How to track ecommerce conversions in GA4 (Google Analytics 4)

Have you mapped out a data plan for 2023 yet? If you’re selling on a major DTC platform like Shopify or BigCommerce, GA4 is probably on your mind. With the sunsetting of Universal Analytics (GA3 or the “old version” of Google Analytics) on the horizon, it’s time to get going with event-based tracking. Many brands have been procrastinating about setting up GA4 – or, worse, only setting it up halfway so that browsing behavior is tracked but revenue and conversions are missing. But can you blame them? Shopify isn’t planning to release native GA4 integration until March 2023 at the earliest (and nobody’s expecting it to work well for serious DTC brands) BigCommerce released a beta version of their GA4 integration in November, but it’s extremely minimal, tracking only begin_checkout and purchase events Manual setup is costly and confusing (and has to be maintained every time you change your site or checkout flow) GA4 revenue tracking should be your top priority, but there’s a lot of confusion around GA4, made worse by Shopify apps that claim to offer GA4 integration but only offer client-side tracking. It shouldn’t be so complicated. At Littledata we’ve already fixed GA4 tracking for hundreds of top DTC brands. In this post I’ll show you how to check if you’ve set up GA4 correctly to capture orders and revenue, and how to start tracking ecommerce conversions today in the most secure and reliable way possible. Follow this guide to GA4 and you’ll be on your way to ecommerce data tracking in no time. We’ll look at how to get from this: To this: How to check if you’re tracking GA4 revenue and conversions After creating a new GA4 property and following the setup assistant to create a new data stream, you might have noticed that you’re instructed to copy and paste the Google tag (gtag.js) script on every page of your ecommerce site. Once you’ve added the Google tag to your site and linked your GA4 property, everything will just start tracking automatically, right? Wrong. With the basic script all you get are engagement events such as page_view, session_start, view_search_result, and click. Obviously these “automatic events” are super important, but they don’t tell you what happens post-click. Here’s how to check if your GA4 ecommerce setup is working or not. 1. Check your Acquisition reporting in GA4 There are two places to look to see if you’re capturing ecommerce conversions. First, the Acquisition reports. You’ll see user and traffic engagement details grouped by channel, but no conversion or revenue data exists. You’re seeing which organic or paid channels are bringing visitors to your store, but you can’t tell if you’re generating any revenue from these visitors. GA4 revenue reporting not showing is one of the most asked questions by merchants and performance marketers. 2. Check your Engagement and Monetization reporting in GA4Taking a step further, check your Engagement and Monetization reports. Do you see GA4 reporting data about cart updates, interactions with the checkout flow, or any purchase or revenue data? If revenue is missing in GA4’s monetization overview, you need to start tracking ecommerce activity ASAP. Otherwise, you’ll end up with a lot of data points that lead nowhere and you will not have an accurate understanding of your ecommerce store’s performance.  [tip] Use our complementary instant order checker for GA4 to check your property [/tip] How to track ecommerce conversions and revenue in GA4 After landing on your store, online shoppers interact with collections and products before adding items to their carts and going through the checkout process. These web interactions must be captured as events and linked with customers and marketing data in GA4 to get a complete picture of your business. We have looked at what data can be missing from your GA4 events and which enhanced ecommerce events you should track. But how can you get all these ecommerce events in GA4?  Google Tag Manager (GTM) has always been the most common tracking method for Universal Analytics, and the setup process can be carried over to GA4. However, for a lean team, the setup process can be quite time-consuming and complex, having to create a Data Layer In Shopify, and then for each event, you must create: Firing Triggers in GTM  Data Layer Variables in GTM Ecommerce Tags in GTM Needless to say, there are quite a few maintenance pitfalls if you're going down this route. Setup is just the beginning. To make matters worse, Shopify is removing GTM from the checkout for Shopify Plus stores (standard Shopify stores never had access). So even if you take the time to add all your own events to tracking visitors before they make a purchase, you’ll no longer be able to track checkout steps (add-to-cart, etc) with GTM. If you want to save time and money while still having confidence in the accuracy of your GA4 data, Littledata is the perfect solution for you. Our proven app is used by over 1500+ brands and can help you track your ecommerce conversions with ease, giving you the reliable data you need to make informed decisions about your business. Littledata’s data layer uses a unique combination of client-side and server-side tracking to ensure accurate, complete ecommerce data in GA4 and any connected data warehouse or reporting destination. Littledata captures complete ecommerce data automatically in GA4 for Shopify and BigCommerce stores. We can break down those events into seven general categories: Marketing channels Browsing behavior Checkout steps Conversions Revenue Recurring orders Upsells Of course, each reporting category has useful data, but brands that really want to scale link it all together to look at revenue and LTV by channel, splitting out first-time purchases from repeat purchases or recurring orders (subscription analytics). As I mentioned earlier, Acquisition reports are some of the most valuable sets of data GA4 offers. They show which of your team’s marketing efforts bring the most results, from traffic through engagement and conversions. The difference between having accurate or questionable ROI data in these reports rests on how the purchase event is tracked. It is useful to have the engagement metrics grouped by channel, but the difference between having accurate or questionable ROI data in these reports rests on how the purchase event is tracked.  Get started with Littledata today so you will have the data you need to scale faster the smart way. We recommend tracking in UA and GA4 “in parallel” as soon as possible.


