Announcing our new Shopify app for Segment users
Littledata's new Shopify app for Segment tracks sales and browsing behavior automatically, so you can focus on growth. Thousands of online businesses use Segment to clean, collect and control customer data. Littledata's Segment connection fixes ecommerce tracking automatically, and sends that data to your Segment workspace. Our Shopify-to-Segment connection is the newest source in the Segment catalog, joining over 200 powerful integrations. We've always loved Segment, and with a growing number of shared customers (larger ecommerce sites using both Segment and Littledata), building a seamless connection was a no-brainer. Automated ecommerce tracking Like our Google Analytics connection for Shopify stores, our Segment connection uses server-side tracking to capture every step in your checkout flow, plus sales, refunds, product variants, and more. It's the easiest way to ensure accurate, detailed data about sales and shopping behaviour. In fact, Littledata is the only recommended Segment integration for Shopify and Shopify Plus! Benefits include: Works with any Shopify or Shopify Plus store Server-side tracking for 100% accuracy Captures every touch point, including checkout steps, sales data and customer lifetime value (CLV) Analytics audit to check for accurate tracking The connection captures what happens on your Shopify store, then pushes that data to Segment so you can send it to hundreds of Segment destinations. Customers use this for marketing automation, campaign personalization, ecommerce optimization, reporting and analysis. For example, you can push your Shopify data to tools including Hubspot, Salesforce, Mixpanel and Google Analytics. Browse our Segment help guides for details about which events you can track with our Segment connection. [subscribe heading="Best Shopify app for Segment users" button_text="Free trial" button_link="https://apps.shopify.com/segment-com-by-littledata"] Getting started Getting started is easy. If you don't already have a Littledata account, you can download Littledata's Shopify app for Segment users directly from the Shopify app store - with free trials on all plans! If you're already using Littledata, you can add the Segment connection from the Connections tab in your Littledata admin. Questions? Our enterprise plans now include the option for custom Segment data audits, setup and reporting. We're here to help you scale.
Littledata featured on the Honest Ecommerce podcast for Shopify stores
I recently stopped by the Honest Ecommerce podcast to give listeners the lowdown on ecommerce analytics. Check it out to learn how to fix tracking for Shopify stores! Get the free podcast episode here: Ep. 21 - How To Track Shopify Sales & Marketing (In A Way That Is Accurate & Useful) Honest Ecommerce is one of the fastest growing podcasts for Shopify and Shopify Plus store owners, from the good folks at Electric Eye agency in Columbus, Ohio. While the episode is focused on tips for Shopify stores, we chat about ecommerce tracking for every type of store, whatever platform and business model you're using, and how to do more with less, rather than getting bogged down in too much -- or inaccurate -- data. In the episode we cover: Why we started Littledata and the journey so far What is wrong with your data? (Does your Shopify data match what you see in Google Analytics?) What KPIs should you be looking at in Google Analytics? Using data to drive your business Analytics audits & ecommerce benchmarking How our integrations work, including Facebook Ads, ReCharge and Refersion Littledata's new Segment app for Shopify stores How to connect Facebook Ads data with Google Analytics automatically Which types of ecommerce sites get the most out of Littledata? And much more! :) Check it out and let us know what you'd like to hear about in our next podcast appearance. Haven't tried Littledata yet? Explore our connections or sign up for a free trial today. Transcript [00:00:01.750] - AriYou don't want to start redesigning the site or changing your product line based on a really limited sample because it could be just random. So the more data you can get, the more you can make sophisticated decisions. [00:00:16.300] - AnnetteWelcome to Honest Ecommerce, where we are dedicated to cutting through the b.s. and finding actionable advice for online store owners. [00:00:24.000] - ChaseI'm your host, Chase Clymer [00:00:26.050] - Annetteand I'm your host, Annette Grant [00:00:28.660] - Bothand we believe running an online business does not have to be complicated or a guessing game. [00:00:33.160] - AnnetteIf you are struggling into scaling your sales electric I is here to help to apply to work with us. Today's episode of Honest Eommerce. We welcome the co-founder of Littledata, Ari Messer. [00:00:53.930] - ChaseHe's going to explain to us that our data is broken and how to fix it. [00:01:04.310] - ChaseHey everybody welcome back to yet another episode of Honest Ecommerce. I do want to take one second to say thank you to everyone that's actually listening to it. I've gotten so many e-mails from people or just correspondents where people are like "we actually listened to your podcast. Like I learned something from your podcast." So now I have proof that I'm not just talking into the cloud. [00:01:23.240] - AnnetteWell Chase I hate to break it to you. That's me. I've made a lot of aliases and I'm emailing you to make you feel good about yourself. [00:01:29.360] - ChaseCool. Well then that's a bummer (laughs). Anyways welcome to Honest Ecommerce. [00:01:34.730] - ChaseI'm Chase Clymer, this is my co-host Annette Grant. And today we welcome to the show Ari from Littledata. He is going to kick our butts into gear with Google Analytics. Welcome to the show Ari, and let us know how you know so much about analytics. [00:01:49.130] - AriIt's good to be here. And I actually have I haven't created any aliases but I have the show that I've heard so far. I think it's great to have something here that's, you know, merchants really find useful and find that other agencies and partners too. [00:02:02.910] - ChaseSo yeah I just don't like to blow smoke up people's