A deep dive into Shopify's Google Sales Channel for GA4
You might have seen the message below in your Shopify store settings about setting up the Google Channel app. What should you do when you see this message? Shopify offers a number of sales channels to make it easy to sell products on different online channels like Facebook and the Shop app. The Google sales channel is a bit different, since 1) it now also includes Google Analytics 4 (GA4) tracking, and 2) it is now managed directly by Google. Although we work with larger merchants at Littledata, who typically use external apps and agency partners to manage sales channels and analytics, we’ve been getting a lot of questions about the recent updates. Here’s a first look at what the Google Channel app does, and how that compares with other ways to set up Google Analytics 4 (GA4). What is the Google Channel app? Shopify launched the Google Channel app back in 2017 to provide an easier way for stores to sell on Google, using Google Ads and Google Shopping. It’s free to install, though of course you pay for the Ads ;) “Sync your products to Google Merchant Center, list products for free on Search, YouTube and more and even run paid Performance Max campaigns.” In the relaunch in March 2023 Shopify/Google added tracking for GA4, along with better support for Google PMax (Performance Max) campaigns. Shopify wants to offer you with a no-code install process for GA4, but adding the Google Channel won’t “avoid any data disruptions” for all stores. [subscribe] Why Shopify is moving GA4 tracking to the Google Channel Universal Analytics - the previous GA version - will stop collecting data on 1st July 2023, so Shopify was under pressure from customers to offer in-built GA4 tracking ahead of that deadline. GA4 is also Google’s preferred way of tracking conversions in Google Ads, and PMax campaigns need conversions (purchases) tracked to maximize Cost Per Acquisition (CPA). I also think Shopify wants to push support for GA4 onto Google by moving all of the Google connections out of their core platform and into a ‘third party’ app. What’s included in Google Channel tracking? The Google Channel app allows a store to pick a GA4 property and copies most of the ecommerce event tracking available from Shopify to Universal Analytics: Page views Product views (including product name and price) Add to cart Checkout started Purchase (Order completed) [note]Are you tracking conversions in GA4? Find out in 5 minutes with our free order checker app[/note] What are the limitations of Google Channel for tracking GA4? Firstly, the Google Channel is built to work with Google Ads. However, there’s many other reasons to use Google Analytics other than for Google Ads targeting: tracking all marketing channels, understanding on -site conversion, checkout conversion, product performance and more. Shopify hasn’t optimized the tracking for that. So there are some limitations with the events sent to GA: No tracking of product list views or clicks No checkout steps, beyond begin_checkout * No currency field on Product Detail views No reporting on product SKUs No tracking of coupons and discount codes No server-side tracking for accurate orders and revenue No Enhanced Conversions for cross-device tracking of Google Ads * Theoretically, an event is triggered when users add payment info, but we couldn’t get this to fire in multiple tests. See a full comparison with Littledata tracking. Secondly, the GA4 tracking is tightly coupled with the implementation of Google Shopping feed (which has some bugs, judging by the thirty 1-star reviews from the last month) so while you can just use the GA4 part of the Google Channel app, you run the risk of disrupting Google Analytics when you edit Google Ads settings. Thirdly, there are no settings to adjust the Google Channel tracking - so if you want only certain events tracked, or integrate with third-party apps, your hands are tied. "There are no settings to adjust the Google Channel tracking. So if you want only certain events tracked, or integrate with third-party apps, your hands are tied." Lastly, Shopify does not provide full support for GA4 tracking via the Google Channel app. The app is theoretically supported by Google, but Google only provides technical support if you pay $50k+ a year for Google Analytics 360. Other than that you’d need to pay a consultant to check the set up for you. What is the best way to set up GA4? You need to start getting data into GA4 by July this year - not just for analysis, but also for building audiences and retargeting your own customer base in Google Ads. So beyond this app, you have two options: 1. Add Google Tag Manager to your store theme Pros: Reliable page view tracking, simple to customize settings, free to run Cons: No tracking of the checkout steps (even for Plus stores), revenue in GA won’t match revenue in Shopify, lots of time (and developer cost) required to set up all the shopping behavior events 2. Use a proven, highly rated app like Littledata Pros: Reliable tracking of the whole customer journey in GA4, 100% match between orders and revenue in Shopify, no implementation effort, no developers needed, instant data quality; and Littledata is optimized for Shopify Plus, including headless tracking, Shop App tracking and multi-currency tracking in GA4 Cons: Ongoing app charge to maintain data quality [note]Are you tracking conversions in GA4? Find out in 5 minutes with our free order checker app[/note] Why server-side tracking? The basic limitation of the Google Channel is client-side tracking -- which means all the events to Google are sent from the end user’s browser. This isn’t a reliable way to attribute