AppLovin Axon

Track AppLovin Axon conversions from your storefront with Upstack Data — automatic event mapping, click-ID capture, and identity enrichment.

Data direction: This is a destination — Upstack sends event and conversion data out to this platform via server-side APIs.

What it does

Upstack tracks AppLovin through the Axon Pixel on your storefront. Upstack captures storefront events — page views, product views, add-to-carts, checkouts, and purchases — and reports them to AppLovin with the aleid click identifier attached, so Axon can tie conversions back to the ads that drove them.

You only need your Pixel ID (Event Key) to set this up. See How to configure the AppLovin destination.

Tracking Method

AppLovin currently receives events from the browser only. See Tracking Method for more details.

How it works

The Upstack Pixel captures each event on your storefront and enriches it with identity and click-ID data. Upstack then loads the Axon Pixel and reports the event to AppLovin with the aleid click ID attached.

Because Upstack owns the event capture, every AppLovin event carries the same identity data as the rest of your tracking — you do not maintain a separate Axon tag or a second set of event mappings.

Setup guides

Onboarding guide

End-to-end walkthrough for connecting AppLovin to Upstack Data.

Configure destination

Configure the AppLovin Axon destination inside Upstack Data.

Find Pixel ID

Locate your Axon Pixel ID (Event Key) in the AppLovin dashboard.

Event mapping

Upstack maps storefront events to AppLovin Axon standard events automatically:

Upstack event	AppLovin event	Key parameters
PageView	page_view	url, referrer
ViewContent	view_item	items, value, currency
AddToCart	add_to_cart	items, value, currency
RemoveFromCart	remove_from_cart	items, value, currency
ViewCart	view_cart	items, value, currency
InitiateCheckout	begin_checkout	items, value, currency
AddPaymentInfo	add_payment_info	payment_type, value, currency
Purchase	purchase	transaction_id, value, tax, shipping, items
Search	search	search_term
Lead	generate_lead	value, currency
SignUp	sign_up	method
Subscribe	subscribe	value, currency

Every event includes user data parameters (email, phone, client_id) when available. AppLovin click IDs (aleid) captured by the Upstack Pixel are included for deterministic matching. User matching requires at least one identifier: aleid, axwrt, client_id, email, phone, or user_id.

FAQ

How do I know events are reaching AppLovin?

Open the AppLovin Axon Dashboard, navigate to your pixel’s Events section, and check for recent events. Upstack also surfaces delivery status inside the destination settings.

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

No. Upstack loads the Axon Pixel for you once the destination is configured. If you already load Axon through your theme, Google Tag Manager, or another app, remove that copy — two tags with the same Pixel ID can double-count events.

What if my event match rate is low?

AppLovin’s match rate depends on how much identity data each event carries. Common causes of low match quality:

• Missing aleid — AppLovin ads should link directly to your storefront so the click ID lands in the URL and is captured by the Upstack Pixel.
• Anonymous visitors — events from visitors without email or phone have fewer keys to match against. Match rates improve as more identified customers convert.
• Missing checkout fields — make sure your Shopify checkout collects email and phone; both are strong match keys.

Troubleshooting

Events not appearing in AppLovin Dashboard

If events aren’t appearing after 10 minutes of confirmed store traffic, check the basics first.

Steps to fix:

1. Go to Event Destinations → AppLovin
2. Verify the Pixel ID (Event Key) is correct — no extra spaces, no truncated characters
3. Confirm the destination status is Healthy
4. Confirm the Pixel ID in Upstack matches the pixel you are checking in the Axon Dashboard

Events appear, but conversions aren't attributed to ads

Attribution needs the aleid click ID, which is captured from the landing-page URL.

Steps to fix:

1. Click one of your live AppLovin ads and confirm aleid appears in the destination URL
2. Check that the ad links directly to your storefront rather than through a redirect that strips query parameters
3. Confirm the Upstack Pixel is installed on the landing page — see Verify events

For additional troubleshooting beyond AppLovin-specific issues, see Troubleshooting: Events Not Reaching Destination.

Related

Identity resolution

How Upstack matches anonymous visitors to known customers for higher match rates.

Verify events

Confirm events are firing from your storefront before checking the destination.

Events not reaching destination

End-to-end diagnostic guide when events aren’t arriving at any destination.

All destinations

Every destination Upstack can send events to.