Category : Connections
Top 7 Shopify merchants using Segment
Data can be immensely useful. It can empower your decision making, change your course of action or offer insight into a better way forward. But if data is inaccurate, disorganized, or simply set up to be overwhelming, it can be distracting or even set you up for failure. So where do you start with data? As Shopify continues to develop features for enterprise ecommerce, many larger merchants are combining the plug-and-play versatility of Shopify Plus with Segment's dynamic approach to customer data. This is especially true for stores with personalised online experiences, DTC brands and products by subscription. Why? Because each of these businesses are looking to automate the customer journey as much as possible. Last week at Shopify Unite, we learned a lot. But one thing we kept noticing was how often Segment came up in discussions with Shopify partners. With that said, we wanted to take a look at some of Littledata's customers using Shopify and Segment together to supercharge growth. What is Segment? Segment is a streamlined way to clean, collect, push and pull customer data. The company has raised over $280 million and it continues to grow especially fast in the commerce vertical. Their Customer Data Infrastructure (CDI) is built around connections, protocols and personas (single user views), and the platform organizes connections in terms of sources and destinations. In other words, you can think about Segment as a single API for all of your customer data. [subscribe heading="Try the only recommended Shopify app for Segment" button_link="https://apps.shopify.com/segment-com-by-littledata" button_text="Learn More"] You probably know by now that Segment is used by major ecommerce brands like Trunk Club, which famously uses Segment to help deliver personalised style recommendations. Such advanced benefits are increasingly available to everyone. As Shopify continues to push features for enterprise ecommerce, you don't have to be front-page news to take advantage of Segment's functionality. So which mid-sized and larger brands are using Segment together with Shopify? 7 merchants using Shopify and Segment together Each of these stores are currently using Littledata's Shopify x Segment connection, which integrates Shopify with Segment automatically to ensure accurate tracking at every customer touch point. While some of these brands use the Shopify app to push data from Shopify to Segment for ecommerce reporting (with tools like Mixpanel and Amplitude), some are more focused on using data for hyper-targeted marketing automation. Others are combining these approaches for a complete, custom experience and fixed Shopify reporting. 1. Nuun Nuun was the first company to separate electrolyte replacement from carbohydrates. The result? A healthy, hydrating beverage without all of the extra sugar and additives. Nuun started ten years ago and has continued to expand to offer a variety of products for hydration and healthy living. The products are now sold in over 5,000 outlets in the USA and available in over 30 countries. We love Nuun's website because it offers subscriptions, which makes it easy to subscribe to the hydration products you rely on for sport or everyday life. 2. Unicorn Rides Unicorn Rides is the fastest transportation method within 1 mile and costs a fraction of popular scooter rental startups like Bird, Spin and Jump. Remote access (and automatic unlocking) through users' mobile phones is a feature that sets Unicorn apart from competing scooter companies. Users can also build "lists" made up of family and friends that can share their scooter. Unicorn scooters are currently available at a discounted rate of $549 for a one-time purchase. 3. ROMWOD ROMWOD stands for Range of Motion Workout of the Day. It's a Crossfit organisation with thousands of Crossfit athletes integrating its daily workouts with their own routines. ROMWOD sells apparel such as mens's and women's shirts, tanks and hoodies, as well as workout mats and other Crossfit-related accessories. While the company sells its workout routines on a monthly subscription ($13.95/month), its online shop is mainly built for one-off purchases. 4. Kin Kin is an adult beverage company selling two primary products (Kin Spritz and High Rhode). These drinks — coined "euphorics" — were created by Kin to help adults "open the mind, calm the body and connect the spirit". A 4-pack of Kin Spritz currently sells at $27, non-subscription. 