sales to marketing campaigns in an age when many browsers and ad blockers limit tracking. The world of web analytics has changed a lot since Shopify added GA via the Shopify store preferences back in 2014 - but Google Channel isn’t changing how the event data is actually tracked. In contrast, server-side tracking allows apps like Littledata to hook into what is happening on Shopify’s servers from the add to cart onwards. This means 100% of revenue can be tracked and the vast majority (~90%) of that can be linked to a pre-checkout user journey and marketing campaign. There’s many apps that promise to ‘fix’ marketing attribution (Rockerbox, Northbeam, etc), but the only way to get truly reliable tracking of orders and revenue is server-side tracking. What your store should do today While I understand that Shopify wants to provide an out-the-box integration with Google Analytics for smaller stores, this Google Channel won’t be suitable for any scaling brand spending heavily on online customer acquisition and retention. You DO need to start tracking in Google Analytics 4 ASAP! If your brand turns over less than $1M a year, and you don’t have the time to dive into marketing attribution and targeting, then the Google Channel may be enough right now. And that's great! But if you are doing $1M+, or need to dive into the details of what drives customers to purchase, then I don’t think the Google Channel will be robust enough for you. If you're ready to be truly data-driven this year, consider applying for a Littledata Plus plan so we can support you fully with higher SLAs and analytics training for your team. Shopify has reason to launch limited free apps (eg reviews, email and geolocation) to address the concern that their sticker price doesn’t reflect all the paid app add-ons you need to run a store. Yet professionals at growing brands know you need paid apps to guarantee quality and support. Littledata’s Google Analytics connection is no exception -- try it for free in the Shopify App store today!
Grow your subscription business with revenue based loans
Revenue-based loans for early-stage companies burst into the mainstream in 2022. Whether you are a subscription commerce business or a SaaS company, this could be a powerful new way to fund your expansion. In this guide I’ll explain what I’ve learnt as a founder from many weeks of conversations about the different flavours of debt funding, and when they’re appropriate for your business. What is a revenue-based loan (RBL)? An RBL is a business loan secured against a company’s future recurring revenue stream rather than the company’s assets. Most growth-phase companies can’t borrow from traditional banks because they are not profitable, are asset-light, and don’t have big enough revenue streams. Alternative debt providers, including RBLs, have stepped in to fill that need. This is different to invoice factoring. Factoring companies take over the billing relationship with your customers to repay the debt, which doesn’t work for companies like Littledata where most of the revenue is from Stripe card processing or payouts from an app store. How do RBLs compare with traditional loans? RBLs are typically covenant-lite and without personal guarantees. This means if your revenue drops and you are unable to repay the loans the lender has no right to take control of the business or pursue you personally for the debt. That said, all debt needs to be repaid in full — even if your revenue drops unexpectedly. How do RBLs compare with selling equity (VC funding)? Firstly, they are much less dilutive - sometimes non dilutive. This means the current shareholders keep their same hard-earned share of the business. Some lenders may ask for warrants (share options) to share in the upside if your growth takes off, but these are still a lot less dilutive than VC funds. Secondly, RBL providers won’t interfere or distract you. They don’t want a say in how you run your business; they only want visibility on how your revenue is progressing. On the flip side, debt providers won’t be able to advise you on growth strategy — most are very transactional. Yet, in my experience, VC investors exaggerate the benefit of their advice, which can be just as distracting as helpful. Since the outcome for most VC-based companies is very binary, VC funds inevitably focus their attention on the biggest winners in their portfolio — meaning you won't get their attention in times of need anyway. In many cases RBLs are not a complete alternative to equity funding — they just reduce your dilution by match funding other equity investments. Are RBLs the same as venture debt? The terms are often used interchangeably, but traditionally venture debt was taken on alongside a big injection of cash for equity (e.g. alongside a Series A investment). This boosts the size of an already large funding round but doesn’t help companies trying to grow up to this level. RBLs can be used independent of any equity funding round. Littledata’s Story Littledata started exploring revenue based loans back in 2020, and took out our first 3 month loan from Forward Advances. However, with our marketing mix and 30 day free trial it’s impossible to get a return on investment within 3 months. So in 2021 we took on a 12 month loan from ClearCo, and then in 2022 another 12 month facility from Capchase. Then later in 2022 we started working with Element Finance, who have been extremely helpful in working around our existing lending and can lend over 4 years to postpone a larger equity raise. Will taking on a loan reduce my funding options in the future? As this kind of debt funding becomes more mainstream it is becoming a useful bridge to