diff --git a/.size-snapshot.json b/.size-snapshot.json
index e386ba8..f80894d 100644
--- a/.size-snapshot.json
+++ b/.size-snapshot.json
@@ -1,26 +1,26 @@
 {
   "dist/streamsql.esm.js": {
-    "bundled": 7741,
-    "minified": 3828,
-    "gzipped": 1575,
+    "bundled": 8133,
+    "minified": 3944,
+    "gzipped": 1606,
     "treeshaked": {
       "rollup": {
         "code": 75,
         "import_statements": 0
       },
       "webpack": {
-        "code": 4442
+        "code": 4558
       }
     }
   },
   "dist/streamsql.cjs.js": {
-    "bundled": 9122,
-    "minified": 4326,
-    "gzipped": 1641
+    "bundled": 9592,
+    "minified": 4470,
+    "gzipped": 1679
   },
   "dist/streamsql.min.js": {
-    "bundled": 10015,
-    "minified": 4153,
-    "gzipped": 1615
+    "bundled": 10483,
+    "minified": 4297,
+    "gzipped": 1655
   }
 }
diff --git a/integration/fixtures/streamsql.min.js b/integration/fixtures/streamsql.min.js
index 6a81454..f99583e 100644
--- a/integration/fixtures/streamsql.min.js
+++ b/integration/fixtures/streamsql.min.js
@@ -1 +1 @@
-!function(t){"function"==typeof define&&define.amd?define("streamsql",t):t()}((function(){"use strict";var t,e=function(t){return new Error("[StreamSQL] Error: "+t)},i=function(t){return t&&t.length?t[0].toUpperCase()+t.slice(1).toLowerCase():t},n=function(){function t(t,e){this.url=t,this.apiKey=e,this.xhr=void 0,this.xhr=this.buildRequest(this.url,this.apiKey)}var i=t.prototype;return i.send=function(t,i){var n=this;return this.xhr=this.buildRequest(this.url,this.apiKey),new Promise((function(r,s){n.xhr.onreadystatechange=function(){if(this.readyState===this.DONE)if(i&&i(this.status,this.responseText),this.status>=200&&this.status<400)try{r(this.response)}catch(t){s(t)}else if(this.status)try{s(this.response)}catch(t){s(t)}else s(e("something went wrong sending XMLHttpRequest"))};try{n.xhr.send(JSON.stringify(t))}catch(t){s(t)}}))},i.buildRequest=function(t,e){var i=new XMLHttpRequest;return i.open("POST",t,!0),i.setRequestHeader("Content-Type","application/json; charset=UTF-8"),i.setRequestHeader("x-streamsql-key",e),i.withCredentials=!0,i.timeout=3e3,i},t}();!function(t){t.None="None",t.Lax="Lax",t.Strict="Strict"}(t||(t={}));var r=function(){function e(){this.simpleCookies=new Map}var n=e.prototype;return n.setCookie=function(e){if(!e.maxAge&&!e.expires){var i=new Date;i.setFullYear(i.getFullYear()+1),e.expires=i.toUTCString()}e.secure=!0,e.sameSite=t.None,this.simpleCookies.set(e.name,e.value),document.cookie=this.toCookieString(e)},n.getCookie=function(t){if(this.simpleCookies.has(t))return this.simpleCookies.get(t);var e="";try{for(var i=t+"=",n=document.cookie.split(";"),r=0;r<n.length;r++){for(var s=n[r];" "===s.charAt(0);)s=s.substring(1);if(0===s.indexOf(i)){e=s.substring(i.length,s.length);break}}return e}catch(t){return e}},n.clearCookie=function(t){this.simpleCookies.delete(t);var e=new Date;e.setTime(0),this.setCookie({name:t,value:"",maxAge:0,expires:e.toUTCString()})},n.toCookieString=function(t){var e=[t.name+"="+t.value];delete t.name,delete t.value;for(var n=0,r=Object.entries(t);n<r.length;n++){var s=r[n],o=s[0],u=s[1];"httpOnly"===o?e.push("HttpOnly"):"sameSite"===o?e.push("SameSite="+u):"maxAge"===o?e.push("MaxAge="+u):"boolean"==typeof u&&u?e.push(""+i(o)):e.push(i(o)+"="+u)}return e.join("; ")},e}(),s=function(){function t(){this.userId="",this.ch=new r}var e=t.prototype;return e.setUser=function(t){this.userId=t,this.ch.setCookie({name:"__ssqlclient_uid",value:t})},e.getUser=function(){return this.userId||this.ch.getCookie("__ssqlclient_uid")},e.deleteUser=function(){this.userId="",this.ch.clearCookie("__ssqlclient_uid")},t}(),o=function(){function t(){}var e=t.prototype;return e.location=function(){return this.isWindow("location")&&window.location.href||""},e.referrer=function(){return this.isDocument()&&document.referrer||""},e.title=function(){return this.isDocument()&&document.title||""},e.isWindow=function(t){return"undefined"!=typeof window&&window.hasOwnProperty(t)},e.isDocument=function(){return this.isWindow("document")&&"undefined"!=typeof document},t}(),u=new(function(){function t(){this.fetcher=void 0,this.identifier=void 0,this.pageCtx=void 0}var i=t.prototype;return i.init=function(t){if(!function(t){return!!t}(t))throw e("api key is invalid");return this.fetcher=new n("https://wildcard.localhost.com:9001/api/send/single",t),this.identifier=new s,this.pageCtx=new o,this},i.identify=function(t){return this.identifier||this.throwNoInitError(),this.identifier.setUser(t),this},i.unidentify=function(){return this.identifier||this.throwNoInitError(),this.identifier.deleteUser(),this},i.sendEvent=function(t,e,i){this.fetcher||this.throwNoInitError(),this.fetcher.send(this.buildData(t,e),i).catch((function(t){}))},i.buildData=function(t,e){return this.pageCtx&&this.identifier||this.throwNoInitError(),{streamName:t.toLowerCase(),eventTimestamp:(new Date).getTime(),context:{url:this.pageCtx.location(),referrer:this.pageCtx.referrer(),title:this.pageCtx.title()},user:{id:this.identifier.getUser()},data:e||{}}},i.throwNoInitError=function(){throw e("api key must be set first: streamsql.init(apiKey)")},t}());!function(t,e,i){t.streamsql=t.streamsql||u}(window)}));
