The information you collect in Ometria for your contacts is tied to a unique label called a merge tag.
You can use these tags to add personalised or dynamic content into your campaigns, e.g. your contacts’ first name, product recommendations, etc.
The availability of merge tags depends on the kind of campaign you are sending.
This page lists the most popular merge tags in Ometria.
See also: Merge tags for timestamps and calculations
Adding merge tags to templates
Use the { } Insert Merge Tags button on any template screen to search and add merge tags to your marketing content:
Alternative formats
When a merge tag includes a colon (:), e.g. mm:campaign_id, or if it starts with a number, you must use the square bracket [ ] syntax (indexer):
{{ profile.properties['your_field_id'] }}
{{ event['propertyID'] }}Account
These merge tags relate to your Ometria account.
{{ account.id }}
Your Ometria account ID.
E.g.
E.g.
123
{{ account.url }}
The URL for your online store.
E.g.
E.g.
https://example.com/
Basket
Basket merge tags pull details about an abandoned basket in campaigns where the email is triggered by an abandoned basket event.
You can only use these tags in automation campaigns.
Price tags
All price tags should be in the currency of the basket (basket.currency).
If the currency of the basket is not the same as the currency of the products in Ometria’s database, the following tags will not populate:
- {{ basket.products[X].price }}
- {{ basket.products[X].price_raw }}
- {{ basket.products[X].original_price }}
- {{ basket.products[X].original_price_raw }}
This happens when you are using a currency selector on your website, but the currency is not passed as a listing of the product.
In this case, we recommend using basket.products[X].line_total and basket.products[X].line_total_raw instead.
✨No more copy-pasting merge tags! Use our merge tag selector to search and insert your tags in-app!✨
{{ basket.currency }}
Currency for prices in the abandoned basket.
E.g.
E.g.
GBP
{{ basket.matched_products }}
Products added to the basket that match the line item segmentation on the campaign flow.
{{ basket.matched_products[n].id }}
The ID for products added to the basket that match the line item segmentation on the campaign flow.
{{ basket.matched_products[n].image_url }}
The image URL for products added to the basket that match the line item segmentation on the campaign flow.
{{ basket.matched_products[n].labels[x] }}
The labels for products added to the basket that match the line item segmentation on the campaign flow. If a product has multiple values for a given label, only one value is displayed. If a product has multiple values for a given label, only one value is displayed.
{{ basket.matched_products[n].original_price }}
The original price for products added to the basket that match the line item segmentation on the campaign flow.
{{ basket.matched_products[n].original_price_raw }}
The original price (without currency) for products added to the basket that match the line item segmentation on the campaign flow.
{{ basket.matched_products[n].price }}
The price for products added to the basket that match the line item segmentation on the campaign flow.
{{ basket.matched_products[n].price_raw }}
The price (without currency) for products added to the basket that match the line item segmentation on the campaign flow.
{{ basket.matched_products[n].properties[x] }}
The properties for products added to the basket that match the line item segmentation on the campaign flow.
{{ basket.matched_products[n].sku }}
The SKU for products added to the basket that match the line item segmentation on the campaign flow.
{{ basket.matched_products[n].title }}
The title for products added to the basket that match the line item segmentation on the campaign flow.
{{ basket.matched_products[n].url }}
The URL for products added to the basket that match the line item segmentation on the campaign flow.
{{ basket.products }}
Products added to the basket.
{{ basket.products[n].image_url }}
Image URL of the product at position X in the list of abandoned basket products.
{{ basket.products[n].labels[x] }}
Labels of the product at position X in the list of abandoned basket products. If a product has multiple values for a given label, only one value is displayed.
{{ basket.products[n].line_total }}
Total value of the product (with currency).
E.g.
E.g.
£50
{{ basket.products[n].line_total_raw }}
Total value of the product (without currency).
E.g.
E.g.
50
{{ basket.products[n].original_price }}
Original price of the product.
{{ basket.products[n].original_price_raw }}
Original price of the product (without currency).
{{ basket.products[n].price }}
Price of the product.
