Lytics (a Contentstack company) is a customer data platform (CDP) that unifies customer data from your website, apps, and other tools into a single profile for each person, then groups those profiles into audiences based on behavior, attributes, and predictive scores.
Connecting Lytics to Omnisend lets you use those audiences to trigger email and SMS automations. When a customer enters or leaves a Lytics audience, Omnisend receives a custom event in real time, so the segmentation work you have already done in Lytics can drive your messaging without rebuilding it in Omnisend.
Benefits
Trigger automations from CDP audiences. Behavioral audiences, predictive scores, and lookalike models built in Lytics become automation triggers in Omnisend.
Real-time. Events arrive within moments of a customer entering or leaving an audience, rather than on a nightly sync.
Keep your segmentation in one place. Define audiences once in Lytics and use them across every channel, including Omnisend.
Enrich contact profiles. Attributes from the unified Lytics profile can be passed as custom properties for segmentation and personalization in Omnisend.
Setup Process
Step 1. In Omnisend, go to Apps → search for the Lytics app → click Connect now.
Step 2. On the next page, you'll see an automation. Once you select it, you will see the webhook's URL. Copy it. This URL is required for us to receive information about the upcoming event.
Step 3. Create the audience trigger job in Lytics:
In Lytics, go to Data Pipeline → Jobs, select Webhooks, then choose the Audience Triggers Webhook job type.
Select the authorization you created in step 2.
Enter a Label, for example
Omnisend — audience triggers.Under Audiences, select the audiences you want to send to Omnisend.
In Webhook URL, paste the address from step 2.
Leave CloudEvents and Batch Events unchecked. Omnisend expects one customer per request, and enabling batching will prevent events from being processed.
Under Audience Trigger Events, select Enter and Exits.
Under Export Fields, select the profile fields you want passed to Omnisend. At a minimum, include the field holding the customer's email address.
(Optional) Check Existing Users to backfill everyone currently in the selected audiences. They arrive as enter events.
Click Complete.
The job starts immediately. You can monitor it from the job's Metrics and Logs tabs in Lytics.
That's it! All Lytics Audience enter and exit events will now be triggered as custom events in Omnisend.
What Data is Passed
Contact Fields in Contact Profiles
The following fields will be added to the contact profile in Omnisend:
Email address
First Name
Custom Events
Lytics syncs the following custom events to Omnisend:
Event name | When it fires |
| A customer becomes a member of a selected Lytics audience |
| A customer is no longer a member of a selected Lytics audience |
Each event includes the audience slug, so you can build separate automations for each audience using a single trigger.
Note: Custom events become available as automation triggers in Omnisend only after they have fired at least once. If you do not see the trigger yet, send a test event first.
Build Automation Workflows with Lytics Events
Here are some automations you can build once the data is flowing:
High intent, no purchase. Trigger a targeted offer when a customer enters a Lytics audience built on browsing behavior or a high propensity score.
Churn risk. Use a Lytics predictive audience to start a win-back series before a customer lapses.
Interest-based content. Send a product or content recommendation when someone enters an audience built on a content affinity or topic interest.
Stop messaging when the moment passes. Use the exit event to remove a customer from a running automation once they no longer match the audience.
VIP recognition. Reward customers entering a high-value or loyalty audience with early access or a thank-you message.
💬 Learn more: Set Up Automation Workflow Settings.
FAQ
Will my existing Lytics audience members be synced?
Only if you check Existing Users when creating the job in Lytics. Without it, only customers who enter or exit an audience after setup are sent.
What subscription status will new contacts have?
Lytics audience membership does not indicate marketing consent, so this integration does not pass consent information. New contacts are created as non-subscribed and will not receive marketing messages until they opt in through your Omnisend subscription forms, unless they were already subscribed.
Can I send more than one audience through the same connection?
Yes. Select several audiences in a single job. Each event includes the audience slug so you can tell them apart in your automations.
I changed an audience definition in Lytics, and events stopped arriving.
Lytics recommends pausing the webhook job before editing an audience definition, then recreating it afterward. Check the job's Logs tab in Lytics for details.
Why are some Lytics profiles not appearing in Omnisend?
Contacts are matched on email address. Profiles without an email - including anonymous website visitors - are not synced.
I have a very large audience. What happens when I backfill?
Everyone currently in the audience is sent as an "enter" event, so a large audience may take a while to come through fully, and will fire any automation using that trigger for every member. If you have automations already live, consider setting them up after the backfill has finished.
My audience uses a time-based condition, and events are unreliable.
Lytics requires a window of at least 30 minutes for time-based audience conditions. Shorter windows may not fire consistently.
Are Lytics audiences created as segments in Omnisend?
Not automatically. Create a segment in Omnisend based on the custom properties or event data passed through, and it will stay up to date as events arrive.
Does this send Omnisend data back to Lytics?
Not currently. This integration sends data from Lytics to Omnisend only.
If you couldn't find the answer to your question, reach out to our Support Team through the in-app chat or at [email protected] - our team is available 24/7.