How to track subscriptions on Shopify with 100% accuracy
At least in the last few years, subscription ecommerce has become one of the most popular business models. The numbers don't lie: the return on investment, value per customer and buying frequency are higher for subscription businesses charging a recurring fee. Everything in this article can be applied to subscription businesses, but Shopify stores already using ReCharge and Littledata's Google Analytics app will especially benefit! [tip]Trust your subscription tracking with the ultimate ReCharge guide for Shopify[/tip] Getting started with ReCharge ReCharge is the most widely-used recurring billing solution for Shopify, powering thousands of stores and processing tens of thousands of orders daily. To create a "complete" recurring billing cycle for merchants, we built out a ReCharge smart connection within our Shopify app to provide accurate sales attribution via Google Analytics. In other words, our app: Fixes your data collection Offers accurate marketing insights within Google Analytics (or Segment) Provides the full Enhanced Ecommerce experience [note]Easily track your subscription lifecycle events with ReCharge v2[/note] Install the ReCharge app to get: Proper marketing attribution in Google Analytics Product views and shopping behavior Checkout conversion funnels (including voucher usage) Better understanding of repeat buyers The initial steps to install the Google Analytics tracking for Shopify are illustrated here. If you want advanced analysis of your buyers and their shopping behavior, you'll need to make the following setup: Step 1 – Enable the feature in Google Analytics First, go into Google Analytics (both your normal Google Analytics property and the property that has been created by Littledata) and enable the User-ID feature by going to Admin > Property > Tracking info > User-ID. Click On, next, On, next, give the new view a name, and you're done. Note: The new view will start to collect data from the point of creation so you will need to wait a bit to use this report. The sources of the purchases will be collected from the point of creation so most of the orders will be shown in the first month from direct / (none). Step 2 – Enable the Enhanced Ecommerce feature in Google Analytics In Google Analytics, click Admin. In the right side under View, choose the new Registered Users view that you've created earlier and click Ecommerce Settings. Toggle to On and then click Next step. Toggle On for Enhanced Ecommerce, and click Save. Finding the initial source for recurring subscriptions Using the Registered view, navigate on the sidebar to Acquisition -> All traffic -> Source/Medium or Channels. This report will show both new customers and recurring ones. We need to apply a segment to this report in order to show only the recurring users. This is how you set up the segment to exclude first time buyers: Now, with the above segment applied, you can check the original source of the sale for all transactions from repeat buyers. The other helpful report is the Audience -> Cohort Analysis report. In this report, you can see user retention for each day, week or month. Combining this report with an advanced segment that excludes first-time buyers AND includes only buyers that had their first transaction in December will: provide number of users that started the subscription package in December measure the actual retention of this group Tracking subscription lifecycle events ReCharge has always been one of Littledata’s most popular connections for ecommerce analytics. The new version of our ReCharge connection captures subscription lifecycle events for even more detailed tracking and attribution. What’s new with v2 Track subscription lifecycle events, including subscription updates and cancellations Get accurate marketing attribution for subscription lifecycle events Include subscription lifecycle events in LTV calculations Automatically track the following subscription lifecycle events: Subscription Created Subscription Cancelled Subscription Updated Order Processed Customer Updated Charge Failed Payment Method Updated Max Retries Reached Advanced ReCharge tracking (such as LTV tracking and a separate view for recurring purchases) are still included in the ReCharge connection — we’ve simply expanded the functionality to capture even more data points. Learn more about the connection with our ultimate ReCharge guide for Shopify.
Do you trust your subscription tracking?
