If you conceptualize a stack as a bottom up thing, like a cylinder with tennis balls in it under normal gravitational reality the then control moves up the stack as functions are called. As functions complete, the control moves down the stack.
If you conceptualize a stack as a top down thing, like the same cylinder of tennis balls but with inverted gravity, then control moves down up the stack as functions are called and up the stack as functions complete.
These are both just models in your head and are essentially totally arbitrary. You can conceptualize it as a side to side thing if you prefer, but might have trouble communicating with people. I personally think that if A calls B and B calls C that C is the bottom of the stack (inverted gravitational reality) and if an exception occurs in C you want to bubble that exception "up" to A. I think this may be the more common language usage because the feeling is that C is deep down and A is the top. The first function is more intuitively the top to me and functions get deeper on each call.