butts I like it to be honest and real. It takes hard work. [00:02:09.320] - AriYes. Yeah I think there's a lot more space for that now. If you can speak intelligently to people, they'll pay attention. [00:02:17.360] - AriThe more you learn about analytics, the more there is to know (laughs). Basically I joined Littledata as a co-founder a few years ago, and we've been on Shopify for about two years now. We're adding a lot of connections, the main ones being to Google Analytics. So what I knew before joining was really about how analytics could be used to help people grow a SaaS app, because they really were in the startup space a lot and now have learned more and more about analytics for ecommerce. So that's what we're here to talk about today. [00:02:53.150] - ChaseAwesome. So what was that transition like? How did you go from helping SaaS companies to building Littledata. [00:03:00.230] - AriYeah, it was really a natural transition. As we all know, ecommerce is huge. It's growing in all directions, it's continuing to grow and not just in the US, but all around the world. I'd had some cool gigs helping SaaS companies build out integrations. I used to work mostly on the product marketing side. Now, being this close to the company, I sort of do all kinds of things. It was really a lot of those integrations were either directly ecommerce-related or something that was sort of peripherally commerce-related, like helping build out an integration to do retargeting for card abandonment and stuff like that. [00:03:41.390] - AriAnd then with Littledata I met Edward Upton, the original founder in London, and kind of came on and as a Google Analytics consultant at first and just thought, "oh wow, this is a really cool idea — you're actually helping people fix their data, not just report on it." [00:03:57.590] - ChaseSo what is one of those common mistakes that you guys were seeing out there with the data? What's broken with my data? [00:04:08.370] - AriWe do have an audit tool that people can plug in and sort of get a sense for what might be tracked correctly and what's not. So there are all kinds of things that can go wrong. I think for Shopify stores in particular, there's often a mismatch between how sales are being calculated. So that includes different parts of the checkout funnel, when types of products or product groups people are adding to cart that are not purchased, and all the way through actual sales and refunds. [00:04:42.870] - ChaseI can agree with that. I noticed there's always a mismatch between the number in Google Analytics and the number in Shopify. [00:04:49.790] - AriAbsolutely. And with our app, we basically fix that issue. You know sometimes, you have to do a few more connections and activate some of our plugins (like if you're using ReCharge to do subscription sales or whatever it might be). But basically, what the app does, (not to get too geeky) is use server-side tracking so that every single user action and every sale is tracked in Google Analytics. So what you see in Shopify will match what you see in GA. [00:05:22.170] - AnnetteSo you can get yours to match Google Analytics? [00:05:26.610] - AriYeah, I would say 99.9%. [00:05:30.780] - AnnetteWow. So if people if things aren't tracking properly, is it because the developer didn't set up Google Analytics correctly? Let's kind of peel it back for for our listeners. If they're looking at their Google Analytics, what are some red flags where they would be in need of "pick your theme and get it in the app." Google Analytics sometimes gets very confusing, so walk me through what are the top things to look at and what needs to be fixed? [00:06:13.260] - AriThe main thing is just like Chase was mentioning that just raw sales numbers like when you look at the number in your bank account maybe doesn't match what's Shopify shows. And that doesn't match what's in Google Analytics. So that's definitely a red flag because if you're looking at any sort of marketing campaign — I know we're all getting more and more sophisticated about using audiences and all this stuff like fancy stuff for retargeting and trying to sort of sell people stuff that they're more likely to want to buy — often, you go in there and look and say "well this campaign seems to have worked really well, and yet, the overall sales number is not matching what should be the number of conversions that we got. So it's any kind of mismatch like that, when you're like "this just doesn't seem right." And then of course as you grow, being off by a couple percent can means more and more amount of money. So any kind of mismatch is kind of the thing to look for. [00:07:15.670] - ChaseYeah I mean it's just a snowball effect. Like "oh it's just a few dollars" but that can add up. [00:07:20.760] - AriAnd I wouldn't blame the developers for a lot of it. Some of it's just that Shopify's native tracking and their native Google Analytics integrations are fine, but they're just not that sophisticated. And as we all know, part of that's because they have this really awesome app ecosystem. So you kind of have to find the right tools to make sure it works so that nothing is missing. I mean, I've been guilty of it too, not tagging campaigns consistently, like when you're making your Facebook campaigns and then you start to add more, like the snowball effect. Like how do you really organize them or make sure everything's tracked right? [00:08:03.980] - ChaseThere's just so much in there. So I just want to bring it down to simplify it a bit for our listeners. So, you know, I've got Joe's shoe shop. We're selling sneakers and we're real business. This isn't like a side hustle, this is my full time job. What are the KPIs I should be looking at in Google Analytics? Let's just try to educate people about Google Analytics a bit. [00:08:28.600] - AriSo one thing you should be looking at is how detailed...like if you start to wonder "is this product group performing well?" so stuff that's sort of outside normal questions about overall how's the business doing. So stuff like payment cart abandonment, products being added to the cart, particular pages getting more views than other pages. What are some