If you haven't heard the news, we recently announced the launch of ReCharge v2, a revamped update to our popular ReCharge connection for Shopify. ReCharge v2 allows new and current Littledata users to track subscription lifecycle events with 100% accuracy, all within their preferred dashboard of Google Analytics or Segment. [tip]Download our free guide to advanced analytics for ReCharge and Shopify[/tip] Some of the ecommerce events you can now track are: Subscription created Subscription cancelled Order processed Charge failed and more! [note]See the full slate of events you can track with ReCharge v2.[/note] Advanced analytics for Shopify and ReCharge Even before v2, integrating Littledata with ReCharge lets you capture data about the entire subscriber journey, from marketing campaigns to first-time payments and recurring revenue. And of course, Littledata connects that data from Shopify and ReCharge to your preferred data destination, either Google Analytics or Segment. Now, with a revamped connection for ReCharge users, we're offering something even juicier — a free guide to advanced analytics for Shopify and ReCharge. Download the guide for free today! [subscribe heading="Get the ReCharge connection guide" background_color="green" button_text="Free download" button_link="https://www.littledata.io/app/recharge-smart-connection-guide"]
How to optimize your Shopify conversion rate for fashion ecommerce
Fashion consumers are buying more online than ever have before. In fact, Forrester even predicted the number of worldwide online fashion buyers will surpass 910 million in the next two years, making fashion & beauty the largest ecommerce industry overall. Naturally, like any industry with a slice of the ecommerce pie, fashion is dynamic — continuously changing the way products are presented to shoppers and innovating in order to stand out among sky-high shopper expectations. This effects marketing, sales and every stage of the buying funnel. And that's not even mentioning social marketing, with growing social commerce and the meteoric effect that influencer marketing has had on fashion ecommerce. Bottom line: with the landscape only growing larger, how can your Shopify store rise to the challenge and compete with top fashion ecommerce sites in 2020? 1. Know your KPIs In October 2019, to help stores compare their marketing and sales performance with others in their industry, our team at Littledata came up with several benchmarks for fashion and beauty stores based on industry data. Check out some of the more interesting KPIs for fashion stores: After surveying 455 stores a few months ago, we found the average conversion rate for Style and fashion was 1.3%. What's a good conversion rate? Anything more than 2.6% would put you in the best 20% of Style and fashion stores we benchmark for conversion rate, and more than 3.6% would put you in the best 10%. What's a not-so-good conversion rate? On the other hand, a conversion rate (both mobile and desktop) less than 0.5% would put you in the worst 20% of style and fashion stores, with less than 0.2% placing you among the worst-performing stores. How do you compare? If your store has a conversion rate between 0.5% and 2.6%, then your store is average compared with this benchmark. With less than 0.2%, your fashion store is certainly underperforming. 2. Optimize your store for conversions To give your store a better chance at converting visitors, have you tried: more attractive product displays improving the checkout process ensuring your product pages load and respond quickly Thankfully, tools like Enhanced Ecommerce tracking in Google Analytics can help you identify where your potential blockers lie. But even before getting too deep in the data, it's important to look at the basics — are there areas for quick wins and easy improvements? [subscribe] Let's take a look at 3 areas: Navigation OROS is a terrific example of simple, clean navigation that makes it easy for shoppers to find what they're looking for. As you can see, OROS's main sidebar menu is organized by apparel type. Product pages They also nail it with their product pages, with pricing and reviews front and center, plus prominent descriptions and features listed below. Shopping experience Buck Mason creates a seamless shopping experience, with simple filters and a "quick add" feature where shoppers don't even have to be on a product page to add an item to cart. If you like an item, you can simply select a size from the image and it adds it to cart. Features like this create an enjoyable experience for shoppers, which helps boost retention and encourages repeat purchases. 3. Create a smooth checkout process More often than not, customer checkouts serve as a "checkpoint" for stores in terms of measuring shopping experience. If your cart abandonment rate is low and your checkout completion rate is high, it's fair to assume your CRO efforts are succeeding. However, many stores find themselves performing below par. Luckily, there are a number of helpful tools to smoothen your checkout process and give yourself the best possible chance for completing the highest number of purchases. First, Littledata's Google Analytics app fixes tracking automatically for Shopify stores. Your customers won't be the the only ones checking out with confidence — with the app, you can track shopper behavior and ecommerce events with accuracy and ease. Shopify apps like CartHook also help the checkout and post-checkout process run smoothly for shoppers. With customizable one-page checkouts and post-purchase upsells you can set up with one click, tools like CartHook can help maximize your conversion rate at the end of the funnel. [tip]Littledata's advanced Google Analytics connection for CartHook helps you accurately track every sale, refund and checkout step in your Shopify store.