Littledata’s Google Analytics connector featured in BigCommerce app store

It’s been a banner year for Littledata on BigCommerce. Our Google Analytics app for BC has been highlighted and recommended by BigCommerce merchants and account managers, and we were recently honored with a multi-week feature in their app marketplace! Our data experts work with thousands of DTC Brands and know what brands are looking for in their advanced Google Analytics integration for their ecommerce store. At the core our customers care most about getting accurate and detailed information about customer behavior, from finding the best organic marketing channels to understanding granular details like how to improve checkout conversion rates and build better retargeting audiences. Our fast growth on BigCommerce hasn’t come by accident. With full support for both GA3 (Universal Analytics) and GA4 (the newest version of Google Analytics), we’ve met a major need for BigCommerce brands to have accurate, unified data in the tools they are already using – while preparing for a world without cookies. Our first customer review on BigCommerce app store might still say it best: “Google Analytics is a monster, and overwhelming to new users like myself. When the data in GA does not match the data in BigCommerce, making proper marketing and ad budget decisions becomes an even more difficult task. The Littledata Connector for Google Analytics and their All Website data configuration in GA opens a whole new world of clarity….confirming the true conversion value of Google (cpc), Bing, Social Media as well as referral revenue and conversions” The announcement of Google sunsetting Universal Analytics and the implementation of GA4, have some people in the industry confused and worried. But have no fear, Littledata is the first app to offer automated server-side tracking for Google Analytics (UA + GA4) including subscription analytics (Recharge) and Facebook Conversions API (BETA). We’re seeing especially strong growth from BigCommerce merchants on enterprise plans, which now drive more than 70% of BC’s ARR. What’s driving that growth? A big part of it seems to be multi-storefront capabilities. This feature is super slick and makes it easy to run several different storefronts in sync, whether different country stores for different regions/locations or different microsites for unique customer segments, such as separating out men’s fashion from women’s fashion or just overall clothing from accessories. The best part is that Littledata tracks any number of BigCommerce storefronts, allowing you to have a global overview of your business while still being able to segment through each storefront's data in Google Analytics. So if you’re making data-based decisions and looking for an easy to implement solution for your BigCommerce store, reach out to us to learn more! 


