Documentation Index
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Achievements: Cumulative goals that customers reach by interacting with a brand in predetermined ways. Made up of Counts (increments) and Levels (thresholds). Unlike Tiers, customers cannot lose an Achievement Level and can hold multiple Achievements simultaneously. See Achievements. Addresses: Independently validated postal locations associated with a profile. Can represent a customer’s home, workplace, or delivery address. Profiles can have multiple addresses; one is designated as the default. See Addresses. Administrator: A CX Manager user with full read, write, update, and delete permissions across all platform functions. See Roles and permissions. Aggregations: Calculated facts derived from a profile’s transaction and interaction history. Examples include last spend date, average transaction value, 12-month spend, and shop count. Updated automatically as new data arrives. See Aggregations. Allocation: The record created when a reward, point, or credit is attributed to a profile. Allocations capture the source event, the amount, and any associated transaction or trigger. Used in the Ledger to produce a full earn-and-spend history. API Token: A bearer token used to authenticate server-to-server requests to the Omneo API. Generated in CX Manager under Settings > API Tokens. See Authentication. Attributes: Facts stored against a profile, either entered by the customer, captured by staff, or populated by an integration. Omneo has four attribute namespaces: Comms, Appearance, Custom, and Dates. See Custom attributes. Automation: A scheduled Reaction that runs on a recurring schedule rather than in response to an event. Examples: a weekly email to customers who have not transacted in 90 days. The counterpart to a Trigger (which is event-driven). See Reactions.B
Batch: An API pattern for submitting multiple records in a single request. Omneo provides batch endpoints for profiles, transactions, rewards, webhooks, and other objects. Useful for bulk imports and synchronisation operations. See Import. Benefit: A non-monetary incentive issued or claimed by a customer. Examples include percentage discounts, free products, event RSVPs, competition entries, and service entitlements. Benefits have an issued vs claimed distinction. A benefit must be active and within its redemption window to be used. See Benefits. Benefit Claim: The act of a customer actively selecting and claiming an available benefit. Distinguished from a benefit being issued to a customer automatically. Some benefits require a claim step before they can be redeemed. Benefit Definition: The template that defines the properties of a benefit when it is issued to a customer. A single Benefit Definition can produce many Benefit instances. Configured in CX Manager. See Definitions. Brand: A named retail brand within an Omneo instance. Used in multi-brand configurations to scope incentives, profiles, and reporting to a specific brand. Brands share the same tenant but can have independent program configurations.C
Claim Transaction: The ability for an anonymous transaction to be retrospectively attributed to a customer profile. Enables “join after purchase” flows. See Claim transaction. Clienteling: The staff-facing in-store profile surface. Allows store staff to search customer profiles, view transaction history and incentive balances, redeem incentives, and update profiles. Formerly called “Store Portal” or “Action Portal”. See Clienteling. Connection: A profile-to-profile relationship in Omneo. Built on a Definition/Instance pattern. Examples include referrer/referee, stylist/client, or corporate/employee relationships. See Connections. Connection Definition: The template that defines a type of profile-to-profile Connection — its name, directionality, and any associated rules. A single Connection Definition can produce many Connection instances. Credits: A payment object (not a discount). Credits are dollar-value amounts that function like a payment type — store credit, promotional credit, or gift cards. The critical distinction is that credits are settled as payment rather than applied as a discount. See Credits. Custom Field: A configurable metadata field that can be added to Transactions, Locations, Lists, or the Tenant. Custom Fields extend Omneo objects without requiring schema changes. Distinct from Profile Custom Attributes, which are scoped to a profile. CX Manager: The Omneo admin web UI. Used by admins and implementation teams to configure incentives, manage profiles, view transactions, and manage integrations. See CX Manager. CX (Customer Experience): The total perception a customer has of a brand across all interactions and touchpoints.D
Delete (profile): A soft-delete operation that removes a profile from all API responses and reporting views. The underlying data is retained and the profile can be recovered by an administrator. Contrast with Purge (permanent) and Depersonalise (PII removal). See Deletions, purges, and depersonalisation. Dependant: A profile type representing an associated person linked to a primary profile, such as a child or pet. Used to extend a customer relationship to members of their household. Depersonalise: A privacy operation that replaces all personally identifiable information (PII) on a profile (name, email, phone, addresses, date of birth) with unidentifiable placeholder values. The profile record and its aggregations remain in Omneo for reporting purposes, but cannot be traced back to a real person. Used to honour right-to-be-forgotten requests while preserving historical data integrity. See Deletions, purges, and depersonalisation. Definitions: Templates used in