of the basic thing is that make sense? Like it's the sort of details if you think about merchandising or you're thinking about the next season or what you're going to do for a promotion if you want to go in and look in GA to try to figure out a data-driven view of of what to sell or what to promote or things that might get more subscriptions. [00:09:26.500] - AriLet's say the shoe business is on subscription, running shoes where you've got a new one every month or every quarter or something. You'd want to go into GA and be able to see the type of product that you should promote. [00:10:55.390] - ChaseI think a common oversight with analytics is "it's just data." It's just a bunch of numbers and you have to extrapolate from those numbers and make inferences. You use that data to drive your business and if there isn't like a on-size-fits-all approach to it, it's definitely business-specific. [00:11:20.650] - AriYeah for sure. And so for us, you know with Littledata, what the app does is first, fix the tracking, so then for your particular business, you can go in and figure out the key metrics to to pay attention to. With ReCharge, I'm sure you have a lot of clients doing subscription business. And we're definitely seeing a lot of people that are either experimenting with subscriptions or that's like all of what they do, you know for like athletic supplements or workout clothes or whatever it is. [00:11:52.240] - AriI'm just bringing it up but I think it's a really good sort of case study in how a basic fix in analytics can really help. And you might want to just see if your advertising campaigns are leading to more first time purchases or recurring purchases, like people signing up to get stuff every month. And unless you've set up tracking correctly for the checkout flow, you'll go into Google Analytics...you could be running your company for years and go in (to GA) and suddenly realize there's no way to see that that split. [00:12:29.870] - ChaseYeah that's definitely important information. [00:12:32.720] - AnnetteThis might be a left field question, but can the app at all help with search engine optimization like work the organic there if things are behind the scenes are running smoother? Like could it help you notice things that would help you rise to the top a little bit more? [00:12:51.440] - AriIt's definitely not the main focus, but we do have some fixes (both sort of audit checks) and actually website benchmarks against other sites which you can also see in the app, against Shopify stores and things. For technical performance stuff like page load speed, it actually does have a big effect on SEO. [00:13:12.810] - AnnetteOh cool. So just to make sure I understand this, inside the app, you will have competition in there and I could see like their page speed load compared to mine? [00:13:22.070] - AriExactly. [00:13:22.170] - AnnetteOh that's awesome. OK. Now that's that's a huge value. [00:13:26.460] - AriYeah. We have those benchmarks broken down by sector, so you could look and say (obviously you can't see the actual stores it's all anonymized, I should say that upfront) but you could go in and say against other people selling shoes with an average order value around one hundred dollars per purchase, "is this a good page load speed, is this a good conversion rate?" stuff like that. [00:13:53.300] - AnnetteThat's really valuable. [00:13:53.410] - ChaseIt is. So there's data everywhere. Is it only Google Analytics you guys are taking a look at? [00:14:00.220] - AriSo the main app does connect with Google Analytics. Our main Shopify app is called Google Analytics by Littledata. By the time this podcast comes out, hopefully we will have launched an app for Segment. So Segment is sort of a connector between all kinds of different apps and platforms. And what this app will do is pull Shopify data, and again making sure everything's tracked correctly (checkout steps, sales, etc.) and pull that into Segment, so then you can connect it from Segment to any destination, which includes Google Analytics. [00:14:46.640] - ChaseThat's wonderful. Yeah I'm over here on the website and I see there's so many connections you guys have set up. [00:14:51.160] - AriCool, yeah. We're building out more, so to the listeners, if there are things you'd like to see, or if you've found a particular analytics problem, let us know and maybe we can fix it or help you find a way to automate or automatically check if it's working or not. [00:15:11.540] - AnnetteDo you want to explain those connections. Like I'm actually looking at your site right now too. So if I were to call in to see if I could get the app, what are some of those things that you would talk, about like the Facebook Ads connection that you have? [00:15:22.710] - AriSure yeah. So basically, for all the connections other than Segment, first you connect to Google Analytics. We're using that as sort of the ultimate source of truth. We always recommend to clients that it's good to gather lots of data and you want to be able to get detailed, but you really want to focus on just a couple of core metrics that are most important (like we were saying earlier) to your business. [00:15:59.700] - AriSo for some people, that will be how their Facebook Ad cost contributes to a particular detail about sales for one kind of product or a new product type or sales type or whatever it is. So what the Facebook Ads connection does is actually pull your ad costs and campaign details into GA so that then you don't have to rely on what Facebook is telling you in terms of how well the ad has performed and how many conversions you got. Instead, you can look and say "oh this campaign actually led to people adding a bunch of this type of product to the cart" or "it ended up leading to X amount of subscription revenue" [00:16:41.740] - ChaseSo you can drill down to the product level to see what had been added to the card from that campaign. [00:16:48.590] - AriExactly. Google makes that pretty easy to do with their own products, but they make it fairly complicated for people using other platforms. And so what a connection like that does is pull in the Facebook data and then suddenly