FullStory × Ometria — Integration Value Story

The Gap

Marketing automation has a behavioral blind spot

Retail marketing platforms receive structured outcome events. They have no window into the session experience that precedes or explains those outcomes.

What Ometria Can't See

The Experience Layer

Ometria receives orders, product views, basket changes. It cannot observe the session between those events — the experience that drove them or prevented them.

Rage clicks on a broken promo code field
10 minutes on a PDP with no add-to-cart
Form error loops at checkout
Scroll depth and genuine attention patterns
The moment of hesitation before abandonment
Mobile tap frustration on a size/color selector
Session context that explains a missing order

What FullStory Captures

The Behavioral Data Layer

FullStory observes every interaction at pixel fidelity and surfaces structured behavioral signals — identifiable, attributable, and actionable.

Frustration signals: rage clicks, dead clicks, error clicks
Engagement depth: scroll, dwell, attention scoring
Funnel friction: form errors, step abandonment by stage
Intent signals: product affinity, category dwell
Custom behavioral events via the Behavioral Data Layer
Predictive scores via FS Anywhere Warehouse + ML
Session replay URLs linkable to individual profiles

Architecture

Three integration surfaces

Each path is assessed against confirmed capabilities on both sides. No endpoints, behaviors, or features are assumed beyond what is documented.

FullStory Behavioral Data Layer (BDL): Now available through FullStory's early adopter program. The BDL surfaces structured behavioral signals from raw session data as a queryable, subscribable data stream — enabling real-time behavioral context to power downstream integrations. The client-side path below is live today for early adopters.

01

Server-Side: FullStory Anywhere → Ometria REST API

FS Anywhere Activations fire behavioral signals directly to Ometria's push endpoint

Strongest Path

Data Flow

🔍

FullStory Detects Signal

Behavioral event fires in FS: rage click on checkout, form error loop, session abandonment pattern, high-intent dwell on a PDP.

FS Anywhere Activation

⚡

Server-Side Activation Fires

FS Anywhere sends a server-to-server POST to Ometria's push endpoint with behavioral payload and identified user.

POST /v2/push

📨

Ometria Receives Custom Event

Event lands on the contact profile with typed properties: signal type, page URL, FS session replay URL, frustration score.

@type: custom_event

🎯

Automation Campaign Triggered

Ometria enters the contact into a campaign flow: rescue email, SMS recovery, retention sequence — personalized by the event's properties.

Campaign Entry

Capabilities & Constraints

✓

Custom events trigger automation campaigns Any custom_event type can serve as a campaign entry trigger in Ometria's automation flows.

✓

Rich event properties Events carry string, number, boolean, date, or product list properties — session replay URL, signal type, frustration score, page, element.

✓

Contact enrichment in the same API call Same push request can update contact properties (frustration_score, last_signal_type) alongside firing the event.

△

Timestamp must be current Events with past timestamps will NOT enter the contact into an automation flow. Always use the current time.

△

Async queue — near-real-time Ometria's push endpoint is asynchronous. Events are queued, not applied instantly. Expect seconds to low-minute lag.

✗

Cannot influence Ometria's personalization engine FS signals cannot alter Ometria's recommendation engine output in real time via this path.

// FullStory Anywhere → Ometria push payload
{
  "@type": "custom_event",
  "event_type": "fullstory_checkout_friction",
  "timestamp": "<current ISO timestamp>",
  "identity_email": "[email protected]",
  "properties": {
    "signal_type": "rage_click",
    "page_url": "/checkout/payment",
    "frustration_score": 87,
    "session_replay_url": "https://app.fullstory.com/..."
  }
}
          

02

Warehouse: FS Anywhere Warehouse → ML Scoring → Ometria

Batch behavioral intelligence enriches Ometria contact attributes and powers dynamic segment-driven campaigns

Viable — Batch

Data Flow

🏗️

FS Anywhere Warehouse Exports

FullStory behavioral features land in Snowflake: session counts, funnel completion rates, engagement depth, frustration frequency per user.

FS Anywhere Warehouse

🧠

ML Models Score Contacts

Models trained on FS + transaction data produce: churn risk score, CLV tier, next-best-action label, product affinity vector.

Snowflake ML / dbt

📤

Scores Written to Ometria

Batch job pushes scored contacts via REST API. Properties like churn_risk_score and nba_action populate Ometria contact profiles.

POST /v2/push (contact)

🎯

Dynamic Segments Update

Ometria's dynamic segmentation re-evaluates against updated contact properties, auto-populating "High Churn Risk" and "Top CLV" segments for campaign entry.