3 resources to set your BigCommerce store up for success

If you're running a BigCommerce store, you know that data is key to making decisions that will drive revenue. But we can all use a little help sometimes when it comes to analyzing our data setup to ensure we're getting truly accurate insights. To help you make the most of your data, we're sharing three resources that can help set your store up for success. BigCommerce Analytics: The key metrics you need to grow When we're talking about data-driven decision-making, of course we need to start with the right metrics. CAC, ROAS, LTV—the acronyms are endless. But which metrics are actually valuable for you to know and which are just noise? We broke down five key metrics you need to be paying attention to in order to fuel your BigCommerce store's growth so you can stay focused on the numbers that move the needle. [tip]Running campaigns on Facebook? Capture data on every step in the customer journey using the first-party-data-powered Facebook Conversions API, now live in public beta from Littledata![/tip] Do you need to process customer data in-house to be truly data secure? Data security is right alongside data accuracy in terms of importance in your overall setup. Many stores these days, when faced with the many data security options available, are weighing the cost of outsourcing vs. handling everything in-house. The right solution depends on a number of different factors about your store, your team, and your long-term growth goals. To help you choose, our CEO Edward Upton breaks down the different paths you can walk and lends his advice on which way to go. A plug-and-play solution to get you accurate BigCommerce subscription analytics Subscription sellers know that gathering metrics on recurring purchases is a different ballgame than one-off sellers. And, as with any unique game, subscription selling also demands a unique set of tools. To help you get granular data about online subscription orders, marketing channels, and subscriber behavior, we launched a simple solution—the Littledata and ReCharge BigCommerce integration. Adding this powerful tool to your tech stack lets you: Track browsing behavior Track shopping cart events, orders, recurring orders, and refunds Improve marketing attribution Differentiate one-off orders, first-time subscriptions, and recurring orders in Google Analytics Read the full post to learn how you can set this integration up on your store today. [tip]Think you can work with Littledata to help BigCommerce merchants get the most from their metrics? Join the Littledata partner program today.[/tip]

by Greg

How to win with subscription selling on BigCommerce

The era of subscriptions is upon us. Subscriptions are the fastest growing sector in the ecommerce industry and show no signs of stopping. If you’re not selling by subscription yet, now is the time to start. If you are selling by subscription, make sure you’re using the right tools to get the best return on your efforts. Recharge is the leading subscription payments solution to help launch and scale your subscription business on major ecommerce platforms like BigCommerce. Subscriptions help you build meaningful relationships with your customers; Recharge empowers you to make the most of those relationships. Is now the right time to start selling by subscription? The short answer? Absolutely. For a bit more detail why, we can look at a few industry statistics and trends. First, market projections point to the subscription ecommerce industry being worth over $246 billion by 2025 — a greater than 9,400% increase since 2016. Selling by subscription also provides a highly sought after benefit: consistent, recurring revenue. Having a predictable income source frees up time for your management team to focus on planning promotions, investing in future products, and maintaining inventory, all while more accurately projecting profits. What if I’m new to subscription selling? Thanks to the huge amount of growth in the space, there’s no time like the present to jump into subscriptions. In their 2021 State of Subscription Commerce report, Recharge identified that most successful subscription sellers each follow three strategy points: cultivating loyalty, offering flexibility, and choosing the right key integrations. Incorporate these traits into your store, then carve out your niche in the market. Compete on speed, agility, and innovation and you can challenge existing top brands with new, innovative products that make your store unique. Boost retention with flexible BigCommerce recurring billing Customer retention is key to the success of any brand—but for recurring revenue businesses, it’s particularly crucial for maximizing the benefits a subscription business model has to offer. You can increase the lifetime value for your BigCommerce store by reducing churn with Recharge’s subscription payments solution. With Recharge, you can: Reduce churn by allowing customers to freeze deliveries or edit their delivery scheduleAdd special one-time purchases and product swaps so customers get exactly what they needEmploy strategies to improve payment conversions and avoid involuntary churn, such as automatic payment retries and dunning Create custom workflows with powerful APIs What kind of subscription experience do you want to create for your customers? Whatever your vision, Recharge’s APIs help you make it a reality by allowing you to create workflows to customize your subscriptions as much as you like. Looking to incentivize shoppers to sign up for a subscription? Create a free trial workflow. Trying to increase AOV? Build a workflow that offers free shipping once customers hit a set minimum purchase amount. You can even customize the perfect customer portal for your online store. If you’re serious about subscription analytics, though, data and reporting will play an essential role in your success. Measure your performance with data and analytics Data-driven decisions are the most critical part of any strategy toward scaling and growth. Thriving ecommerce businesses depend on accurate analytics to assess customer acquisition strategies, inventory orders, potential product launches, and everything in between. Recharge’s analytics features give you greater insight into what your subscribers want and need so you can meet them where they are and achieve your goals. With Recharge’s enhanced analytics suite, you can: Assess the health of your BigCommerce store through key performance indicators like AOV, LTV, and churn rateAnalyze different customer groups using cohort selection capabilities so you can fine-tune your business strategy to better meet customer needsBuild dashboards to track trends in revenue and visualize your performance in new ways Advanced tracking and reporting in Google Analytics Littledata’s Recharge connection for BigCommerce is an advanced tracking solution for any merchant using GA to get granular data about subscriptions, customer behavior, marketing and customer lifetime value. Once activated, it unifies data in the background using webhooks from BigCommerce and Recharge. Littledata makes it easy and convenient to do Recharge subscription analysis in Google Analytics by setting up dedicated views for first and recurring subscription orders placed via Recharge checkout. Plus, it’s a flexible data platform. Many Recharge merchants use the data Littledata sends in connected tools such as Glew, Tableau and Data Studio. The connection is a plug-and-play solution for advanced analytics, letting you: Automatically track one-off purchases, first-time subscriptions and recurring transactions in Google AnalyticsCalculate marketing attribution for subscription revenueTrack browsing behavior and the check-out funnelImprove marketing attribution with Littledata’s unique combination of client-side and server-side tracking Tip: Learn more about how to take a data-driven approach to subscription commerce in Littledata’s Ultimate Guide to Subscription Analytics. Ready to get started? With the subscription selling market continuing to surpass growth milestones and consumer demand for subscription products skyrocketing, now is the time to establish your subscription selling channel and claim your share of the market. With Littledata and Recharge for BigCommerce, you can make that leap with the tools to power success now and in the future. It’s easy to install both Littledata for BigCommerce and Recharge for BigCommerce from the BigCommerce Apps Marketplace. Once installed, Recharge opens within your store (or you can access it via Apps and selecting Recharge Subscriptions). You’ll automatically be on Recharge’s Standard Plan with the Advantage support plan. Visit the Recharge pricing page to see what’s included in your plan, and to learn more about the Recharge Pro Plan or the Enhanced support plan. This is a guest post from our friends at Recharge.


