> ## Documentation Index
> Fetch the complete documentation index at: https://storekit.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Capturing Guest Data

> Balance checkout speed with valuable customer insights. Decide which guest data fields to collect, how they affect conversion, and where to use the data later.

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.

## The Friction-Value Tradeoff

<Note>
  **The golden rule:** Only ask for information you'll actually use. Every additional field increases the chance a customer abandons their order.
</Note>

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.

| More Fields                   | Fewer Fields            |
| ----------------------------- | ----------------------- |
| Richer customer profiles      | Higher conversion rates |
| Better marketing targeting    | Faster checkout         |
| Personalisation opportunities | Lower abandonment       |
| Delivery accuracy             | Simpler experience      |

The key is finding the right balance for your business.

## Available Data Fields

### Contact Information

| Field            | Options                               | Use Case                                            |
| ---------------- | ------------------------------------- | --------------------------------------------------- |
| **First Name**   | On/Off                                | Personalisation, order identification               |
| **Last Name**    | On/Off                                | Full customer records, formal communication         |
| **Email**        | Required / Optional / Off             | Receipts, marketing, account creation               |
| **Phone**        | Required / Optional / Validated / Off | Order updates, delivery coordination, SMS marketing |
| **Company Name** | Required / Optional / Off             | B2B orders, invoicing                               |

### Email Settings

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

<Tip>
  Even when optional, most customers provide their email. The "optional" label reduces pressure while still capturing data from willing customers.
</Tip>

### 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.

## Marketing Consent

### 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

<Warning>
  **GDPR Compliance:** In the UK and EU, marketing consent checkboxes should not be pre-selected. Customers must actively opt-in. Check local regulations for your market.
</Warning>

### 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

## Attribution Data

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

### UTM Parameters

| Parameter      | Purpose                                               |
| -------------- | ----------------------------------------------------- |
| `utm_source`   | Where the traffic came from (e.g., google, instagram) |
| `utm_medium`   | Marketing medium (e.g., cpc, email, social)           |
| `utm_campaign` | Specific campaign name                                |
| `utm_term`     | Paid search keywords                                  |
| `utm_content`  | Differentiates ads or links                           |

### 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

### 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.

## Recommended Configurations

### Delivery & Collection Stores

For most takeaway and delivery operations:

| Field            | Setting                       | Rationale                                                    |
| ---------------- | ----------------------------- | ------------------------------------------------------------ |
| First Name       | **On**                        | Personal service, order identification                       |
| Last Name        | Off                           | Usually unnecessary                                          |
| Email            | **Optional**                  | Receipts, marketing (low friction)                           |
| Phone            | **Validated** or **Optional** | Essential for delivery updates; use Optional for pickup-only |
| Company          | Off                           | Not needed for consumers                                     |
| Marketing Opt-in | **On**                        | Build your customer database                                 |

### Dine-In / Pay at Table

For in-venue ordering where speed is critical:

| Field            | Setting      | Rationale                      |
| ---------------- | ------------ | ------------------------------ |
| First Name       | Off          | Order number sufficient        |
| Last Name        | Off          | Not needed                     |
| Email            | **Optional** | Capture from willing customers |
| Phone            | Off          | Not needed for table service   |
| Company          | Off          | Not needed                     |
| Marketing Opt-in | **On**       | Only shows if email entered    |

### B2B / Catering

For business customers and large orders:

| Field            | Setting       | Rationale                     |
| ---------------- | ------------- | ----------------------------- |
| First Name       | **On**        | Contact identification        |
| Last Name        | **On**        | Full business records         |
| Email            | **Required**  | Invoices, confirmations       |
| Phone            | **Validated** | Coordination for large orders |
| Company          | **Required**  | Invoicing, account management |
| Marketing Opt-in | **On**        | B2B relationship building     |

## Using Your Data

### In storekit

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

### 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

### 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.

## Best Practices

<CardGroup cols={2}>
  <Card title="Start Minimal" icon="minimize">
    Launch with fewer fields, then add more once you understand what you'll use.
  </Card>

  <Card title="Make Email Optional" icon="envelope">
    Most customers still provide it, but the "optional" label removes pressure.
  </Card>

  <Card title="Validate Phone Numbers" icon="phone">
    Invalid numbers are useless. Validation ensures you can actually reach customers.
  </Card>

  <Card title="Customise Opt-in Text" icon="message">
    Generic "subscribe to newsletter" converts worse than specific value propositions.
  </Card>
</CardGroup>

## 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?

<Info>
  Test changes gradually. Adjust one field at a time and measure the impact over at least 100 orders before deciding.
</Info>