Category : Google Analytics
How Grind boosted their sales by 50x
Grind had 11 brick and mortar stores in the UK before they dove into ecommerce on Shopify. It was not until the COVID lockdown that they moved from strictly brick and mortar to the ecommerce ecosystem. Before then, only half of a percent of their business was online! After they added subscriptions and built a data stack to inform the launch of new promotion methods, the business scaled to 50x revenue in just a couple of months. THE CHALLENGE Over the years, Grind built an incredible brand through their popular brick-and-mortar stores and newsletters, going beyond coffee to become a part of their customers' lives in a meaningful, authentic way. Grind is gaining awareness not just in their local region of London but celebrating subscribers from around the globe. After losing their offline (physical location) business practically overnight, Grind needed to quickly pivot to ecommerce and get an accurate picture of their online customer lifetime value (LTV) for “one-time” and “recurring” orders. They needed to see and report on customer behavior happening on their Shopify store to improve the checkout flow, build ideal customer profiles, retarget the right customers using dynamic social ads, and make crucial decisions using accurate data at the core of these efforts. THE SOLUTION Littledata's Recharge connection made it easy to get accurate sales data and marketing attribution across the subscriber journey. This smart technology connected Grind’s Recharge checkout with Google Analytics for accurate data about subscription revenue, including first-time payments, recurring transactions, and subscription lifecycle events. They were able to see LTV by channel and—critically—to predict where high- value subscriber growth was most likely to happen. It all came down to “measuring the difference in LTV for subscribers versus one-time purchasers” says Grind CMO Teddy Robinson. “Subscription revenue and return on ad spend (ROAS) were really the biggest top-line metrics for us.” RESULTS Subscription selling has created an exciting opportunity for the Grind ecommerce store to unlock potential revenue, build long-lasting relationships with their customers, and create a community among consumers. Building on their existing loyal customer base, Grind’s introduction of sustainable at home coffee pods— and tracking checkout events accurately with Littledata’s Recharge connection—Grind saw massive subscriber growth across paid and organic channels. They went from £10k to £500k monthly ecommerce revenue, and are have expanded internationally. A few takeaways of what Grind accomplished with Littledata: • 50x Subscription revenue in three months • 100% Recharge orders captured in Google Analytics • 28 Event types tracked in the checkout
GA4 Auto-migration: Why and how to opt-out
If you haven’t migrated to Google Analytics 4 (GA4) by now, you’re likely flooded with reminders from Google to get to it! But what does auto-migration mean? And can it break your Shopify data? With Universal Analytics’ July deprecation date coming soon, the pressure is on. To encourage UA users to make the switch, Google began auto-migrating UA properties to GA4 on March 1, 2023. While this may sound helpful, you actually do not want to rely on Google’s auto-migration to GA4. For data-driven ecommerce brands, Google’s “basic” configurations aren’t going to cut it, and Google’s auto-migration could actually hinder your data quality. The same goes for Shopify’s Google sales channel. With a few simple steps, you can opt out of GA4 auto-migration and set up your GA4 property correctly. There’s a lot of confusion in the marketplace right now, especially when it comes to tracking ecommerce stores in GA4. Whether you’re on Shopify, BigCommerce, or another ecommerce platform, it’s a must to track checkout steps and conversions, but auto migrations don’t cover that at all. So in this post, we’ll be clearing up: Why you should opt out of auto-migration (and how to do it) How to ensure data quality in GA4 How to track ecommerce events in GA4 Why you need to opt-out It’s important to note that GA4 is a completely new reporting tool, built from the ground up for faster reporting, increased flexibility, and streamlined audience building. GA4 relies on a new data model — event-based tracking, rather than session-based tracking — and doesn’t track data like-for-like with UA. To avoid any data disruptions and ensure data integrity, brands need to manually set up their GA4 properties. [tip] Watch our recent webinar to learn more about the differences between UA and GA4 [/tip] Problems with GA4 auto-migration Google’s auto-migration runs deep and migrates several parts of your account. If you’ve already set up a GA4 property, you may think this doesn’t apply to you, but even if you have manually created a GA4 property, it’s crucial that you switch off the auto-migration toggle to avoid further issues. Duplicated orders We’ve seen Shopify stores face duplicated orders and inaccurate data after missing this key step. Even with the proper data tech stack, brands are struggling with data quality issues because they have not opted out of auto-migration. Event