Omneo to configure the properties of objects before they are issued to profiles. Omneo uses a Definition/Instance pattern throughout: you configure a Definition once, and every time that incentive is issued to a profile, a new Instance is created from it. Examples: Reward Definition → Reward, Benefit Definition → Benefit, Tier Definition → Tier. See Incentives. Delegation Token: A token that allows one authenticated system to act on behalf of another within a defined scope. Used in scenarios where a middleware or proxy layer needs to make authenticated API calls on behalf of an integration. Discovery Token: A short-lived token used to look up or identify a profile without requiring the full OAuth flow. Typically used in frontend or kiosk scenarios to resolve a customer identity before requesting a full auth token. Department: An organisational subdivision within a Location. Used to group staff and attribute transactions or interactions to a specific area of a store.E
Event Context: The data payload returned as the response to an Omneo event (webhook trigger or reaction trigger). Contexts include additional data like profile aggregations and flattened tags to reduce the need for callback calls. See Event contexts. Extensions: Pre-built integrations connecting Omneo to third-party platforms. Categories include eCommerce (Shopify, SFCC, Magento), POS, comms platforms, customer service tools, loyalty partners, and BI/CDP tools. See Extensions.G
Guests: Shoppers who have chosen to transact anonymously, without creating a profile. Omneo tracks transactions and interactions for Guests but cannot attribute them to a named individual.I
Identities: The set of external IDs associated with a profile. Each identity stores a profile’s unique identifier in a third-party system (e.g., Shopify customer ID, loyalty card number, Instagram handle, staff number). See Identities. Import: The mechanism for bulk-loading data into Omneo via CSV file or API. Imports support profiles, transactions, rewards, and other objects. An Import Job tracks the processing status of each batch. Incentives: The collective term for all financial and non-financial rewards available in Omneo: rewards, points, tiers, benefits, achievements, and credits (credits sit in Commerce but can be used as incentives). See Incentives. Instance: The individual record created from a Definition when an incentive is issued to a profile. For example: a Reward is an Instance of a Reward Definition; a Benefit is an Instance of a Benefit Definition. The Definition configures the rules; the Instance captures the specific issuance. Interaction: Any customer action tracked by Omneo that is not a standard purchase transaction. Examples include visiting a store, updating a profile, or submitting a rating. See Interactions.J
JSON Logic: A standard for encoding conditional logic as JSON objects. Used in Omneo to define dynamic filter conditions in Reactions, allowing conditions to reference live event context data at runtime. See Reaction filters.K
Known Customer: A profile populated with at least a first name, last name, and contact details. Transactions and interactions can be attributed to a Known Customer. Known Customer Asset Value: The total monetary value of all registered customers, based on their ability to generate future revenue and advocacy.L
Ledger: The immutable, append-only log of all points and credit movements for a profile. Records every earn and spend event with its source. Used to produce a complete, auditable earn-and-spend history. Lists: Personalised product catalogues linked to a customer profile. Customers can create and manage wishlists, gift registries, or style guides. Lists can be shared across experiences. See Lists. Locations: Records of a brand’s physical or virtual store locations. Includes name, address, coordinates, opening hours, and custom fields. Used to power favourite store, last shop location, and click-and-collect features. See Locations.M
MAU (Monthly Active User): A known customer who has made at least one transaction in the last calendar month (in-store or online). The primary measure of active customer base health. See What is a MAU.O
OAuth: The authentication protocol used for Omneo API access. Omneo supports OAuth 2.0 with password credentials grant. Client ID, Client Secret, username, and password are required. See Authentication. Orders: Unfinalised purchase records representing a web order, layby, or pending transaction. An order can produce zero, one, or many transactions. Orders are mutable; transactions are not. See Orders. Omneo Wallet: A consumer-facing wallet interface that aggregates a customer’s incentive balances, transaction history, and available offers in a single view. Accessible via the Omneo SDK or as a standalone experience. See Omneo Wallet. Organisations: External entities (schools, corporates, suppliers) that can be linked to profiles via Roles. Used for B2B, corporate member, or staff scenarios. See Organisations.P
Personal Access Token (PAT): A long-lived API token generated by a CX Manager user for server-to-server integrations. Tied to the user account that created it; scoped to specific API permissions. See API tokens. Points: An abstract currency awarded to customers based on transactions or other behaviours. Three types: Tier Points (used to attain and maintain Tiers), Reward Points (redeemable for dollar value), and Other/Action Points (brand-defined uses). See Points. Profile: The core data record in Omneo representing a known customer. All other data objects (transactions, incentives, interactions) link back to a profile via the profile ID. See Profiles. Profile Portal: The customer-facing self-service web app. A standalone, white-label website where customers can view and update their profile, see their incentive balances, view transaction history, and manage communication preferences. Not a Shopify embed — it is a fully independent web application. See Profile Portal. Purge: A permanent, irreversible deletion of a profile from all Omneo systems. Unlike a soft delete, a purged profile cannot be found or recovered by any means. All associated data, including transactions, incentives, and interaction history, is permanently removed. Contrast with Delete (recoverable) and Depersonalise (record remains, PII removed). See Deletions, purges, and depersonalisation.R