[/tip] What if you sell by subscription? CRO (conversion rate optimization) for subscription stores works similarly, in that on-page optimizations are where you'll get the most ROI. Where subscription CRO differs is how you measure conversions. Crucial metrics for subscription stores include: churn rate (the rate at which your customers drop their subscription) AOV (average order value per subscription box, etc.) CLV/LTV (customer lifetime value, which requires a different type of calculation) Tools like Littledata's ReCharge connection help you not only optimize conversions, but accurately track them. Are you drawing more new subscribers? Are you retaining your current ones? Are you convincing subscribers "on the hinge" to stay on for an extra month? [tip]Get accurate tracking for repeat orders with the ultimate Shopify ReCharge guide.[/tip] Shoot for repeat customers Box of Style, a Shopify customer and user of the Littledata ReCharge connection, is a popular fashion & beauty brand that uses a unique subscription system. They offer boxes with exclusive seasonal clothing styles for women, which are delivered to your door four times per year. Subscribers can choose a "pay as you go option" in order to pay quarterly, or they can pre-pay for one year: Just below their add to cart button, the company has added a "what's inside" section to their product pages, giving shoppers a glimpse of what they're getting: The brand's modern web design, simple navigation and transparency give shoppers every opportunity to subscribe to a box. Like many subscription brands, the company offers the option to save money per box by pre-paying or paying annually. 4. Get Shopify reporting you can trust Unfortunately, Shopify tracking within the Shopify analytics platform is not the most reliable system for merchants. And while Google Analytics' robust, free platform is widely used and filled with helpful features, data traveling from Shopify checkouts to your GA account is a broken system. Thankfully, we built a better way. With Littledata's Google Analytics app for Shopify stores, the tracking is fixed automatically for your store, from marketing attribution (including connections for Facebook Ads, Google Ads, affiliate marketing, etc.) to buying behavior. With fixed tracking and accurate reporting, you're free to focus on what you do best – promoting and selling your products to fashion aficionados online!
3 Shopify apps every Shopify Plus store should use in 2020
Finding the right tools for your ecommerce business can be a daunting task. Luckily, Shopify’s app store provides easy access to hundreds of tools (including enterprise level analytics tools) for Shopify Plus stores. While manny of these tools are designed to make life easier for store owners, not all Shopify apps are created equal. Some stand above the rest. Below are 3 top apps for Shopify Plus, with consideration to different marketing and sales goals. Refersion Refersion is “advanced affiliate marketing made simple.” In other words, Refersion helps stores manage, track, and grow branded promotions and a strong affiliate network. The popular Shopify app is also known for offering Plus stores full setup support and help “every step of the way.” They offer webinars, comprehensive guides, API documentation and community support to help Plus stores launch, manage and grow a profitable affiliate program (or multiple programs for multi store businesses). Pricing starts at $89/mo, but they offer a 14-day free trial. Quick benefits Track any digital sale your affiliate refers Automate commissions (with unlimited commission structures) to save time Improve affiliate relationships with a personalized affiliate portal and an analytics performance dashboard Enquire Enquire is a popular new Shopify app that offers post purchase surveys for customers. Based on data that the fastest way to customer feedback is on the order confirmation page, Enquire has built a twofold solution — customer surveys for marketing attribution data, and post purchase surveys directly following the checkout page. Enquire also helps Shopify Plus stores marry their survey responses with existing data, including referral source and UTMs. Pricing begins at $10/mo, but they offer a 14-day free trial. Quick benefits Gain deeper insights into your marketing channel distribution Simple survey builder with responsive design and high response rates (60%+) Simple integrations for popular Shopify apps like ReCharge, Klaviyo and Shopify Flow Littledata Ecommerce analytics are broken, so we built a better way. That’s the line that started it all at Littledata, our one-of-a-kind tracking solution for Shopify Plus businesses. Littledata’s smart analytics Shopify app connects your Shopify store with Google Analytics to automatically fix your tracking