5. Cellucor Cellucor sells industry-leading powder mixes, including pre-workout, post-workout and products categorized by goal such as weight loss, muscle gain and sports performance. Following their "Wherever your workout takes you" mantra, Cellucor products are meant for both on-the-go and at-home. The company offers hundreds of products, including the powders themselves, products sorted by ingredients (creatine, amino acids, etc.) and apparel for both men and women. Cellucor's cart is built on a tiered discount system — the more the user adds to their cart, the better their discount is upon checkout. The tiers include free shipping (orders of $50 or more), a 15% discount and a 20% discount on their entire order. 6. Rooster Teeth Founded in 2003, Rooster Teeth is a "pioneering media and entertainment company responsible for some of the biggest online series in history", including the award-winning web series, Red vs. Blue. The company also produces the well-acclaimed animated series RWBY, which is the first western anime series to be distributed in Japan. With over 45 million subscribers on its YouTube Network and 5 million unique monthly visitors to its RoosterTeeth.com hub, the company's online retail activity has skyrocketed — Rooster Teeth sells popular apparel, accessories, brand collections, drinkware, branded electronics and even home toys. 7. BH Cosmetics BH Cosmetics is an innovative beauty brand committed to selling cosmetics that are cruelty-free, vegan-based, rigorously-tested and affordably-priced. While the company does not offer a subscription option, they do have an affiliate program where they offer an 8% kickback for referral purchases. Are you harnessing the full power of your Shopify store? Littledata recently partnered with Segment to launch a Shopify to Segment connection that makes it easy to accurately track Shopify store performance and send those events to Segment. This frees you to connect that data to hundreds of Segment destinations like Google Analytics, Mixpanel, Salesforce and Hubspot. Later this year, we'll be diving into some case studies about how Shopify Plus merchants are using Shopify and Segment together to implement personalised shopping experiences. If you want to be considered, just head to the app store and download our Segment app for Shopify, then give us a shout. We're here to help you reach the right customers at the right time, so you have more time for the little things in life. Like riding your bike (or your Unicorn scooter).
Enhanced Magento connection: Welt Pixel app for Google Analytics
As part of our Magento connection, we're excited to announce our partnership with Welt Pixel. Not only will this allow us to offer more dynamic enterprise plans for Magento merchants, but it creates a ripe opportunity for interested enterprises to join Magento's unique ecommerce network. Through Welt Pixel's Magento 2 extension, we've been able to provide store owners with complete, accurate data, including: Full Enhanced Ecommerce shopping behaviour events Custom dimensions for product reviews and stock status Light-weight script for fast-loading pages Full configuration in Google Tag Manager A connection you can trust With this new partnership, Google Analytics Enhanced Ecommerce for Magento 2 enables full Enhanced Ecommerce tracking implemented in just minutes. That way, you can start gathering valuable data literally overnight to make better, data-based company decisions than ever before. Magento users can also track product views, clicks, detail impressions, cart-related user actions (adding or removing products), promotion data, purchase data, refunds, and more. Enterprise plans Our Magento connection is available at any enterprise level. Littledata's Enterprise plans include unlimited app features, such as Facebook Ads and Google Ads connections with Google Analytics, plus options for custom setup and reporting. Plan features include: Advanced setup for Google Analytics and Google Tag Manager Account management from a certified Google Analytics expert Knowledge of best practices for Magento 1 and Magento 2 Advice on analytics and platform migrations Multi-channel marketing attribution and Lifetime Value reporting Private benchmarks [subscribe heading="Get accurate data for Magento" button_text="Get started" button_link="https://www.littledata.io/connections/magento"] Getting started If you don't already have a Littledata account, you can book a demo with a Magento analytics expert. Questions? We're here to help you scale — contact us with any questions about Littledata, our Magento connection, or what our new Welt Pixel partnership means for your store.