plug that in along with everything else. [00:17:04.710] - ChaseCan I use this app to also see that information from Google AdWords and Google Shopping? [00:17:09.600] - AriYou can. The AdWords connection works a little different whereas it's pulling...I mean the effect is similar, but it actually lets you pull your Google Analytics data into AdWords so you can see sales again...like product sales next to campaign performance. [00:18:20.720] - ChaseWell I'm one hundred percent going to do a demo of this app. This is awesome. [00:18:25.160] - AnnetteYeah I have a question...Chase, you might be able to answer this too. So for instance, are my Facebook Ads currently connected to Google Analytics automatically, or do you have to have an app like Littledata to do that for you? [00:18:41.420] - AriI'd have to take a look at yours in particular, but in general, unless you've gone through and set it up, no they won't be. You might have Facebook as a source, but that won't give you much detail. [00:18:54.640] - AnnetteRight because, specifically going back to what you guys just talked about, I have an ad running right now for a piece of equipment that's a higher dollar and I'm making sales not the ad, but I'm not selling that particular product and I want to drill down and see exactly what I'm selling off of the ad, but I can't do that in Facebook Ads but this would enable me to do that, correct? [00:19:18.940] - AriExactly. That's the perfect test. Yeah. [00:19:21.080] - ChaseAnd you can take it one step further and see if those people are viewing that expensive product for a long time or create a segment to retarget those people and educate those people. Set up some drip campaigns if you have their email? [00:19:37.360] - AriExactly super smart. It's kind of like maybe they're not buying it but they actually were really interested in it. They're like "oh I'll try this first" [00:19:46.890] - ChaseAnd then it's your job to market them and educate them. Here's the thing, I think with just any advertising campaigns, people go for the kill, like instantly it's "buy this buy this buy this." You need to explain what the product is first and educate them about the product, especially if it's an expensive product. No one's just going to drop one hundred dollars plus on something that they didn't know existed before your ad. [00:20:12.500] - AnnetteThey won't drop 500 not knowing what it is? (laughs) [00:20:15.150] - AnnetteI'm going to run this ad, new product 30 days and do it. But what's happening (exactly my issue, so sign me up for the Littledata app today) because I don't know what they're buying. They're not buying the high dollar, they're buying other products and I want to see how that ad is tricking down to that. That's something before we even started this conversation — I didn't know that that connection would do that. [00:20:42.740] - ChaseWe have clients ask all the time to drill down like, what are people doing from the ad if they're not...It's like yeah you made money off the ad your turned out fantastic but they're like cool, like what were they buying? There's no easy way to see that in Facebook. [00:20:56.000] - AriTotally. And even when we started Littledata, we didn't realize that at first. And as we started working with more companies, we were doing custom setups with Google Tag Manager to try to figure this out, and then we were like "wait a sec. If we could just build something that would pull this into Google Analytics, voila." [00:21:16.320] - AnnetteThat is so valuable. My brain is kind of rocked. That's awesome. [00:21:23.960] - ChaseYeah you just ruined Annette's weekend. Now she's going play with this. [00:21:31.610] - ChaseIt takes time to get data that you can make a decision from. You don't need to be looking your data everyday. Unless you're getting so many page views and sessions a day, which is top tier million dollar companies, you don't have enough data to make a decision from 24 hours ago. Even with ads, if you're not spending thousands of dollars a day you know your ads run for like a week before you see what the hell is going on. [00:22:03.040] - AnnetteActually Chase, you taught me that. Like this specific ad that I'm running right now...t's what, the twenty eighth of the month? We started running it at the beginning and I said "hey I'm not even going to look at this. Let's just let it roll, like let's not even look at." I looked at it yesterday and I was like "wait, what's happening here?" I would know if I sold that high dollar product. We didn't. And I'm like I'm just going to let this roll for a while just not even pay attention to it and focus on everything else. And when I looked at it yesterday...we're selling stuff, we're not selling that product, the ad is working, but how? [00:22:32.730] - ChaseYeah the attribution on Facebook is unique in and of itself...and honestly you can get some sketchy agencies that make that thing really long. And they get that attribution up and they're like "Yeah, we made you all this money" but you're like where is it? Where's that money? [00:22:52.300] - AriYeah. [00:22:52.370] - AnnetteBeing a store owner, I have wonderful developers that I work with but sometimes I try to do some of this stuff myself. So when I now, after my mind's been blown and I get the app, is this something that you need to have a developer connect for you, or is it easy enough for a DIY store owner to do themselves? [00:23:17.790] - AriYeah we've definitely tried to make it easy enough. And the good thing is for Shopify (and we do have clients on other platforms like Magento, BigCommerce) it's fully automated. So unless you have a really customized theme (in which case we do have separate setup steps where our support team can help you) it all should just happen automatically [00:23:39.020] - AnnetteAnd that is for Facebook Ads also? [00:23:41.340] - AriYeah. [00:23:42.560] - AnnetteOh wow. OK. [00:23:44.030] - AriIt'll give you a guide in the app. You'll have to make sure that the campaigns have been named in a certain way. There's some things we can't do automatically. But for those few things that we can't do it, it gives very clear steps. [00:24:00.760] - ChaseSo