How to track lead source in Omnisend
Find out which marketing channel grew your Omnisend list, lead by lead, by tying every signup form, popup, and wheel-of-fortune capture back to its true source.
On this page
- What SourceLoop captures from Omnisend
- Before you start
- Step 1: Install SourceLoop’s tracking snippet on your store
- Step 2: Confirm your Omnisend forms are running on tracked pages
- Step 3: Run a verification opt-in
- Where to see Omnisend signups in SourceLoop
- Contacts Hub
- Attribution dashboard
- Funnel reports
Omnisend is the email and SMS marketing platform of choice for a lot of Shopify and WooCommerce stores, generous free tier, gorgeous templates, and capture forms (popups, embeds, the famous wheel of fortune) built in. What it doesn’t tell you is which marketing channel actually grew that list. SourceLoop bolts that data onto every Omnisend signup.
Three quick steps, around five minutes, and every new Omnisend subscriber afterwards comes tagged with its acquisition channel.
What SourceLoop captures from Omnisend
For each Omnisend form fill (popup, embed, landing page, wheel-of-fortune, whichever), SourceLoop attaches:
- The traffic source the visitor arrived through (paid, organic, social, referral, etc.)
- UTM parameters parsed from the landing URL
- Pages visited in chronological order before the signup
- Total time on site during the visit (or visits)
- Number of prior sessions before they finally subscribed
- Email and name captured from the Omnisend form
- First-touch landing page at the top of the visitor’s history
- Last-session source, the campaign that finally converted them
- Device, country, and browser
Before you start
You’ll need:
- A SourceLoop workspace (free trial)
- Theme edit access on your store (Shopify, WooCommerce, BigCommerce, Wix, custom build)
- An Omnisend form (popup, embedded, or landing page) live on your store
Step 1: Install SourceLoop’s tracking snippet on your store
Inside SourceLoop, go to Setup -> Tracking code in the sidebar and copy the snippet.
Paste it into the <head> of your storefront:
- Shopify: Online Store -> Themes -> Edit code ->
theme.liquid, drop the snippet just before</head> - WooCommerce: a header-injection plugin like “Insert Headers and Footers” or “WPCode”
- BigCommerce: Storefront -> Script Manager, add as a script that loads in
<head>on all pages - Wix: Settings -> Custom Code -> Add Custom Code, set placement to
<head>and apply site-wide - Custom build: paste into your global layout template’s
<head>
Wherever you put it, the snippet has to load on every page where an Omnisend form might appear, which is usually every storefront page.
Step 2: Confirm your Omnisend forms are running on tracked pages
Omnisend forms don’t need any per-form configuration on the SourceLoop side. Once the snippet loads on the page, Omnisend captures flow into SourceLoop automatically.
Worth verifying:
- Your Omnisend forms are active and live (Forms tab in Omnisend, status “Active”)
- The form captures an email (SMS-only forms work too if they collect an email at any point)
- Your storefront isn’t deferring SourceLoop with an extreme delay (e.g., loading on user interaction only)
Step 3: Run a verification opt-in
Visit your storefront in an incognito window with ?utm_source=test&utm_medium=verify&utm_campaign=omnisend-check glued onto the URL. Trigger the Omnisend form (scroll, exit-intent, time-on-page, whatever the trigger is) and subscribe with an email you can check.
Within seconds, the new subscriber should appear in the Contacts Hub in SourceLoop, with the test UTM values pinned to the record.
Where to see Omnisend signups in SourceLoop
Contacts Hub
Every Omnisend signup lands as a contact row at app.sourceloop.ai/contacts. Expand a row to see how that subscriber arrived, what pages they browsed, and which campaign earned the opt-in.
Attribution dashboard
app.sourceloop.ai/dashboards/traffic groups Omnisend signups by source, medium, and campaign. Spot which paid channels grow the list cheaply and which ones just burn budget.
Funnel reports
In app.sourceloop.ai/funnels, build a funnel that ends in “Omnisend signup”. Cut by source, content, or landing page to find the highest-converting routes from first visit to subscriber.
If you’re running paid acquisition, forward Omnisend signups back to Google Ads, Meta, and LinkedIn as offline conversions so the bidding algorithms learn from actual list growth instead of clicks. Connect your Google Ads account covers the wiring.
Frequently asked questions
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Does this cover Omnisend popups, embedded forms, and the wheel-of-fortune capture?
Yes. Whichever Omnisend capture format you use, classic popup, embedded form, landing page, gamified wheel, the signup event flows through SourceLoop the same way, as long as it loads on a page that has the tracking script.
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I run Omnisend on a Shopify store. Does that change setup?
No. The SourceLoop snippet goes into your Shopify theme's `<head>` (Theme code -> theme.liquid -> the head section). Once it's live, every Omnisend form on every page becomes attributable.
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I also use Omnisend for SMS opt-ins. Are SMS subscribers tracked?
Yes, if the SMS opt-in happens through an Omnisend form on your site that captures an email or phone number. The visitor's marketing source is attached to the contact record.
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Will this conflict with Omnisend's existing campaign reporting?
No. Omnisend's email and SMS campaign analytics keep working as before. SourceLoop adds top-of-funnel attribution (where the subscriber originally came from), which Omnisend itself doesn't track.
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Are my Omnisend automations and workflows affected?
No. Welcome series, abandoned cart, browse abandonment, none of it changes. SourceLoop simply enriches the contact with marketing source data before Omnisend's automations fire.
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