New Recharge integration for BigCommerce stores

In the DTC world, subscription ecommerce used to thrive mainly on Shopify or custom solutions. But times have changed. Although Cyber Week was flat or down for many online retailers, BigCommerce merchants saw a year-over-year GMV increase of 15%. We're excited to announce that Littledata's BigCommerce app for Google Analytics now includes a plug-and-play integration with Recharge, the leading subscription payments solution. The new connection makes it easy for subscription brands on BigCommerce to get granular data about online orders, marketing channels and subscriber behavior in Google Analytics. The subscriptions analytics connection for BigCommerce lets you: Track browsing behaviorTrack shopping cart events, orders, recurring orders, and refundsImprove marketing attributionDifferentiate one-off orders, first-time subscriptions, and recurring orders in Google Analytics Data-driven growth has to start with accurate data. Littledata's magic combination of client-side and server-side tracking works behind the scenes so you can get back to business. We're here to help subscription analytics be less complicated and more useful. Recharge is now used by over 15,000 brands around the world. Our Recharge integration for Shopify is one of our oldest — and most popular — integrations at Littledata. We're eager to keep helping Recharge merchants get accurate, actionable data, whichever ecommerce platform or custom setup they might be using. Tip: The BigCommerce Recharge integration works automatically without any extra setup steps (if you're using Recharge and BC, we'll automatically track subscriptions for you). Try it for free today! For the data geeks out there, we've also added data pipeline settings such as a domain linker and IP Anonymization (or IP masking). And yes, Littledata works with custom themes and headless BigCommerce setups! Adapting to the new world of first-party data and hurdling obstacles like iOS changes and Facebook Ads' switch to a Conversions API becomes much easier with the powerful server-side tracking of Littledata's analytics connection. The app is designed for Universal Analytics (UA), but coming soon for GA4. Not sure where to start? See 5 things that change in Google Analytics when you install Littledata.