what size stores does this make sense for? [00:24:07.720] - AriI always say anyone who wants to grow should start tracking things early, because otherwise you'll get to a point where you can't go back and get a start date if the tracking wasn't set. Basically once you start to introduce traffic, our basic plan runs up to about five hundred orders per month. We have the pricing tiered based on sessions, orders or sales, but the number of orders is a pretty good indicator. So once you're starting to get traffic and have some orders come through, it's a good time to go with it. And then for our enterprise plans, where we do help with custom setup and reporting and things as needed, those are generally larger — you know, bigger DTC brands doing maybe five to 50 million a year. [00:24:55.020] - AnnetteAwesome. Just for our listeners (this is something I always like when apps offer this), Littledata offers a twenty five percent off discount if you pay the annual fee upfront so you can save some serious dollars. [00:25:09.330] - AriOh yeah. Hey you're doing my job for me! That's a good point. [00:25:13.420] - AnnetteIt's always nice to be rewarded if you're going to pay for something upfront, as a consumer. [00:25:22.160] - AriYeah. And we do find like Chase was saying, it takes a while to start gathering the data for advertising campaigns, and also just for understanding user flows on your site because you really need a lot of information. You don't want to start redesigning the site or changing your product line based on a really limited sample, because it could be just random. So the more data you can get, the more you can make sophisticated decisions. [00:25:47.740] - ChaseAwesome. I think that is the gem of the podcast right there. And with that I think we're going to wrap this one up. [00:25:54.700] - ChaseIs there anything that you want to leave with our guests? I know everyone probably want to go check out the app. It's Littledata.io slash Shopify (90 percent of our listeners are probably on Shopify). [00:26:05.430] - AriYeah, nothing in particular...ifyou're using ReCharge, our Shopify ReCharge connection is really powerful will probably solve a lot of tracking issues that you thought couldn't be solved. So check that out. And that's about it. It's a great podcast. Good to be here. [00:26:23.970] - AnnetteNo, thank you! I do appreciate it. You actually answered the question I was going to ask Chase after the podcast (laughs). [00:26:30.500] - ChaseI hate when we have podcasts when it's like a sales letter, but for this app, it's just so fancy — it works. It solves problems and that's what people want. [00:26:41.840] - AnnetteActually it's solving problems I didn't even know there was a solution for. So that's exciting. Thank you Ari. We appreciate having you on today. [00:26:52.690] - AriOh and you just one more thing...If anyone has questions, even if they don't need the app, we do a lot on our blog around analytics issues. So feel free to write to us with topics you'd like covered and we'll sort of investigate. [00:27:09.790] - ChaseOh cool awesome I'll check that. I'll check the blog out too. Awesome. Well thanks a lot.
How to succeed with subscription ecommerce: podcast and virtual summit
We're excited to participate in eCommerce Master Plan's virtual summit for subscription ecommerce this week. Littledata CEO Edward Upton is one of the lecturers, and that's not all! Over 10 industry experts have contributed in-depth online sessions to the summit, with advice for a variety of sites. This popular online conference is the place to be, whether you're just launching subscription products or looking to optimize revenue and customer lifetime value for an established brand. eCommerce Master Plan Virtual Summit The summit is a gathering place for thought leaders and growing brands. Sessions are live today, Tuesday 30th April, and unlocked for participants until 5pm on Thursday 2nd May. In one of the online sessions, Ed shares essential advice about Customer Lifetime Value (CLV) for subscription ecommerce. Get the inside scoop on how to calculate CLV and what it means for your business. The summit is a who's-who of next-gen ecommerce apps and consultants. Ed is joined by experts from ReCharge, Churn Buster and more. Topics include everything from launching and scaling a subscription box company, to specifics about Facebook Ads and loyalty programmes. Why attend the summit? Why should you attend this 3-day annual conference? Chloe and the team break it down into the most convincing reasons: HUGE OpportunityThe latest Royal Mail research predicts the Subscription Box market will be worth £1 billion in 2022. This Summit will give you the knowledge to grab your share of that market growth It's a different ball gameSubscription eCommerce is a very different type of business to a 'normal' eCommerce business. Different challenges, different opportunities. This Summit will explore those differences, and how to make the most of them to build and grow your subscription business. Keep OptimisingLearn multiple ways to optimise and improve the marketing of subscription products. We couldn't agree more. It's why we built, and why we regularly highlight content specifically for online retailers selling things by subscription - whether it's the heart of your business (like it is for our customers Athletic Greens and Dry Farm Wines) or simply a part of your wider product mix. Plus, it's a virtual summit so travel costs are nonexistent. So start brewing that coffee at home and hop online for non-stop learning. Sign up today! Free podcast with subscription ecommerce tips Want to learn more before signing up? Conference organizer (and ecommerce mastermind) Chloe Thomas has you covered. Check out Chloe's latest podcast (the 213th episode!) on top tips from the summit - including some from Littledata. If you're looking for even more free content, this podcast episode is a great compliment to Ed's appearance on the eCommerce Fastlane podcast, where he breaks down how to get a complete picture of your store's performance, from marketing channels through repeat buying behaviour. Thanks and see you at the summit!