ever-larger Series A rounds. In my experience, having a loan on your books will not block an equity investment - as long as it is not convertible into equity, and the warrants for the lenders are minimal. In fact, since debt funders are agnostic about the exit route or valuation, they keep open exit options that a VC might block. So for example, If your growth stalls and you want to switch to run your company for profit, once you’ve repaid the debt, the income is all yours. If you can use debt funding to achieve a certain scale ($5M+ ARR), you’ll be able to access much cheaper term loans from lenders like Silicon Valley Bank. Is my business suitable for an RBL? If you haven’t yet generated $100k annual recurring revenue (ARR), or you are investing in a new and unproven market, then equity funding is a better option. To get confident in the stability of your future revenue streams the debt provider will want to see: 1. Majority recurring revenue 2. High net year-on-year revenue growth (at least 50%+) 3. Low customer value churn (less than 50% per year) 4. Low customer concentration (any one customer churning has low impact) My company Littledata qualifies on all fronts with 100% recurring revenue, high year-over-year growth, less than 40% gross value churn, and our largest customer is less than 2% of our revenue. How much can I borrow? Loan values are usually expressed as a multiple of run rate ARR, and the maximum will be between 20% (2 months revenue) and 50% (6 months revenue) of your ARR. This maximum depends on revenue stability, term length, and other factors. I think I can raise a VC. Are RBLs still relevant? I think so, yes. It helps boost your valuation and gives you time to wait for the right investor. Investors value subscription-based companies as a multiple of their ARR, depending on growth and churn. If you’re growing at a predictable rate month-over-month, why would you sell out a bigger share now when you could hold off for a higher valuation in the future. Short-term RBLs won’t increase your runway unless you can increase your revenue faster than the loan duration - otherwise the extra revenue you gain from bringing forward hiring or marketing spending will likely be offset by the debt repayments. But VC funding can also reduce your runway (by encouraging higher burn rates) AND limit your exit options. It’s a necessary evil in some cases, but don’t believe it’s the only way. (Image credit: Founder Collective) What are the options for funding a sub-$2M ARR business? At this level, you are limited to borrowing over a maximum 12-month term. This means you’ll need to repay the loan monthly over a year, so if you borrow $200k you’ll repay around $18k per month including a fee. This fee is typically expressed as a discount rate — equivalent to the discount you might offer a customer for paying annually rather than monthly. Discount rates on 12-month loans currently range from 5% to 11% depending on the underwriting risk. This translates to an APR of 10% to 18% since half of the money is repaid within half the loan term. Some lenders will structure the repayments as a percent of your monthly revenue (i.e. you repay over a minimum of 12 months), which limits the cash out if your revenue sinks. But, in practice for a growing company, the repayments will be fixed. You could also borrow for 6 months for half the cost. This doesn’t work for us, but it could work for you if you can quickly translate marketing dollars into more recurring revenue. Since the process is usually fully automated — with data feeds from common accounting and banking platforms — these lenders are very quick, with offers in 24 hours and loans within 10 days. Some of the lenders in this space are: Clearco (previously Clearbanc) Uncapped Forward Advances (stopped lending) Capchase Velocity Capital Vitt Founderpath Pipe Full disclosure: we’ve taken loans from Forward Advances, Clearco, Capchase, and Element Finance. What are the options for funding a $2M+ ARR business? The lenders above will welcome you with open arms; at this scale, their risk is lower and the fees are higher. But there are now more options for lower interest rates and longer-term loans. Element Finance offers 4-year loans of $500k+, with no warrants. Element Finance recently provided funding to Littledata for the next stage of growth. Saas Capital, based in Seattle, also offers 4 to 5 year loans with lower interest and warrants. They can lend between 4x and 12x trailing MRR, depending on growth and churn, but focus more on SaaS. Riverside Acceleration Capital offers a 3 to 5-year loan, with an interest-only period at the start to reduce cash out. Prefcap offers a 2-year, rolled-up loan (no monthly payments, but repaid or refinanced in full at the end of 2 years). This reduces your cash out, but they want warrants with the right to invest equity in the next round. Flow Capital, based in Canada, offers a 3 to 5-year loan with lower interest but with warrants. Lending over longer periods is much less predictable, so the process will be more like interacting with a VC: a week or two to get to a term sheet, and then 6 to 8 weeks to complete due diligence and access the funds. In Conclusion If you’re a growing subscription business, check out the possibilities for RBL financing. Even if you don’t need the money now, it can be a useful option for bridging to the next equity round — or allowing you to say no to egregious term sheets. I’ve spent many weeks pitching VCs and as flattering as it is to have experienced investors quiz you about strategy, I’d far rather be putting the capital to work in growing the product and customer base. RBL funding gives me that option.