across the board, from marketing channels to buying behavior. The app also provides a seamless connection between your Shopify site, Google Analytics and popular Shopify apps platforms such as: Segment to use Shopify as a Segment source (often in addition to Google Analytics) ReCharge for managing subscription ecommerce and tracking recurring revenue CartHook to capture every sale, refund and checkout Facebook Ads and Google Ads for accurate marketing attribution [tip]Now, with a revamped ReCharge connection — ReCharge v2 — you can track subscription lifecycle events with ease![/tip] For Shopify stores that sell in multiple countries or currencies, Littledata offers tiered enterprise plans including include personal support from a Google Analytics expert, a dedicated account manager and custom setup and reporting. Pricing begins at $59/mo for a Standard plan, but we offer a 14-day free trial. Quick benefits With complete Shopify tracking (and when your data is automatically fixed), you’re able to make better decisions for your store Your Shopify data is 100% accurate within 24 hours — don’t wait months for data you can trust Free & frequent data audits, plus a powerful ecommerce benchmarking tool to identify areas for improvement [subscribe heading="Try the Littledata Shopify App free" background_color="green" button_text="Try it free" button_link="https://apps.shopify.com/littledata"]
Top 5 ecommerce benchmarks to track during the holidays [free ebook]
Historically, early-through-late December is one of the biggest sales seasons of the year for ecommerce businesses. We recently took a look at some of the more popular ecommerce metrics and created 20+ benchmarks specifically tailored to the current sales season. With our Benchmark your site tool, compare your site's engagement and conversion metrics with over 10,000 other websites this holiday season. [note]Want to know where you store stands during Black Friday Cyber Monday weekend? Check out our top 9 benchmarks to track during BFCM.[/note] To give insight on your product and digital marketing, we gathered the data from Google Analytics from different industry sectors. So why did we create the benchmarks? Let's take a quick look at last year's holiday sales. Holiday ecommerce sales in 2018 For ease's sake, let's define the holiday shopping period from November through the end of December. Last year, Digital Commerce 360 estimated shoppers spent $122.0 billion with online stores — a massive 17.4% jump from 2017. They also estimated total ecommerce sales grew ~5.6% over the same period, according to their holiday 2018 estimates report. From the same report, ecommerce represented nearly 17% of all holiday spending, up from 15.2% in 2017. Explaining the numbers Over the past decade as online shopping has become more of a preference for consumers (especially when it comes to gift-giving), shoppers have browsed more sites for gift ideas, deals, discounts and more. Shoppers are exercising their options (and taking advantage of stiff seasonal competition between stores), which often leads to increased spending volume across multiple stores — though this may cause stores to see a drop in average order value (AOV) per customer. Of course, stores tend to also increase their digital marketing spend during hot sales periods and peak shopping seasons, which leads to more online sales. What about this December? This past weekend alone (Black Friday Cyber Monday), Shopify reported record-breaking global sales numbers ~$2.9 billion. On the Shopify network alone — which now boasts over 1 million merchants — merchants across 175+ countries sold $2.9+ billion, up from last year’s $1.8+ billion. While the holiday shopping period (which is underway) does not necessarily stack up to BFCM weekend by sheer sales alone, it's a terrific chance for companies to finish out the year strong or get rid of extra inventory from BFCM. Since December will yield massive sales figures to round out 2019, it's crucial to track the metrics that matter to your store. If you don't know where you stand among the stores you compete with, what's the point? That's why we created a free ebook to help you stack up: Top 5 ecommerce benchmarks to track during the holidays. [subscribe heading="Download the top 5 benchmarks free" background_color="green" button_text="get the ebook" button_link="https://www.littledata.io/app/top-5-holiday-benchmarks"]
9 ecommerce benchmarks to track during Black Friday Cyber Monday
With #BFCM (Black Friday Cyber Monday) just a week away, we wanted to share recent data findings that should help you stay on track with your weekend sales goals. Whether you run your store on Shopify, Shopify Plus, Magento, BigCommerce or another platform, the following ecommerce performance metrics are prevalent to your store. [note]Want to know where your store stands during this holiday sales season? Check out our top 5 holiday ecommerce benchmarks. It's a free ebook![/note] From top-of-funnel shopper behavior to conversions and everything in between, know where you stand before the year's biggest sales weekend hits: Shopper behavior benchmarks Average add to cart rate Littledata surveyed 564 stores in October 2019 and found the average add-to-cart rate was 5.2%. What is a good add to cart rate? Anything more than 9.0% would put you