Recurring billing & subscriptions have proved to be, at least in the last few years, the most viable model of business. The return on investment, value per customer and frequency of buying are all higher for any business that adopted a recurring subscription model.
This article is focused on Shopify stores that use apps like ReCharge solution and Fix Google Analytics – Littledata app. Nonetheless, everything in here can be applied to all recurring payments business models.
Recharge is the most used Shopify recurring billing solution powering thousands of stores and processing tens of thousands of orders daily.
Fix Google Analytics – Littledata app completes ReCharge app by providing accurate sales attribution through Google Analytics. If you don’t know what the Fix Google Analytics – Littledata app does, here is a short description:
We fix your data collection, offer marketing insights and suggest improvements all in one app. Say goodbye to inaccurate data and start getting the full Enhanced Ecommerce experience.
Install this app to get:
- Proper marketing attribution in Google Analytics
- Product views and shopping behavior
- Checkout conversion funnels (including voucher usage)
- Understanding of repeat buyers
The first steps to install the Google Analytics tracking for Shopify are illustrated here: How to install the “Fix Google Analytics” Shopify app. Besides this, if you want to go ahead and make an advanced analysis of your customers then you need to make the following setup also:
Enable the feature in Google Analytics
Firstly, go into Google Analytics (both your normal Google Analytics property and the property that has been created by Littledata) and enable the User-ID feature by going to Admin > Property > Tracking info > User-ID. Click On, next, On, next, give the new view a name and you’re done.
Attention: The new view will start to collect data from the point of creation so you will need to wait a bit to use this report. The sources of the purchases will be collected from the point of creation so most of the orders will be shown in the first month from direct / (none).
Enable the Enhanced Ecommerce feature in Google Analytics
Go in Google Analytics, Click Admin. In the right side under view choose the new Registered Users view, that you’ve created earlier and click Ecommerce Setings. Toggle to ON and then click Next step. Toggle ON for Enhanced Ecommerce, save and you’re done.
How to see what was the initial source for recurring subscriptions?
Using the registered view go under ACQUISITION -> All traffic -> Source/Medium or Channels. This report will show both new customers and recurring ones. We need to apply a segment to this report in order to show only the recurring users. This is how you set up the segment to exclude first time buyers:
Now, with the above segment applied, you can check what was the original source or the sale for all transactions from repeating buyers.
The other cool and helpful report is the AUDIENCE->Cohort Analysis report. You can see what was the retention of these users in this report for each day, week or month.
This report must be read from left to right for the bellow image: Users that bought in December continued to buy in January in a proportion of 38% and in February in a proportion of only 10%.
Combining this report with an advanced segment that excludes the first-time buyers AND includes only buyers that had their first transaction in December will provide the number of users that started the subscription package in December and what was the retention of these people.
We would love to hear how you use these reports and what you think of the new version of our Fix Google Analytics – Littledata app.