Other times, data might be formatted in a way that isn’t easily interpretable by other apps. For example, third-party data is inherently specific to the questions a store sets to find out information after a customer they’re willingly sharing. So while Omnisend might have a “Subscription” field to send Shopify subscription data over for, they won’t have “Favorite Coffee Blend” as an option for our customers. To solve this, we specify both the name and content of a third-party data variable that can be used by a store in Ominsend, like they would any other mail-merge variable.