{{ basket.products[n].price_raw }}
Price of the product (without currency).
{{ basket.products[n].properties[x] }}
Property x of the product at position n.
{{ basket.products[n].quantity }}
Quantity of the product in the basket.
E.g.
E.g.
3
{{ basket.products[n].sku }}
SKU of the product.
{{ basket.products[n].title }}
Title of the product.
{{ basket.products[n].url }}
URL of the product.
{{ basket.subtotal }}
Sum of line_total values (with currency).
E.g.
E.g.
£80
{{ basket.subtotal_raw }}
Sum of line_total values (without currency).
E.g.
E.g.
80
{{ basket.total }}
Value of the basket (with currency).
E.g.
E.g.
£100
{{ basket.total_raw }}
Value of the basket (without currency).
E.g.
E.g.
100
{{ basket.url }}
URL to visit the retailer's website and reconstruct the basket.
E.g.
E.g.
http://example.com/basket/123
Customer profile
These merge tags provide details about your contacts based on the data in their customer profile.
You can use these merge tags in any campaign type and via any channel.
✨No more copy-pasting merge tags! Use our merge tag selector to search and insert your tags in-app!✨
{{ profile.average_order_value }}
{{ profile.channels }}
Subscription opt-in information for SMS.
{{ profile.country }}
{{ profile.customer_id }}
{{ profile.date_acquired }}
{{ profile.date_of_birth }}
The contact's date of birth.
E.g.
E.g.
"1980-01-01"
{{ profile.date_of_first_order }}
The date the contact placed their first order.
E.g.
E.g.
"2020-08-18T17:21:09+00:00"
{{ profile.date_of_last_order }}
The date the contact placed their most recent order.
E.g.
E.g.
"2022-08-05T14:20:36+00:00"
{{ profile.date_of_optin }}
{{ profile.dt_predicted_next_order }}
{{ profile.email }}
The contact's email address.
E.g.
E.g.
john_smith@example.com
{{ profile.firstname }}
The contact's first name.
E.g.
E.g.
John
{{ profile.gender }}
The contact's gender.
E.g.
E.g.
m
{{ profile.hash }}
{{ profile.home_store }}
The contact's home store.
{{ profile.last_store }}
The last store this contact ordered from.
{{ profile.lastname }}
The contact's last name/surname.
E.g.
E.g.
Smith
{{ profile.lifecycle_status }}
The contact's lifecycle status.
{{ profile.marketing_optin }}
{{ profile.middlename }}
The contact's middle name.
E.g.
E.g.
Otis
{{ profile.name }}
The contact's full name.
E.g.
E.g.
John Otis Smith
{{ profile.number_of_attempted_orders }}
The total number of orders this contact has attempted to place.
{{ profile.number_of_items_purchased }}
The total number of items/units this contact has purchased.
{{ profile.number_of_orders }}
The total number of valid orders this contact has placed.
{{ profile.number_of_visits }}
The total number of visits this contact has made to your store site.
{{ profile.phone_number }}
The contact's phone number.
E.g.
E.g.
0123456789
{{ profile.phone_number_country }}
The country code for the contact's phone number.
E.g.
E.g.
+44
{{ profile.preferred_lang }}
{{ profile.prefix }}
The contact's prefix.
E.g.
E.g.
Mr
{{ profile.properties.your_field_id }}
The contact's custom fields.
{{ profile.segment_ids }}
The segment IDs for the segments that contact belongs to.
E.g.
E.g.
5707
{{ profile.suffix }}
The contact’s name suffix.
E.g.
E.g.
Jr.
{{ profile.timezone }}
The contact's timezone, based on (in priority order) customer listings, transactions, and visits.
E.g.
E.g.
Europe/London
{{ profile.total_revenue }}
The total revenue generated from this contact.
Custom event
This tag relates to custom events you've set up in Ometria.
You can only use this merge tag in automation campaigns for any channel (SMS, Push, email).
{{ event.property }}
The property (field) provided in a custom event.
