Segment recipe: Build an effective win-back campaign with Shopify and Klaviyo

If win-back campaigns aren’t a part of your retention strategy, you’re leaving money on the table. But how do you build the targeting for those campaigns? As acquisition costs continue to soar, brands are honing in on retention more than ever before. There’s no better way to keep customers engaged and coming back for more than with a win-back campaign that’s backed by data. In our new Segment recipe on win-back campaigns, we teach you how to: Send Shopify events to Klaviyo with Littledata’s Shopify source for Segment Identify a group of inactive customers to reactivate Build and schedule automated campaigns in Klaviyo to run systematically and optimize for efficiency Zeroing in on retention can have a massive uplift to your bottom line. On average, it’s five times more expensive to acquire a new customer than it is to retain an existing one, and improving your customer retention by as little as 5% can boost your revenue up to 25%.  At Littledata, we have been honored to see the number of high-value use cases that have come out of our Shopify source for Twilio Segment. Using our Shopify source with a trusted CRM destination like Klaviyo, brands are able to push accurate sales, marketing, and customer data to Klaviyo, build data-driven email and SMS win-back campaigns, and retarget their churned customers with hyper-targeted messaging in the perfect timing.  The key to building an effective win-back campaign lies in complete customer data. To have a real impact, your definition of customer data must include core data points like purchase history, average order value, and products a customer has been interested in but not bought yet. With these insights, you can reach the right audience at the right time and serve them the right piece of content to reactivate them. With brands like Rothy’s, Lick, and Sheertex using Littledata’s Shopify source for Segment, we’ve seen first-hand how top DTC brands on Shopify Plus use the data we track to target customers more effectively, reducing CAC while improving LTV. Our latest Segment recipe leverages Twilio Engage to help you build an audience of inactive customers and re-engage them in Klaviyo.To go a step further, we’ve added insights into how you can create a computed trait to continually refine your audience – in this case, based on average order value (AOV). Want to send Shopify data to Segment? Littledata's Shopify source for Segment enables you to automatically send ecommerce events to any of Segment’s hundreds of destinations. Capture data at every touchpoint and attribute results from your marketing campaigns with 100% accuracy thanks to our server-side tracking. Did we mention that we also handle identity resolution? Get started for free with a 30-day trial or book a demo today!


