Set up SourceTag with Omnisend

Omnisend’s own forms don’t support hidden fields, so SourceTag can’t populate them directly. Instead, use a third-party form connected to Omnisend via Zapier or Make.

What you need

• SourceTag installed on your site
• An Omnisend account
• A third-party form builder (Gravity Forms, WPForms, Typeform, etc.)
• Zapier or Make account

How it works

1. SourceTag populates hidden fields in your third-party form
2. The form connects to Omnisend via Zapier or Make
3. The automation maps SourceTag fields to Omnisend custom properties
4. Attribution data appears on the contact profile in Omnisend

Step 1: Set up your form

Choose a form builder and add SourceTag hidden fields. See the setup guide for your form builder.

Step 2: Connect to Omnisend via Zapier

Create a Zap with:

• Trigger: Your form builder (e.g. “New Form Submission” in Gravity Forms)
• Action: Omnisend > Add/Update Contact

Step 3: Map the fields

In the Zap action, map each SourceTag field to an Omnisend custom property:

SourceTag field	Omnisend property	Description
st_fc_channel	st_fc_channel	First click channel
st_fc_detail_1	st_fc_detail_1	First click smart field 1
st_fc_detail_2	st_fc_detail_2	First click smart field 2
st_lc_channel	st_lc_channel	Last click channel
st_lc_detail_1	st_lc_detail_1	Last click smart field 1
st_fc_landing_page	st_fc_landing_page	First click landing page
st_fc_click_id	st_fc_click_id	First click ID (gclid, fbclid, etc.)
st_visits	st_visits	Visit count
st_days_to_convert	st_days_to_convert	Days to conversion

See Captured Fields for the full list of available fields.

Omnisend creates custom properties automatically when data is first sent via the API/Zapier.

Step 4: Test

1. Visit your site with UTM parameters: ?utm_source=test&utm_medium=cpc&utm_campaign=omnisend-test
2. Submit your form
3. In Omnisend, find the contact and check the custom properties

Tips

• This approach works with any form builder that Zapier supports
• Property names in Omnisend are case-sensitive
• You can create segments based on st_fc_channel to see which channels drive signups
• If you use Shopify with Omnisend, install SourceTag on your Shopify site and use a Shopify-compatible form builder