Ometria Integration | Made With Intent Help Center

Using Made With Intent, you can integrate with Ometria to enrich customer profiles and trigger in-session experiences using real-time intent data.

This allows teams to move beyond reactive, behaviour-only rules and instead understand what a visitor is trying to achieve, how close they are to conversion, and whether an in-session intervention or post-visit communication is actually needed.

The integration supports:

Activation – powering more relevant communications and in-session experiences
Analysis – giving deeper insight into why users behave the way they do and how intent changes over time

Setting up the integration

Enriching Customer Profiles - In Session

Once the MWI snippet is installed, intent-based events are pushed into the dataLayer. These events can be listened to by GTM or captured directly via JavaScript and forwarded to third-party platforms.

Listening for Inference Events via JavaScript

You can hook directly into MWI using a lightweight JavaScript snippet, and send these datapoints directly to third-party tools.

For more information, please see the developer support docs

Using GTM and the dataLayer

Once the MWI snippet is installed on your site, we start pushing intent-based events into the dataLayer. You can use GTM to listen for these and trigger other tools or workflows.

intent.gtm.inference: Triggered on each page view and click. Carries the latest real-time inference data.

Triggering In-Session Experiences

Made With Intent allows you to trigger in-session experiences based on real-time intent, rather than static behavioural rules.

Using the Campaign Manager, you have two options to set these up. You can..

Configure custom code that runs when a visitor enters a specific Intent Segment
Configure a third-party trigger that fires when a visitor enters a specific Intent Segment

At a high level:

Made With Intent continuously models visitor behaviour during a session
This behaviour is translated into live intent inferences (such as intent stage or confidence)
When a visitor matches the conditions of an Intent Segment, a trigger is fired
That trigger can be used to launch an experience in a third-party tool

This makes it possible to respond to changes in intent as they happen, rather than relying on fixed rules like page views, time on site, or URL conditions.

How this works?

Option 1) Using Custom Code

Set up your experience within the Made With Intent platform. When you come to add content to your experience select 'Custom Code'

Enter custom JS in the experience editor

E.g.

MyVendor?.invokeExperience( 'test-A' )

Note that campaign and experience information is exposed in an MWI variable that you can use to pass additional data to your site APIs. E.g.

MyVendor?.invokeExperience( 'test-A', {
    experience_id: MWI.EXPERIENCE_ID,
    campaign_id: MWI.CAMPAIGN_ID,
    experience_name: MWI.EXPERIENCE_NAME,
    campaign_name: MWI.CAMPAIGN_NAME,
} ) 

window.intentActiveCampaign = MWI.CAMPAIGN_NAME;
window.intentActiveExperience = MWI.EXPERIENCE_NAME;

Option 2) Using Third Party Triggers

Set up your experience within the Made With Intent platform. When you come to add content to your experience select 'Third Party Trigger'
Choose 'Custom JS Trigger'
When you create this trigger, a trigger ID is shown in the experience modal, along with a number of available JavaScript snippets.

You can copy one of the available snippets into your third party platform triggers, segments or actions to drive campaigns.

E.g.


  document.addEventListener(
  'intent.campaign.<trigger ID>', 
  function(e) {
    // Add trigger code here in platform triggers
    resolve(true); // run campaign
  }
);

Save the trigger and put the campaign live.

This event is dispatched each time the experience is triggered, ensuring in-session responses stay aligned with the visitor’s current intent.

More information can be found in our developer support docs