Do Shopify's new Commerce Components fit the modern data stack?
We are off to the races in 2023 already with Shopify officially launching Commerce Components by Shopify (CCS), an improved offering for large retailers. CCS allows enterprise retailers to access Shopify's foundational, high-performing components, such as its checkout, along with flexible APIs to build dynamic customer experiences that integrate seamlessly with a retailer's preferred existing services. But larger brands don't just want composable commerce. They also want -- actually, need -- complete, accurate, actionable data. Have Shopify's new Commerce Components been designed with the modern data stack in mind? There are lots of good things to say about Commerce Components. Enterprise retailers can take the components they need and leave those they do not, and developers are “free to build with any front-end framework they choose”, says Shopify. CCS uses Shopify's global scale infrastructure, which has over 275 network edge points to enable fast storefronts and checkouts no matter where customers are located -- and in a year where consumers are savvier than ever and demand a great experience. While we are excited about how this will attract larger brands to the Shopify ecosystem, we feel the Data Analytics component is underwhelming -- and won’t allow enterprise brands to track full server-side event data for building marketing attribution, product recommendation, or personalization data models. This component uses ShopifyQL, launched in mid-2022, as a neat query language for charting. But data analysts using ShopifyQL to query Shopify’s own data tables can only query the current state of the customer or order, and not understand the customer journey that led to that order. Popular reports such as marketing attribution by campaign or channel are just not possible from this data set. Furthermore, most enterprise brands we talk to want to own their own data warehouse and have the flexibility to use best-in-class tools like BigQuery, Looker, and dbt to store and analyze the data. Littledata provides a raw event data feed, directly sourced from Shopify’s servers to power just such a modern data stack -- and gives analysts the flexibility to build their own data models. Littledata is excited to work with brands using Commence Components (including headless stores), but we think Shopify will need to lean on its partner network to provide the breadth of functionality, especially in data analysis, that enterprise brands require. For now brands on our Littledata Plus plans are skeptical about the initial release of Commerce Components, just as they have been about Shopify's new Web Pixel and overall Shopify Theme changes.
