We recommend reading the following pages before integrating with Ometria:

The easiest and quickest way to add contact data to Ometria is to use the Push endpoint; the contacts endpoint should only be used for specific cases.

The contacts endpoint provides methods to:

  • list the different collections (which can be viewed as sources of data),
  • retrieve lists of contacts,
  • retrieve one individual contact, and;
  • create a new contact.

A contact is a child object of a profile - it represents the contact listing which makes up a customer profile.


If you need to retrieve the profile, use the profiles endpoint.

Contacts and profiles

Records about people (customers / contacts / leads / subscribers) are supplied as 'contacts' records.

Contacts are organised into collections. For example, you might have a customers collection (customer records from your eCommerce platform) and a subscribers collection (contact records from your ESP).

Each record in a collection is uniquely identified by a string ID.

In cases where the same person exists in each list (or even more than once in each collection) Ometria will attempt to merge these contacts records into a single 'profiles' record (based on customer_id and then email).

This means a single profile record can have several contacts records attached.

You can't write profile records directly as they are automatically clustered by Ometria.



We recommend that you pass contacts from different sources into Ometria with different collections.

This will help to ensure that data on the record is not over-ridden by missing data from another source.

Customer IDs

If you have a unique customer/account identifier that you want to use in your reporting (e.g. row ID from your eCommerce importer), you can optionally supply this for each contact as the customer_id.

This value is also supplied in the contact's records when an order is placed by a registered customer (i.e. not a guest checkout) and is used to connect the profile record and the order.

This is different to a contact listing ID, as a profile can have many "contact listings" (with multiple contact IDs) but only one customer ID.



It's very important that IDs sent to Ometria do not contain personally identifiable information (PII) such as email address, phone number or name. This is in case the ID is exposed publicly.

Contact listings priority

When merging contact records to create a profile, there are sometimes non-matching parameters in the contact records.

In this case, Ometria will use the following two rules of priority to determine which value to assign to the profile:

Standard Rules of Priority

  1. Preferences centre
  2. API, App, CSV
  3. Ometria Form
  4. Importer (Magento or Shopify)
  5. Third party sync



  • If there are two contact records with the same level of priority, then the varying parameters from the most recent contact record will be used.
    • firstname and lastname parameters will always be taken from the same contact record.

Marketing opt-in rules of priority

These rules only apply only to a contact's marketing_optin value.

The order of preference:

  1. Any Ometria controlled source (e.g. Preference centre, an Ometria form, CSV upload).
  2. Any Client controlled source (e.g. API, Magento or Shopify importer).
  3. Any third party controlled source.