GA4 Auto-migration: Why and how to opt-out

If you haven’t migrated to Google Analytics 4 (GA4) by now, you’re likely flooded with reminders from Google to get to it! But what does auto-migration mean? And can it break your Shopify data? With Universal Analytics’ July deprecation date coming soon, the pressure is on. To encourage UA users to make the switch, Google began auto-migrating UA properties to GA4 on March 1, 2023.  While this may sound helpful, you actually do not want to rely on Google’s auto-migration to GA4. For data-driven ecommerce brands, Google’s “basic” configurations aren’t going to cut it, and Google’s auto-migration could actually hinder your data quality. The same goes for Shopify’s Google sales channel. With a few simple steps, you can opt out of GA4 auto-migration and set up your GA4 property correctly. There’s a lot of confusion in the marketplace right now, especially when it comes to tracking ecommerce stores in GA4. Whether you’re on Shopify, BigCommerce, or another ecommerce platform, it’s a must to track checkout steps and conversions, but auto migrations don’t cover that at all. So in this post, we’ll be clearing up: Why you should opt out of auto-migration (and how to do it) How to ensure data quality in GA4 How to track ecommerce events in GA4 Why you need to opt-out  It’s important to note that GA4 is a completely new reporting tool, built from the ground up for faster reporting, increased flexibility, and streamlined audience building. GA4 relies on a new data model — event-based tracking, rather than session-based tracking — and doesn’t track data like-for-like with UA. To avoid any data disruptions and ensure data integrity, brands need to manually set up their GA4 properties. [tip] Watch our recent webinar to learn more about the differences between UA and GA4 [/tip] Problems with GA4 auto-migration Google’s auto-migration runs deep and migrates several parts of your account. If you’ve already set up a GA4 property, you may think this doesn’t apply to you, but even if you have manually created a GA4 property, it’s crucial that you switch off the auto-migration toggle to avoid further issues. Duplicated orders We’ve seen Shopify stores face duplicated orders and inaccurate data after missing this key step. Even with the proper data tech stack, brands are struggling with data quality issues because they have not opted out of auto-migration. Event naming If you’ve auto-migrated your UA events into GA4, your event naming can majorly skew conversion tracking, if not done properly. GA4 limits event names to 40 characters or less, so any UA events automatically migrated to GA4 that are 40+ characters will not be reported as a conversion because the appended “_c” will be missing. Managing users With great power comes great responsibility. There may be users you don’t want to migrate to GA4 so it’s best to review account and property users and the access they’re granted during migration. How to opt out of GA4 auto-migration It’s easy to opt out of auto-migration. Simply access the GA4 Setup Assistant via the Admin panel and scroll down to ‘Automatically set up a basic Google Analytics 4 property’ and ensure that the toggle is switched off, as pictured below.  As an added measure, ensure that you have “Collect Universal Analytics events” toggled off in your data stream’s tag settings, as shown below.  How to ensure data quality in GA4 Check that all pages and conversions are being tracked Mistakes and inconsistencies in your Google Tag Manager (GTM) tracking can result in missing data, with Littledata’s data layer, you won’t have to worry about that. Unlike alternatives, Littledata’s data layer works automatically, eliminating the risk of human error so you can finally trust your Google Analytics data. As mentioned above, GA4’s event naming requirements could interrupt your conversion tracking. To avoid any interruptions, make sure that your event names are below 40 characters, otherwise, you could face some issues in reporting. Check your transaction and purchase data Tracking complete transactions, revenue, and purchase data is essential for any ecommerce brand. Many of the apps that offer “GA4 setup” for Shopify or BigCommerce stores do not fix your tracking. Find out if your GA4 setup is up to speed with our free GA4 Conversions Checker. Connect your Google Analytics account and the Conversions Checker will automatically audit your GA4 property for any data discrepancies, explains why they exist, and how to get more accurate ecommerce reporting in just a few clicks. Build out your data tech stack  Using the right Shopify or BigCommerce app can help make your transition to GA4 much easier. Littledata’s GA4 integration works seamlessly out of the box, automatically tracking the entire customer journey — from discovery at the source, through the checkout funnel and post-purchase events — pushing events into Google Analytics 4, Facebook Conversions API, Segment, and any connected reporting tool.  How to track ecommerce events in GA4 Shopify’s GA4 integration is now available through the Google Sales Channel App, but as with Shopify’s native integration with UA, it comes with a few core limitations. Beyond this app, you have two other options: Google Tag Manager (GTM) GTM is a common tracking solution for ecommerce stores. And while GTM itself is free to use, it comes with a price — GTM is very time-consuming, complex, and often costly to maintain, especially for a lean team. Plus, Shopify’s recent updates removed the ability to add scripts to checkout.liquid, no longer permitting brands to track the checkout funnel with GTM. A trusted app, like Littledata Within minutes, fix your ecommerce tracking in GA4 — no implementation or developer needed. Littledata’s app uses a combination of client-side and server-side tracking to capture the entire customer journey, including complete marketing attribution and post-purchase events, like subscriptions and upsells. Start your GA4 journey on the right foot with hands-on support from our team of analytics experts. [tip] Read our step-by-step guide to tracking ecommerce conversions in GA4 [/tip] Next steps The good news is that there’s still time to fully migrate your ecommerce analytics to GA4 before the July deprecation date. But don’t delay — the sooner you set up a GA4 property that checks all the boxes, the better equipped you’ll be in the future with a treasure trove of historical data, custom-built reports to answer your business's top questions, and a BigQuery export to turn data into marketing magic.