Announcing our new Shopify app for Segment users
Littledata's new Shopify app for Segment tracks sales and browsing behavior automatically, so you can focus on growth. Thousands of online businesses use Segment to clean, collect and control customer data. Littledata's Segment connection fixes ecommerce tracking automatically, and sends that data to your Segment workspace. Our Shopify-to-Segment connection is the newest source in the Segment catalog, joining over 200 powerful integrations. We've always loved Segment, and with a growing number of shared customers (larger ecommerce sites using both Segment and Littledata), building a seamless connection was a no-brainer. Automated ecommerce tracking Like our Google Analytics connection for Shopify stores, our Segment connection uses server-side tracking to capture every step in your checkout flow, plus sales, refunds, product variants, and more. It's the easiest way to ensure accurate, detailed data about sales and shopping behaviour. In fact, Littledata is the only recommended Segment integration for Shopify and Shopify Plus! Benefits include: Works with any Shopify or Shopify Plus store Server-side tracking for 100% accuracy Captures every touch point, including checkout steps, sales data and customer lifetime value (CLV) Analytics audit to check for accurate tracking The connection captures what happens on your Shopify store, then pushes that data to Segment so you can send it to hundreds of Segment destinations. Customers use this for marketing automation, campaign personalization, ecommerce optimization, reporting and analysis. For example, you can push your Shopify data to tools including Hubspot, Salesforce, Mixpanel and Google Analytics. Browse our Segment help guides for details about which events you can track with our Segment connection. [subscribe heading="Best Shopify app for Segment users" button_text="Free trial" button_link="https://apps.shopify.com/segment-com-by-littledata"] Getting started Getting started is easy. If you don't already have a Littledata account, you can download Littledata's Shopify app for Segment users directly from the Shopify app store - with free trials on all plans! If you're already using Littledata, you can add the Segment connection from the Connections tab in your Littledata admin. Questions? Our enterprise plans now include the option for custom Segment data audits, setup and reporting. We're here to help you scale.
New Klickly integration for Shopify stores
We're excited to announce a new integration with Klickly! Get ready for smarter analytics. Many Shopify stores know that their data isn't accurate, but they don't know where to start. Littledata tracks everything automatically. Our new Klickly integration offers full sales and marketing tracking, plus a free custom report to help you get higher ROI on Klickly campaigns. What’s Klickly? Klickly is an invite-only, commission-based advertising platform that enables ecommerce merchants to run unique buyable ads on thousands of well-known websites. With risk-free, commission-based pricing, you don't pay commission until Klickly gets you a sale. Setup takes less than 10 minutes, and there are no long-term agreements or fees. Stop paying for clicks + impressions that don’t lead to sales. Klickly lets you pay only when ads drive sales and set the commission that’s right for you. Benefits of Littledata's Klickly integration: Campaign reporting – Get automated reporting for sales from Klickly Ads Marketing attribution – Connect marketing channels and campaigns with shopping cart activity and buyer behaviour, with automated tracking for Shopify stores Optimisation – Make data-driven decisions with Littledata’s industry-leading analytics audit, smart connections and industry benchmarks Setup guide For the Littledata - Klickly integration to work, you need to have both apps installed for your store. Install Klickly and Littledata Ask the Littledata support team to activate the Klickly report for you Yes, it’s that easy! You can contact Littledata support from the Intercom widget in the app, or just reply to any of our onboarding emails :) Enterprise plans for larger Shopify stores and Shopify Plus If you run a larger Shopify store on Shopify or Shopify Plus, we’re here to help you scale. Littledata offers enterprise plans that include custom setup and a dedicated account manager. This can include anything from GTM setup to custom reporting. Larger stores looking for an enterprise plan are encouraged to sign up for a free trial of Littledata, then contact us for a free consultation so we can take an in-depth look at your setup. If you’re a digital agency with multiple customers on Shopify using Klickly, even better! Check out our agency partner program for Shopify experts. If you're looking for accurate, actionable analytics, Littledata's new Klickly integration will help you scale the smart way. Say hello to a better way!
