Metrics Reference

Complete reference for 985 Upstack metrics. Formulas, examples, and best practices for attribution, revenue, advertising, website events, and data quality.

Upstack tracks 985 metrics across your entire marketing and e-commerce stack—from Shopify orders to ad platform performance to website engagement. Use this reference to understand what each metric measures, how it’s calculated, and how to use it for analysis.

Browse by Category

Funnel Metrics

296 metrics — Awareness, engagement, attributed conversions, and sessions.

Advertising

359 metrics — Spend, ROAS, CPA across Meta, Google, TikTok, and Blended.

Revenue & Orders

314 metrics — Orders, revenue, AOV, and profitability.

Data Quality

16 metrics — Event match quality and tracking health.

Category Overview

Category	Metrics	Status	Data Source
Funnel	296	✅ Available	Upstack Pixel + Shopify
Advertising	359	✅ Available	Ad Platforms
Revenue & Orders	314	✅ Available	Shopify
Data Quality	16	✅ Available	Upstack Pixel

Advertising Platform Breakdown

Platform	Metrics	Status
Meta Ads	126	✅ Available
Google Ads	24	✅ Available
TikTok Ads	76	✅ Available
Blended	133	✅ Available

Getting Started

New to Upstack metrics? Here’s where to start based on what you’re trying to do:

Measure campaign ROI

Start with Funnel Metrics—specifically Conversions and Conversion Value. These show attributed conversions across all your marketing channels.

Then explore Advertising Metrics to see platform-specific performance like Meta ROAS and Meta CPA.

Optimize ad spend efficiency

Go directly to Advertising Metrics → Meta Efficiency. Key metrics include ROAS, CPA, and cost-per-purchase.

Compare with Meta Spend to understand budget consumption.

Analyze audience reach

Start with Meta Audience—Reach, Impressions, Frequency, and CPM help you understand who you’re reaching and at what cost.

Track click performance

See Meta Clicks for CTR, CPC, landing page views, and click costs. This subcategory has 18 metrics covering all click types.

How Metrics Work

Upstack calculates metrics from three primary data sources:

1. Shopify — Order data, revenue, customer information, and profitability.

2. Ad Platforms — Spend, impressions, clicks, and conversions from Meta, Google, TikTok.

3. Upstack Pixel — First-party tracking for page views, sessions, add-to-carts, and conversions with identity resolution.

Metrics are aggregated by your selected date range and can be filtered by traffic source, device, campaign, or UTM parameters.

Next Steps

• Funnel Metrics → — Start with attribution basics
• Advertising Metrics → — Dive into ad platform performance