naming If you’ve auto-migrated your UA events into GA4, your event naming can majorly skew conversion tracking, if not done properly. GA4 limits event names to 40 characters or less, so any UA events automatically migrated to GA4 that are 40+ characters will not be reported as a conversion because the appended “_c” will be missing. Managing users With great power comes great responsibility. There may be users you don’t want to migrate to GA4 so it’s best to review account and property users and the access they’re granted during migration. How to opt out of GA4 auto-migration It’s easy to opt out of auto-migration. Simply access the GA4 Setup Assistant via the Admin panel and scroll down to ‘Automatically set up a basic Google Analytics 4 property’ and ensure that the toggle is switched off, as pictured below. As an added measure, ensure that you have “Collect Universal Analytics events” toggled off in your data stream’s tag settings, as shown below. How to ensure data quality in GA4 Check that all pages and conversions are being tracked Mistakes and inconsistencies in your Google Tag Manager (GTM) tracking can result in missing data, with Littledata’s data layer, you won’t have to worry about that. Unlike alternatives, Littledata’s data layer works automatically, eliminating the risk of human error so you can finally trust your Google Analytics data. As mentioned above, GA4’s event naming requirements could interrupt your conversion tracking. To avoid any interruptions, make sure that your event names are below 40 characters, otherwise, you could face some issues in reporting. Check your transaction and purchase data Tracking complete transactions, revenue, and purchase data is essential for any ecommerce brand. Many of the apps that offer “GA4 setup” for Shopify or BigCommerce stores do not fix your tracking. Find out if your GA4 setup is up to speed with our free GA4 Conversions Checker. Connect your Google Analytics account and the Conversions Checker will automatically audit your GA4 property for any data discrepancies, explains why they exist, and how to get more accurate ecommerce reporting in just a few clicks. Build out your data tech stack Using the right Shopify or BigCommerce app can help make your transition to GA4 much easier. Littledata’s GA4 integration works seamlessly out of the box, automatically tracking the entire customer journey — from discovery at the source, through the checkout funnel and post-purchase events — pushing events into Google Analytics 4, Facebook Conversions API, Segment, and any connected reporting tool. How to track ecommerce events in GA4 Shopify’s GA4 integration is now available through the Google Sales Channel App, but as with Shopify’s native integration with UA, it comes with a few core limitations. Beyond this app, you have two other options: Google Tag Manager (GTM) GTM is a common tracking solution for ecommerce stores. And while GTM itself is free to use, it comes with a price — GTM is very time-consuming, complex, and often costly to maintain, especially for a lean team. Plus, Shopify’s recent updates removed the ability to add scripts to checkout.liquid, no longer permitting brands to track the checkout funnel with GTM. A trusted app, like Littledata Within minutes, fix your ecommerce tracking in GA4 — no implementation or developer needed. Littledata’s app uses a combination of client-side and server-side tracking to capture the entire customer journey, including complete marketing attribution and post-purchase events, like subscriptions and upsells. Start your GA4 journey on the right foot with hands-on support from our team of analytics experts. [tip] Read our step-by-step guide to tracking ecommerce conversions in GA4 [/tip] Next steps The good news is that there’s still time to fully migrate your ecommerce analytics to GA4 before the July deprecation date. But don’t delay — the sooner you set up a GA4 property that checks all the boxes, the better equipped you’ll be in the future with a treasure trove of historical data, custom-built reports to answer your business's top questions, and a BigQuery export to turn data into marketing magic.
Product Hunt Launch: GA4 Conversions Checker!
We’re excited to announce that Littledata launched it’s second app, GA4 Conversions Checker, today on Product Hunt, a community where people find great apps and tools. Littledata has created a free GA4 conversions checker to help ecommerce managers track missing transaction data in Google Analytics 4. The tool can identify missing key conversion data and ensure that data is flowing correctly, allowing for more informed decisions and better audience building. Most importantly you can also make sure you are not missing conversion data. The tool is free to use and can be accessed through a Google account or by looking up a Measurement ID. Littledata also offers a 30-day free trial for their app, which connects Shopify and BigCommerce stores to GA4 and allows for the monitoring of customer behavior and conversion data. Product Hunt will help us bring more visibility to Littledata’s data platform—but we could use your help. Jump into our launch to engage with the community and try out the app for yourself.