How to create segments for subscription orders in Google Analytics 4

The key to growing your ecommerce subscriptions is understanding your customers — why they subscribe, pause, churn, or upgrade their subscription.  Accurate subscription tracking has always been a challenge for Shopify and BigCommerce stores, and that hasn’t changed in the newest version of Google Analytics, GA4. Shopify’s newly released GA4 integration tracks “certain ecommerce events” after applying tags, but subscription events are missing. Luckily, first-party tracking has come a long way since the early days of Shopify. For brands interested in capturing data across the entire customer journey, the solution is easier than you may think. No, you don’t need custom GTM — that can be time-consuming and costly to maintain — you just need the right app that tracks subscription events in GA4 automatically. [tip] Try our free GA4 Conversions Checker to make sure your GA4 property is tracking complete conversion and transaction data. [/tip] Once you’ve successfully tracked your recurring orders in GA4, you’ll need to build out reports to understand your subscription sales performance over time. Building segments in GA4 sets the foundation for deeper analysis.  In the latest installment of our GA4 courses, we walk you through how to build segments for first-time and recurring orders in GA4. How to create segments for subscriptions in GA4 GA4’s segments feature allows users to slice and dice their data into smaller subsets, empowering data-driven brands to understand trends between customers with similar characteristics, including whether or not they’re subscribed to your product. This is true whether you’re selling individual products by subscription, or product bundles. Get started by creating a new custom dimension in your Google Analytics 4 property — ‘affiliation.’ By adding ‘affiliation’ as a custom dimension, you’ll be able to analyze subscription data and answer specific questions to your business’s needs.  Add these custom dimensions to a copy of your sales performance report with custom event segments, and you’re off to the races! Use the insights from your first-time orders and recurring orders segments to understand your subscription sales performance, analyze the real return on investment (ROI) of your subscription sales, and build out in-depth reports with actionable data. [note] Users can also use the custom dimension for affiliation in a filter and apply it to a custom report. [/note] Follow our step-by-step guide below to take a deep dive into your subscription sales performance: Get more GA4 With GA4’s deadline quickly approaching, check out the rest of our free resources to jumpstart your GA4 journey: Extending our Recharge integration to work with GA4 and Facebook CAPI GA4: What Shopify stores should do TODAY to keep up with the new version of Google Analytics How to track ecommerce conversions in GA4 10 reasons to switch to GA4 GA4 Glossary of Terms: What you need to know to get started


No cookies? No problem: How first-party data is transforming ecommerce

Digital marketing as we know it was built on third-party cookies, allowing businesses to build promotional campaigns based on user behavior data captured across their web activity.  While many marketers are concerned by the death of third-party cookies, we can assure you that it isn’t actually a bad thing. Data-driven brands on platforms like Shopify Plus and BigCommerce can still capture data across the customer journey, understand their customers at scale, and build hyper-targeted marketing campaigns — they just need to shift their tactics.  And by tactics I mean both strategy and the right tools to help you get there! Instead of tracking users’ activity across other companies’ websites, brands have had to discover new sources of insights into their target market’s demographics, buying preferences, and browsing behaviors.  What better place to start than your own site? That’s where first-party data comes in.  [tip] Want to see where your ecommerce tracking can improve? Book a data audit with one of our analytics experts. [/tip] First-party data is data that you own, collected directly from your customers through your website, app, or channels like email and SMS. This includes everything from contact details and purchase history to browsing behavior on your site and more. It can be used to build powerful marketing campaigns, create precise audiences for retargeting, and guide product and UI/UX decisions, all while respecting recent privacy regulations.  Adapting to a world without cookies It’s not enough to know what first-party data is, understanding how to collect it in full and utilize it to fuel your marketing efforts is a whole other challenge. Lucky for you, our latest white paper covers everything you need to know about first-party data: What is first-party data? And what isn’t? How to track first-party data in the top reporting tools How to use first-party data to optimize your marketing and make smarter business decisions Learn what using first-party data looks like in practice with insights from industry experts in A World Without Cookies. Download your copy>>>


Which DTC brands are topping The Lead's Foremost 50?