See: Properties in custom events
See: Properties in custom events
These merge tags are only available to use in emails.
Automation, broadcast and transactional
✨No more copy-pasting merge tags! Use our merge tag selector to search and insert your tags in-app!✨
{{ email.archive_url }}
Email archive URL, used for "view in browser”.
E.g.
Note: This link expires after 21 days.
E.g.
http://ometria.email/archive/me/162/000000000Note: This link expires after 21 days.
{{ email.campaign_identifier }}
Unique ID for this campaign.
E.g.
E.g.
352:ME:4355
{{ email.campaign_title|urlencode }}
Inserts the title of the campaign into the message (with lowercase characters, and replacing all non-alphanumeric characters with underscores).
You can also use
E.g.
You can also use
urlencode on it to make it safe to be used as a URL parameter.E.g.
ss18_launch
{{ email.preheader }}
Preheader text that should be part of the email.
E.g.
E.g.
Wishing you a safe and merry holiday season!
{{ email.subject }}
Email subject line.
E.g.
E.g.
Check out this amazing email!
{{ email.template_title }}
The title of the template that was used (with lowercase characters, and replacing all non-alphanumeric characters with underscores).
E.g.
E.g.
ss18_default_template
{{ email.to_email_address }}
Email address to which the email is being sent.
E.g.
E.g.
john_smith@example.com
{{ email.uuid }}
The unique ID for this send.
E.g.
E.g.
0f3fa2ee4c1045e1b979b31ea55397d4
Broadcast only
✨No more copy-pasting merge tags! Use our merge tag selector to search and insert your tags in-app!✨
{{ email.campaign_title|urlencode }}
Inserts the title of the campaign into the message (with lowercase characters, and replacing all non-alphanumeric characters with underscores).
You can also use
E.g.
You can also use
urlencode on it to make it safe to be used as a URL parameter.E.g.
ss18_launch
{{ email.variant_identifier }}
The unique ID for this variant.
Message
These tags provide details about the specific message send (e.g. which campaign it's in).
You can use them for all channels, including push notifications and SMS.
Automation and broadcast
✨No more copy-pasting merge tags! Use our merge tag selector to search and insert your tags in-app!✨
{{ message.coupon.code }}
Automation only
✨No more copy-pasting merge tags! Use our merge tag selector to search and insert your tags in-app!✨
{{ message.campaign_title }}
Inserts the title of the campaign into the message (with lowercase characters, and replacing all non-alphanumeric characters with underscores).
E.g.
E.g.
ss18_launch
{{ message.node_title }}
The title of the Send node from which the message was sent.
This is the label you entered when setting up the campaign, or “email-node-1”, “email-node-2", “push-node-1” etc. as default.
E.g.
This is the label you entered when setting up the campaign, or “email-node-1”, “email-node-2", “push-node-1” etc. as default.
E.g.
First send
{{ message.segment_title }}
The title of the segment the contact passed through.
This is the title you entered when creating the segments, otherwise, “segment-1”, “segment-2", etc. as default (numbered from top to bottom).
E.g.
This is the title you entered when creating the segments, otherwise, “segment-1”, “segment-2", etc. as default (numbered from top to bottom).
E.g.
Active with LTV 1000+
{{ message.split_title }}
The title of the split test node that the contact passed through. This is “split-A”, “split-B”, etc.
E.g.
E.g.
split-A
Orders
Line item properties are merged with the properties of the products.
For example: {{ order.products[0].properties }} contains the properties of that product and the properties of the corresponding line item.
If the product and the line item have a property with the same name, then the property of the line item is used.
You can only use these tags in automation campaigns, for any channel.
✨No more copy-pasting merge tags! Use our merge tag selector to search and insert your tags in-app!✨
{{ order.currency }}
The currency for the prices in the order.
E.g.
E.g.
GBP
{{ order.id }}
The unique ID for the order.
E.g.
E.g.
100000640
{{ order.matched_products }}
The products purchased in the order that match the conditions of the entry trigger.
{{ order.matched_products[n].id }}
The ID for products in the order that match the conditions of the entry trigger.