Rate: The earn configuration that determines how many points a customer earns per dollar spent (or per other qualifying action). Rates can be scoped by product category, location, or profile attribute. See Points. Reactions: The top-level term for Omneo’s automation engine. Reactions are pre-configured logic that fires in response to events or on a schedule. Triggers are event-driven reactions; Automations are scheduled reactions. See Reactions. Redemption: The process of applying a reward, benefit, or credit to a transaction. Applied in a hierarchy: Benefits first, then Rewards, then Credits, then standard payment. See Incentives overview. Region: A geographic grouping used to segment Locations and apply localisation rules. Profiles can be assigned a Region, enabling region-specific incentive and content targeting. Reminder: A scheduled notification or task configured to fire at a future date relative to a profile event (e.g., X days after a profile’s birthday, or Y days before a reward expires). Rewards: Dollar-value discount amounts with an expiry date. A customer’s Reward Balance is the sum of all unused, unexpired rewards. When multiple rewards exist, the one with the nearest expiry is used first. Rewards do not need to be redeemed in the exact amount they were issued. See Rewards. Role: A set of permissions assigned to a CX Manager user that controls what they can read, create, update, and delete within the platform. See Roles and permissions. Role Definition: A custom role configuration defining the specific permissions available to users assigned that role. Allows creating tailored access levels beyond the default Administrator/Staff presets.S
Scope: The permission boundary of an API token, controlling which endpoints and actions it can access. Scopes are defined when generating OAuth tokens or Personal Access Tokens. Use* for all scopes in trusted server-to-server integrations.
Share: An incentive-sharing mechanism allowing profiles to generate referral links. When a referred person completes a qualifying action, both the referrer and referee can receive rewards. See Shares.
Staff: Profiles flagged as employees of the brand. Typically associated with a Location and used to track which staff member served a customer in a given interaction or visit.
Statuses: Labels applied to a profile to define a special relationship with the brand. Examples include “Staff”, “VIP”, “Influencer”, or “Stylist”. A profile can have zero, one, or multiple statuses. Statuses can modify incentive entitlements. See Tags and statuses.
System: A named integration source registered in Omneo. Used to identify the origin of transactions and events (e.g., “Shopify”, “POS”, “SFCC”). Required when creating transactions via the API — the system field determines how conflicts and deduplication are handled.
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Targets: Configured endpoints that receive formatted JSON webhook payloads from Omneo. Used to send data to comms platforms and other external systems. Templates use the Twig templating engine. See Targets. Tenant: A unique Omneo instance (customer account). Identified by a subdomain handle used in the API base URL (https://api.[tenant].getomneo.com). All data in Omneo is scoped to a tenant.
Tenant Custom Field: A custom metadata field defined at the Tenant level, applying across the instance rather than a specific object type. Distinct from Transaction Custom Fields, Location Custom Fields, or Profile Custom Attributes.
Tier Point: Points earned specifically towards Tier qualification. Separate from Reward Points. Tier Points are earned over a rolling 12-month window; crossing a Tier’s threshold triggers a tier upgrade. See Tiers.
Tiers: Sequential thresholds achieved by accumulating Tier Points over a 12-month rolling window. Tiers operate on two mechanics: Attain (rolling 12-month spend to move up) and Maintain (anniversary-based assessment to keep the tier). A customer can only hold one Tier at a time within a program. See Tiers.
Transaction: An immutable, completed purchase or return record. Cannot be edited once created. One order can produce zero, one, or many transactions. See Transactions.
Transient Token: A short-lived, browser-safe token used for frontend authentication (e.g., in the Omneo SDK or Profile Portal). Transient tokens expire quickly and are not suitable for server-to-server use.
Twig: A PHP templating language used to format JSON payloads in Targets. Twig expressions allow dynamic data from the event context to be embedded in the payload sent to external systems. See Targets.
Trigger: An event-driven Reaction that fires when a specific platform event occurs (e.g., transaction.created, profile.updated). The counterpart to an Automation (which is schedule-driven). See Reactions.
Trigger Action: The specific action configuration attached to a Trigger, defining what happens when the trigger fires. Multiple Trigger Actions can be attached to a single Trigger, each with its own action type (issue reward, send webhook, fire Target, etc.).