Each year, The Lead honors 50 digitally native, direct-to-consumer (DTC) brands that are challenging the industry norms and changing the way we do business online. 2023’s list just dropped and we’re thrilled to see so many of Littledata’s favorite brands celebrated for breaking the mold and redefining the future of ecommerce. Athletic Brewing Co. The craft beer industry is booming! And for health-conscious consumers, who want to enjoy an artisanal brew without the buzz, Athletic Brewing is the way to go! Since 2018, Athletic Brewing has offered a wide range of great-tasting, non-alcoholic beers, delivered straight to your front door. Five years later and Athletic Brewing is the largest non-alcoholic beer brand in the world, recently expanding operations across North America and Europe. But global expansion has its challenges, including unique preferences in both product and marketing.  To succeed in the global marketplace, it’s critical that Athletic Brewing tests different site layouts, product displays, and marketing strategies. By leveraging Littledata’s Google Analytics app for Shopify Plus stores, Athletic Brewing has an accurate view of their A/B test performance and can fuel their business decisions with real results. Don’t just take our word for it though, here is what Athletic Brewing said about Littledata: “​​Great tool that provides valuable information and insights for our eComm business. A must-have for back-end Google Analytics management and data connections. Customer support is top-notch with quick response and friendly service. Setup is easy and has really expanded our reporting capabilities.” — Athletic Brewing Company Littledata’s Google Analytics connection and advanced Recharge tracking give subscription brands like Athletic Brewing a deeper understanding of their customer’s lifetime value (LTV) and how it varies by product and channel. LTV is a crucial metric for any ecommerce brand, but especially for brands selling by subscription, revealing which product lines have the most loyal and profitable customers and which marketing channels are converting those high-LTV customers.  How Athletic Brewing leverages data With accurate LTV insights by channel, Athletic Brewing identified their top-performing channels and doubled down on their most profitable campaigns. They were able to boost conversion and retention rates, without increasing their ad budget or customer acquisition costs (CAC). Through optimizing their paid campaigns, Athletic Brewing successfully reached high-LTV customers.  BloomChic BloomChic is a digitally native, DTC clothing and lifestyle brand for the modern woman. Built on the philosophy “Live with ease, dress with joy,” BloomChic is dedicated to offering affordable, stylish, and comfortable clothes for women sizes 10-30. BloomChic has scaled their Shopify Plus store internationally to empower women around the world through accessible, inclusive fashion. After the release of iOS 14, ecommerce brands struggled to understand where their customers were coming from and which campaigns were converting them. BloomChic was no exception. As a fast-growing, data-driven brand, setting up Littledata’s Google Analytics connection was a no-brainer. The more data BloomChic captures about their global audience, the better they can optimize their marketing campaigns and boost conversions. By employing Littledata’s server-side tracking solution, BloomChic unlocked a complete picture of the customer journey. From discovery at the source to post-purchase events, they fixed their attribution dilemma and continue to scale their top-performing campaigns and marketing channels. How BloomChic leverages data When it comes to website optimization and UI/UX decisions, browsing behavior speaks volumes. BloomChic relies on accurate browsing and checkout behavior to optimize the user journey, identifying key customer touchpoints, which interactions lead to higher conversion rates, and where customers drop off during the checkout process. By leveraging accurate Shopify data in Google Analytics, BloomChic has improved their customer journey, optimizing conversion touchpoints for higher conversion rates and revenue. Bobbie Bobbie is shaking the stigma of how mothers choose to feed their babies. Bobbie’s revolutionary baby formula is the first European-inspired recipe to be approved by the FDA. As a mom-founded and led company, Bobbie is designed with high-quality ingredients and affordability and accessibility in mind. One of the biggest challenges new moms face is a lack of time in their newfound routines. Bobbie helps to support busy moms by offering convenient delivery options, including flexible subscriptions — easily pause, edit, or cancel your subscription at any time. Retention is always the goal — especially when it comes to subscription-based businesses — but the key to retaining customers lies in understanding them. And while Shopify’s standard Google Analytics tracking misses between 30 and 90% of orders for non-standard, subscription checkouts, Bobbie leverages Littledata’s plug-and-play Recharge connection to capture complete customer data, including post-purchase events like subscriptions. With complete subscription data at their fingertips, the Bobbie team is able to perfect their retargeting campaigns, optimize their subscriber experience, and never miss out on a loyalty opportunity. How Bobbie leverages data The majority of Bobbie’s sales are recurring orders, which makes complete subscription data an essential piece of their business. With accurate insights into their recurring orders, Bobbie’s management team can project quarterly and annual sales with ease and accuracy, helping them improve ecommerce logistics in ordering and managing inventory. By matching demand to their upcoming sales, Bobbie saves more on overhead costs, maximizes profit, and inventory doesn’t go to waste. [tip] Do you trust your subscription tracking? Download the Recharge smart connection guide to learn how to capture complete subscriber data in Google Analytics. [/tip] Harper Wilde Tired of the over-sexualized, overpriced bra industry, Jenna and Jane set out to create a more comfortable world for women, starting with the basics — bras and underwear. Along came Harper Wilde. Harper Wilde is built on a core belief that every woman deserves to feel comfortable and confident in her own skin, which is why they focus on creating high-quality, comfortable, and affordable undergarments for women of all shapes and sizes. But here’s the thing — they don’t just rely on their intuition to make decisions about their product development and business strategy. They’ve implemented a data-driven approach, powered by Littledata’s Shopify source to Google Analytics, to understand how customers interact with their ecommerce store and marketing campaigns.  With a complete view of their store performance in Google Analytics, Harper Wilde uses data to guide product, marketing, and UI/UX decisions. Accurate churn, retention, and LTV data in Google Analytics fuels critical business strategies, directs decision-making, and leads long-term growth plans. How Harper Wilde leverages data Harper Wilde uses accurate data in Google Analytics to better understand and communicate with their customers. With accurate insights on browsing behavior, Harper Wilde has built out personalized SMS and email marketing campaigns to retarget abandoned carts and engage customers based on their interests, previous purchases, and shopping behavior. By implementing a customer-centric messaging strategy, Harper Wilde has increased revenue, lowered customer acquisition costs, and boosted customer lifetime value. Spot & Tango Since the DTC boom in 2020, new brands have been popping up left and right, offering the products you love from the convenience of your home — and your pup’s favorite meal service is no exception! Spot & Tango specializes in curating custom meal plans based on your dog’s breed, age, weight, and activity level, ensuring that they have the proper nutrition to live a healthy life. And the best part? They use only the freshest, locally sourced ingredients. It’s no surprise that a brand like Spot & Tango has gone headless for maximum flexibility, speed, and personalization opportunities. But headless builds come with their fair share of challenges. Without the right tools, headless Shopify stores struggle with inaccurate and incomplete data across marketing channels, browsing behavior, sales data, and more.  By connecting Spot & Tango’s headless Shopify store to Google Analytics with Littledata, they didn’t skip a beat. Littledata uses server-side tracking to capture complete sales data, checkout events, and marketing attribution for headless setups, no matter how complex. How Spot & Tango leverages data A common challenge headless stores face is the disconnect between the front-end browsing experience and the back-end checkout events. Lucky for Spot & Tango, Littledata stitches together sessions to ensure accurate marketing attribution. They have since leveraged accurate marketing attribution and transaction data across first-time, one-off, and recurring orders to fix their retargeting and cart abandonment campaigns. With a real view of their customers’ behavior, Spot & Tango built out loyalty opportunities, increased customer lifetime value, and reduced acquisition costs through impactful marketing. [tip] Littledata tracks headless Shopify stores in Google Analytics and Segment. [/tip] Conclusion We love that The Lead pays homage to the top DTC brands that are redefining the future of ecommerce, and we’re honored to work hand-in-hand with so many of those incredible brands. Learn more about Littledata: Advanced Facebook Ads via Facebook Conversions API GA4: What Shopify stores should do TODAY to keep up with the new version of Google Analytics Is it possible to track headless Shopify setups? The Ultimate Guide to Subscription Analytics