{{ order.matched_products[n].image_url }}
The image URL for products in the order that match the conditions of the entry trigger.
{{ order.matched_products[n].labels[x] }}
The label for products in the order that match the conditions of the entry trigger. If a product has multiple values for a given label, only one value is displayed.
{{ order.matched_products[n].original_price }}
The original price for products in the order that match the conditions of the entry trigger.
{{ order.matched_products[n].original_price_raw }}
The original price for products in the order that match the conditions of the entry trigger (formatted without currency).
{{ order.matched_products[n].price }}
The price for products in the order that match the conditions of the entry trigger.
{{ order.matched_products[n].price_raw }}
The price for products in the order that match the conditions of the entry trigger (formatted without currency).
{{ order.matched_products[n].properties[x] }}
The properties for products in the order that match the conditions of the entry trigger.
{{ order.matched_products[n].sku }}
The SKU for products in the order that match the conditions of the entry trigger.
{{ order.matched_products[n].title }}
The title for products in the order that match the conditions of the entry trigger.
{{ order.matched_products[n].url }}
The URL for products in the order that match the conditions of the entry trigger.
{{ order.products }}
The products purchased in the order.
{{ order.total }}
The total value of the order, formatted with currency.
E.g.
E.g.
£100
{{ order.total_raw }}
The total value of the order, formatted without currency.
E.g.
E.g.
100
Products
Product selector (automation and broadcast)
More details on the product selector are available here.
✨No more copy-pasting merge tags! Use our merge tag selector to search and insert your tags in-app!✨
[N] is a number starting at 0.
E.g. {{ products[0].title }} is the title of the first selected product.
{{ products[N].id }}
The product ID.
E.g.
E.g.
1049
{{ products[N].image_url }}
The product image’s URL.
E.g.
E.g.
http://example.com/products/image.jpg
{{ products[N].labels.[X] }}
The product's labels (such as "category" or "brand").
{{ products[N].original_price }}
The original price of the product (in case of a promotion, formatted with currency).
Maps to the Shopify field
E.g.
Maps to the Shopify field
compare_at_price. See: Shopify best priceE.g.
£120
{{ products[N].original_price_raw }}
The original price of the product (in case of a promotion, formatted without currency).
E.g.
E.g.
120
{{ products[N].price }}
The price of the product (current price, formatted with currency).
Maps to the Shopify field
E.g.
Maps to the Shopify field
price. See: Shopify best priceE.g.
£100
{{ products[N].properties.[X] }}
The product’s custom fields (for products of an order this also contains the properties of the line item).
E.g.
E.g.
{{ products[0].properties.reviews }}
{{ products[N].title }}
The product’s title.
E.g.
E.g.
Pure silk long sleeve top
{{ products[N].url }}
The product’s URL.
E.g.
E.g.
http://example.com/products/pure-silk-long-sleeve-top.html
Products (automation campaigns only)
In the tags below, group can be any of the following:
- basket.products
- order.products
- visit.products
- recommended_products*
[N] is a number starting from 0. E.g. {{ basket.products[0].title }} is the title of the first product in the basket.
*recommended_products tags are not supported for SMS sends.
✨No more copy-pasting merge tags! Use our merge tag selector to search and insert your tags in-app!✨
{{ product.id }}
The product ID.
E.g.
E.g.
1049
{{ product.image_url }}
The product image’s URL.
E.g.
E.g.
http://example.com/products/image.jpg
{{ product.labels[x] }}
The product's labels (such as "category" or "brand"). If a product has multiple values for a given label, only one value is displayed.
{{ product.original_price }}
The original price of the product (in case of a promotion, formatted with currency).
Maps to the Shopify field
E.g.
See Shopify best price.
Maps to the Shopify field
compare_at_price. See: Shopify best priceE.g.
£120See Shopify best price.
{{ product.original_price_raw }}
The original price of the product (formatted without currency).
E.g.
E.g.
120
{{ product.price }}
The price of the product (current price, formatted with currency).
