Geologie drives 25% increase in retention with subscription data [Case Study]

Littledata’s out-of-the-box solution gave them visibility to their recurring payments and the LTV of their customers, which is at the core of their business.
geologie case study

Geologie is an award-winning DTC brand that has set a high bar for using only clean, safe, and clinically-proven ingredients in their skin, hair, and body care products. Don’t just take our word for it—they have over 6,000 five-star reviews!

But an impressive product line and dedicated customer base were just the beginning. Sometimes you need to be inspired by data.

Like many skincare brands online today, Geologie sells by subscription. With a large subscriber base, it was vital for them to find a solution that would send accurate, unified data from all of the tools they use to a central data destination. Littledata’s out-of-the-box solution gave them visibility to their recurring payments and the lifetime value (LTV) of their customers, directly in Google Analytics.

The Challenge: Getting unified data out of siloed tools

The team at Geologie needed key customer metrics to help grow their subscription business.

Founded in 2018 to improve well-being through dermatologist-recommended products, Geologie offers personalized routines focused on their skin, hair, and body needs. This hyper-personalization is perfect for creating a subscription program. Still, they needed to track these customers’ recurring payments and ongoing LTV (adjusted for recurring orders, returns, subscription upgrades, and other changes).

When Geologie’s Head of Growth and Head of Ecommerce banded teams together to look for a solution to this tracking issue, they realized it would take extensive work. A noteworthy pain point was the time and energy it would take for their development to learn Shopify’s API in detail, not to mention developing a complete tracking solution, implementation time, and deploying ongoing maintenance.

Note: Download the full case study to see how Geologie unlocked data-driven growth

Like many fast-moving DTC brands, their desire was for core metrics to be clean and accurate without the ongoing costs of maintenance. The rollout of Google Analytics 4 did not make things easier; the sunsetting of Universal Analytics created another roadblock! Geologie needed to set up GA4 to continue tracking and sending events to Google Analytics, and was hoping to find a way to track in parallel, sending complete data to both Universal Analytics (the old version of GA) and Google Analytics 4 (GA4) at once.

The Solution: Setting up Littledata’s Google Analytics and Recharge connections

Geologie leveraged Littledata’s plug-and-play Recharge integration to capture recurring payments in Google Analytics and pull in additional user data from Shopify — unified data they did not have before.

littledata connects shopfiy and recharge subscriptions to ga4

Stephen Racano, Geologie’s Head of Growth, was at the helm of this implementation. Racano says that Littledata was extremely easy to install, and the customer support provided from start to finish was exceptional.

Since they were early to GA4 thanks to Littledata, Geologie will be able to conduct year-on-year analysis in the future. They can also start building custom free-form reports in Explorations using this data. This connection also allows them to warehouse and send data to BigQuery and track Cohort Performance in real time.

Results: More subscribers, higher retention, and three years of over 150% growth

Since implementing Littledata, Geologie has successfully grown its subscription business with three consecutive years of 150%+ growth without seeing an increase in customer acquisition cost. In addition, their data-driven strategy has simultaneously helped improve retention rates by 25% year-over-year. With accurate data flowing and correct data being sent from Shopify and Recharge subscriptions to Google Analytics, Geologie now has a complete picture of attribution, recurring orders, and LTV from customers.

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“I had always looked at Littledata as a temporary solution,” said Racano. “But given the complexity of bringing the development of our analytics in-house compared to the pricing and high level of support of Littledata, that really wouldn’t make sense”. Racano estimates that by implementing Littledata, they save over 50 hours per year in analytics implementation time.

Sometimes automation is a good thing 😉

About Littledata

Littledata is the top ecommerce data platform for modern DTC brands, tracking the entire customer lifecycle, unifying touchpoints across tech stacks, and sending data to the most popular data destinations. Connect sales, marketing, and customer data for action and analysis.

Tip: Are you tracking subscriptions correctly in Google Analytics? Learn how by downloading the complete DTC Guide to Subscription Analytics

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