When configuring buyer information fields in the ticket shop, organizers should only ask for data that they actually need. Collecting unnecessary information can increase checkout friction and reduce ticket sales.
Use the following checklist to decide which information to request from buyers.
1. Identify the Purpose of the Data
Before adding a field, determine why the information is needed. Common purposes include:
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Operations – sending tickets or important event updates
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Legal / compliance – age verification, consent, or terms acceptance
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Finance – invoice details or VAT requirements
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Marketing or insights – audience analysis or follow-up communication
Only collect information that has a clear and practical purpose.
2. Link Each Field to an Action
Ask yourself:
“What will I actually do with this information?”
If there is no clear action connected to the data, it is usually better not to collect it.
3. Decide if the Field Should Be Required
Consider how important the information is.
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Required: if the event cannot operate properly without it (e.g., email for ticket delivery).
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Optional: if it is useful but not essential.
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Not needed: if it will rarely be used.
4. Keep the Checkout Process Simple
Asking too many questions can slow down the purchase process.
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Only request necessary information
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Avoid sensitive data unless there is a strong legal or operational reason
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Keep the ticket purchase flow as smooth as possible
5. Review After Each Event
After the event, review which data you actually used for:
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support
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communication
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reporting
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marketing
Remove fields that were not useful to improve the experience for future buyers.
Where to Configure Buyer Data
These settings can be configured in:
Ticketing → Event settings → Buyer information
Here you can decide which fields appear in the ticket shop and mark them as Required or Optional.