Event data lets you personalize Automation workflows with order details, cart items, and customer info. Use it to add product images, billing addresses, or checkout links to emails, SMS, and push notifications.
This article explains what event data is, where to find it, and how to use it in your workflows.
Before You Begin
Your store must be connected to Omnisend.
Event data only appears in event-triggered workflows (e.g., Placed Order, Abandoned Cart). It does not work in segment-based workflows.
What Is Event Data?
When a customer places an order, abandons a cart, or views a product, your store sends that event to Omnisend. The event includes:
Order data: Order ID, total price, discount, shipping cost.
Cart data: Products added to the cart, product details.
Customer data: Name, email, billing/shipping address.
Product data: Product name, image, SKU, price, quantity.
You can use this data to personalize your workflow messages.
💡 Example: An abandoned cart workflow can display the products the customer left behind, the checkout link, and their name.
Event-Triggered Automations in Omnisend
Once your store is integrated, Omnisend receives the following events. Choose the right trigger based on what data you need:
Order Events
Placed Order: Triggered when an order is placed. Includes all order, billing, and shipping data. Use for order confirmations or upsells.
Paid for Order: Triggered when payment status changes to Paid. Includes all order data. Use when you need to confirm payment before sending.
Ordered Product: Triggered when an order is placed, but only includes data for one product. Does not include order, billing, or shipping data. Use only when filtering by individual product properties (e.g., SKU, vendor).
Order Fulfilled: Triggered when order status changes to fulfilled. Use for shipping notifications.
Order Canceled: Triggered when order status changes to canceled. Use for cancellation confirmations or win-back offers.
Order Refunded: Triggered when order status changes to refunded. Use for refund confirmations.
💡 Tip: Use Placed Order or Paid for Order for most workflows. Only use Ordered Product if you need to filter by individual product attributes. Learn more about trigger settings.
Cart & Browsing Events
Added Product to Cart: Triggered when a cart is abandoned.
Started Checkout: Triggered when checkout is started but not completed.
Page Viewed: Triggered when a specific page is viewed.
Product Viewed: Triggered when any product page is viewed.
Custom Events
Custom Events: Triggered when your store or a third-party app sends a custom event to Omnisend. Learn how to create custom events.
Where to Find Event Data
After you select an event trigger in your workflow, Omnisend automatically populates event data in three places:
1. Workflow Settings
Event data appears in:
Trigger filters – Filter which contacts enter the workflow (e.g., "Order total > $50").
Exit conditions – Remove contacts based on event data (e.g., "Order status = canceled").
Conditional splits – Split the workflow into different paths based on event data (e.g., "Product category = electronics").
2. Personalization Menu
The Personalization menu lets you insert event data into email, SMS, and push notification content.
Example: Add {{event.order.orderID}} to display the order number in an email.
💡 Tip: Learn how to personalize message content with event data.
3. Email Builder Blocks
Some event data appears as pre-built content blocks you can drag into your email:
Order Summary – Displays order details, billing, and shipping info (for order-based workflows).
Abandoned Products – Displays cart items (for abandoned cart workflows).
💡 Tip: Show blocks to specific contacts only using conditional content.
Order Events Data
Order-based workflows (Placed Order, Paid for Order) include the following data:
Data in the email builder items:
Order summary: Billing & Shipping
- order number & date - Name & Surname
- product image - State
- product name - Company
- product ID - ZIP
- product SKU - Address1
- product variant - Counrty
- product vendor - Address2
- product weight - Phone
- product quantity - City
- product price
- subtotal price
- discount
- shipping price
- tax
- total
Data in the personalization menu:
Order Shipping address Billing address
----- ---------------- ----------------
Order ID First name First name
Order number Last name Last name
Order name Country Country
Order date Country code Country code
Currency State State
Total price State code State code
Formatted total price City City
Subtotal price Address1 Address1
Discount Address2 Address2
Shipping price ZIP/Postal code ZIP/Postal code
Formatted shipping price
Products count
Order status page URL Company name Company name
Order tracking URL
Order note Phone number Phone number
FAQ
Why is my "Abandoned Products" block empty when using a custom trigger?
The "Abandoned Products" block only works with Omnisend native events like "Added Product to Cart" or "Started Checkout." Custom triggers send data in a different format that the block doesn't recognize.
Use a dynamic product listing block instead:
Add a Product Listing block to your email.
Set it to "Dynamic."
Map the data sources to your custom event properties (e.g.,
[[event.product.imageURL]],[[event.product.title]],[[event.product.price]]).
💡 Tip: Learn how to add dynamic content.
Can I use event data in segment-based workflows?
No. Segment-based triggers (e.g., "Entered Segment") don't carry event data like order details, product information, or cart items. They only include contact profile data (name, email, tags, custom properties).
Need help finding the answer to your question? Reach out to our Support Team via in-app chat or at [email protected].