 30 days or less.

[Upstack Data @upstackdata]

@michael_upstack facts

[Michael @ Upstack Data @michael_upstack]

I’m probably going to get a lot of hate for this…But most tracking tools are just running on borrowed technology.

They wrap someone else’s logic and call it theirs.

We didn’t.We built everything from the ground up, purpose-built identity resolution from scratch.

It took 2 years.Over 1,000 edge cases.

Here’s why we did it (and why we’re not like the dozens of tools you’ve already seen):

I could’ve easily taken shortcuts, borrowed someone else’s pixel tech, or repackaged existing third-party tools. It would’ve been quick and easy. But would it actually solve the underlying problem?

Absolutely not.

I didn’t want Upstack to be seen as just another pixel.

Also, most tools solve surface level symptoms, I wanted to solve the source once and for all.

So we built a true identity resolution engine.

One that stitches the entire customer journey back together even when devices change, cookies expire, and browsers wipe everything clean.

Other products consistently underperform, and we've tested against every product on the market.> They don’t solve session fragmentation.> They don’t rebuild identity.> They just hope you don’t notice the cracks.

If you're spending $5k, $10k, $50k a day on ads, you don't want to be relying on clunky Google Tag Manager solution or platforms that overpromise and ultimatly under deliver..

We didn’t borrow. We built.  And it prints results for our customers quietly, without fail.

[Michael @ Upstack Data @michael_upstack]

A $10M brand was making $115K/month from their Klaviyo flows. Our platform added $92K/month to that without touching or changing ANYTHING.

No copy tweaks. No design changes. No new flow.

But how? Identity resolution done right.

Here's what I mean…
Most DTC brands think that improving email retention means new email designs or tweaking copy, which are hugely important, sure, without a doubt.

What 99% of brands don’t realize is more than half of your email flows are never sent.

50% of your opportunities to have an engagement with a known shopper is dropped right out the window.

No amount of 1% improvements in conversion rate can help an unsent email.

We worked with a $10M DTC brand that faced exactly this scenario.

Their email flows were optimized on the surface, generating $115K/month. Solid numbers across the board. Clicks rate, check. Conversion rate, check..

Still, we audited their account for free and uncovered a massive opportunity.

The real problem was........ invisible.

Known customers whose email was collected were appearing as anonymous visitors.

Invisible visitors caused critical flows like abandoned cart sequences not to trigger.

When we analyzed their setup, we quickly saw:
1. Known Visitors who returned later appeared as entirely new, anonymous sessions.
2. Key flows weren't firing due to these unrecognized repeat sessions or for returning customers.
3. Revenue opportunities were silently slipping through the cracks.

I personally onboarded them and in 15 minutes had Upstack's identity resolution technology quickly close these gaps.

Our engine accurately recognized returning visitors across different devices, browsers, and sessions, rebuilt and restored lost sessions and invisible visitors.

Email flow volume increased massively.
30% in month 1.
Nearly 50% in the first 90 days.

Flows started firing as they were supposed to.

Visitors who previously abandoned carts anonymously now received timely and relevant emails and were lifting sitewide conversion rates.

Without touching a single line of copy, changing designs, or introducing new offers.

Email-driven revenue jumped from $115K/month to $207K/month.

And it continues to improve as it learns more customers.

Month in. Month out. Silently working.

This wasn't about creative. It wasn't about offers. It was purely about fixing visitor identity and triggering unsent emails.

This is a true story, a case study, with a big beautiful 92x ROI.

If your tracking accurately recognizes every user, your marketing systems instantly perform better, market better, retarget better, more volume etc..

This problem is true for 99% of the brands out there right now.

If you knew that 50% of your emails weren’t getting sent, and you could fix it instantly.
Why wouldn’t you?
Curious if identity resolution could boost your email revenue? Let’s talk. Have you faced similar hidden leaks, and how are you tackling them, or what’s holding you back from solving it?

[Upstack Data @upstackdata]

best way to squeeze more out of what you're already doing is using Upstack Data to grease the wheels.

literally everything in your marketing works better

[James Lee @jameshyujinlee]

Top 3 Most Effortless Revenue Generating Shopify Apps:

These apps generate cash while you sleep 💰

#1 - @LiveRecover
Effortlessly recovers up to 20% of abandoned carts through human-powered SMS

#2 - @upstackdata
Literally 2X'd our revenue from Klaviyo Abandoned Cart flows

#3 - OneClickUpsell
Post-Purchase Upsell increased our AOV by 10%

What hidden gems am I missing? Drop yours below 👇

[Kyle Bigley 🥂 @kylebigley]

@cjfeth - kaching bundles
- TxtCart
- upstack data
- chargeflow
- commslayer
- pushowl

[Upstack Data @upstackdata]

@itsmesnirmal @zachmstuck UpStack Data is a better alternative to TW Sonar. We've run the head to head tests, give us a look and dm me if you have any questions

[Upstack Data @upstackdata]

@thedanielokon yeah.....

[Trayan Hristov | Lifecycle & Retention Marketing @THristov_]

One of the biggest unlocks this year has been trusting @michael_upstack and using @upstackified.

There are Elevar, Black Crow, Little data, Triple whale and a bunch of others CAPI providers but so far we've added it to close to 20 accounts (Michael if it's more let me know).

You're genuinely missing millions per year by not having it.

I knew I should've became an investor when I found out about it lol.

[Michael @ Upstack Data @michael_upstack]

I see marketers consistently downplaying a pixel as "just a tracking cookie." The reality is if you are sending partial and incomplete data to Meta, your campaigns are going to perform a lot worse than they should.

Ditching the Meta & Instagram Sales channel pixel integration and using a high-quality tracking that guarantees 100% of conversions are accurately tracked is one of the quickest and easiest ways to increase your revenue.

[Michael @ Upstack Data @michael_upstack]

Huge drops next week for @UpStackified

- device fingerprinting w/ Hybrid tracking for a cookieless future
- NC/RC purchase events
- Active pixel monitoring and health checks

And a lot more. If you are spending more than $10k/mo on Meta sick of complicated and error prone Google Tag Manager scripts....

[Michael @ Upstack Data @michael_upstack]

Right now we are averaging 99.9% accuracy when comparing Shopify stats with GA4. If you are struggling with inaccurate GA4.....drop me a DM

[Michael @ Upstack Data @michael_upstack]

We have released an update to our tracking pixel to comply with Shopify's App Store Requirements.

This update contains several critical bug fixes and improvements to @UpStackified event tracking.

Instructions can be found here:
https://t.co/mn44oFV0bl

Release Notes:

Adds missing checkout events for "add payment info" and "add shipping info"

Adds support for view cart event

Adds support for view collection event

Adds support for search event
Adds support for checkout flow page views

fixes issue where add to cart is not tracked after theme changes and/or certain upsell/bundle apps

fixes issues where initiate checkout is not tracked after theme changes and certain upsell/bundle apps

[Upstack Data @upstackdata]

Top Google Ads Traps:

�� Neglecting Conversion Rate Optimization on landing pages
🚫 Unremarkable offers
🚫 Lack of social proof
🚫 Overly broad targeting
🚫 No negative keywords
🚫 Middling ad copy
🚫 Lack of conversion tracking

If you have any of those, fix them ASAP.