Connect Omnisend email marketing to your ordering website
If you use Omnisend for email marketing, you can connect it to your ordering website so it tracks what your customers browse, add to their cart, and order. This lets you build automations in Omnisend such as abandoned cart reminders and post-purchase follow-ups.
Step 1: Get your Omnisend snippet
- Log in to your Omnisend account.
- Go to Store settings > Website tracking and copy the JavaScript snippet Omnisend provides for custom websites.
Step 2: Paste the snippet into your website settings
- In the Back Office, go to Online Ordering > Website & App > Domain.
- Paste the full Omnisend snippet into the Custom Head Script field.
- Save your changes.
That's it — the snippet loads on every page of your ordering website, and the site automatically sends Omnisend the events below.
What gets tracked
Once the snippet is installed, your ordering website sends these events to Omnisend:
| Customer action | Omnisend event |
|---|---|
| Visits any page | Page view (used for Live View and browse tracking) |
| Opens a product | Viewed product |
| Adds an item to their cart | Added product to cart (includes the full cart contents) |
| Reaches the checkout page | Started checkout (includes the full cart contents) |
| Completes an order | Order completed (custom event) |
When a customer signs in, their email address and name are shared with Omnisend so these events attach to their contact profile. Customers who haven't signed in yet are tracked anonymously until they do.
If the customer has opted in to email or SMS marketing on your website (under Notification Preferences in their account), that consent is passed to Omnisend too, so the contact shows as subscribed and can receive your campaigns. Customers who haven't opted in are still tracked, but appear as non-subscribed.
What you can build with this
- Abandoned cart / abandoned checkout automations — triggered by the "added product to cart" and "started checkout" events.
- Browse abandonment automations — triggered by the "viewed product" event.
- Segments based on ordering behaviour — for example, customers who started a checkout in the last 30 days.
Note: The "order completed" event is a custom event, so when building automations around completed orders, look for it under custom events in Omnisend rather than the built-in "placed order" event. Support for Omnisend's built-in order event (which also powers Omnisend's sales dashboards) is planned as a follow-up.
Troubleshooting
- No events showing in Omnisend? Check that the snippet is pasted exactly as Omnisend provided it, with no missing lines, and that you saved the Custom Head Script field. Then visit your website and check Omnisend's Live View — a page view should appear within a minute.
- Events show but aren't linked to a contact? Events attach to a contact once the customer signs in on your website with their email address. Anonymous visitors appear once they identify themselves.
Related articles
- How to set up Google Tag Manager for Enhanced Ecommerce Tracking
- Track completed orders in Omnisend (Placed Order events) — the Back Office side of the same integration