in the best 20% of stores we benchmark for add-to-cart rate, and more than 12.4% would put you in the best 10%. What is a poor add to cart rate? Add-to-cart rate of less than 2.3% would put you in the worst 20% of stores, and less than 1.7% would put you in the worst-performing stores. How to optimize / Things to consider If your site is above 9.0%, you have an above average proportion of users adding products to their cart. If they are not following through with checkout, could they be checking prices or delivery options on other sites? To sell more, you must first boost the number of browsers considering purchasing. Reevaluate some of the more common problem areas: Pricing Images User reviews Delivery options Checkout completion rate Checkout completion rate is essentially the inverse (opposite) of add to cart rate, as it measures how many checkouts actually went through and were recorded as successful sales. Littledata surveyed 543 stores in October 2019 and found the average checkout completion rate was 45.2%. What is a good checkout completion rate? Anything more than 63.1% would put you in the best 20% of stores we benchmark for checkout completion rate, and more than 71.3% would put you in the best 10%. What is a poor checkout completion rate? Checkout completion rate (all devices) of less than 27.3% would put you in the worst 20% of stores, and less than 21.9% would put you in the worst-performing stores. Desktop vs. mobile If your site has a checkout completion rate (desktop) of between 34.1% and 66.1%, then you are average compared with this benchmark. With less than 25.9%, your store is definitely underperforming. For mobile, a rate between 23.9% and 57.5% is average, while any rate under 18.3% is underperforming. How to optimize / Things to consider If your checkout completion rate is hovering somewhere above 63.1%, you can focus more on increasing adds-to-cart. On the other hand, losing customers at the last hurdle is costly for your store. If you find your store below 27.3%, look in detail at payment options, delivery options and usability to ensure customers in all countries can complete the process. [subscribe] Ecommerce conversion rate benchmarks Average mobile conversion rate Littledata surveyed 1,107 stores in October 2019 and found the average mobile conversion rate was 0.9%. What is a good mobile conversion rate? Anything more than 2.2% would put you in the best 20% of stores we benchmark for mobile conversion rate, and more than 3.3% would put you in the best 10%. What is a poor mobile conversion rate? Mobile ecommerce conversion rate of less than 0.3% would put you in the worst 20% of stores, and less than 0.1% would put you in the worst-performing stores. How to optimize / Things to consider If your store's mobile conversion rate is already above 2.2%, trying to improve conversions beyond this rate may yield diminishing returns. If your current rate is lower than you'd like (whether before or after Black Friday sales), consider: Increase the conversion rate with more attractive product pages and product images Improve your checkout process and checkout flow Install Enhanced Ecommerce tracking to identify exactly where your blockers lie Average desktop conversion rate Littledata surveyed 1,095 stores in October 2019 and found the average desktop conversion rate was 2.0%. What is a good desktop conversion rate? Anything more than 4.8% would put you in the best 20% of stores we benchmark for desktop conversion rate, and more than 7.1% would put you in the best 10%. What is a poor desktop conversion rate? Desktop ecommerce conversion rate of less than 0.8% would put you in the worst 20% of stores, and less than 0.3% would put you in the worst-performing stores. How to optimize / Things to consider Similar to mobile conversions above, trying to improve conversions beyond a rate of 2.0% may yield diminishing returns. However, the same tips above for mobile also apply to desktop conversation rate optimization, including installing Enhanced Ecommerce tracking in Google Analytics. Average revenue per customer Littledata surveyed 1,087 stores in October 2019 and found the average revenue per customer was $98 (USD). What is a good revenue per customer? Anything more than US$ 252 would put you in the best 20% of stores we benchmark for revenue per customer, and more than US$ 558 would put you in the best 10%. What is a poor revenue per customer? Revenue per customer of less than US$ 49 would put you in the worst 20% of stores, and less than US$ 36 would put you in the worst-performing stores. How to optimize / Things to consider If you're averaging more than $252 (USD) revenue per customer, your product price may be high. This does not necessarily skew the data, but is probably the reason you're in the top 20% of stores for this metric. On the other hand, if you find yourself making less than $49 (USD) per customer, consider doing the following: Increase the average checkout value by cross-selling other products? Offer free shipping above a minimum threshold Increase pricing on selected products Add and manage post checkout upsells through popular apps like CartHook [note]If you're looking to optimize your post checkout experience, our new and improved CartHook connection accurately segments your sales by source, medium and affiliation with 100% accuracy. 