Twelve Days of Data Tips from Our Founder
Hi Everyone, This is Edward, Founder of Littledata, making it easy for modern DTC brands to get accurate data. 2022 has been a bumper year for Littledata. We extended the product to work with BigCommerce as a data source, and Facebook Ads as a data destination. And after closing a funding round during a tricky period in the financial markets last summer we’ve grown the team to 40 people globally. I’m immensely proud of the glowing reviews we get from customers, and we’ve now been judged as a category leader by G2. It’s been great to see customers like Geologie driving a 25% increase in retention using the improved subscription data available with Littledata. Customers drive Littledata forward, and I always welcome your feedback on where we can take the product next. As something festive for this time of year I wanted to add a data twist to an English classic - the Twelve Days of Christmas. Here it goes! On the twelfth day of data, My analyst sent to me: Twelve reports drumming Management reports are the beating heart of any digital business and you need to be able to trust the data you make decisions from in 2023. I recommend Google Analytics 4 as a powerful, free way to build reports on online marketing, merchandising, customer experience and more. And if you find GA4 a bit ugly you can use the same events in Looker Studio (previously Data Studio) to build pretty management reports. Eleven data piping DTC companies generate valuable first-party data from their customer interactions - but are you piping that data to marketing or analytics platforms where you can make use of it? Littledata pipes first-party data from Shopify and BigCommerce into the platforms that brands rely on - Google, Facebook and hundreds of others via Segment. Ten charts a leaping Data doesn’t come to life until it’s visualized and, as much as I like the chart designs in Shopify Analytics, Google Analytics 4 provides more than ten powerful ways to look at your customer behavior. You can use the GA exploration module to build whatever you fancy, including customer behavior, sales performance and checkout funnels. Nine feeds to Looker If you want more from your charting, look to Looker. Google has rebranded Data Studio to be Looker Studio - and it’s still the same fast and free data visualization suite. Connecting a Google Analytics 4 source is easy, and if the reports don’t run fast enough for you try hooking Looker Studio up to BigQuery. Eight ROAS If you’ve given up on measuring Return On Advertising Spend by campaign in 2022, don’t despair! For Facebook Ads there is a fix in the form of Facebook’s Conversions API, sending the conversion events via Littledata’s servers. And for Google Ads you can import conversions from Google Analytics to improve attribution and measure ROAS. Seven data warehouse Is building a data warehouse on your long to-do list for 2023? Even if you don’t have the budget or bandwidth for deeper data analysis now, it could be a valuable asset for the future? Well you can tick this task off today! GA4 includes a free data feed into BigQuery - Google’s high-scale cloud warehouse. Hosting your event data in BigQuery will cost no more than tens of dollars a month, and from there you could pipe it into another data store of your choice: Snowflake, AWS RedShift or even SQL Server. Six orders matching Accurate management reports need accurate event data to feed them. If your store made 6 orders, you’d expect to see 6 orders in Google Analytics right? Wrong! Stores which rely on the thank you page being tracked to feed an order into GA see only 5 of these 6 orders. A 20% loss of orders and revenue will put a big dent in the trustworthiness of your reporting, and it is totally fixable with server-side order tracking. GA4! Google Analytics 4 is the latest version of GA, and the only version you can use from July 2023. It’s a must for any brand wanting a single source of truth on marketing performance, and powerful ways to share data across Google’s marketing platform. Get started today with Littledata’s GA4 connector! You’ll at least need 6 months of historical data, so it can’t wait until July to get started. Four CAPI birds Facebook Conversions API (CAPI) was one of the big marketing innovations of 2022. It’s the only way to get back some of the lost visibility on Facebook Ads due to iOS 14, and power advanced targeting like dynamic product ads. Earlier this year we launched Littledata’s Conversions API destination for Shopify and BigCommerce to make it super-easy to match Facebook Ads to online conversions. It can’t wind back all the changes to cookies and browser tracking, but it can boost your Facebook performance by 34%. Three UTMs UTM tagging - decorating the link clicks from your online marketing campaigns - is still the bedrock of marketing attribution. Littledata can help you link orders to landing pages, but your company needs a consistent UTM tagging system to get the most from your reporting. Luckily common platforms like Klaviyo and Google Ads have tools to make this UTM tagging easy. Two data truths ONE - brands that invest in better data get better growth. See case studies of Grind Coffee, Rothys and Geologie. TWO - Google Tag Manager brings as many problems as it solves. Don’t waste weeks getting server-side Google Tag Manager to run - license a proven server-side data platform. And events in Big-Quer-er-er-ry! The icing on the Google Analytics Christmas cake for me is the fast and reliable data feed into Google BigQuery, and from there into Looker Studio or any reporting tool of your choice. For $99 a month you can now license the kind of data pipeline that enterprise brands have spent hundreds of thousands building. There really is no trade off between accuracy and cost saving. Have a very happy Christmas, and wishing your family, team and data a safe and successful 2023! Best wishes, Edward
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Do you need to process customer data in-house to be truly data secure?