Dynamic Segmentation

Capabilities & Constraints

✓

Richest signal surface Full behavioral history informs the model — not a single event, but patterns across all sessions over time.

✓

Feeds Ometria's native dynamic segments Score properties automatically re-qualify contacts into segment-driven campaigns without manual list management.

✓

Snowflake is a confirmed Ometria integration Bidirectional Snowflake sync is documented — Ometria can both export to and import from Snowflake.

△

Snowflake integration is commercially gated Must be enabled by Ometria CSM. Not self-serve. Factor into scoping conversations.

✗

Batch latency — hours, not seconds Not suitable for in-session activation. Best for lifecycle, retention, and CLV-based campaigns.

✗

Cannot force dynamic segment membership via API Dynamic segments are computed by Ometria internally. Only static segments accept API-pushed membership.

03

Client-Side: FS Behavioral Data Layer → Ometria JS SDK

In-browser behavioral signals enrich Ometria contact profiles via the JS tracker — available now through FullStory's early adopter program

Early Adopter — Available

Data Flow

👁️

FS BDL Emits Behavioral Signal

The FullStory Behavioral Data Layer surfaces a structured signal in the browser — frustration threshold crossed, high-intent dwell detected, funnel stage abandoned.

FS Behavioral Data Layer

📡

Glue Code Calls Ometria SDK

Page-level integration code subscribes to BDL events and calls Ometria's tracker with behavioral context passed as custom properties to identify().

ometria.identify()

⏳

Profile Updated Post-Session

BDL fires the signal in 1–3 seconds. However, Ometria applies custom properties from identify() only after session completion (~30-min delay on Ometria's side). Properties feed dynamic segment rules and downstream campaign personalization.

Contact enrichment (post-session)

Capabilities & Constraints

✓

Available now — FS early adopter program The Behavioral Data Layer is live for early adopter customers. This is not future state.

✓

No server infrastructure required Pure browser-to-browser. Both SDKs run on-page. Zero backend activation layer needed for this path.

✓

Always-on profile enrichment Even with the post-session delay, properties like fs_frustration_flag update before the next Ometria send cycle — improving ongoing segmentation without any manual work.

△

Ometria applies identify() properties ~30 min post-session FullStory's BDL fires in 1–3 seconds — the delay is entirely on Ometria's side. Contact properties from identify() are not written until ~30 minutes after the session ends. For real-time campaign triggering, combine with Path 01.

△

Cross-SDK call is not formally documented by Ometria Calling ometria.*() from third-party JS works in practice but is fragile to Ometria SDK updates. A thin wrapper is advisable.

Performance

Latency profile by path

Match each integration path to the right use case based on how quickly a behavioral signal needs to become a marketing action.

03 — BDL Client-Side

1–3 sec

01 — Server-Side Anywhere

~30–90 sec

02 — Warehouse / ML

2–24 hours

Value Scenarios

What gets unlocked

Each scenario represents a campaign type Ometria natively supports — now powered by FullStory behavioral intelligence rather than transaction events alone.

🛒

Frustrated Checkout Rescue

Rage clicks, form error loops, or payment dead-ends trigger a personalized recovery — not a generic abandonment email.

1

FS detects rage click / form error loop on checkout

2

Anywhere fires: fullstory_checkout_friction

3

Ometria enters contact into "Friction Rescue" automation

4

Email: "We noticed trouble" + session replay URL for CS

ROI Driver

Generic abandonment emails convert ~3–5%. Frustration-contextualized recovery — with offer + acknowledgment of friction — routinely outperforms by 2–4×. Session replay URL lets CS intervene proactively.

📉

Behavioral Churn Prediction

Engagement decline in session data predicts churn weeks before a customer goes silent — earlier than any transactional signal.

1

FS Warehouse: session frequency, depth drop over 14 days

2

ML scores contact: churn_risk = 0.84

3

Score written to Ometria contact property via API

4

Dynamic segment triggers 3-touch retention campaign

ROI Driver

Behavioral churn signals fire 2–3 weeks before purchase-gap signals. Earlier intervention = higher retention rates. Models trained on FS + Ometria transaction data consistently outperform RFM-only models for churn prediction.

🔥

High-Intent Dwell Detection

Extended, focused PDP dwell with no cart action signals unresolved consideration — the exact moment for a personalized nudge.

1

FS: 4+ min on single PDP, high scroll, no add-to-cart

2

Anywhere fires: fullstory_high_intent_dwell + product_id

3

Ometria triggers "Consideration Nudge" with that product

4

Email/SMS: "Still thinking about [product]?" + social proof

ROI Driver

Traditional browse abandonment triggers on any PDP view. Dwell-qualified triggers fire only on genuinely interested contacts — higher precision means higher revenue per send and lower unsubscribe rates.