Tactics every brand needs in 2023 to combat market volatility [Webinar]

The ecommerce industry is ever-changing and in today’s increasingly unpredictable market, it’s more important now than ever before for brands to be on top of the latest trends. In 2022, rising inflation, privacy regulations, and continuous supply chain issues changed the ways many direct-to-consumer (DTC) brands do business. What trends does 2023 have in store, and how can you best prepare your brand to overcome these challenges? Littledata is joining forces with the ecommerce experts at Ordergroove, ShipBob,, and Avex to arm you with the insider knowledge every brand needs to supercharge their ecommerce strategy and make for a fruitful 2023. If you missed the live webinar on Thursday, January 26 at 3 PM EST you can now watch on demand above or on our Youtube Channel. [tip] Learn more about tracking subscriptions with our handy ebook: The DTC Guide to Subscription Analytics[/tip] In this webinar, you’ll learn: Ways top brands are leveraging technology to keep up with consumer demands Little-known ecommerce insights that will impact your brand in a big way  Actionable hacks to supercharge your 2023 strategy Claim your spot >>> About Littledata In today’s uncertain market, brands need to take a data-driven approach to their marketing.  Littledata’s combined client-side and server-side tracking captures data at every touchpoint, from discovery with accurate marketing attribution insights to post-purchase events like subscriptions and upsells, to empower Shopify and BigCommerce with a holistic view of the customer journey. Littledata's Ordergroove integration is just the beginning — it's what you do with the data that counts. Our plug-and-play connections send 100% accurate data to the top reporting tools, including Google Analytics (Universal Analytics and GA4) and Segment.  Check out our Shopify app for Google Analytics and GA4 Check out our BigCommerce app for Google Analytics and GA4 Get our free Ordergroove ebook to learn how to track recurring orders in Google Analytics, Segment, or the reporting tool of your choice See how to automatically improve Facebook Ads performance with the Conversions API (especially powerful for brands selling by subscription!)


