The same order, two records
A guest orders the same meal twice in a week: once through a delivery marketplace, once on your own website. The kitchen sees two identical tickets. Your systems see two very different records.
This comparison is general practice, not something we've measured, and the details vary by platform and contract. The shape, though, is consistent.
What a marketplace usually gives back
- Usually yes: the order, the payout, and summary reporting.
- Usually no: the guest's contact details, their order history with you, and any of your own tags running on the marketplace's checkout.
The guest relationship typically stays with the platform. You get the sale, not the guest.
What your own ordering flow can show
When your own ordering flow is tracked end to end, it can tell you things a marketplace usually can't:
- Which campaign or search brought the guest in.
- Whether it's a first order or a repeat one.
- What the guest spends across visits, not just on this one.
That's the data you need to decide where the next marketing dollar goes.
Report them side by side, not as one number
Marketplace orders and first-party orders measure different things, so don't merge them into one conversion number. Report them next to each other: volume and revenue for both, and the attribution and repeat-guest detail only where you actually have it. That way nobody reads a marketplace order as an ad conversion, or a first-party order as one with no source.
Make sure your own flow is tracked end to end
Online ordering often lives on a separate domain or subdomain. If the session and the purchase event don't survive the hop, your own orders lose their source too, and look no better than marketplace ones. Your Restaurant Website Is Not One Website walks through the handoffs, and Your Checkout Is on a Different Domain covers what happens to consent at the boundary.
First-party data starts with the visitor's choice
Guest data is only an asset when it's collected with the visitor's choice recorded. That's where most restaurant sites start from behind. In the restaurant cut of our index, 25,689 of 31,167 restaurant sites (82.4%, about four in five) had no consent platform and no privacy preferences link detected.
That's what the scanner could observe on a first visit, not a judgment about any site. Why Restaurant Websites Score Worst On Privacy explains why the vertical lands there.
A three-question self-check
- Can you tell first-party orders from marketplace orders in one report?
- Does your purchase event fire once per order, with its value?
- Does your site record the visitor's choice before marketing tags fire?
If any answer is no or don't know, that's where to start. The free privacy scan answers the third one in about a minute.
Source: Rawsoft Website Privacy Index, 47,506 sites scanned and 47,420 scored, January to November 2026. The crawl covers restaurant, hospitality and independent ecommerce sites, so it is not a sample of the whole web.
Rawsoft provides technical implementation and analysis, not legal advice. Please confirm any regulatory interpretation with your counsel.