+!function(t){"function"==typeof define&&define.amd?define("streamsql",t):t()}((function(){"use strict";var t,e=function(t){return new Error("[StreamSQL] Error: "+t)},i=function(t){return t&&t.length?t[0].toUpperCase()+t.slice(1).toLowerCase():t},n=function(){function t(t,e){this.url=t,this.apiKey=e,this.xhr=void 0,this.xhr=this.buildRequest(this.url,this.apiKey)}var i=t.prototype;return i.send=function(t,i){var n=this;return this.xhr=this.buildRequest(this.url,this.apiKey),new Promise((function(r,s){n.xhr.onreadystatechange=function(){if(this.readyState===this.DONE)if(i&&i(this.status,this.responseText),this.status>=200&&this.status<400)try{r(this.response)}catch(t){s(t)}else if(this.status)try{s(this.response)}catch(t){s(t)}else s(e("something went wrong sending XMLHttpRequest"))};try{n.xhr.send(JSON.stringify(t))}catch(t){s(t)}}))},i.buildRequest=function(t,e){var i=new XMLHttpRequest;return i.open("POST",t,!0),i.setRequestHeader("Content-Type","application/json; charset=UTF-8"),i.setRequestHeader("x-streamsql-key",e),i.withCredentials=!0,i.timeout=3e3,i},t}();!function(t){t.None="None",t.Lax="Lax",t.Strict="Strict"}(t||(t={}));var r=function(){function e(){this.simpleCookies=new Map}var n=e.prototype;return n.setCookie=function(e){if(!e.maxAge&&!e.expires){var i=new Date;i.setFullYear(i.getFullYear()+1),e.expires=i.toUTCString()}e.secure=!0,e.sameSite=t.None,this.simpleCookies.set(e.name,e.value),document.cookie=this.toCookieString(e)},n.getCookie=function(t){if(this.simpleCookies.has(t))return this.simpleCookies.get(t);var e="";try{for(var i=t+"=",n=document.cookie.split(";"),r=0;r<n.length;r++){for(var s=n[r];" "===s.charAt(0);)s=s.substring(1);if(0===s.indexOf(i)){e=s.substring(i.length,s.length);break}}return e}catch(t){return e}},n.clearCookie=function(t){this.simpleCookies.delete(t);var e=new Date;e.setTime(0),this.setCookie({name:t,value:"",maxAge:0,expires:e.toUTCString()})},n.toCookieString=function(t){var e=[t.name+"="+t.value];delete t.name,delete t.value;for(var n=0,r=Object.entries(t);n<r.length;n++){var s=r[n],o=s[0],u=s[1];"httpOnly"===o?e.push("HttpOnly"):"sameSite"===o?e.push("SameSite="+u):"maxAge"===o?e.push("MaxAge="+u):"boolean"==typeof u&&u?e.push(""+i(o)):e.push(i(o)+"="+u)}return e.join("; ")},e}(),s=function(){function t(){this.userId="",this.ch=new r}var e=t.prototype;return e.setUser=function(t){this.userId=t,this.ch.setCookie({name:"__ssqlclient_uid",value:t})},e.getUser=function(){return this.userId||this.ch.getCookie("__ssqlclient_uid")},e.deleteUser=function(){this.userId="",this.ch.clearCookie("__ssqlclient_uid")},t}(),o=function(){function t(){}var e=t.prototype;return e.location=function(){return this.isWindow("location")&&window.location.href||""},e.referrer=function(){return this.isDocument()&&document.referrer||""},e.title=function(){return this.isDocument()&&document.title||""},e.isWindow=function(t){return"undefined"!=typeof window&&window.hasOwnProperty(t)},e.isDocument=function(){return this.isWindow("document")&&"undefined"!=typeof document},t}(),u=new(function(){function t(){this.fetcher=void 0,this.identifier=void 0,this.pageCtx=void 0}var i=t.prototype;return i.init=function(t){if(!function(t){return!!t}(t))throw e("api key is invalid");return this.fetcher=new n("https://wildcard.localhost.com:9001/api/send/single",t),this.identifier=new s,this.pageCtx=new o,this},i.identify=function(t){return this.identifier||this.throwNoInitError(),this.identifier.setUser(t),this.onIdentify(t),this},i.unidentify=function(){return this.identifier||this.throwNoInitError(),this.identifier.deleteUser(),this.onUnidentify(),this},i.sendEvent=function(t,e,i){this.fetcher||this.throwNoInitError(),this.fetcher.send(this.buildData(t,e),i).catch((function(t){}))},i.buildData=function(t,e){this.pageCtx&&this.identifier||this.throwNoInitError();var i={timestamp:(new Date).getTime(),context:{url:this.pageCtx.location(),referrer:this.pageCtx.referrer(),title:this.pageCtx.title()},user:{id:this.identifier.getUser()}},n=e?Object.assign({},i,e):i;return{stream:t.toLowerCase(),data:n}},i.throwNoInitError=function(){throw e("api key must be set first: streamsql.init(apiKey)")},i.onIdentify=function(t){},i.onUnidentify=function(){},t}());!function(t,e,i){t.streamsql=t.streamsql||u}(window)}));
diff --git a/integration/fixtures/template-fns.html b/integration/fixtures/template-fns.html
new file mode 100644
index 0000000..84c40f4
--- /dev/null
+++ b/integration/fixtures/template-fns.html
@@ -0,0 +1,38 @@
+<!DOCTYPE html>
+<html lang="en">
+<head>
+  <meta charset="UTF-8">
+  <meta name="viewport" content="width=device-width, initial-scale=1.0">
+  <script type="text/javascript" src="./streamsql.min.js"></script>
+  <title>Test Template Functions</title>
+</head>
+<body>
+  <h1>Alt Page</h1>
+  <input id="input-user-id" type="text" />
+  <button id="login-button">Login</button>
+  <button id="logout-button">Logout</button>
+  <div id="identify-response">
+  <!-- Plug/unplug user id here -->
+  </div>
+
+
+  <script type="application/javascript">
+    streamsql.init('0000-0000-0000-0000'); // create client with apiKey
+    // These should be called on (un)identify.
+    // Test by checking the text of user-id response
+    streamsql.onIdentify = function(userId) {
+      document.getElementById('identify-response').innerText = userId;
+    }
+    streamsql.onUnidentify = function() {
+      document.getElementById('identify-response').innerText = '';
+    }
+    document.getElementById('login-button').addEventListener('click', function () {
+      var userId = document.getElementById('input-user-id').value;
+      streamsql.identify(userId);
+    })
+    document.getElementById('logout-button').addEventListener('click', function () {
+      streamsql.unidentify() // clear the userid
+    })
+  </script>
+</body>
+</html>
diff --git a/integration/index.umd.test.js b/integration/index.umd.test.js
index 57bd83f..103f666 100644
--- a/integration/index.umd.test.js
+++ b/integration/index.umd.test.js
@@ -1,5 +1,6 @@
 const home = SERVER_URL + '/index.html'
 const alt = SERVER_URL + '/alt.html'
+const templatePage = SERVER_URL + '/template-fns.html'
 