Link Analytics to AdWords with our new Google Ads connection
To target -- and retarget -- the right shoppers, ecommerce sites need to connect customer behaviour and ecommerce data from Google Analytics with their Google Ads (AdWords) accounts. But until now that was a complicated process, to say the least. Marketers have spent years going through detailed setup steps to connect the platforms, or wading through spreadsheets with manual imports and exports, building custom audiences and segments. It was an ongoing headache, but they did it because connecting shopping behaviour data with AdWords campaigns gets big results. Now there's a better way. Littledata's new Google Ads connection makes it easy to link Analytics to AdWords. Ecommerce sites are using the connection for smarter targeting that increases online sales and customer LTV. Why should you link Analytics to AdWords? In past posts we've highlighted the benefits of linking Analytics with AdWords for a mutually beneficial relationship. Littledata's new connection automates the process to ensure accurate tracking and more targeted campaigns. Benefits include: Online sales data in AdWords reports, and visa versa. Add sales columns to reports in Google Ads and view Google Ads costs in Google Analytics. Abandoned cart campaigns. Get higher ROI with targeted PPC campaigns based on shopping cart activity. Ecommerce hyper-segmentation, especially for Shopify stores and enterprise clients. Since Littledata fixes ecommerce tracking across the checkout flow, the Google Ads connection is especially powerful for marketers looking to retarget with granular user behaviour data, such as product list views, product detail pages and adds-to-cart. Multiple accounts. Multiple views. Our Google Ads connections lets you link multiple AdWords accounts to multiple Google Analytics views. It's that simple. Wait, do you mean Ads or AdWords? Have you heard the news? Google AdWords is now Google Ads. Google pitched the switch to Ads as a large-scale rebrand for simplicity, but it's clearly targeted in part at bumping up competition against other 'ads' in common parlance: Facebook Ads, Instagram Ads and Twitter Ads, with Reddit Ads quickly gaining pace among SaaS companies in particular. We still talk about AdWords a bit on the blog (as does the rest of the internet, such as Search Engine Land), but soon we'll all have to adapt to the change. So we're calling this new connection a Google Ads connection, but we don't expect marketers to stop chatting about AdWords any time soon. How does it work? After you sign up for Littledata, you can connect Analytics to AdWords from the Connections tab in the Littledata app. Just follow a couple of setup steps and the app makes the connection for you. No more manual connections. Plus, we audit your analytics setup continually to ensure consistent ecommerce tracking, campaign tagging and UTM parameters. So what are you waiting for? Those products aren't going to retarget themselves... And don't forget to try our Facebook Ads connection to complete your marketing analytics stack. It's an easy way to link Facebook Ads to Google Analytics. All paid plans in the Littledata app include a variety of Google Analytics connections for Shopify, Shopify Plus, ReCharge, Refersion, CartHook and more. PS. The next iteration of our Google Ads connection will provide automation for retargeting using ecommerce segments. Sign up for Littledata today so you're first in line!