Many brands with large customer bases are facing a similar question when it comes to storing data—is it time to bring all data processing in-house? Whether this is prompted by a data security audit, a data breach, or a desire to be more agile with data analysis, it's an important question that thankfully doesn't have a complicated answer. In this article, I’ll explore whether you should outsource or insource customer data processing for your brand. Quick side note—for Littledata’s direct-to-consumer (DTC) brands, customer data is usually first-party data captured as part of the ecommerce checkout process, including post-purchase interactions with the customers and web browsing information such as IP addresses. Why you need first-party data to be secure First-party customer data is data the customer shares with you directly through the server connecting them to your website. By its very nature, first-party data is created by a contract—and more importantly, a bond of trust—between your brand and the end customer. Accidentally leaking that data is brand-damaging: 46% of organizations surveyed by Forbes suffered reputational damage after a data breach. In addition, GDPR and similar regulations impose large fines (up to 4% of global revenue) for data breaches—specifically, lax processes leading to a data breach. You might also be concerned about commercial espionage—how valuable could your customer purchase history be in the hands of a competitor or a fraudster? Or maybe your company has been burned by third-party data processors in the past whose security standards did not meet your own. Taking these concerns together, you may be thinking the only way to be truly data secure is to process and store first-party customer data on your own infrastructure. But there are downsides to this. Do you want to own your own data infrastructure? By data infrastructure, I don’t mean owning bare-metal servers that sit in the broom cupboard behind your office. I’ll assume you are comfortable with the concept of hosting data in a public or private cloud environment. However, even maintaining that cloud computing infrastructure brings costs and risks. Your company will be responsible for software patches, updates to use the latest API versions, monitoring for suspicious activity, and handling outages. Data engineering is complex, and great data engineers are in short supply. So, I suggest you are better off licensing a secure data pipeline than building it all yourself. Does your company control the data end-to-end? Frankly, processing company data in-house may be missing the point if you do not control the data processing end-to-end. Many of Littledata’s customers have made a deliberate choice by working with Shopify or BigCommerce to leave purchase and transaction processing to a cloud provider—signing data processing agreements (see DPAs for Shopify and BigCommerce) to store customer data on US cloud servers. Many brands also make a choice to share customer data with Google (pseudo-anonymized) or with Facebook (not anonymized) to improve their customer acquisition and Return on Advertising Spend (ROAS). In effect, these brands are outsourcing the data processing that happens between the ecommerce cloud and the marketing cloud to Littledata. Trying to do this processing in-house makes little sense when the start and end of the data processing chain are third parties. Does EU customer data need to stay in the EU to be secure? You may have read about regional courts in France and Austria ruling against sending EU customer data to Google Analytics—or indeed sending data to any US server. I think these rulings are extreme and will eventually be struck down. There is no practical or legal reason why data processing on servers within the EU is somehow more GDPR compliant than hosting on the cloud in the US. That said, data nationalism as a trend is here to stay, so there may be a future need to keep EU data siloed. All cloud computing networks have EU servers, and tools like Segment make it possible to split EU customer data processing onto EU servers. The limitation is that right now, none of our other partners (especially Shopify, Google, and Facebook) have the same ability to process in the EU. This makes regionalizing only one part of the data processing chain pointless. Is outsourced data GDPR compliant? Yes, you can subcontract data processing to a third party. But to be GDPR compliant, your data processors need to enable the right to rectification, the right to erasure, and the right to restrict processing. All the main partners that Littledata works with (Shopify, Google Analytics, Facebook Ads, etc.) have API endpoints by which your customer can request their data to be updated or erased, and this request can be passed on to the downstream processors. If the customer requests to restrict processing (e.g. opting out of advertising retargeting using a cookie consent banner) your company needs to also pass along that choice to the downstream processors. Littledata’s tracking script makes that easy to do via integration with Shopify’s consent management, and plugins for OneTrust and TrustArc. Can you control outsourced data processing? Yes. Doing so is just a matter of working with a processing partner that a) is transparent on how they process the data, b) follows good practices in data security, and c) provides Service Level Agreements (SLAs) for the processing. At Littledata, we are clear about how we process customer data (and exactly what data points are stored where), have a public data security policy, and provide tight processing SLAs for Plus customers. [tip]Learn more about how Littledata protects your data while giving you 100% accurate analytics by booking a demo with one of our experts.[/tip] Conclusion I believe you can outsource data processing and still be truly data secure. In fact, I believe trying to bring data fully in-house is costly and pointless for most cloud ecommerce brands. Pick trusted partners to ensure your customer data processing is both super reliable and super secure, and get on with scaling your business!
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