GA4 E-Commerce Reports: Get the most out of your ecommerce tracking in GA4
Guest Post by Maryam Oseni, Content Manager at Narrative BI GA4 E-Commerce Reports allow online businesses to track their website's e-commerce performance and optimize their sales strategies. Learn how GA4 can help you make data-driven decisions and grow your business. Google Analytics is a powerful tool for e-commerce business owners. With the release of Google Analytics 4 (GA4), e-commerce tracking has become even more sophisticated. GA4 E-commerce Reports are a set of reports specifically designed for e-commerce businesses, providing detailed insights into customer behavior, product performance, and revenue metrics. In this article, we will explore GA4 E-Commerce Reports in detail and explain how e-commerce business owners can use them to gain valuable insights into their customers' behavior and optimize their sales funnel. What are GA4 E-Commerce Reports? GA4 E-commerce Reports provide detailed insights into e-commerce transactions, customer behavior, and product performance. The reports are specifically designed for e-commerce businesses and offer various metrics and dimensions highly relevant to online retailers. These reports provide a wealth of information, including: Total revenue Total purchases Conversion rate Revenue by product Revenue by traffic source, and much more. GA4 Ecommerce Reports work by tracking specific user actions on an e-commerce website. These actions might include: Viewing a product Adding a product to the cart Starting the checkout process Completing a purchase By tracking these actions, GA4 can provide detailed insights into the customer journey on an e-commerce website, including where customers are dropping off and where they are converting. To start analyzing GA4 reports, you need to enable Enhanced E-commerce tracking when setting up your GA4 property. This will allow GA4 to track specific user actions on your website, such as product views and purchases. Enhanced e-commerce tracking in Google Analytics provides additional information about visitor behavior for specific products at different stages of the purchasing process (for example, the ratio of product views to purchases). It is highly worth it for you to have that additional granularity because you are operating an online retail business. Now that you are acquainted, let's get into some important Google Analytics 4 E-commerce reports. Monetization Overview Report The Monetization Overview report summarizes all monetary transactions on your website, including total revenue, number of purchasers, average revenue per user, products bringing in the most revenue, and so much more. This will help you identify trends or patterns in your website performance and make data-driven decisions to optimize your sales funnel. This report also shows data on the most viewed products, most sold items, and revenue from any active coupons. Each section has a link that allows you to drill down on the data displayed. You can access the monetization overview report by clicking Reports on the left-hand side and selecting Monetization under the Lifecycle tab. E-commerce Purchases Report The E-commerce Purchases report provides information on how often your customers viewed, added to the cart, and purchased the items on your website, with a total of the generated revenue from each item. This information helps you measure sales and your customer's interests. For instance, if an item was added to a cart 200 times but was only purchased five times, it can indicate that the price is too high and they don't love it enough to pay that much even though they want it. It also displays data for up to 5 product sub-categories with the dimension item category 1 to 5. For example, as a fashion store, you categorized women's purses on your website as Women's Fashion > Accessories > Bags > Purses; GA4 will label all four categories respectively and display data on how many items were added to the cart, viewed, and purchased in each category. This extra granularity helps to fine-tune the customer experience. It is important to note that the data in this report comes from the e-commerce events recommended by Google Analytics 4. If you want to add extra events, you must manually create one unless you are using Littledata’s GA4 connector. User Acquisition Report As an e-commerce marketer or business owner, it's important to understand how new users find your website or app for the first time. This is where the User Acquisition Report comes in handy. Analyzing this report lets you gain valuable insights into the channels driving new user acquisition. Each dimension in this report contains the text "First user," which denotes how the user visited your website for the first time. For example, selecting the First user default channel group shows how many users were acquired via direct search, organic traffic, social media, paid ads, etc. It also displays metrics like the engagement rate, conversions, average engagement time, and total revenue of each channel. Analyzing the User Acquisition Report lets you identify which channels drive the highest amount of new users. This information can help you optimize your marketing efforts and allocate resources to the most effective channels for new user acquisition. For example, if you notice that many new users are coming from social media, you may want to invest more resources into your marketing efforts. On the other hand, if you see that very few new users are coming from paid search, you should reevaluate your paid search strategy. Traffic Acquisition Report The Traffic