Capturing Guest Data

Every order is an opportunity to learn about your customers. But there’s a tradeoff: every field you add to checkout creates friction that can reduce conversions. This guide helps you decide what data to collect and when.

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The Friction-Value Tradeoff

Research shows that reducing form fields from 4 to 3 can increase conversions by up to 50%. But the right data can be worth far more than a few lost orders - if you use it effectively. The key is finding the right balance for your business.

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Available Data Fields

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Contact Information

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Email Settings

• Required - Customer must enter email to complete order
• Optional - Field shown but not mandatory (displays “optional” hint)
• Disabled - Field hidden completely

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Phone Number Settings

• Required - Must enter a phone number
• Optional - Field shown but not mandatory
• Validated - Must enter a valid phone number with country code verification
• Disabled - Field hidden

Phone validation ensures you get real, correctly formatted numbers - critical for delivery coordination and SMS marketing.

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Marketing Consent

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Opt-in Checkbox

Add a customisable marketing consent checkbox at checkout:

• Custom message - Write your own opt-in text (e.g., “Send me exclusive offers and updates”)
• Pre-selected - Choose whether the checkbox starts ticked or unticked

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What You Can Do With Consent

When customers opt-in, you can:

• Send promotional emails and SMS campaigns
• Share offers and new menu items
• Request reviews after orders
• Build loyalty program engagement
• Retarget with personalised offers

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Attribution Data

storekit automatically captures marketing attribution when customers arrive at your store:

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UTM Parameters

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Ad Platform Click IDs

Automatically captured for conversion tracking:

• gclid - Google Ads
• fbclid - Meta (Facebook/Instagram) Ads
• ttclid - TikTok Ads
• msclkid - Microsoft/Bing Ads
• li_fat_id - LinkedIn Ads

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First-Touch vs Last-Touch

storekit tracks both:

• First-touch - How the customer first discovered you
• Last-touch - What brought them back to order

This data helps you understand which marketing channels drive discovery vs. conversion.

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Recommended Configurations

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Delivery & Collection Stores

For most takeaway and delivery operations:

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Dine-In / Pay at Table

For in-venue ordering where speed is critical:

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B2B / Catering

For business customers and large orders:

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Using Your Data

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In storekit

• View customer details on every order
• Export customer data for analysis
• See marketing attribution on orders
• Filter orders by customer

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Integrations

Connect your customer data to:

• Email platforms (Mailchimp, Klaviyo) for campaigns
• SMS providers for text marketing
• CRM systems for customer management
• Analytics tools for attribution reporting

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Data Retention

Customer data is stored securely and retained according to your data retention settings. Customers can request deletion of their data under GDPR/privacy regulations.

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Best Practices

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Measuring Impact

Monitor these metrics when adjusting your data collection:

• Checkout conversion rate - Does adding fields reduce completions?
• Opt-in rate - What percentage consent to marketing?
• Email capture rate - How many orders include email addresses?
• Order value by data completeness - Do customers with full profiles spend more?