Friendbuy is a referral and loyalty marketing platform that helps brands acquire new customers through referral programs and retain them through loyalty programs.

With the Friendbuy integration, referral rewards, loyalty events, and customer profile data sync automatically to Omnisend, allowing you to trigger targeted email and SMS automations at every stage of the referral and loyalty journey.

Benefits

Real-time event triggers: Instantly respond to referral rewards, loyalty milestones, and receipt processing events.
Advanced segmentation: Tailor content for advocates, referred friends, and loyalty members based on their referral status and tier.
Automated customer communication: Notify contacts of earned rewards, tier upgrades, and receipt approvals through Automation Workflows.
Contact enrichment: Referral status, coupon codes, loyalty tier, and personal referral links (PURLs) sync automatically to contact profiles.

Setup Process

Step 1. In Omnisend, go to Apps → search for the Friendbuy app and click Connect Now.

Step 2. Enter your Friendbuy API Key and API Secret (found in Friendbuy → Developer Center → API Keys) and proceed to the next step.

Step 3. Under each selected automation, you'll see a webhook URL. This URL is required for Omnisend to receive events from Friendbuy.

Copy each webhook URL and paste it into the corresponding webhook field in Friendbuy → Developer Center → Webhooks & Callbacks, then click Offline - Click to enable to activate it.

Automation	Paste URL into Friendbuy
Referral - Advocate Reward	Advocate Reward Webhook
Referral - Friend Incentive	Friend Incentive Webhook
Referral - Email Capture	Email Capture Webhook
Loyalty - Loyalty Reward	Loyalty Reward Webhook
Loyalty - Receipt Processing	Receipt Processing Webhook
Loyalty - Customer Update	Customer Update Webhook

Step 4. Confirm the setup in Omnisend.

That's it! All relevant Friendbuy 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
Tag: Friendbuy (added to all contacts)

Contact Custom Properties

Custom Property	Description
`Friendbuy_Last_Referral_Status`	`ADVOCATE` or `FRIEND`
`Friendbuy_Customer_Name`	Name entered in the referral widget
`Friendbuy_Campaign_ID`	Campaign ID of the most recent event
`Friendbuy_Campaign_Name`	Campaign name of the most recent event
`Friendbuy_Coupon_Code`	Most recent coupon code distributed
`Friendbuy_Coupon_Value`	Value of the most recent coupon
`Friendbuy_Coupon_Currency`	Currency code (USD, %, etc.)
`Friendbuy_Coupon_Status`	`distributed` or `redeemed`
`Friendbuy_Referral_Link`	Personal referral link (PURL) - advocates only
`Friendbuy_Advocate_Email`	Email of the referring advocate - friends only
`Friendbuy_Customer_ID`	Friendbuy customer ID
`Friendbuy_Loyalty_Opt_In_Status`	Loyalty opt-in status (`in` or `out`)
`Friendbuy_Loyalty_Opt_In_Date`	Date customer enrolled in loyalty program
`Friendbuy_Member_Tier_Name`	Current loyalty tier name (e.g., Gold, Platinum)
`Friendbuy_Member_Tier_Updated`	Date the tier was last updated

💬 Learn more: Custom Properties.

Supported Custom Events

Custom Event Name	Description
`Friendbuy - Advocate Reward Earned`	Triggered when an advocate earns a reward after a successful referral
`Friendbuy - Friend Incentive Earned`	Triggered when a referred friend earns an incentive after converting
`Friendbuy - Email Capture`	Triggered when a referred friend submits their email via a referral widget
`Friendbuy - Loyalty Reward Purchase`	Triggered when a loyalty member earns a reward from a purchase
`Friendbuy - Loyalty Reward Join`	Triggered when a loyalty member earns a reward for joining the program
`Friendbuy - Loyalty Reward Referral`	Triggered when a loyalty member earns a reward for referring a friend
`Friendbuy - Loyalty Reward Sign Up`	Triggered when a loyalty member earns a reward for completing a sign-up event
`Friendbuy - Loyalty Reward Custom Event`	Triggered when a loyalty member earns a reward from a custom event
`Friendbuy - Member Tier Changed`	Triggered when a loyalty member's tier changes
`Friendbuy - Receipt Processed`	Triggered when a loyalty receipt is approved or rejected

Build Automation Workflows with Friendbuy Events

Here are some automations you can build once the data is flowing:

Advocate reward email: When Friendbuy - Advocate Reward Earned fires, send the advocate their coupon code and include their personal referral link ([[contact.Friendbuy_Referral_Link]]) to encourage more sharing.
Friend incentive email: When Friendbuy - Friend Incentive Earned fires, welcome the referred friend and share their incentive code to complete their first purchase.
Email capture nurture: When Friendbuy - Email Capture fires, follow up with the referred friend before they convert.
Loyalty reward notification: When any Friendbuy - Loyalty Reward * event fires, notify the member of their earned reward, and include their coupon code.
Tier upgrade congratulations: When Friendbuy - Member Tier Changed fires, celebrate the customer's new tier with an exclusive offer.
Receipt approved/rejected: When Friendbuy - Receipt Processed fires, confirm receipt approval, or explain a rejection based on the [[event.Friendbuy_Receipt_Status]] value.

Use Event Properties for Personalization

Inside automation emails, use event properties to personalize content:

Variable	Description
`[[event.Friendbuy_Coupon_Code]]`	The coupon code earned
`[[event.Friendbuy_Coupon_Value]]`	The value of the coupon
`[[event.Friendbuy_Campaign_Name]]`	The campaign name
`[[event.Friendbuy_Loyalty_Points_Earned]]`	Points earned in this event
`[[event.Friendbuy_Member_Tier_Name]]`	New loyalty tier name
`[[event.Friendbuy_Receipt_Status]]`	`approved` or `rejected`
`[[contact.Friendbuy_Referral_Link]]`	Customer's personal referral link

💬 Learn more: Use Personalization in Omnisend.

FAQ

Which Friendbuy plan do I need?

You need a Friendbuy account with access to webhooks in the Developer Center. Contact Friendbuy support to confirm webhook availability for your plan.

Do I need to enable all webhooks?

No - enable only the webhooks relevant to your setup. For referral programs only, enable Advocate Reward, Friend Incentive, and Email Capture. For loyalty programs, also enable Loyalty Reward, Receipt Processing, and Customer Update.

What subscription status will new contacts have?

New contacts created through this integration are set to nonSubscribed by default. They will not receive marketing emails until they opt in through Omnisend's subscription forms.

Does historical data sync?

No - only real-time events from the moment the integration is activated.

Can I use Friendbuy events in Email Campaigns?

Friendbuy events are designed for Automation Workflows. To send one-time campaigns, create a segment based on Friendbuy contact properties (e.g. Friendbuy - Last Referral Status = ADVOCATE) and send a campaign to that segment.

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.

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