Maps to the Shopify field
E.g.
See Shopify best price.
Maps to the Shopify field
price.E.g.
£100See Shopify best price.
{{ product.price_raw }}
The price of the product (formatted without currency).
E.g.
E.g.
100
{{ product.properties[x] }}
The product’s custom fields (for products of an order this also contains the properties of the line item).
{{ product.sku }}
The product's SKU.
{{ product.title }}
The product's title.
{{ product.url }}
The product's URL.
{{ group[N].id }}
The product ID.
E.g.
E.g.
1049
{{ group[N].original_price }}
The original price of the product (in case of a promotion, formatted with currency).
Maps to the Shopify field
E.g.
Maps to the Shopify field
compare_at_price. See: Shopify best priceE.g.
£120
{{ group[N].original_price_raw }}
The original price of the product (formatted without currency).
E.g.
E.g.
120
{{ group[N].price }}
The price of the product (current price, formatted with currency).
Maps to the Shopify field
E.g.
See Shopify best price.
Maps to the Shopify field
price.E.g.
£100See Shopify best price.
{{ group[N].price_raw }}
The price of the product (formatted without currency).
E.g.
E.g.
100
{{ group[N].image_url }}
The URL of the product image.
E.g.
E.g.
http://example.com/products/image.jpg
{{ group[N].title }}
The title of the product.
E.g.
E.g.
Pure silk long sleeve top
{{ group[N].url }}
The URL of the product.
E.g.
E.g.
http://example.com/products/pure-silk-long-sleeve-top.html
{{ group[N].labels.[X] }}
The product's labels (such as "category" or "brand"). If a product has multiple values for a given label, only one value is displayed.
E.g.
E.g.
{{ group.products[0].labels.brand }}
{{ group[N].properties.[X] }}
The product's custom fields (for products in an order this also contains the properties of the line item).
E.g.
E.g.
{{ group.products[0].properties.reviews }}
{{ group[N].sku }}
The product SKU.
E.g.
E.g.
SHOE103RED45
Price drop (automation campaigns only)
See also: Create a price drop automation campaign
✨No more copy-pasting merge tags! Use our merge tag selector to search and insert your tags in-app!✨
{{ product.price_drop_amount }}
The difference in price (after the price drop).
{{ product.price_drop_amount_raw }}
The difference in price after the price drop (formatted without currency).
{{ product.price_drop_currency }}
The currency for prices in the price drop at account level.
{{ product.price_drop_new_price }}
The new price of the product after the price drop.
{{ product.price_drop_new_price_raw }}
The difference in price (formatted without currency).
{{ product.price_drop_percentage }}
The percentage by which the price has dropped.
{{ product.price_drop_previous_price }}
Previous price (with currency).
{{ product.price_drop_previous_price_raw }}
Previous price (formatted without currency).
Product recommendations (automation campaigns only)
This tag is only attached to the email if there was a product recommendation selected in the email node.
✨No more copy-pasting merge tags! Use our merge tag selector to search and insert your tags in-app!✨
{{ recommended_products[n].id }}
The ID of the product at position N in the list of recommended products.
{{ recommended_products[n].image_url }}
The image URL of the product at position N in the list of recommended products.
{{ recommended_products[n].labels[x] }}
The labels of the product at position N in the list of recommended products. If a product has multiple values for a given label, only one value is displayed.
{{ recommended_products[n].original_price }}
The original price of the product at position N in the list of recommended products.
{{ recommended_products[n].original_price_raw }}
The original price of the product at position N in the list of recommended products (formatted without currency).
{{ recommended_products[n].price }}
The price of the product at position N in the list of recommended products.
{{ recommended_products[n].price_raw }}
The price of the product at position N in the list of recommended products (formatted without currency).
{{ recommended_products[n].properties[x] }}
The properties of the product at position N in the list of recommended products.
{{ recommended_products[n].sku }}
The SKU of the product at position N in the list of recommended products. E.g. "SHOE103RED45"
{{ recommended_products[n].title }}
The title of the product at position N in the list of recommended products.