Littledata updates: new funding, new Segment connection...and we're hiring!
What an amazing year it's been already! With a focus on smart connections for ecommerce analytics, Littledata is scaling quickly. We recently closed a new funding round and are firing on all cylinders, ramping up our agile product development, marketing outreach, career opportunities and conference participation. Here's the latest news from Littledata HQ. Littledata closes new angel funding round We're excited to announce that Littledata has closed a new angel funding round. We will be using the new funding chiefly to enhance product development and inbound marketing. Funding is a tricky thing. Too many companies make big claims without building a viable product, or estimate markets that don't actually turn out to exist. We've taken the opposite approach, building automated tools that solve real problems faced by major ecommerce brands. After all, the fanciest reporting in the world is useless if you can't trust your data! In other words we've been conservative with our funding because we believe in establishing deep product-market fit, and this new round comes at a perfect time. I've long said that bootstrapping builds better startups. For a bit of Littledata history, check out CEO Edward Upton's appearance on the Ecommerce Fastlane podcast, and his take on six challenges in developing a Shopify integration. New connection: Shopify to Segment We worked closely with the Segment team to create the ultimate Segment connection for Shopify and Shopify Plus. Segment offers a powerful Customer Data Infrastructure (CDI) that lets you clean, collect and control customer data. Our Shopify app for Segment users fixes tracking automatically, and lets you use Shopify as a Segment source. Benefits include: Server-side tracking for 100% accuracy Capture every customer touch point, including checkout steps, sales data and customer lifetime value (LTV) Push Shopify customer data to hundreds of Segment destinations Set up in minutes for any Shopify store We're hiring! With great things on the horizon, Littledata is seeking the best talent across departments in London, NYC and Romania. Check out our job postings for an up-to-date list. Our values include: Agile development New technologies Open collaboration Happy people We're looking for brilliant team players who are ready to build the next generation of analytics apps. Google Analytics knowledge is essential. Ecommerce experience is a plus! Conference season We all might live online these days, but our team culture values meetups IRL. If you're heading to Shopify Unite in Toronto this June, or ReCharge's ChargeX conference in LA in September, send us a note - we'd love to see you :) Should you go to that ecommerce conference? How to decide. There's never been a better time to join the Littledata family, whether as a partner, customer or team member. Growth has never been stronger - and customer happiness continues to be our most impressive statistic. Thank you for joining us on the journey to better data!
Link Analytics to AdWords with our new Google Ads connection
To target -- and retarget -- the right shoppers, ecommerce sites need to connect customer behaviour and ecommerce data from Google Analytics with their Google Ads (AdWords) accounts. But until now that was a complicated process, to say the least. Marketers have spent years going through detailed setup steps to connect the platforms, or wading through spreadsheets with manual imports and exports, building custom audiences and segments. It was an ongoing headache, but they did it because connecting shopping behaviour data with AdWords campaigns gets big results. Now there's a better way. Littledata's new Google Ads connection makes it easy to link Analytics to AdWords. Ecommerce sites are using the connection for smarter targeting that increases online sales and customer LTV. Why should you link Analytics to AdWords? In past posts we've highlighted the benefits of linking Analytics with AdWords for a mutually beneficial relationship. Littledata's new connection automates the process to ensure accurate tracking and more targeted campaigns. Benefits include: Online sales data in AdWords reports, and visa versa. Add sales columns to reports in Google Ads and view Google Ads costs in Google Analytics. Abandoned cart campaigns. Get higher ROI with targeted PPC campaigns based on shopping cart activity. Ecommerce hyper-segmentation, especially for Shopify stores and enterprise clients. Since Littledata fixes ecommerce tracking across the checkout flow, the Google Ads connection is especially powerful for marketers looking to retarget with granular user behaviour data, such as product list views, product detail pages and adds-to-cart. Multiple accounts. Multiple views. Our Google Ads connections lets you link multiple AdWords accounts to multiple Google Analytics views. It's that simple. Wait, do you mean Ads or AdWords? Have you heard the news? Google AdWords is now Google Ads. Google pitched the switch to Ads as a large-scale rebrand for simplicity, but it's clearly targeted in part at bumping up competition against other 'ads' in common parlance: Facebook Ads, Instagram Ads and Twitter Ads, with Reddit Ads quickly gaining pace among SaaS companies in particular. We still talk about AdWords a bit on the blog (as does the rest of the internet, such as Search Engine Land), but soon we'll all have to adapt to the change. So we're calling this new connection a Google Ads connection, but we don't expect marketers to stop chatting about AdWords any time soon. How does it work? After you sign up for Littledata, you can connect Analytics to AdWords from the Connections tab in the Littledata app. Just follow a couple of setup steps and the app makes the connection for you. No more manual connections. Plus, we audit your analytics setup continually to ensure consistent ecommerce tracking, campaign tagging and UTM parameters. So what are you waiting for? Those products aren't going to retarget themselves... And don't forget to try our Facebook Ads connection to complete your marketing analytics stack. It's an easy way to link Facebook Ads to Google Analytics. All paid plans in the Littledata app include a variety of Google Analytics connections for Shopify, Shopify Plus, ReCharge, Refersion, CartHook and more. PS. The next iteration of our Google Ads connection will provide automation for retargeting using ecommerce segments. Sign up for Littledata today so you're first in line!