Acquisition report is a section of Google Analytics that provides information about how users get on your website. It shows you the different channels driving traffic to your site, such as organic search, social media, email, and paid advertising. The report also provides data on the behavior of users who come to your site from each channel, such as bounce rate, pages per session, and average session duration. This information can help you understand which channels drive the most engaged traffic to your site. It's important to note that the User Acquisition Report differs from the Traffic Acquisition Report. While the Traffic Acquisition Report focuses on where new sessions are coming from, regardless of whether the user is new or returning, the User Acquisition Report looks explicitly at how new users find your site or app. To find the Traffic Acquisition report, select Reports from the menu on the left. Click to expand the Lifecycle section and select Acquisition. Conversion Paths Report The Conversion Paths report in Google Analytics 4 provides valuable insights into the different touchpoints that lead to a conversion and how different attribution models distribute credit on those paths. This report is divided into two sections: the data visualization and the data table. The data visualization section provides a quick overview of the channels initiating, assisting, and closing conversions. This information is crucial for understanding which channels drive the most conversions and where to focus your marketing efforts. The data table section provides a more detailed view of users' paths to complete conversions. This section includes metrics such as Conversions, Purchase revenue, Days to conversion, and Touchpoints to conversion. Analyzing this data lets you gain insights into the customer journey and identify areas to improve your marketing strategy. By analyzing the Conversion Paths report, you can identify the most effective channels and campaigns to drive conversions. This information can help you allocate your marketing budget more effectively and optimize your campaigns for better results. To access the Conversion Paths report, select Advertising on the left, expand the Attribution tab, and select the report. Using Explorations for Custom Reports Google Analytics 4 Explorations go beyond the basic e-commerce reports. It helps you create custom reports to analyze purchase paths, shopping behavior, product/sales performance, and checkout behavior. To find GA4's multiple exploration templates, click Explore on your dashboard's left side. Here are some ways to customize Explorations reports for your eCommerce business to maximize GA4 benefits. Analyze purchase path Use the Path Exploration template to create a custom report of your customers' purchase routes. This report helps you see which traffic sources drive the most revenue and identify any drop-off points in your funnel. You can also see which events drive towards purchases or abandonment and optimize accordingly. You can use this report to identify any drop-off points in your sales funnel, identify any fields in your checkout process causing friction for your customers, and make data-driven decisions to optimize your checkout process. You can also use this report to identify which traffic sources are driving the most revenue and allocate your marketing budget accordingly. Observe Shopping Behavior The funnel exploration report is excellent for observing shopping behavior. It shows your users' steps from their first visit to purchase. You can also see the average time it takes for a customer to make a purchase and identify any patterns in their behavior. It can also help you uncover seamless purchase funnels on your website. Let's assume you are running a 10% discount, and you offer it to your buyers during checkout. You can use the funnel exploration feature to observe what behavior spurs from that action. Do your buyers go ahead and complete the purchase? Or do they go back to add more products to their cart? Optimize Checkout Process You can also use the funnel exploration reports to optimize your checkout process. First, you have to customize this report by adding all the checkout steps your customers must take. For example, your customer has to complete four steps to make a purchase, and these steps are: click to checkout, add a delivery address, add payment details, and complete the purchase. A high abandonment rate after they add their payment details can signal a technical difficulty with your payment gateway. Or if there is a high abandonment rate after delivery details, it can indicate that the delivery rates are too high. This will help reduce your checkout abandonment rate and improve your e-commerce performance. Analyze product performance GA4’s path exploration lets you know the top pages that new users open after landing on your homepage. You can display product banners leading to different product catalogs on your homepage and use path exploration to know which one is getting more clicks. Automate Google Analytics 4 Reports Now that you know about GA4's reports for your e-commerce business, here is an extra tip for ease, especially if you are just starting with Google Analytics: Connect your GA4 property to Narrative BI. This lets you receive GA4 automated reports on essential metrics directly in your inbox. There are many metrics and dimensions in Google Analytics 4 reports; some do not translate into actionable insights that can help you optimize your e-commerce business. With Narrative BI, you can focus on the key metrics and see how they are performing at a glance.