{{ recommended_products[n].url }}
The URL of the product at position N in the list of recommended products.
Subscriptions
You can use these tags for all campaign types (automation, broadcast and transactional.)
✨No more copy-pasting merge tags! Use our merge tag selector to search and insert your tags in-app!✨
{{ double_optin_url }}
The double opt-in URL for SMS campaigns.
{{ prefs }}
The email preferences URL.
This must be used in a link.
This must be used in a link.
{{ unsub }}
The unsubscribe URL.
Email campaigns only.
Email campaigns only.
{{ url.unsub }}
The unsubscribe URL.
SMS campaigns only.
SMS campaigns only.
Visit
Visit merge tags relate to data collected when contacts visit your store website.
You can only use these tags in automation campaigns.
✨No more copy-pasting merge tags! Use our merge tag selector to search and insert your tags in-app!✨
{{ visit.matched_products }}
The products viewed during the visit which match the line item segmentation in the campaign flow.
{{ visit.matched_products[n].id }}
The ID of the product at position N viewed during the visit matches the line item segmentation in the campaign flow.
{{ visit.matched_products[n].image_url }}
The image URL of the product at position N viewed during the visit matches the line item segmentation in the campaign flow.
{{ visit.matched_products[n].labels[x] }}
The label of the product at position N viewed during the visit matches the line item segmentation in the campaign flow. If a product has multiple values for a given label, only one value is displayed.
{{ visit.matched_products[n].original_price }}
The original price of the product at position N viewed during the visit matches the line item segmentation in the campaign flow.
{{ visit.matched_products[n].original_price_raw }}
The original price (without currency) of the product at position N viewed during the visit matches the line item segmentation in the campaign flow.
{{ visit.matched_products[n].price }}
The price of the product at position N viewed during the visit matches the line item segmentation in the campaign flow.
{{ visit.matched_products[n].price_raw }}
The price (without currency) of the product at position N viewed during the visit matches the line item segmentation in the campaign flow.
{{ visit.matched_products[n].properties[x] }}
The properties of the product at position N viewed during the visit matches the line item segmentation in the campaign flow.
{{ visit.matched_products[n].sku }}
The SKU of the product at position N viewed during the visit matches the line item segmentation in the campaign flow.
{{ visit.matched_products[n].title }}
The title of the product at position N viewed during the visit matches the line item segmentation in the campaign flow.
{{ visit.matched_products[n].url }}
The URL of the product at position N viewed during the visit matches the line item segmentation in the campaign flow.
{{ visit.products }}
The products the contact viewed during the visit.
{{ visit.products[n].id }}
The ID of the product at position N in the list of viewed products (entered when using the 'visits' entry trigger).
{{ visit.products[n].image_url }}
The image URL of the product at position N in the list of viewed products (entered when using the 'visits' entry trigger).
{{ visit.products[n].labels[x] }}
The label of the product at position N in the list of viewed products (entered when using the 'visits' entry trigger).
{{ visit.products[n].original_price }}
The original price of the product at position N in the list of viewed products (entered when using the 'visits' entry trigger).
{{ visit.products[n].original_price_raw }}
The original price (without currency) of the product at position N in the list of viewed products (entered when using the 'visits' entry trigger).
{{ visit.products[n].price }}
The price of the product at position N in the list of viewed products (entered when using the 'visits' entry trigger).
{{ visit.products[n].price_raw }}
The price (without currency) of the product at position N in the list of viewed products (entered when using the 'visits' entry trigger).
{{ visit.products[n].properties[x] }}
The properties of the product at position N in the list of viewed products (entered when using the 'visits' entry trigger).
{{ visit.products[n].sku }}
The SKU of the product at position N in the list of viewed products (entered when using the 'visits' entry trigger).
{{ visit.products[n].title }}
The title of the product at position N in the list of viewed products (entered when using the 'visits' entry trigger).
{{ visit.products[n].url }}
The URL of the product at position N in the list of viewed products (entered when using the 'visits' entry trigger).
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