How to calculate customer lifetime value (CLV) for subscription ecommerce in Google Analytics
Many of Littledata's subscription customers come to us with a similar problem: how to calculate return on advertising spend, considering the varying customer lifetime value (CLV) of subscription signups. Calculating marketing ROI for subscription ecommerce is a big problem with a number of potential solutions, but even the initial problem is often misunderstood. In this post I break down what the problem is, and walk through two proven solutions for getting consistent, reliable CLV reporting in Google Analytics. What is customer lifetime value? I work with all kinds of subscription ecommerce businesses: beauty boxes, nutritional supplements, training courses and even sunglasses-by-the-month. All of them want to optimise customer acquisition costs. The common factor is they are all willing to pay way MORE than the value of the customers' first subscription payment... because they expect the customer to subscribe for many months. But for how many months exactly? That's the big question. Paying for a marketing campaign which bring trial customers who cancel after one payment - or worse, before the first payment - is very different from paying to attract sticky subscribers. A marketing director of a subscription business should be willing to pay WAY more to attract customers than stay 12 months than customers who only stay one month. 12 times more, to be precise. So how do we measure the different contribution of marketing campaigns to lifetime customer value? In Google Analytics you may be using ecommerce tracking to measure the first order value, but this misses the crucial detail of how long those shoppers will remain subscribers. With lifetime customer value segments we can make more efficient use of media, tailor adverts to different segments, find new customers with lookalike audiences and target loyalty campaigns. There are two ways for a marketing manager to see this data in Google Analytics: one is a more difficult, manual solution; the other is an easier, automated solution that ties recurring payments back to the original campaigns. A manual solution: segment orders and assign a lifetime value to each channel It's possible to see the required data in GA by manually segmenting orders and assigning a lifetime value to each channel. For this solution you'll need to join together: (a) the source of a sample of first orders from more than a year ago, by customer number or transaction ID and (b) the CLV of these customers The accuracy of the data set for A is limited by how your Google Analytics is set up: if your ecommerce marketing attribution is not accurate (e.g. using Shopify's out-the-box GA scripts) then any analysis is flawed. You can get B from your subscription billing solution, exporting a list of customer payments (and anonymising the name or email before you share the file internally). To link B to A, you'll need either to have the customer number or transaction ID of the first payment (if this is stored in Google Analytics). [subscribe] Then you can join the two data sets in Excel (using VLOOKUP or similar function), and average out the lifetime value by channel. Even though it's only a sample, if you have more than 100 customers in each major channel it should give you enough data to extrapolate from. Now you've got that CLV by channel, and assuming that is steady over time, you could import that back into Google Analytics by sending a custom event when a new customer subscribes with the 'event value' set as the lifetime value. The caveat is that CLV by channel will likely change over time, so you'll need to repeat the analysis every month. If you're looking to get away from manual solutions and excessive spreadsheets, read on... A better solution: tie recurring payments back to the original campaign(s) What if you could import the recurring payments into Google Analytics directly, as they are paid, so the CLV is constantly updated and can be segmented by campaign, country, device or any other standard GA dimension? This is what our Google Analytics connection for ReCharge does. Available for any store using Shopify as their ecommerce platform and ReCharge for recurring billing, the smart connection (integration) ties every recurring payment back to the campaigns in GA. Here's how the connector works The only drawback is that you'll need to wait a few months for enough customer purchase history (which feeds into CLV) to be gathered. We think it's worth the wait, as you then have accurate data going forward without needing to do any manual imports or exports. Then, if you also import your campaign costs automatically, you can do the Return on Investment (ROI) calculations directly in Google Analytics, using GA's new ROI Analysis report (under Conversions > Attribution), or in your favourite reporting tool. Do you have a unique way of tracking your marketing to maximise CLV? Are there other metrics you think are more important for subscription retailers? Littledata's connections are growing. We'll be launching integrations for other payment solutions later this year, so let us know if there's a particular one you'd like to see next.