Why you should link Google Ads to Google Analytics
Google Ads (formerly Google AdWords) and Google Analytics have constantly proved their worth as valuable tools for ecommerce marketers to get insights and detailed reporting on advertising ROI. But why should you link Google Ads and Google Analytics together? What does it mean to connect them? Our enterprise ecommerce customers in particular have seen a major benefit of linking Analytics with Ads. Those who linked these two platforms have seen a significant improvement in reporting and it made it much easier to retarget ads to clients that have forgotten or abandoned their services but shown intent to purchase a particular product or type of product. Why connect Google Ads to Google Analytics? Is it really necessary to connect Google Ads linked with Analytics? Let's get down to basics. In the Ads platform you can’t see what your users do after they click on your ads or if said ads led to a sale, you can’t see their path on your website, so you are basically losing the big picture of your customer’s behaviour after they see the ad. In short, without connecting the two technologies together, your shopping funnel is incomplete. You can't see Google Ads performance compared with other marketing channels, or how those Ads actually contribute to revenue. Both Google tools have their individual strengths but you can see their real power once you have linked both of them. If you are already using both Analytics and Google Ads but haven’t linked them yet, then you are missing a lot of valuable information about how to connect marketing with revenue -- and where to optimise. [subscribe button_text="Free Google Analytics Connection"] With the two platforms tied together, they will be able to communicate much more efficiently and provide more granular data in your reporting. Google Analytics has a dedicated section within the Acquisition reports solely detailing Google Ads performance which you cannot obtain unless you have linked your Google Ads and Analytics accounts and are using auto-tagging in Google Ads. These reports share some common information with the types of data that can be found in Google Ads, but here you are able to combine and link the Google Ads data with all the data available in Analytics to find more meaningful insights and potentially make better decisions. Moreover, you can leverage these insights into a number of different goals that you wouldn’t be able to easily see in Google Ads. Surprisingly though, a full connection doesn’t happen automatically. Yes, they are both Google products, but you need to do some work to connect the platforms and then take action based on that data. Google's thoughts on connecting Google Ads with Google Analytics This quick video highlights the benefits of linking the two platforms together (whether you call them Ads or AdWords is up to you...marketers are still a bit confused by Google's rebrand). https://www.youtube.com/watch?v=8EmXFM1_xEo Top four benefits of linking Google Ads with Google Analytics for ecommerce 1. Retarget based on checkout steps in ecommerce The most effective way to grab these customers is to target them based on where they dropped off. Luckily, Google lets you do exactly that: with the right analytics, you can set up retargeting campaigns based on checkout behaviour. We highlighted this in a more comprehensive blog post on how you can improve Google Ads retargeting by analyzing the customer behavior during checkout. Our customers have been applying those tips and seeing results in less than a week. Learn more about how to improve AdWords retargeting using ecommerce checkout steps. 2. Retarget based on users who reach a Google Analytics goal You can set up a simple or complex goal and then target that audience with the right messaging. For example, even a newsletter subscription can lead to a goal completion. That user showed interest in your product and with a bit of persuasion and smart ad targeting, you’ll most likely succeed in transforming that lead into a buying customer. PRO TIP: Watch our video on troubleshooting your Google Analytics goals setup if you're having issues with goals. 3. Block advertising to people who have previously purchased An effective retargeting audience setting is crucial. There is no need to spend money on retargeting ads for people who will not be convinced to buy by them. If someone has already purchased a product from your online store, then the chance of them buying the same product in the next few days is very low. If you don’t set an effective retargeting audience, you are more likely to spend way more money for with no result. The solution is to exclude people who recently bought your products from retargeting for a certain period, and you’ll be able to retarget them again after a certain time frame. That means that if John from California just bought a shirt from my website, I will not retarget him for the next month; he will not see any ads of the shirt appearing on his browser for that period. [subscribe "button_text="Free Google Analytics Connection"] If you want to see the best result of with your retargeting campaign then keep this in the back of your mind when making campaign planning. You will be left with more budget to spend on retargeting ads that are actually effective and most important of all, a happier audience. 4. Send different adverts to different segments of customer lifetime value (LTV) Our biggest customer segment right now is automated analytics for ecommerce subscription businesses. It should come as no surprise that subscription ecommerce merchants get a special benefit from linking Ads with Analytics. Littledata's ReCharge connection enables you to see customer lifetime value and create different audiences based on a customer’s last purchase or the number of orders placed. By this segmentation of audience you can customise your PPC ads and reach the right people who are already loyal to your brand and know your products. Your ROAS will be amazing and you won’t have to make huge efforts to get major results. Questions? The benefits above speak for themselves, so what are you waiting for? Especially if you run an ecommerce site, the time to connect is now :) If you’re trying to connect Google Analytics with Google Ads for an ecommerce site, it should go smoothly. But sometimes an account manager can help with custom setup and reporting, or simply check to make sure you’re tracking things correctly. Littledata’s pricing options include various levels of support to fit every business size and goals for growth. Check out our free guide on how to connect your Google Analytics and Google Ads accounts.
