Omnisend Form GTM Event Listener

Track Omnisend email and SMS marketing form interactions in Google Tag Manager. Capture view, interaction, submit, close, and multi-step events with rich form metadata.

omnisendemail-marketingsmsecommerceformsgtmga4popup

Event fired

omnisend_form_event

Key variable

event_type

Omnisend

Overview

Omnisend is an email and SMS marketing platform popular with eCommerce stores. Its forms, popups, flyouts, and embedded, dispatch seven distinct events via a custom omnisendForms window event. This listener captures the full lifecycle: view, interaction, submit, close, and individual steps in multi-step forms.

Event fired: omnisend_form_event Variables: event_type, form_name, form_id, form_display_type, form_version_id, step, form_values, timestamp

Why Use This Listener

Seven event types give you complete visibility into the Omnisend form funnel:

view → impression tracking
interaction → engagement (first click/type)
submit → conversion
close → dismissal
stepView/stepInteraction/stepSubmit → multi-step form analysis

Common Use Cases

Track newsletter and SMS sign-up conversions
Calculate pop-up impression-to-conversion rates
Measure multi-step form step completion rates
Fire Google Ads conversions on email sign-up
Build Meta audiences from form interactors

Installation

html

<!-- GTM Custom HTML Tag: Omnisend Form Listener -->
<script>
window.addEventListener('omnisendForms', function(e) {
  var detail = e.detail || {};
  window.dataLayer = window.dataLayer || [];
  window.dataLayer.push({
    'event': 'omnisend_form_event',
    'event_type': detail.event_type,
    'form_name': detail.form_name,
    'form_id': detail.form_id,
    'form_display_type': detail.form_display_type,
    'form_version_id': detail.form_version_id,
    'form_version_name': detail.form_version_name,
    'form_values': detail.form_values,
    'brand_id': detail.brand_id,
    'step': detail.step,
    'timestamp': detail.timestamp
  });
});
</script>

Fire on: All Pages (Pageview).

Data Layer Output

json

{
  "event": "omnisend_form_event",
  "event_type": "submit",
  "form_name": "Summer Sale Popup",
  "form_id": "omni_abc123",
  "form_display_type": "popup",
  "form_version_id": "v1",
  "form_values": { "email": "user@example.com" },
  "step": 1,
  "timestamp": "2024-01-15T10:30:00Z"
}

Trigger Configuration

All Omnisend Events

Trigger: Custom Event | omnisend_form_event

Submission Only

Trigger: Custom Event | omnisend_form_event
Condition: DLV – Omnisend Event Type | equals | submit

Variables to Capture

Variable Name	DL Key	Example
DLV – Omnisend Event Type	`event_type`	`"submit"`
DLV – Omnisend Form Name	`form_name`	`"Summer Sale Popup"`
DLV – Omnisend Form ID	`form_id`	`"omni_abc123"`
DLV – Omnisend Display Type	`form_display_type`	`"popup"`

GA4 Mapping

GA4 Event	Trigger Condition	Parameters
`sign_up`	event_type = submit	method: "omnisend", form_id
`view_promotion`	event_type = view	form_name, form_id

Debugging

Problem	Cause	Fix
No events	Omnisend script not loaded	Check Omnisend script in page source
Missing event types	Event type filter wrong	Check `detail.event_type` values

Related Listeners

More Forms

Cognito Form

Contact Form 7

cf7submission

ConvertKit

converkitform.submit

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