Our top 5 posts from 2018
Happy new year! With a lot of big things on the way for Littledata this year, including new Connections to automate analytics for an even wider range of popular ecommerce apps and platforms, we wanted to take a moment to look back on the posts you found most useful with our current feature set. Last year we reviewed our top posts from 2017 and found that the focus -- not surprisingly -- was on Shopify and Google Analytics. This time around, our most-read and most-shared posts have really honed in on individual features and connections, especially for larger stores using one of our enterprise plans for full account management and unlimited automation. Interestingly, 4 out of the 5 top posts have a title in the form of a question. Perhaps a sign of 'plugged-in' (ie distracted) readers looking for a sense of engagement? 1. What's the real ROI on your Facebook Ads? For the past decade Facebook’s revenue growth has been relentless, driven by a switch from TV advertising and online banners to a platform seen as more targetable and measurable. When it comes to Facebook Ads, marketers are drawn to messaging about a strong return on investment. But are you measuring that return correctly? 2. Why don't my transactions in Google Analytics match those in Shopify? If we had a nickel for every time we hear this question! In this popular post, our partner manager breaks down common reasons for ecommerce data inaccuracy between Shopify and GA, and takes a look at how to fix those issues automatically. Find out the top 6 reasons for inaccuracy, including some orders never being recorded in Google Analytics! 3. New help center articles on Shopify tracking and ReCharge integration With detailed new articles on Shopify tracking and how our ReCharge integration works, the new Littledata Help Center quickly became a go-to resource for current customers and ecommerce managers this past year. Even before they become customers, many ecommerce industry folks are using the help center to get a clearer view of how to use Google Analytics effectively. We're happy to help! 4. Are you looking at the wrong Black Friday metrics? Paying attention to the right ecommerce metrics can help you establish the best customer base and shopping experience for long-term growth. But many retailers still focus only on the most popular metrics — especially during the online shopping craze of Black Friday and Cyber Monday (#BFCM). Over the next few weeks ecommerce managers will be obsessing over data, but which stats are the most important? Two popular metrics — ecommerce conversion rate and average time on site — may be misleading, so in this post our CEO recommends looking instead at longer-term benchmarks. 5. Average order value benchmarks 2018: how do you compare? Increasing average order value usually has a dramatic impact on profits and ROI from marketing spend. It is also a gift that keeps on giving, as optimisation in this area is something that can deliver ongoing results over the long term. The holiday shopping period in 2018 had us obsessed with one of our favourite ecommerce metrics: average order value (AOV). How does your site compare? This popular post includes a new infographic that breaks down the stats, using our set of private benchmark data about the ecommerce industry.
Introducing Shopify Flow connectors for Google Analytics
Littledata has launched the first Shopify Flow connector for Google Analytics, enabling Shopify Plus stores to analyse customer journey using a custom event in Google Analytics. In addition to Littledata's native connections with Shopify, Shopify Plus, Facebook Ads, ReCharge, etc., we have now launched a beta version of a Flow connector for Google Analytics. What is Shopify Flow? Flow is an app included with Shopify Plus, which enables stores to define automation pathways for marketing and merchandising. Think of it as an ‘If This Then That’ generator just for Shopify. For example, after an order is marked as fulfilled in Shopify’s admin you might want to trigger an email to ask for a review of the product. This would involve setting a ‘trigger’ for when an order is fulfilled and an ‘action’ to send an email to this customer. How do you use Littledata Flow actions? You install Littledata's Shopify app along with Shopify Flow Every time an order is created in your store we send it to Google Analytics, along with information about which customer ID made the order (nothing personally identifiable) You add Littledata's actions to your Flow Every time the order or customer event is triggered, even for offline events, the event is linked back to Google Analytics In Google Analytics you can then: Segment the customer base to see if these actions influence purchasing behaviour Visualise when these events occurred Analyse the customers making these actions: which geography, which browser, which marketing channel (in GA 360) Export the audience to retarget in Google Ads (in GA 360) Export the audience to run a website personalisation for using Google Optimize How do you set the actions up in Flow? Google Analytics customer event – can be used with any customer triggers, such as Customer Created Google Analytics order event – can be used with any order triggers such as Order Fulfilled, Order Paid, How else could I use the events? You can now link any of your favourite Shopify Apps with Flow connectors into Google Analytics. Some examples would be: Analyse if adding a product review leads to higher lifetime value Retarget in Google Ads after a customer's order is fulfilled Set up a landing-page personalisation for loyal customers (using Loyalty Lion connector) How much does this cost? The Flow connectors are included as part of Littledata’s standard subscription plans. You’ll need Littledata’s app to be installed and connected to link the events back to a customer – and to get reliable data for pre-order customer behaviour. [subscribe] Can Littledata set up a flow for a specific app? Our Enterprise Plans offer account management to help you configure the Littledata Shopify connection, including the Shopify Flow connectors. Get in touch if you have a specific app you'll like to make this work with.
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