Overview
When guests purchase bottles and merchandise on-site through Square POS you can associate these transactions with their AnyRoad profile to understand who is purchasing and how much they spend over time with your brand. With this data you can identify and target your most valuable customers, and better understand the impact experiences have on on-site sales.
This integration:
Automatically syncs all guest profiles and first party data from AnyRoad to Square
Enables staff to associate a Square transaction with an AnyRoad customer
Allows you to identify your most valuable customers and segments based on their spending patterns
In order to use this integration you need:
AnyRoad webhooks enabled
FullView enabled so both booking and additional guests have profiles in Square (recommended but not required)
A no-code integration platform, like Zapier, to capture webhooks from AnyRoad and send them to Square
On-site staff commitment to associate Square transactions with AnyRoad customers
Setting up Zapier
AnyRoad webhooks send all guest and booking data in real-time when a guest registers online or on-site. By connecting these webhooks to Square, every AnyRoad customer has an associated profile in Square when they make an on-site purchase.
Since Square doesn’t support capturing webhooks directly, you will need a 3rd party service to capture this data and send it to Square. This guide explains how to do this with Zapier, a web-based automation tool that connects apps and services. There are other similar platforms and services that can do this as well.
Create a Zapier account
If you don't already have one, create a Zapier account with the Professional plan or higher because you need webhook and multi-step Zap support. Zapier charges based on the number of tasks per month, and this integration uses 3 tasks per guest registration. You can estimate the number of tasks you need by multiplying your average number of AnyRoad visitors per month by 3.
Configure the integration in Zapier
This integration sends AnyRoad customer data to Klaviyo through Zapier:
Step 1: Capture AnyRoad webhook
This step captures the webhook data from AnyRoad in Zapier. In order to complete this step, you’ll need to configure the webhook in the AnyRoad dashboard as well.
Create a new zap and choose Webhooks as the trigger and Catch Hook as the trigger event.
Click Continue twice (you can ignore “Pick off a child key”) to reach the Test tab.
At this point you’ll need to return to the AnyRoad Dashboard to configure your webhook.
Once you’ve sent a test webhook event from AnyRoad, click Test trigger in Zapier.
Your test webhook will appear as request A. You can click request A to see the data captured from the webhook.
Click Continue with selected record.
Step 2: Search customer in Square
This step searches to see if a customer already exists in Square with the same email address.
You will be prompted to select your next action. Search for and select Square.
Set the Action event to Find Customer, and connect your Square account under Account.
Proceed to the Configure tab and enter Guest Email from the webhook into the Email Address field.
Click If no search results are found and select Mark “successful” and run steps that use search result. This ensures the integration steps continue whether or not there is an email match in Square.
Don’t select “Create Square Customer if it doesn’t exist yet?” because the customer profile creation for this event doesn’t include some important fields like Reference ID. We are going to add customers in a later step instead.
Click Continue and then Test Step. The test searches for a matching guest email in your Square account and shows the results in Zap Search Was Found Status. False means there is no matching customer in Square, true means there is.
Step 3: Create two paths
This step configures two different paths for the zap based on the results from the previous search step. If a customer already exists in Square, we update their profile. If they don’t exist, we create a new customer.
Add another step after the search and select Paths.
Paths creates different for the zap based on the results from the customer search step.
Rename Path A to Existing Customer and Path B to New Customer.
Step 3a: New Customer path
This step configures the path for a new customer does not already exists in Square with the same email address. It creates a new customer profile in Square with data from the AnyRoad webhook.
Select the first box under the New Customer path to define the rules for determining if this is a new customer in Square.
Under Only continue if in Choose field… select the Find Customer in Square step and choose the Zap Search Was Found Status field.
For Choose condition, select (Boolean) is false and click Continue.
If this is your first time using the test AnyRoad data in this integration, the test will show Your path would have continued for this test data since the email from the webhook doesn’t exist in Square yet.
Click Continue and you will be prompted for the next action. Choose Square again.
Choose the Create Customer Action Event this time. Your Account should already be selected from your Square Account setup in the previous search step.
Click Continue to proceed to the Configure tab where we will map the AnyRoad webhook data to Square.
The below table outlines how to map AnyRoad attributes to the corresponding Square attributes. The required fields are:
Guest First Name
Guest Last Name
Guest Email
Ticket Qr Code
The remaining fields are optional, depending on whether this information is useful to you in Square.
See here for the full AnyRoad Webhook Schema.
What is Ticket Qr Code and Square Reference ID used for?
Square POS allows you to scan a QR code to find an associated customer using Reference ID. By matching Ticket Qr Code to Reference ID, when you scan an AnyRoad ticket QR code Square can find the associated customer and attach them to a transaction.
Square Attribute Name | AnyRoad Attribute Name |
First Name (required) | Guest First Name |
Last Name (required) | Guest Last Name |
Email Address (required) | Guest Email |
Phone Number | Guest Phone |
Country | Guest Address Country |
Street Address | Guest Address Street Address 1 |
Apt./Suite | Guest Address Street Address 2 |
City | Guest Address City |
State | Guest Address State Region |
ZIP | Guest Address Postal Code |
Reference ID (required) | Ticket Qr Code |
Map all attributes in the Configure Screen by selecting the corresponding webhook attribute under Catch Hook in Webhooks by Zapier.
If you're adding country, be sure to change it from static to custom via the 3 dots on the right-hand side.
Click Continue to proceed to the Test tab. You'll see the data that will be sent to Square to create a new customer. Click Test step to create this customer profile in Square.
The customer should appear in the Square Customer directory shortly.
You're done configuring and testing the New Customer path.
Step 3b: Existing Customer path
This step configures the path for when a customer already exists in Square with the same email address. It updates the existing customer profile in Square with data from the AnyRoad webhook.