12 Days of Tipmas

2022 has been an exciting year — we’ve helped over 1,400 DTC brands get accurate insights on their Shopify and BigCommerce store performance, launched several new connections and data destinations to empower merchants with complete data across the customer journey, and we’re not stopping there!  We’ve got big plans on the horizon for 2023, and there’s no doubt you do too! As we round out the holiday shopping season and prepare for 2023, we asked experts across the ecommerce industry to share their top tips to help you kick off the new year and make 2023 your best year yet. 1. Pivot your retention strategy With acquisition costs at an all-time high during the holiday shopping season, now is the perfect time to focus on keeping your current customer base satisfied and coming back for more. “Beat rising customer acquisition costs by pivoting to your retention strategy.  “2023 is the year of LTV. Weaving in more LTV touchpoints into your customer journey is going to be absolutely crucial. We see brands implementing this in some really creative ways, particularly in the customer account portal! Totally transforming their customer account portals into engagement hubs, our brands are adding subscription-led loyalty programs, referrals, upsells, and even opportunities to gift subscriptions all directly built-in to the account portal experience.  “Moreover, gone are the days of the standard ‘Subscribe and Forget’ subscription experiences. Brands are complementing these LTV touchpoints with total flexibility over their subscription experience. Be sure to give your loyal customers total control over their customer journeys enabling them to expedite next orders, skip next orders, add or swap new products in their next orders to create more of a membership-like experience.” — Gabriella Tegen, Founder & CEO at Smartrr 2. Run ads and scale them on Facebook If BFCM has proven anything to DTC brands it’s that Facebook Ads are back! Brands are seeing their Facebook ads convert more effectively (and more affordably), but the key is building strong campaigns with proven ads. “As marketers, we’re constantly adapting to changes, new trends, tactics, & best practices, but sometimes you just need to think more simply: run ads and scale them. “Every Facebook Ad account should have a ‘Cold ABO Testing’ campaign and a ‘Cold CBO Winners’ campaign. “Your ABO campaign should be used to test your new ads and determine whether they’re winners or not. Move the winning ads into your CBO campaign because you know these are going to convert. We do not want to test new creative in CBO because we are letting Facebook automate here. So let's give Facebook the strongest ammo we’ve got! “Following your cold campaigns, establish a ‘Warm Remarketing’ campaign to target all the people who engage with our brand, but did not convert. “The goal of Facebook Ads is to get out of the learning phase as fast as possible and stay out of it. Build a plethora of strong evergreen ads that you’re going to run for a long period of time. I like to call these ads your account’s muscle. If your ads are performing in your testing campaign, leave them on & scale them as well. “Run ads & scale them. It's easier than you’re making it seem.” — Tim Ferrar, Account Manager at Media Jet Marketing 3. Find the perfect moment to pop-up Amidst a rising ‘opt out’ culture, consumers have grown increasingly wary about who they share their contact information with. Finding the perfect moment to enroll customers in your SMS campaigns is crucial to understanding your customer base and growing your subscriber list. “Since SMS is a more personal and intimate channel (that’s part of its inherent value), it can make some consumers wary of opting in. If you find that to be the case among your target audience, take a value-first approach and wait until after they’ve made a purchase. This way you’ve been able to demonstrate value for them before asking for something as personal as their phone number, which builds trust and increases the engagement and long-term value of their contact. “Use the order thank you page here with an in-page promotion so that it appears native to your website or via a pop-up to collect SMS opt-ins. This is great for order information like tracking notifications so they can know exactly when their purchase will arrive. (No porch pirates please & thank you!)” — Michael Wadsworth, Partner Marketing Manager at Justuno 4. Send new subscribers a warm welcome Speaking of SMS, now that you’ve found the perfect time to get their digits, it’s time to give them a warm welcome to your SMS community. “SMS Pro Tip: 24 hours after a subscriber joins your SMS program, send a triggered message with educational content. You can share information like how your products are crafted, your brand’s values and mission, or how their purchases will make an impact. Include a link back to your brand’s “About” page so they can learn more.” — Elodie Huston, Content Marketing Manager at Attentive 5. Don't underestimate the power of marketing “The run-up to Christmas signals an end to the calendar year and so we believe it's an opportune time for ecommerce brands to position themselves strongly for 2023. The power of marketing during this time cannot be understated, those brands that put in the graft and double down on marketing efforts will have the most success going into the new year.  “Focus on diverse traffic acquisition (i.e don't focus solely on Facebook or Google Ads for example) and push hard to be unique and stand out from the competition so that customers choose your brand over others.  “It's also worth noting that it can cost five times as much to acquire a new customer compared to maintaining an existing one, highlighting the importance of retaining your relationship with customers once you’ve acquired them to ensure they're kept satisfied and come back all year round.” — Ross Adamson, Marketing & Partnerships Executive at Charle Agency 6. Reward your best customers at the end of the year The end of the year is the perfect time to show your top customers some love— after all, it is the season of giving. Running an RFM analysis with a reporting tool like Daasity makes it easy to identify which customers are your top performers, based on how recently they placed an order, how often they’ve made purchases, and how much they spent.  “Reward your best customers at the end of the year!  “At Daasity, we believe the best way to group customers by value (and ID your best customers) is via RFM Analysis. “RFM breaks down customers by three dimensions of behavior: Recency, Frequency, and Monetary.  “Almost every brand has RFM charts like this… “…Where you can see that the longest bar corresponds to RFM 1 customers (i.e., your top 10% of customers on an LTV basis), who are almost 40x more valuable than RFM 10 customers (i.e., your bottom 10% of customers on an LTV basis).  “Basically, your RFM 1 customers are the best-of-the-best-of-the-best: they’re the most engaged with your brand, spend the most, and (probably) love you the most. Shoot them a 10% end-of-year “Thank you for being you” discount, and you might just drive some extra purchases before 2023.” — Dave Swendemen, Senior Content Manager at Daasity 7. Get your budget ducks in a row To keep the momentum going into the new year, prioritize what needs to happen in Q1 and set aside a budget for this. This will allow your team to remain agile and start off strong at the head of the new year! “Get your budget ducks in a row. “As an agency, we often hear this side of the New Year that merchants would rather pick up certain conversations about projects or builds at a later date. While this is undoubtedly a very busy time for many, these discussions are then further delayed when merchants need to then reassess budgets. This leads to a brand delaying the start of a project from early January to some time towards the end of Q1 as a result of not focusing on any financial preparation activities ahead of time. These delays can be costly for brands that cannot afford to lose momentum. “Align with your team on what needs to happen in Q1 in relation to your ecommerce store, then designate a specific budget to this, or even push forward with conversations with suppliers so you can hit the ground running. If you get to grips with where your spend either is currently or what it needs to be from 2023 onwards, it means that you’ll have the ability to move quickly on activity that will be able to help you start the year strong. Avoid a Q1 lull by getting ahead!” — Nathan Abbott, Head of Growth at Underwaterpistol 8. Use data to prevent BFCM churn Many BFCM customers often yield a low LTV — whether they’re discount shoppers, or buying gifts for people on their holiday list, they don’t intend to come back for more. Using customer data, brands can better understand these customers and offer strategic incentives to help mitigate their churn.  “The most important strategy post-holiday season in my mind centers around customer retention.  “Typically, brands see a large influx of new customers and subscribers as a result of their BFCM marketing pushes and promotions. In addition to a nice bump in sales, you now have a treasure trove of data to analyze over the next several months. Use this data to track customer cohorts that signed up during the holiday season, and follow their short-term and long-term behaviors as it pertains to churn.  “It is common for businesses to see an increase in customer churn from this cohort, as a lot of savvy customers buy a product or sign up for a subscription just for the discount, and then churn. Mitigate this behavior by offering incentives at strategic junctures in a customer’s lifecycle with your brand. This could be free shipping (if you don’t already offer it), a one-time discount, or even a “surprise and delight” gift before the charge that your data shows most customers tend to churn on.  “Remember, even extending your customer lifecycle by one charge can have a massive impact on your bottom line!” — Paul Hughes, Senior Account Manager at Recharge 9. Personalize your SMS strategy Stand out from the crowd with personalized SMS messages. And no — that doesn't just mean calling your subscribers’ by their first names! With 96% of customers interested in receiving weekly text messages from the brands they love — up from 31% last year — now’s your chance to perfect your SMS strategy, understand what drives your customers, and build a community around your brand. “We all get dozens of texts each day — your messages need to stand out for recipients to pay attention. People are more likely to act on a text when it looks like you wrote it just for them. This means more than just including basic details like a first name — provide value to your customers by speaking to their unique needs and interests, or by sending exclusive offers aligned with their past purchases. “Strategically personalizing your texts helps you nurture relationships with customers by making them feel special. Plus it motivates them to take action immediately.” — Jessica Schanzer, Senior Product Marketing Manager at Klaviyo 10. Understand your top-performing channels The key to maximizing your customer retention and optimizing your acquisition costs — especially in uncertain economic conditions — is understanding which channels and campaigns are performing the best and bringing in more high-LTV customers.  