🚀[/note] Marketing campaign benchmarks Average bounce rate from email campaigns Littledata surveyed 2,110 sites in October 2019 and found the average bounce rate from all email campaigns was 44.9%. What is a good email campaign bounce rate? Anything less than 30.3% would put you in the best 20% of sites we benchmark for bounce rate from all email campaigns, and less than 22.2% would put you in the best 10%. What is a poor email campaign bounce rate? Bounce rate from all email campaigns of more than 60.5% would put you in the worst 20% of sites, and more than 69.4% would put you in the worst-performing sites. Desktop vs. mobile If your site has a bounce rate from email campaigns (desktop) between 55.5% and 25.5%, you're within the industry average. If your campaign bounce rate is above 66%, your campaigns are underperforming. On the other hand, if your campaigns on mobile are experiencing bounce rates between 63.5% and 36.2%, you're in the middle of the pack. Any bounce rate over 72% is underperforming for this benchmark. How to optimize / Things to consider If your campaign bounce rate is under 30%, chances are you either you have a highly engaged email list, or your messages and landing pages are well-designed and written; your visitors are sticking around! If your bounce rate is worse than 60.5%, your emails may be driving traffic, but quality of traffic is far more important than quantity of traffic. If you're not driving high-potential buyers through your campaigns and to your product pages, you're not giving yourself the best chance at a conversion. Average bounce rate from Google Ads Littledata surveyed 1,351 sites in October 2019 and found the average bounce rate from Adwords on desktop device was 39.7%. What is a good Google Ads bounce rate? Anything less than 22.8% would put you in the best 20% of sites we benchmark for bounce rate from Adwords on desktop device, and less than 15.8% would put you in the best 10%. What is a poor Google Ads bounce rate? Bounce rate from Adwords on desktop device of more than 60.6% would put you in the worst 20% of sites, and more than 70.0% would put you in the worst-performing sites. How to optimize / Things to consider If your site's desktop bounce rate is sitting below 23%, a solid portion of your Google Ads traffic are engaging on your landing pages (which means your chances for conversion increase). However, if your Google Ads bounce rate is above 60%, there are a few things to focus on: Improve the first impressions of your landing pages (copy, product listings, images, etc.) Move key content higher up the page Increase the page load speed [note]With a smart analytics audit from Littledata, you can see where you stand with key performance metrics like page load speed.[/note] Average referral rate from Facebook By 'referral rate from Facebook', we're referring to a certain volume of traffic, either from Facebook's website or tagged with Facebook (Facebook is now the second biggest referrer after Google). Littledata surveyed 2,035 sites in October 2019 and found the average referral rate from Facebook was 2.9%. What is a good referral rate from Facebook? Anything more than 9.0% would put you in the best 20% of sites we benchmark for referrals from Facebook, and more than 20.1% would put you in the best 10%. What is a poor referral rate from Facebook? Referrals from Facebook of less than 1.4% would put you in the worst 20% of sites, and less than 1.2% would put you in the worst-performing sites. How to optimize / Things to consider If your Facebook referral rate is above 9%, you may have an underestimated figure. Unfortunately, Google Analytics tracks untagged Facebook app traffic as "Direct". Luckily, our Shopify app fixes this problem by properly attributing marketing traffic and conversions so you exactly which channels are working for your store. On the other hand, if your referral rate is less than 1.4%, consider your ad spend on Facebook: is it targeted at the right type of shopper? Are you utilizing retargeting to bring visitors back to your site? Average referrals from Twitter Littledata surveyed 189 sites in October 2019 and found the average referral rate from Twitter was 2.0%. What is a good referral rate from Twitter? Anything more than 4.1% would put you in the best 20% of sites we benchmark for referrals from Twitter, and more than 7.8% would put you in the best 10%. What is a poor referral rate from Twitter? Referrals from Twitter of less than 1.3% would put you in the worst 20% of sites, and less than 1.2% would put you in the worst-performing sites. How to optimize / Things to consider If your referral rate is less than 1.3%, go back to social marketing basics: are you targeting the right audience? Are you utilizing retargeting or perhaps lookalike audiences? Twitter targeting is slightly more precise than Facebook (since you can target specific keywords, keyword groups or actual account followers). During #BFCM, don't just take these benchmarks as arbitrary numbers — treat them as goals! Just a week from the chaos, remember to track your progress closely. You can even try Littledata free for 14 days to test its powerful tracking fixes during even the busiest shopping weekend of the year.
Shopify analytics vs Google Analytics: which offers better ecommerce data?