A deep dive into Shopify's Google channel for GA4
You might have seen the message below in your Shopify store settings about setting up the Google Channel app. What should you do when you see this message? Shopify offers a number of sales channels to make it easy to sell products on different online channels like Facebook and the Shop app. The Google sales channel is a bit different, since 1) it now also includes Google Analytics 4 (GA4) tracking, and 2) it is now managed directly by Google. Although we work with larger merchants at Littledata, who typically use external apps and agency partners to manage sales channels and analytics, we’ve been getting a lot of questions about the recent updates. Here’s a first look at what the Google Channel app does, and how that compares with other ways to set up Google Analytics 4 (GA4). What is the Google Channel app? Shopify launched the Google Channel app back in 2017 to provide an easier way for stores to sell on Google, using Google Ads and Google Shopping. It’s free to install, though of course you pay for the Ads ;) “Sync your products to Google Merchant Center, list products for free on Search, YouTube and more and even run paid Performance Max campaigns.” In the relaunch in March 2023 Shopify/Google added tracking for GA4, along with better support for Google PMax (Performance Max) campaigns. Shopify wants to offer you with a no-code install process for GA4, but adding the Google Channel won’t “avoid any data disruptions” for all stores. [subscribe] Why Shopify is moving GA4 tracking to the Google Channel Universal Analytics - the previous GA version - will stop collecting data on 1st July 2023, so Shopify was under pressure from customers to offer in-built GA4 tracking ahead of that deadline. GA4 is also Google’s preferred way of tracking conversions in Google Ads, and PMax campaigns need conversions (purchases) tracked to maximize Cost Per Acquisition (CPA). I also think Shopify wants to push support for GA4 onto Google by moving all of the Google connections out of their core platform and into a ‘third party’ app. What’s included in Google Channel tracking? The Google Channel app allows a store to pick a GA4 property and copies most of the ecommerce event tracking available from Shopify to Universal Analytics: Page views Product views (including product name and price) Add to cart Checkout started Purchase (Order completed) [note]Are you tracking conversions in GA4? Find out in 5 minutes with our free order checker app[/note] What are the limitations of Google Channel for tracking GA4? Firstly, the Google Channel is built to work with Google Ads. However, there’s many other reasons to use Google Analytics other than for Google Ads targeting: tracking all marketing channels, understanding on -site conversion, checkout conversion, product performance and more. Shopify hasn’t optimized the tracking for that. So there are some limitations with the events sent to GA: No tracking of product list views or clicks No checkout steps, beyond begin_checkout * No currency field on Product Detail views No reporting on product SKUs No tracking of coupons and discount codes No server-side tracking for accurate orders and revenue No Enhanced Conversions for cross-device tracking of Google Ads * Theoretically, an event is triggered when users add payment info, but we couldn’t get this to fire in multiple tests. See a full comparison with Littledata tracking. Secondly, the GA4 tracking is tightly coupled with the implementation of Google Shopping feed (which has some bugs, judging by the thirty 1-star reviews from the last month) so while you can just use the GA4 part of the Google Channel app, you run the risk of disrupting Google Analytics when you edit Google Ads settings. Thirdly, there are no settings to adjust the Google Channel tracking - so if you want only certain events tracked, or integrate with third-party apps, your hands are tied. "There are no settings to adjust the Google Channel tracking. So if you want only certain events tracked, or integrate with third-party apps, your hands are tied." Lastly, Shopify does not provide full support for GA4 tracking via the Google Channel app. The app is theoretically supported by Google, but Google only provides technical support if you pay $50k+ a year for Google Analytics 360. Other than that you’d need to pay a consultant to check the set up for you. What is the best way to set up GA4? You need to start getting data into GA4 by July this year - not just for analysis, but also for building audiences and retargeting your own customer base in Google Ads. So beyond this app, you have two options: 1. Add Google Tag Manager to your store theme Pros: Reliable page view tracking, simple to customize settings, free to run Cons: No tracking of the checkout steps (even for Plus stores), revenue in GA won’t match revenue in Shopify, lots of time (and developer cost) required to set up all the shopping behavior events 2. Use a proven, highly rated app like Littledata Pros: Reliable tracking of the whole customer journey in GA4, 100% match between orders and revenue in Shopify, no implementation effort, no developers needed, instant data quality; and Littledata is optimized for Shopify Plus, including headless tracking, Shop App tracking and multi-currency tracking in GA4 Cons: Ongoing app charge to maintain data quality [note]Are you tracking conversions in GA4? Find out in 5 minutes with our free order checker app[/note] Why server-side tracking? The basic limitation of the Google Channel is client-side tracking -- which means all the events to Google are sent from the end user’s browser. This isn’t a reliable way to attribute sales to marketing campaigns in an age when many browsers