Dive summary:

• A custom app can allow companies to customize permissions and obtain more information from customers.
• The opt-in rate drops 10% with each item of personal information requested.
• It is recommended to limit the amount of required information but ask for as much information as your company needs.

From the article:

Remember that whenever you ask customers to authorize an app, you’re asking them to grant you certain permissions, also known as access to their personal data. This is asking for a lot of trust, so don’t abuse it. ...