 describe('integration', () => {
   let page
@@ -29,8 +30,8 @@ describe('integration', () => {
     if (postData) {
       postData = JSON.parse(postData)
     }
-    expect(postData.streamName).toMatch('clickstream')
-    expect(postData.eventTimestamp).toBeGreaterThan(15e9)
+    expect(postData.stream).toMatch('clickstream')
+    expect(postData.data.timestamp).toBeGreaterThan(15e9)
   }, 10000)
 
   it('sends page context with url, title, and referrer', async () => {
@@ -41,7 +42,7 @@ describe('integration', () => {
     await page.goto(home)
     await page.click('button#count-button')
     postData = postData && JSON.parse(postData)
-    expect(postData.context).toMatchObject({
+    expect(postData.data.context).toMatchObject({
       url: await page.url(),
       title: await page.title(),
       referrer: '',
@@ -50,7 +51,7 @@ describe('integration', () => {
     await Promise.all([page.waitForNavigation(), page.click('a')])
     await page.click('button#send-button')
     postData = postData && JSON.parse(postData)
-    expect(postData.context).toMatchObject({
+    expect(postData.data.context).toMatchObject({
       url: await page.url(),
       title: await page.title(),
       referrer: expect.stringMatching(SERVER_URL),
@@ -107,27 +108,27 @@ describe('integration', () => {
     await page.type('input#user-input', userId)
     await page.click('button#login-button')
     postData = postData && JSON.parse(postData)
-    expect(postData.user).toMatchObject({ id: userId })
+    expect(postData.data.user).toMatchObject({ id: userId })
     postData = undefined // reset for next page
 