If your Shopify store is starting to pick up traction, you've probably wondered if you're better off using Shopify's native analytics platform or Google Analytics, the household name for cross-industry reporting. Truth is, both Shopify analytics and Google Analytics offer unique benefits and features of their own. The difference, however, is that one of them is inherently incomplete, leaving Shopify merchants without valuable insights to make well-informed decisions for their store. So, which of them is incomplete? Let's dive in. Shopify tracking Shopify's analytics dashboard (available to both basic Shopify stores and Shopify Plus stores) provides a birds-eye view of the "big ticket" metrics, including average order value (AOV), conversion rate, sessions by location, sessions by traffic source, etc. With Shopify analytics, merchants can do the following: check and compare the value of recent sales by time period compare sales channels by performance track average order value identify store visitors by source (social media channel, location, etc.) monitor shopper trends over time Break in the system However, Shopify analytics offers an incomplete and inaccurate view for merchants, including key metrics like average order value and customer lifetime value (LTV). How do we know this? Take an example from earlier this year, when our team analyzeddata from 10 Shopify Plus customers to see whether the sales by traffic source report within Shopify analytics could be trusted. [subscribe] Turns out, the sales by traffic source report was broken. Looking at 180,000 orders for 10 stores in Q4 2018, here are the marketing channels which Shopify Analytics says brought the traffic: Direct 83.5% Social 9% Search 4.5% Unknown (other websites, not social or search) 3% Email ~0.1% Clearly, the Direct channel traffic seems high — what channels was Shopify grouping under Direct? As you can see below, Shopify's data is all wrong. Here’s a comparison of Shopify’s attribution to Google Analytics last-click attribution of sales for one of these customers: Unfortunately for merchants primarily using Shopify analytics, the proof is in the pudding. Shopify users have frequently shown doubts as well — when we googled the keyword shopify analytics, the first Google-generated FAQ was is Shopify Analytics accurate? So is Google Analytics any more reliable for Shopify merchants? Google Analytics tracking With Google Analytics, merchants can do the following: Track number of sessions/purchases AND unique sessions/purchases Calculate accurate customer lifetime value (LTV) Dive deeper with acquisition reports — analyze campaign performance, referrals, etc. Segment by user type to evaluate your visitors (and potential ROI of retargeting them) Run conversion rate optimization (CRO) tests Analyze checkout funnel drop-offs Track which landing pages generate the most revenue Monitor your target keywords and optimize your store messaging accordingly Use custom segments to see the difference in revenue between search terms The list goes on. But beyond tracking site visitors, sessions, and other customer behavior on your store, Google Analytics provides a more complete picture of store performance within a more robust dashboard. Out with the old Without Enhanced Ecommerce reporting, GA still offers a somewhat limited view of shopper behavior. The EE plugin provides useful data about customer behavior before a purchase is made, giving you a better picture of the buying journey for your customers. Every stage is tracked — from research to consideration to purchase and even refunds. Enhanced Ecommerce does a little bit of everything: Customer behavior before, during, and after a purchase Detailed reports on: Average order value Add to carts Average order size Affiliate data records (number of transactions, affiliate revenue, etc.) Cart abandonment Track customer turnover — at what stage of the funnel are they walking away? Shopper engagement, including product views and purchases Coupon and discount reporting Even with EE, Google Analytics isn't a perfect platform. There is a problem with the reliability of transaction volumes within GA (luckily, this can be fixed with Littledata's Shopify app). But using Shopify’s reports alone to guide your marketing is ignoring the power that has led Google Analytics to be used by over 80% of large retailers. [note] See 4 reasons why you need Google Analytics for your Shopify store.[/note] GA's Enhanced Ecommerce plugin also offers a big step up from Shopify's basic reporting: Google Analytics Enhanced Ecommerce If you're a Shopify merchant using Google Analytics (either as your main reporting tool or in conjunction with Shopify analytics), make sure you enable Enhanced Ecommerce (EE) reporting on your GA dashboard, if you haven't already done so. [note] Learn more about EE reports and how to set them up here.[/note] EE offers Shopify merchants a gold mine of additional data. But while GA users have EE reporting functionalities by default, the biggest difference is that Shopify's tracker (in this case) does not accurately populate all the reports available with EE enabled. Bridging the data gap Littledata's solution comes packaged in a top-rated Shopify app, where you can get a complete picture of your Shopify store performance, all within the familiar Google Analytics dashboard. With the app, you won't have to worry about switching back and forth between reporting tools or crossing your fingers in hopes that the data you're seeing is accurate. The app offers 100% accurate data from every event (including page views, add to carts, purchases and refunds) that takes place in your Shopify store at every step of the customer journey. It also guarantees pinpointed marketing attribution, so you can track where your customers are coming from and exactly how they arrived at your store. Consider your tracking accurate and automated from here on out! [subscribe] A better question to ask While Shopify’s dashboards give you a simple, daily overview of sales and product data, if you're spending at least a few hundred dollars per month on online advertising or investing in SEO, you need a more robust way to measure success. So, Shopify analytics vs Google Analytics might be the common search query, but here's a better one: how do I ensure my Shopify tracking is accurate? For that, it's Littledata to the rescue. Shopify Plus users should stay tuned for Part 2: Do I need a Shopify Plus expert to help with Google Analytics?