by Ari

BigCommerce Analytics: The key metrics you need to grow

Growth is a key goal in any entrepreneur's mind. But if you’re not paying attention to the right signals, you could be stuck spinning your wheels. The big decisions you make about your business should be informed by specific metrics that show its health in different areas. Each area has its own performance indicators. Analyzing the right ones — and doing it with the right tools — lets you actualize what’s working and what isn't. As business management master Peter Drucker once said, “What’s measured, improves.” In this article, we’ll cover five key metrics that BigCommerce stores should definitely be tracking in order to fuel growth, why they matter, and how to track them. So, without further adieu, let’s jump into the data. 5 key metrics you need to grow 1. Add to cart rate What is add to cart rate? The total percentage of visitors to your store who added at least one item to their cart while browsing. Why is it important? Tracking the add to cart rate helps you get a strong overview of both your store layout and the appeal of your products. When looking at this metric in Google Analytics you can use it to deduce: How well your products stand out to visitorsIf your site design and marketing help promote certain productsHow attractive your store offerings are overall With this data, you can make changes to your store, switch up your marketing for specific products, or even cut supply to create demand for specific products. You could also try product recommendations and personalization to help improve the add to cart rate on your store. 2. Cart abandonment rate What is cart abandonment rate? How many of your visitors added items to their cart and left the store before completing checkout and making a purchase. Why is it important? Cart abandonment could stem from a handful of issues. A slowdown of the checkout process, lower prices being offered for items elsewhere, or even requiring shoppers to make an account before buying are all potential obstacles that cause visitors to leave their carts behind. Knowing how often this occurs can help you streamline your checkout process by pinpointing common dropoff points. To reduce cart abandonment, you’ll want to make the checkout process as intuitive and trustworthy as possible. 3. Customer lifetime value What is revenue per customer? The amount generated from a single customer during their entire relationship with your business. Why is it important? Understanding the lifetime value (LTV) of each customer is critical for your decision-making process. It tells you how much you should spend on attracting new customers, shows you which kind of customers to target, and gives you a benchmark to spend on retaining highly valuable customers. Once you’ve calculated the LTV for your customers, you can also pinpoint which of your products high-LTV customers want more of, and promote the ones with the highest profitability. 4. Conversion rate What is conversion rate? The number of visitors who took a specific action on your store (typically making a transaction) divided by the total amount of sessions then multiplied by 100. Why is it important? Tracking this rate helps you measure overall performance and activity on your website. It also helps you gauge if your store is set up so you meet your sales targets. And best of all, when you improve your conversion rate you’ll also automatically improve your revenue generation. Conversion rate is a flexible metric as well in that you can choose which specific customer action you want to track. It could be subscriptions, purchases, newsletter signups, coupon redemptions, or anything else you want data on. 5. Pages per session What are pages per session? The average number of pages a visitor reaches on your site during a session. Why are they important? It’s a great tool to determine how engaging the pages on your store are. Users may find certain pages due to sheer interest and captivation, then move on to recommended ones if you set your design up well. Depending on how long you can engage a single user, you can create deeper connections and drive more revenue. How to track key metrics for your ecommerce store Analyzing your data with the right tools is just as important as knowing which metrics to prioritize. As a BigCommerce user, you have a few options for where to see the metrics we’ve listed above. Ecommerce Analytics from BigCommerce BigCommerce’s Ecommerce Analytics comes included in every BigCommerce plan. Ecommerce Analytics offers Store Overview reports, Real-Time reports, Marketing reports, and Orders reports, along with other more in-depth information like Abandoned Cart and Abandoned cart recovery reports. These can offer a good baseline of reporting for your store, but to get high levels of customization and 100% accurate reporting, there is another solution. Littledata Advanced Google Analytics integration for BigCommerce You can view data through Google Analytics, the most widely used analytics platform, and ensure accurate sales and marketing data across the user journey with Littledata’s Google Analytics plugin for BigCommerce. Adding Littledata’s platform to your BigCommerce store enables you to track ecommerce events like product list views, adds-to-cart, all checkout steps, and orders/refunds. Tracking these along with each step of the customer journey is not only critical to calculating the metrics listed above but also gives you a truly complete picture of your store’s health. The Littledata app works with many themes as well, including headless setups, and utilizes more robust tracking than a GTM implementation. You can add the other apps in your data stack onto Littledata’s app as well, including services like ReCharge for subscriptions. Conclusion Your store’s health depends on your ability to track key events and metrics that offer insight into your customers’ behavior along with the success of your product offerings and marketing initiatives. The five metrics we shared above are among the most critical to monitor for your store, as they provide actionable insights that can help you tweak your store and promotion methods to drive greater revenue. Remember, though, that your data is only as good as the tools you’re using to report it. Whether you use BigCommerce’s in-built reporting tools or Littledata’s Advanced integration for BigCommerce, make sure that you’re getting a full picture of your customers' behavior and using accurate data to make decisions on the future of your store. This is a guest post from Rithesh Raghavan, Director at Acodez, a Digital Agency in India. Having a rich experience of 15+ years in Digital Marketing, Rithesh loves to write up his thoughts on the latest trends and developments in the world of IT and software development.