🎯

Next Best Action via ML Scoring

FS Warehouse ML models predict the highest-ROI action per customer — cross-sell, upgrade, loyalty enrollment — and Ometria delivers it.

1

FS Warehouse: behavioral features joined with Ometria order history

2

ML: nba_action = "loyalty_enrollment", confidence 0.91

3

Contact property updated; NBA segment populates

4

Ometria delivers targeted loyalty enrollment campaign

ROI Driver

Loyalty-enrolled customers spend 2–4× more annually. Models that incorporate behavioral engagement — not just transactions — identify enrollment candidates earlier and with materially higher precision.

📞

CS-Assisted Recovery with Session Replay

Ometria automation surfaces FS session replay URLs to CS agents, enabling proactive outreach with full context on what went wrong.

1

FS detects critical frustration for a high-CLV contact

2

Event payload includes session_replay_url property

3

Ometria automation fires internal notification with replay link

4

CS agent reaches out: "We saw you had trouble — here's a fix"

ROI Driver

Proactive CS outreach before a complaint is filed dramatically improves NPS and retention for high-CLV customers. Session replay gives agents full context without asking the customer to re-explain their experience.

📱

Mobile UX Friction → Cross-Channel Recovery

Mobile tap frustration and navigation dead-ends trigger a cross-channel response with a direct bypass path to completion.

1

FS Mobile: repeated tap errors on size/color selector

2

Anywhere fires: fullstory_mobile_friction + device + element

3

Ometria triggers cross-channel: push + email sequence

4

"Continue on desktop" deep-link bypasses the friction point

ROI Driver

Mobile UX bugs silently destroy conversion with no visible signal in analytics. Ometria's SMS + push channels can immediately re-engage with a friction-bypassing path, recovering revenue that would otherwise appear as unexplained abandonment.

Technical Detail

FullStory signal → Ometria data model

Both the event and contact payloads are free-form within Ometria's documented type constraints. This is the canonical field mapping for the primary server-side integration.

FullStory Signal Payload

signal_typestring

frustration_scorenumber (0–100)

session_replay_urlstring (URL)

page_urlstring

element_targetstring

device_typestring

user_emailidentity key

session_timestampISO datetime

maps

to

Ometria Push Payload

properties.signal_typestring ≤ 512 chars

properties.frustration_scorenumber

properties.session_replay_urlstring ≤ 512 chars

properties.page_urlstring ≤ 512 chars

properties.element_targetstring ≤ 512 chars

properties.device_typestring ≤ 512 chars

identity_emailcontact identity key

timestampISO datetime (must be current)

Property budget: Ometria contact properties must be under 1KB combined. Event properties support string (512 char max), number, boolean, date, or products_list. Prioritize signal_type, frustration_score, and session_replay_url — these three fields carry the highest campaign value. Additional context can be encoded in the event_type name (e.g. fullstory_checkout_friction_ragclick).

Reference

Ometria integration surface — verified capabilities

All entries verified against Ometria developer docs (docs.ometria.com) and support documentation. Nothing is inferred.

Capability	Available	Method	Notes
Write custom behavioral events	Yes	POST /v2/push (@type: custom_event)	Triggers automation campaigns; timestamp must be current
Write contact profile attributes	Yes	POST /v2/push (@type: contact)	Free-form properties object; <1KB combined
Add contact to static segment	Yes	@add_to_lists in contact push	Static segments only; max 16 per push
Trigger automation campaign entry	Yes	Custom event with current timestamp	Automation must be configured with that event_type as entry trigger
Receive inbound webhooks from FS	No	—	No open inbound webhook URI. Use REST API push endpoint instead.
Force dynamic segment membership	No	—	Dynamic segments computed by Ometria internally; cannot be overridden via API
Inject signals into recommendation engine	No	—	Personalization engine is Ometria-internal; no external signal injection documented
Real-time streaming ingest	No	—	Push endpoint is async queue; near-real-time at best (~30–90s)
Snowflake bidirectional sync	CSM Gated	Snowflake Data Cloud connector	Bidirectional confirmed; requires CSM enablement, not self-serve
BigQuery integration	No	—	Not a documented native Ometria integration
Receive webhooks FROM Ometria to FS	Yes	Automation campaign webhook node	Ometria can POST to any HTTPS endpoint; requires commercial CSM enablement
Read contact / segment data	Yes	GET /contacts, /lists, /profiles	Read-only; rate limited at 4 req/sec
JS SDK cross-call from FS BDL	Partial	ometria.identify() from page JS	Works in practice; not formally documented by Ometria; BDL fires in 1–3s but Ometria applies identify() properties ~30 min post-session

Recommendation

Build in three tiers — ship the cleanest win first

The server-side path is the only integration that is technically clean, documentable on both sides, and activation-grade today. Lead with it. Layer in BDL enrichment as an always-on second signal, and warehouse intelligence as the ML story matures.

