When we first launched Fomo as a Shopify plugin, there was only 1 type of notification: recent orders.

They looked something like this:

However, after adding dozens of integrations, we realized Fomo users need a separate message structure for each app they connect.

Here's an example for Instagram:

To accomplish this, we created Events and Templates.


Events are basically notifications. Each time one of your connected services sends us data, such as a customer's first name, or a new Instagram photo, this is turned into an event.

In the past few months, millions of events have been created by Fomo users, and these events have been served over 1 billion times across 5,000 customer websites.


Templates allow you, the Fomo user, to create unique messages for group of events.

Want your recent orders to say "#{{ first_name }} just bought our product!" and your recent tweets to say "We just tweeted: #{{ tweet }}?" No problem.

Templates contain the structure of each event, but not the event content itself.

Benefits of separating Events and Templates

Beyond the ability to connect multiple services, separating Events from Templates lets you do things like:

  • Update the merge variables in a template at any time, to retroactively update all previous Events for that connection
  • Delete groups of Events you don't want anymore, with a simple dropdown filter
  • A/B test how different content gets clicked on and engaged with on your site
  • Fine-tune which Templates and messages to show on different pages of your website, using Page Rules

Hopefully this helps explain why there are 2 similar concepts, Events and Templates, available inside your Fomo account.

If you still need more help, chat with us live on fomo.com or send us an email.

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