This path is very similar to the New Customer path with a few differences.
Select the first box under the Existing Customer path to define the rules for determining if this is an existing customer in Square.
Under Only continue if in Choose field… select the Find Customer in Square step and choose the Zap Search Was Found Status field. For Choose condition, select (Boolean) is true.
It will show Your path would not have continued for this test data because this step is still using the earlier results from your Search step, before you sent the customer to Square when testing your New Customer path.
Return to the Find customer step.
Click Retest step. The results for Zap Search Was Found Status should now show true.
Now return to this Path conditions step for Existing customers. Scroll to the bottom and click Retest filter.
It should now show Your path would have continued for this test data.
Click Continue and you will be prompted for the next action. Choose Square again.
Choose the Update Customer Action Event this time. Your Account should already be selected from your Square Account setup in the previous search step.
Click Continue to proceed to the Configure tab. As opposed to the New Customer path configuration, we need to define which customer to update in Square.
Change Customer ID to a Custom lookup by clicking the 3 dots on the right-hand side of the field.
Then select ID from the Find Customer in Square step. ID is the unique identifier in Square for the matching customer, if a match is found in the Search step.
Map the remaining fields the same way you mapped these fields in the New Customer path. The only required field here is Ticket Qr Code, which allows you to scan their most recent AnyRoad ticket QR code to find the customer. Email address is not needed because the same email already exists on the customer profile in Square.
Keep in mind that when a match is found, AnyRoad data will overwrite any data you already have in Square for these customer profile fields. If you would rather the new AnyRoad data not overwrite name, phone, or address don't include these fields in the mapping.
Click Continue and then Test step.
🎉 You're officially done configuring the integration and you can Publish it. Every new AnyRoad booking or registration will automatically send the associated customer to Square.
Step 4: Add to a Square Customer Group (optional)
This optional step adds a unique Customer Group to all AnyRoad customers.
You can optionally add customers to a custom group in Square like "AnyRoad Customer". This allows you to filter Square customer reports by this group to see specific trends.
First, create a new custom group in Square.
Next, add a new action under your Create customer action.
Choose the Add Customer to Group Action event. Click Continue.
On the Configure tab change Customer Id to Custom.
Select ID under Create Customer in Square for the Customer ID field. This attribute reflects the unique ID in Square of the newly created customer from the action above.
Select the Group to add them to and click Continue.
Test the event.
Create a similar action below the Update customer action and configure it in the same way.
New and existing customers will now be tagged with this custom Customer Group in Square.
Configuring Webhooks in AnyRoad
In order to configure webhooks you’ll need to start your Zapier setup first because webhooks require the destination URL from Zapier. When it's time to configure AnyRoad Webhooks, the Zapier setup instructions will point you to this section.
This configuration sends two webhooks from AnyRoad:
booking.confirmed - Booking and guest information associated with booking guests
guest.additional.updated - Booking and guest information associated with additional guests. If you don’t have FullView configured on your account you don’t need to include this event.
You can learn more about AnyRoad webhooks here.
To setup a webhook:
Navigate to Webhooks in Settings
Select + Add Endpoint:
Paste your webhook URL from Zapier into the Endpoint URL field
Enter an optional description
Select two events: booking.confirmed and guest.additional.updated
Click Create
You’re now ready to send a test event to Zapier:
Navigate to the Testing tab
Choose booking.confirmed under Send event
Click Send Example
🎉 You’re done setting up webhooks! Now, every new booking or registration triggers a webhook. Return to Zapier setup to complete the integration.
How to associate Square transactions with customers
AnyRoad customers will now have an associated profile in Square when they purchase merchandise on-site. Your staff can add their profile to a transaction by either:
Scanning the QR code on their AnyRoad ticket, or
Searching for their profile.
It's important to ensure staff adds a customer to every transaction they can in Square. If you have partial compliance you won't have trustworthy data to track the impact of experiences on sales.
Some of our customers have successfully used incentives to motivate staff and customers to ensure compliance. Staff can be incentivized with leader boards on the percent of Square transactions associated with customers. Customers can be incentivized with programs like 10% off merchandise if they attended an experience.
Scan AnyRoad tickets with Square
To enable ticket scanning in Square, toggle on the feature Scan customers using device camera in Settings > Customer management.
During a transaction, staff tap Add a customer in the top right corner.
Tap the camera icon on the right side of the customer search box.
Square scans the customer's AnyRoad Ticket QR code (on their digital, printed, or Apple pass ticket) and automatically associates the customer with the transaction.
Search for an AnyRoad customer in Square
Alternatively, staff can search for a customer and add them to a transaction.
That's it! Your Square transactions are now associated customers.
Square Reporting
Square doesn't have robust reporting on sales by different customer types. If you added a custom Customer Group in Step 4 you can filter your Customer Directory in Square by this group to see individual customers.
You can also see a summary of this group's activity in Visits and compare it to other groups by switching between them.
For more advanced customer analysis, we recommend exporting your customer list and analyzing it in Google Sheets or other analytics software.
You can use the column Customer Reference ID in downloaded Square reports to identify AnyRoad customers. Any row that contains "data:application" is an AnyRoad customer.
Download the Square Transactions report to perform analysis like:
Percent of transactions from visitors who attended an experience
Average transaction value of an experience visitor vs. other customers
Which products experience visitors purchase vs. other visitors
Download the Square Customer directory to:
Analyze purchases by customer home state or zip code
Identify and target your most valuable customers with transaction count and total spend.
You can also match your Square Customer directory download to the AnyRoad Guest report (on guest email) to perform deeper purchase analysis on:
Which experiences and/or time slots drive more on-site sales
Differences by age or gender
Differences by purchase behavior before the experience
The correlation between NPS and purchase behavior