With accurate attribution insights at your disposal, you can better allocate your marketing budget to campaigns that work, and spend less on those that don’t. “Based on Shopify’s 2023 ecommerce trends report, 73% of DTC brands plan to rely on external financing in the coming year to get closer to profitability. After a bumpy Q3 and Q4 we expected to see this, but perhaps not such a high percentage.  “For most of these brands, 2023 will be all about increasing customer net revenue retention and decreasing the cost of new customer acquisition as aggressively as possible.  “One of the key factors to steer these brands towards a positive outcome is having accurate product and purchase data linked with the complete marketing attribution data in your Google Analytics or other data destinations used by your organization.  “So for 2023, my advice to all DTC brands is to prioritize having accurate acquisition, ecommerce, and marketing data even over saving costs.” — David Pascu, Head of Client Services at Littledata 11. Re-engage your BFCM shoppers Your brand is more than the discounted rate you offered during BFCM. Build a loyal community by re-engaging your customers and incentivizing them to buy again. “Following BFCM, brands now need to focus on re-engaging with the customers who bought during this time.  “A solid strategy around capitalizing on the influx of new customers is imperative. You can start by looking into order quantities from these customers and comparing this with the average days between transactions. This will give you an idea of when they may reorder or replenish, meaning you can time your reorder or replenishment messaging perfectly. “Now is a great time to demonstrate value beyond just the discounted rate they got for BFCM. Start building brand value and loyalty by making them feel part of your tribe with some regular communication. By showing them some love, you’ll give yourself the best chance for them to return and pay full price next time. “Create engaging touchpoints to build trust. Why not ask them how the product they bought is performing? Are they enjoying the product? If the product was a gift, ask how it was received. “Lastly, why not surprise and delight your newly found customers with an unexpected gift or a thank you? This doesn't need to be expensive, but it does need to feel personal and relevant. After all, this is also likely to cost you less than acquiring a new customer.” — Jason Chappel, Head of Client Strategy at Blend Commerce 12. Leverage subscriptions to boost retention Between an unsteady economy and rising acquisition costs, brands have their focus on keeping their current customers satisfied. To keep customer lifetime value (LTV) high, integrate as many opportunities for upselling and recurring orders as possible. “With the days of cheap customer acquisition behind us, and many of the key ecommerce markets in recession, customer retention is now mission-critical for DTC brands. Increasing repeat order rate, repeat order frequency, cross-sell conversion, and minimizing subscription churn are all essential levels to pull in order to maintain a strong customer lifetime value in 2023 and win the DTC race.” — Harry Willis, Partnerships Lead at Relo by Blueprint And that's a wrap! As we wrap up 2022, take these tips with you to start off 2023 on the right foot. Subscribe to our newsletter to stay in the loop on all things ecommerce analytics with weekly updates from our analytics experts.


How to use GA4 for ecommerce analytics [Podcast]

With BFCM behind us, it’s time to push forward and begin planning for 2023. One of the biggest changes 2023 has in store for ecommerce brands is the deprecation of Universal Analytics and the rise of Google Analytics 4 (GA4). Many merchants are still struggling with their migration from UA to Google Analytics 4, and we get it — change is hard. Especially when it comes to a vital tool that your business relies on.  [tip]Get the free ebook on 10 reasons to switch to GA4[/tip] The good news is that switching to GA4 doesn't have to rack your nerves. Littledata’s Head of Client Services, David Pascu, shares his expert advice on building a strong foundation in GA4 on the Infinity Nation podcast. Whether you’ve been tracking in parallel for months, or you’re pushing off your migration until the last minute, you won’t want to miss this episode. Sending Shopify data to GA4 David joined Al Keck on the Infinity Nation podcast to discuss all things Shopify and GA4. David answers many of the most common questions users have about migrating to GA4, including: Myths and facts about GA4 for DTC brands Why Google is deprecating UA in change for GA4 When should you get started with GA4 How to start sending ecommerce data to GA4 Listen to the full episode >>>


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