Configure Square Customer Groups for Events

This Square Customers integration automatically syncs your event attendees with your Square customer database, helping you build a comprehensive customer profile across all your sales channels. When configured, this feature creates or updates customer records in Square whenever someone purchases tickets through Brushfire.

Learn more about Square Customer Groups.

Good Candidates:

• Event organizers using Square for payment processing (mandatory)
• Businesses wanting unified customer data across events and other sales channels
• Organizations using customer segmentation for targeted marketing
• Venues or producers running multiple event types (festivals, concerts, tastings, etc.)
• Anyone wanting to track customer lifetime value across all touchpoints

How To Set It Up

Step 1: Verify Prerequisites

1. Ensure you have a Square payment profile configured in Brushfire
2. Check that your Square connection has the proper customer management scopes
   • If you see "Unable to retrieve customer groups," you'll need to reauthorize your Square connection with a direct link to reauthorize if needed

Step 2: Event-Level Configuration

Navigate to your specific event's Payment Methods tab:

1. Enable the integration: Toggle "Customers for this event will be tracked in Square"
2. Configure data handling:
   • Choose whether to "Overwrite existing Square customer information with data collected during checkout"
   • If enabled: New information replaces existing data in Square
   • If disabled: Only missing information is added; existing data is preserved
3. Set default customer groups (optional):
   • Select which Square customer groups all purchasers should be added to
   • These groups apply to everyone who buys tickets for this event
   • You can select multiple groups or none at all

Step 3: Ticket Type Configuration

For more granular segmentation, you can also configure groups at the ticket/attendee type level:

1. Go to each ticket type's Main Details tab
2. Find the Square Customers section
3. Select customer groups specific to this ticket type
   • Example: Add "VIP Customers" group for all-access pass holders
   • Example: Add "Budget Conscious" group for early-bird tickets
4. These groups are additive - customers get both event-level and ticket-type groups

Step 4: Add-ons and Time Slots

The same group configuration is also available for:

• Add-ons: Track who purchases merchandise, parking, etc.
• Time slot ticket types: Different groups for different session times

How It Works

During Checkout:

1. Customer enters their information (name, email, phone, address)
2. System searches Square for existing customers by:
   • Email (primary lookup)
   • Phone number (secondary lookup)
3. If found: Updates the existing customer record in Square
4. If not found: Creates a new customer record in Square
5. Adds customer to configured groups in Square

After Purchase:

• A "View Square customer profile" button appears when viewing an order
• Clicking it takes you directly to the customer's Square dashboard profile
• The Square profile shows:
  • Customer contact information
  • Purchase history
  • Total spending
  • Group memberships
  • Source notation ("Created from Brushfire order #")

Important Considerations

Data Handling:

• No retroactive syncing: Only applies to orders placed after enabling
• Free orders: Customer records are created even for free tickets (no payment record attached)
• Unique identifiers: Square requires a unique email/phone per customer - no duplicates allowed
• Address updates: When "overwrite" is off, addresses are only added if completely missing (partial updates are not made to prevent data inconsistencies)

Square Groups:

• Only manual groups are accessible (not Square's automatic "Smart Groups" like "New Customers" or "Reachable")
• Groups are always additive - customers are never removed from groups
• Maximum customer groups depend on your Square plan limits

Data Privacy:

• Customer data flows one-way from your event platform to Square
• Consider informing customers about data sharing in your privacy policy

• All standard Square customer data protection applies