     // visit the other page, should persist userId
     await Promise.all([page.waitForNavigation(), page.click('a')])
     await page.click('button#send-button')
     postData = postData && JSON.parse(postData)
-    expect(postData.user).toMatchObject({ id: userId })
+    expect(postData.data.user).toMatchObject({ id: userId })
     postData = undefined
 
     // do logout, ensure logout sent event does NOT have user id
     await page.click('#logout-button')
     postData = postData && JSON.parse(postData)
-    expect(postData.user).toMatchObject({ id: '' })
+    expect(postData.data.user).toMatchObject({ id: '' })
     postData = undefined
 
     // go back and send event from home page, should NOT have user id
     await page.goBack()
     await page.click('#count-button')
     postData = postData && JSON.parse(postData)
-    expect(postData.user).toMatchObject({ id: '' })
+    expect(postData.data.user).toMatchObject({ id: '' })
   }, 20000)
 
   it('persists user id when coming back to site', async () => {
@@ -144,7 +145,7 @@ describe('integration', () => {
     await page.type('input#user-input', userId)
     await page.click('button#login-button')
     postData = postData && JSON.parse(postData)
-    expect(postData.user).toMatchObject({ id: userId })
+    expect(postData.data.user).toMatchObject({ id: userId })
     postData = undefined // reset for next page
 