Tier 1

Server-Side Activation — Ship First

FullStory Anywhere fires behavioral custom events to POST /v2/push. Ometria enters contacts into campaigns based on frustration signals, high-intent dwell, and abandonment patterns. Both sides fully documented. Demo-ready and customer-ready with no external dependencies.

Tier 2

Behavioral Data Layer (Client-Side) — Always-On Enrichment

Available now through FullStory's early adopter program. The BDL path runs as a continuous profile enrichment layer alongside Tier 1 — updating Ometria contact attributes with behavioral context after each session. No server infrastructure required. Best positioned as a complement to server-side activation, not a replacement.

Tier 3

Warehouse ML Scoring — Add Predictive Depth

FS Anywhere Warehouse + Snowflake + ML models produce behavioral scores (churn risk, CLV tier, next-best-action) that enrich Ometria contact profiles and power dynamic segment-driven campaigns. Requires Snowflake CSM enablement on the Ometria side. Highest analytical depth; best suited to customers with existing data science capability.

Behavioral Intelligence
Meets Marketing Orchestration

The behavioral layer that retail marketing has been missing

The Gap — What Ometria Can't See

Integration Paths — How They Connect

Latency Profile — Match Path to Use Case

Use Case Scenarios — The Value Story

Data Model — Field-Level Mapping

API Reference — What's Real, What's Not

Recommendation — Three-Tier Deployment

The Experience Layer

The Behavioral Data Layer

Server-Side: FullStory Anywhere → Ometria REST API

FullStory Detects Signal

Server-Side Activation Fires

Ometria Receives Custom Event

Automation Campaign Triggered

Warehouse: FS Anywhere Warehouse → ML Scoring → Ometria

FS Anywhere Warehouse Exports

ML Models Score Contacts

Scores Written to Ometria

Dynamic Segments Update

Client-Side: FS Behavioral Data Layer → Ometria JS SDK

FS BDL Emits Behavioral Signal

Glue Code Calls Ometria SDK

Profile Updated Post-Session

Frustrated Checkout Rescue

Behavioral Churn Prediction

High-Intent Dwell Detection

Next Best Action via ML Scoring

CS-Assisted Recovery with Session Replay

Mobile UX Friction → Cross-Channel Recovery

FullStory Signal Payload

Ometria Push Payload

Build in three tiers — ship the cleanest win first

Server-Side Activation — Ship First

Behavioral Data Layer (Client-Side) — Always-On Enrichment

Warehouse ML Scoring — Add Predictive Depth

Behavioral IntelligenceMeets Marketing Orchestration

The behavioral layer that retail marketing has been missing

The Gap — What Ometria Can't See

Integration Paths — How They Connect

Latency Profile — Match Path to Use Case

Use Case Scenarios — The Value Story

Data Model — Field-Level Mapping

API Reference — What's Real, What's Not

Recommendation — Three-Tier Deployment

The Experience Layer

The Behavioral Data Layer

Server-Side: FullStory Anywhere → Ometria REST API

FullStory Detects Signal

Server-Side Activation Fires

Ometria Receives Custom Event

Automation Campaign Triggered

Warehouse: FS Anywhere Warehouse → ML Scoring → Ometria

FS Anywhere Warehouse Exports

ML Models Score Contacts

Scores Written to Ometria

Dynamic Segments Update

Client-Side: FS Behavioral Data Layer → Ometria JS SDK

FS BDL Emits Behavioral Signal

Glue Code Calls Ometria SDK

Profile Updated Post-Session

Frustrated Checkout Rescue

Behavioral Churn Prediction

High-Intent Dwell Detection

Next Best Action via ML Scoring

CS-Assisted Recovery with Session Replay

Mobile UX Friction → Cross-Channel Recovery

FullStory Signal Payload

Ometria Push Payload

Build in three tiers — ship the cleanest win first

Server-Side Activation — Ship First

Behavioral Data Layer (Client-Side) — Always-On Enrichment

Warehouse ML Scoring — Add Predictive Depth

Behavioral Intelligence
Meets Marketing Orchestration