Littledata Shopify App featured on Ecommerce Fastlane Podcast
Littledata's own Edward Upton is featured on a new episode of the Ecommerce Fastlane Shopify podcast! Check it out here:Episode 33: Get The Complete Picture Of Your Shopify Store's Performance With Deeper Marketing Insights .The eCommerce Fastlane podcast is the best in the business. It caters to ecommerce strategies, success stories, sales, traffic, and growth for Shopify Plus stores. In the new episode Ed discusses the Littledata Shopify reporting app and how you can make smarter business decisions for your Shopify store. As podcast host Steve Hutt puts it "It closes the loop on all of your data including your Shopify store orders, marketing channels, and lifetime customer value." In other words, your Google Analytics will never be the same. Littledata is a Shopify App Partner that has created an analytics platform that takes Google Analytics and literally puts it on steroids. It closes the loop on all of your data including your Shopify store orders, marketing channels, and lifetime customer value. Littledata offers a free connection with Google Analytics to make sure people get accurate reporting, more powerful marketing insights, and a more complete picture of ecommerce performance. Shopify's basic integration with Google Analytics doesn't capture all of the ecommerce journey events and attribution that stores want to have. That's where Littledata comes in, to make sure that you can get a better grasp of the customer journey. [subscribe] Our Shopify Plus connection automatically tracks the sales and marketing data you need to scale a Shopify Plus store. Here's a comparison chart between our tracking and the default tracking in Shopify. On top of fixing your data collection we've launched the first Shopify flow connector for Google Analytics. The connector enables Shopify Plus stores to automate tracking with custom events in Google Analytics. If you're a subscription business, we integrate with ReCharge to give you an accurate data stream. This means no more headaches when it comes to recurring orders and first-time orders. [note]Now, with a revamped ReCharge connection — ReCharge v2 — you can track subscription lifecycle events with ease![/note] Say goodbye to the days when transactions from Shopify don't match Google Analytics, and say hello to accuracy! Littledata is the smart solution and we offer a free Google Analytics connection, plus a 14-day free trial on all of our plans - it's the smart way to connect Shopify Plus with Google Analytics. Don't forget to leave a review after subscribing to the podcast on iTunes, Stitcher, Google Play or wherever else you like to listen!
Our top 5 posts from 2018
Happy new year! With a lot of big things on the way for Littledata this year, including new Connections to automate analytics for an even wider range of popular ecommerce apps and platforms, we wanted to take a moment to look back on the posts you found most useful with our current feature set. Last year we reviewed our top posts from 2017 and found that the focus -- not surprisingly -- was on Shopify and Google Analytics. This time around, our most-read and most-shared posts have really honed in on individual features and connections, especially for larger stores using one of our enterprise plans for full account management and unlimited automation. Interestingly, 4 out of the 5 top posts have a title in the form of a question. Perhaps a sign of 'plugged-in' (ie distracted) readers looking for a sense of engagement? 1. What's the real ROI on your Facebook Ads? For the past decade Facebook’s revenue growth has been relentless, driven by a switch from TV advertising and online banners to a platform seen as more targetable and measurable. When it comes to Facebook Ads, marketers are drawn to messaging about a strong return on investment. But are you measuring that return correctly? 2. Why don't my transactions in Google Analytics match those in Shopify? If we had a nickel for every time we hear this question! In this popular post, our partner manager breaks down common reasons for ecommerce data inaccuracy between Shopify and GA, and takes a look at how to fix those issues automatically. Find out the top 6 reasons for inaccuracy, including some orders never being recorded in Google Analytics! 3. New help center articles on Shopify tracking and ReCharge integration With detailed new articles on Shopify tracking and how our ReCharge integration works, the new Littledata Help Center quickly became a go-to resource for current customers and ecommerce managers this past year. Even before they become customers, many ecommerce industry folks are using the help center to get a clearer view of how to use Google Analytics effectively. We're happy to help! 4. Are you looking at the wrong Black Friday metrics? Paying attention to the right ecommerce metrics can help you establish the best customer base and shopping experience for long-term growth. But many retailers still focus only on the most popular metrics — especially during the online shopping craze of Black Friday and Cyber Monday (#BFCM). Over the next few weeks ecommerce managers will be obsessing over data, but which stats are the most important? Two popular metrics — ecommerce conversion rate and average time on site — may be misleading, so in this post our CEO recommends looking instead at longer-term benchmarks. 5. Average order value benchmarks 2018: how do you compare? Increasing average order value usually has a dramatic impact on profits and ROI from marketing spend. It is also a gift that keeps on giving, as optimisation in this area is something that can deliver ongoing results over the long term. The holiday shopping period in 2018 had us obsessed with one of our favourite ecommerce metrics: average order value (AOV). How does your site compare? This popular post includes a new infographic that breaks down the stats, using our set of private benchmark data about the ecommerce industry.
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