     // visit the other page, should persist userId
@@ -153,6 +154,21 @@ describe('integration', () => {
     await page.goto(alt)
     await page.click('button#send-button')
     postData = postData && JSON.parse(postData)
-    expect(postData.user).toMatchObject({ id: userId })
+    expect(postData.data.user).toMatchObject({ id: userId })
   }, 8000)
+
+  it('calls template functions onIdentify and onUnidentify', async () => {
+    const userId = 'user-id'
+    const responseDivSelector = 'div#identify-response'
+    // simulate a login that should store id to send w request
+    await page.goto(templatePage)
+    await page.type('#input-user-id', userId)
+    await page.click('button#login-button')
+    const identifyResponse = await page.$(responseDivSelector)
+    expect(await identifyResponse.evaluate(node => node.innerText)).toBe(userId);
+
+    await page.click('button#logout-button')
+    const unidentifyResponse = await page.$(responseDivSelector)
+    expect(await unidentifyResponse.evaluate(node => node.innerText)).toBe('');
+  })
 })
diff --git a/src/StreamSQL.ts b/src/StreamSQL.ts
index 3325e00..118bd3f 100644
--- a/src/StreamSQL.ts
+++ b/src/StreamSQL.ts
@@ -36,12 +36,14 @@ export default class StreamSQLClient implements CoreAPI {
   public identify(userId: string): StreamSQLClient {
     if (!this.identifier) this.throwNoInitError()
     this.identifier.setUser(userId)
+    this.onIdentify(userId) // call template listener
     return this
   }
 
   public unidentify(): StreamSQLClient {
     if (!this.identifier) this.throwNoInitError()
     this.identifier.deleteUser()
+    this.onUnidentify() // call template listener
     return this
   }
 
@@ -57,9 +59,8 @@ export default class StreamSQLClient implements CoreAPI {
     if (!this.pageCtx || !this.identifier) {
       this.throwNoInitError()
     }
-    return {
-      streamName: streamName.toLowerCase(),
-      eventTimestamp: new Date().getTime(),
+    const streamsqlData = {
+      timestamp: new Date().getTime(),
       context: {
         url: this.pageCtx.location(),
         referrer: this.pageCtx.referrer(),
@@ -69,11 +70,20 @@ export default class StreamSQLClient implements CoreAPI {
         id: this.identifier.getUser(),
         // FUTURE: ability to add other user props
       },
-      data: data || {}
+    }
+    const _data = data ? Object.assign({}, streamsqlData, data) : streamsqlData
+    return {
+      stream: streamName.toLowerCase(),
+      data: _data
     }
   }
 
   private throwNoInitError(): never {
     throw streamsqlErr(`api key must be set first: streamsql.init(apiKey)`)
   }
+
+  // Template functions. Originally built to allow pixel to listen for events.
+  // @ts-ignore
+  public onIdentify(userId: string) {}
+  public onUnidentify() {}
 }
diff --git a/src/test/streamsql.test.ts b/src/test/streamsql.test.ts
index da429f6..aed9d15 100644
--- a/src/test/streamsql.test.ts
+++ b/src/test/streamsql.test.ts
@@ -132,4 +132,20 @@ describe('StreamSQL Core', () => {
     })
     expect(() => streamsql.sendEvent('mystream')).not.toThrow()
   })
+
+  it('calls template listeners for identify, unidentify', () => {
+    streamsql.init(apiKey)
+    const onIdentify = jest.fn((userId: string) => userId)
+    const onUnidentify = jest.fn()
+
+    streamsql.onIdentify = onIdentify
+    streamsql.onUnidentify = onUnidentify
+
+    streamsql.identify('user-id')
+    expect(onIdentify).toHaveBeenCalledTimes(1)
+    expect(onIdentify).toHaveBeenCalledWith('user-id')
+
+    streamsql.unidentify()
+    expect(onUnidentify).toHaveBeenCalledTimes(1)
+  })
 })
\ No newline at end of file