The six-figure fix: How clean data fueled Flux Footwear’s growth


As a company that values both data and creativity, Flux Footwear leveraged Littledata’s plug-and-play connections to Google Analytics (UA and GA4) and Facebook Ads to capture complete first-party data across the customer journey. Littledata’s automatic tracking solution not only saved them valuable time, but primed Flux for success with highly-targeted ads and in-depth customer insights as they scaled from launch to major DTC footwear brand.


Goal: Send complete Shopify data to Google Analytics (UA and GA4) and Facebook Ads

The founders of Flux Footwear launched their Shopify store in July 2021, offering a minimalist shoe that works in harmony with the natural strength of bare feet. By embracing research on the positive effects of barefoot shoes and the value of sustainability, they created designs that feel just as good as they look.

But after launching their Shopify store and installing Shopify’s native browser-side pixel, Flux’s team struggled with duplicate data, inaccurate attribution insights, and large data discrepancies between Shopify Analytics and Google Analytics. Unable to get an accurate understanding of their store’s performance, they needed to implement a data layer that tracks the entire customer journey across tools and platforms.

The rollout of iOS14 made matters worse, inhibiting their Facebook Ad performance and limiting Flux’s reach to their target market. Their need for first-party data to maintain deep, accurate customer insights grew stronger than before.


Fixing the data

Within minutes of installing Littledata’s server-side tracking, accurate data was flowing seamlessly from Shopify to GA, capturing complete first-party data at every touchpoint and stitching together multiple sessions.

In addition to connecting their Universal Analytics property, Flux started sending data in parallel to GA4. By building up historical data in GA4 now, Flux will be able to conduct year-on-year analysis to understand their business’s seasonality in years to come.

Flux worked hand-in-hand with Littledata’s team of analytics experts, creating filters and views in GA to better interpret their data and build custom reports in GA4 based on their unique business goals.

Hear from Flux’s co-founder, Benjamin Loschen on how Facebook Conversions API from Littledata improved their Meta Ad Campaigns.

Integrating the tools

Beyond the initial setup, Littledata made it easy for Flux to integrate their existing tech stack, see crucial insights in Google Analytics, and establish a single source of truth for customer data.

Tip: Don’t reinvent the wheel. See the top 5 data tracking mistakes made by DTC brands

With an accurate view of their Facebook Ad performance and marketing attribution, Flux is able to spend more on channels and campaigns that are converting at higher rates, and less on those that are falling short. Utilizing Littledata’s Facebook Ads integration, Flux built lookalike audiences based on their highest-spending customers, leading to a boost in both conversion rate and monthly revenue. There were three parts to this:

  • Making Facebook Ads data match Shopify for actual conversions (real purchases instead of just clicks)
  • Tracking checkout funnel events
  • Getting the right LTV data to build high-value lookalike audiences in Facebook Ads and Instagram Ads

All three were accomplished using Littledata’s Conversions API connection. Conversion API (or “CAPI” for short) is a powerful way to get complete, accurate data about purchases and repeat buying behavior (shoppers who come back to buy again). Lots of brands don’t even know about CAPI at all, but those that do often end up hiring agencies to do expensive manual implementations. Flux Footwear took the smart route and used an automated CAPI connection instead of trying to reinvent the wheel. The results were big and fast!


Flux Footwear cites Littledata’s seamless technology for helping them launch their brand with an accurate data layer. One of the most significant results, in their experience, is having “a team of people managing the data flow—a total no-brainer.” This helped to free up their most valuable resource—time—and allowed them to focus on their product.

Since Flux relies predominantly on Facebook and Instagram ads to reach new customers, Littledata’s Facebook Conversions API integration plays a key role in Flux’s growth strategy. Seamlessly sending Shopify data to Facebook Ads and building powerful lookalike audiences for targeting and retargeting campaigns has fueled their recent growth—scaling their monthly revenue by 500% in under a year. They have also estimated over 30 hours of work were saved if they were to attempt to learn and set up tracking manually.

With accurate data and a reinforced tech stack in place, Flux Footwear now has a complete picture of attribution, repeat orders, and conversions from customers and their affiliates.

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