What customer data does VTEX profile enrichment capture, and can I keep it minimal?
We just added the Croct tag to our VTEX IO store and I am mapping out what the visitor profile actually ends up holding. I would like to keep collection to what we genuinely need for targeting.
So two things I want to confirm: which fields does enrichment capture, and do I have control over that? Thanks in advance.
2 answers
Depends on which stack the events come from. On Store Framework (VTEX IO), enrichment captures name, email, phone, and address tied to the identified customer. That is the full set of personal fields it pulls in.
Worth knowing for minimization: the behaviour audiences you build from tracked store events (product views, cart activity, checkouts) do not need any of those personal fields. Those work fine on anonymous profiles. There is a walkthrough on personalizing anonymous visitors with no PII that lines up with what you are trying to do.
to add the consent angle, since that is usually the other half of "keep it minimal": the Croct tag fires through Google Tag Manager, so it can sit behind GTM consent mode and only load once consent allows. There is a thread on wiring the Croct tag into GTM consent mode that covers the setup.
And if you happen to be on FastStore rather than Store Framework, the analytics events there do not carry user data at all, so no personal fields get enriched on that path in the first place.