Littledata announces Google Analytics integration for BigCommerce

We are excited to announce that Littledata is available to BigCommerce merchants. Like our popular Shopify app for Google Analytics, our BigCommerce connection for Google Analytics ensures accurate sales and marketing data across the user journey. BigCommerce is Littledata's first ecommerce platform integration outside of Shopify. With brands like Superdry, Skull Candy and 5-hour Energy now on BigCommerce, the timing couldn't be better. Read on to see what we've added to the app and the benefits for ecommerce marketers and data scientists—or download now from the BigCommerce app store. Why BigCommerce? Founded in 2009, BigCommerce has seen remarkable growth over the last couple of years, especially in North America. A year ago when they went public, BigCommerce was already powering over 60,000 online stores in 120 countries. They have focused on additional sales channels such as Amazon since early on, and recently announced a major partnership with Amazon for fulfillment, and another with Mercado Libre for extension into the Latin American market. Everyone needs accurate data to make data-driven decisions. We're excited to be extending our ecommerce data platform to work with BigCommerce. We chose BC because it's a great fit with our customer base which are typically successful DTC brands looking to scale faster and smarter. In addition, there's a growing amount of overlap with our technology partners and agency partners around the world. Advanced Google Analytics integration Accurate data is essential for ecommerce growth, but ecommerce tracking is notoriously difficult. As the top data platform specifically designed for ecommerce, our upcoming release in the BigCommerce app store will change the game. Littledata's advanced Google Analytics connector for BigCommerce stores will give you accurate data, automatically. Whether you are an ecommerce manager looking for accurate data to drive decision making, or a CTO or web developer looking for a seamless tracking solution, we're here to make your job easier. Benefits include: Complete sales data Accurate marketing attribution Checkout funnel tracking Own the data in Google Analytics As with all Littledata connections, Littledata's BigCommerce Google Analytics integration has the added benefit of enabling accurate data in any connected BI dashboard or reporting tool. What's more, the integration will work with custom themes and headless BigCommerce setups! Subscription analytics Tracking recurring orders is one of Littledata's key benefits and one of the most-cited features in our five-star reviews. We are especially excited about extending our subscription analytics to BC stores, enabling accurate data about recurring transactions and customer lifetime value (LTV). Our first subscription analytics integration will be with our longtime integration partner ReCharge, who also recently launched on BigCommerce. Head to the BigCommerce app store to add Littledata to your tech stack stoday. [note]If you are interested in connecting BigCommerce with GA4 (the newest version of Google Analytics), reach out to us about our beta program.[/note]

by Ari

Try the top-rated Google Analytics app for Shopify stores

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