Omnisend Tag for GTM Server-Side

Use this Tag to send Contact and Event data to Omnisend via the Omnisend API.

Warning: API Rate Limiting

The Omnisend API limits requests to 400 per minute. High-volume events (e.g., viewed product, added product to cart, started checkout) are better tracked using the client-side Javascript snippet to avoid hitting this limit.

Action Types

Track Event

Sends an event to Omnisend, creating or updating the contact as needed. Event Names:

• Standard: Predefined list (e.g., viewed product, placed order).
• Inherit: Maps GA4 events (e.g., purchase -> placed order).
• Custom: Your own event name.

Create Contact

Creates a new contact using a unique identifier (Email or Phone).

• Duplicates: System handles partial duplicates (merges unique IDs) and rejects total duplicates or existing single identifiers.
• Options: Can store the created Contact ID in a cookie for future use.

Update Contact

Updates an existing contact found via Omnisend Contact ID or Email.

• Search Key: Choose ID to allow email updates, or Email (ID remains unchanged).
• Properties: Only provide the specific fields you want to update.

Configuration

• API Key: Required. Obtained from Omnisend Store Settings > API > API Keys. Needs permissions for Contacts and Events.
• Use Optimistic Scenario: If enabled, the tag returns "Success" immediately without waiting for the API response.

Useful Resources

• Omnisend API Rate Limiting
• Omnisend API Events
• Omnisend API Contacts

Open Source

The Omnisend Tag for GTM Server Side is developed and maintained by the Stape Team under the Apache 2.0 license.