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First-party data is information a business collects directly from its own customers and visitors, with their knowledge, through its website, app, forms, purchases, email replies and support. It differs from second-party data, which a partner shares, and third-party data, which a seller collects and sells.
In short
It matters because it is accurate about your own customers and does not depend on another company's tracking. Typical examples are purchase history, newsletter sign-ups, form answers and the pages a logged-in customer views. Collect only what you need, say why, and respect the privacy and consent laws that apply.
Decide what you need to know to serve customers better, ask for it at moments that make sense, such as booking or checkout, and store it in one place. Set up analytics and your customer record so a lead can be traced from first visit to sale.
Our tracking and data setup page covers this.
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