Top 6 coffee brands using ReCharge for Shopify
In a past post, we shared our top four benefits of a Shopify ReCharge connection. As we mentioned in that post, ReCharge helps Shopify and Shopify Plus merchants sell subscriptions easily and smoothly. When you connect ReCharge to your store (it works for both Shopify and Shopify Plus), you'll see ReCharge's full feature set at work — track a variety of subscription types, including single product, mixed cart & entire cart subscriptions. [note]Now, with a revamped ReCharge connection — ReCharge v2 — you can track subscription lifecycle events with ease![/note] Why connect ReCharge with Shopify? The ReCharge and Shopify APIs allow ecommerce managers and developers to: customize the checkout experience for customers personalize how those customers manage their subscriptions automate product discount codes order cancellation processes or updated pricing on select items And that's just scratching the surface. Installing ReCharge on your store also means orders are processed faster (thanks to an increased API call limit). [note] Littledata's Google Analytics app is designed for better subscription ecommerce, including accurate tracking for marketing attribution and checkout steps.[/note] For Shopify Plus merchants, ReCharge also has full compatibility with top-rated apps like Klaviyo and Smile.io. However, without hiring expensive Google Analytics consultants, ReCharge customers don't have a way to get full lifetime value reporting for ecommerce subscribers — until recently. [subscribe heading="Advanced analytics for Shopify + ReCharge" background_color="grey" button_text="download the ebook" button_link="https://www.littledata.io/connections/recharge"] Using Google Analytics to sell more subscriptions From first-time transactions and repeat orders to marketing campaigns at every stage of the funnel, Littledata's advanced Google Analytics integration for ReCharge merchants lets you capture the entire subscriber journey and segment first-time from recurring purchases. Littledata connects your Shopify store and ReCharge data automatically, so data from every step your customers take is reeled into Google Analytics: There's a reason ReCharge is a highly-rated tool for Shopify merchants — it really works! One of the newer industries where subscriptions have quickly become popular is coffee. Below, check out 6 coffee subscription brands that currently use both Shopify and ReCharge for ecommerce success. 1. Groundwork Coffee A Littledata customer, Groundwork Coffee is an organic coffee roaster based in Venice Beach, CA. For over 30 years, Groundwork has valued local community impact and pushed global, responsible coffee sourcing through its popular cafés and online store. While Groundwork sources from nearly every major growing region in the world, the roaster's mission is to "ensure that none of those offerings come at the expense of the farmers who brought them to market." 2. Dripkit Dripkit sells coffee beans, coffee gear and gift sets online through its popular Shopify store. One of the better known "gear brands" in the industry, Dripkit partners with esteemed roasters to pair their top roasts with Dripkit's single-serve pour-over. Take barista-quality coffee on your morning commute to work, enjoy it at home, or even take it on a camping trip! Dripkit also offers a coffee quiz to help first-time customers and new coffee drinkers narrow down their choices. 3. La Colombe La Colombe is a large roaster and wholesale coffee brand originally based in Philadelphia, PA with locations throughout the US. La Colombe offers online brew guides, a popular coffee subscription and a signature canned draft latte that can be found in grocery stores like Trader Joe's, Whole Foods and Publix. 4. VitaCup A Littledata customer, VitaCup offers infused coffee and tea with vitamins and superfoods. From coffee grounds and espresso pods to tea bags and quick caffeine shots, VitaCup has a wide product selection for coffee consumers of all kinds. 5. Heart Coffee Roasters Heart Coffee Roasters is perhaps Portland's biggest household name among coffee connoisseurs. Known for its high-rated coffee and premium coffee products, Heart's impact stretches far beyond its three physical locations. Heart has a popular coffee subscription where customers can enjoy a new bag of beans every one, two or four weeks. 6. Brio Coffeeworks Brio Coffeeworks is a specialty roaster, retail boutique and espresso bar located within the Southend Arts District of Burlington, VT. Brio sells a variety of blends, decaf and single origin coffee from across Africa and Central America. Brio also sells apparel, coffee gear and even educational books for those new to the coffee world. Wrapping up If you're a subscription store and you haven't yet tried ReCharge v2, we highly encourage you to give it a go. ReCharge is a terrific Shopify tool that will save you countless hours by automating and managing your subscription lifecycle from start to finish. If you're confused as to how the connection works (and which subscription events you can track, don't worry — we wrote an ebook about it! Download the ebook for free. To get started tracking your subscription lifecycle events with accuracy (like all the wonderful coffee brands above), try Littledata free for 14 days.
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