and ad blockers limit tracking. The world of web analytics has changed a lot since Shopify added GA via the Shopify store preferences back in 2014 - but Google Channel isn’t changing how the event data is actually tracked. In contrast, server-side tracking allows apps like Littledata to hook into what is happening on Shopify’s servers from the add to cart onwards. This means 100% of revenue can be tracked and the vast majority (~90%) of that can be linked to a pre-checkout user journey and marketing campaign. There’s many apps that promise to ‘fix’ marketing attribution (Rockerbox, Northbeam, etc), but the only way to get truly reliable tracking of orders and revenue is server-side tracking. What your store should do today While I understand that Shopify wants to provide an out-the-box integration with Google Analytics for smaller stores, this Google Channel won’t be suitable for any scaling brand spending heavily on online customer acquisition and retention. You DO need to start tracking in Google Analytics 4 ASAP! If your brand turns over less than $1M a year, and you don’t have the time to dive into marketing attribution and targeting, then the Google Channel may be enough right now. And that's great! But if you are doing $1M+, or need to dive into the details of what drives customers to purchase, then I don’t think the Google Channel will be robust enough for you. If you're ready to be truly data-driven this year, consider applying for a Littledata Plus plan so we can support you fully with higher SLAs and analytics training for your team. Shopify has reason to launch limited free apps (eg reviews, email and geolocation) to address the concern that their sticker price doesn’t reflect all the paid app add-ons you need to run a store. Yet professionals at growing brands know you need paid apps to guarantee quality and support. Littledata’s Google Analytics connection is no exception -- try it for free in the Shopify App store today!
How to create segments for subscription orders in Google Analytics 4
The key to growing your ecommerce subscriptions is understanding your customers — why they subscribe, pause, churn, or upgrade their subscription. Accurate subscription tracking has always been a challenge for Shopify and BigCommerce stores, and that hasn’t changed in the newest version of Google Analytics, GA4. Shopify’s newly released GA4 integration tracks “certain ecommerce events” after applying tags, but subscription events are missing. Luckily, first-party tracking has come a long way since the early days of Shopify. For brands interested in capturing data across the entire customer journey, the solution is easier than you may think. No, you don’t need custom GTM — that can be time-consuming and costly to maintain — you just need the right app that tracks subscription events in GA4 automatically. [tip] Try our free GA4 Conversions Checker to make sure your GA4 property is tracking complete conversion and transaction data. [/tip] Once you’ve successfully tracked your recurring orders in GA4, you’ll need to build out reports to understand your subscription sales performance over time. Building segments in GA4 sets the foundation for deeper analysis. In the latest installment of our GA4 courses, we walk you through how to build segments for first-time and recurring orders in GA4. How to create segments for subscriptions in GA4 GA4’s segments feature allows users to slice and dice their data into smaller subsets, empowering data-driven brands to understand trends between customers with similar characteristics, including whether or not they’re subscribed to your product. This is true whether you’re selling individual products by subscription, or product bundles. Get started by creating a new custom dimension in your Google Analytics 4 property — ‘affiliation.’ By adding ‘affiliation’ as a custom dimension, you’ll be able to analyze subscription data and answer specific questions to your business’s needs. Add these custom dimensions to a copy of your sales performance report with custom event segments, and you’re off to the races! Use the insights from your first-time orders and recurring orders segments to understand your subscription sales performance, analyze the real return on investment (ROI) of your subscription sales, and build out in-depth reports with actionable data. [note] Users can also use the custom dimension for affiliation in a filter and apply it to a custom report. [/note] Follow our step-by-step guide below to take a deep dive into your subscription sales performance: https://youtu.be/aLRsAp3EhWM Get more GA4 With GA4’s deadline quickly approaching, check out the rest of our free resources to jumpstart your GA4 journey: Extending our Recharge integration to work with GA4 and Facebook CAPI GA4: What Shopify stores should do TODAY to keep up with the new version of Google Analytics How to track ecommerce conversions in GA4 10 reasons to switch to GA4 GA4 Glossary of Terms: What you need to know to get started
Using Postscript SMS to fuel your conversions
With a staggering 98% open rate, SMS marketing should be part of every DTC brand’s marketing strategy. The best part is that SMS marketing works well for both acquisition and retention. With Littledata’s new Postscript integration, you can better track which SMS campaigns are driving sales and exactly when and where customers are converting. Narrowing down campaigns to the channel level in Google Analytics 4 gives your business a single source of truth for attribution. 1 of every 5 orders is missed by merchants who rely solely on Shopify’s tracking, and this is getting even worse with recent privacy changes. With proper tracking of your SMS campaigns you can up your analysis of key ecommerce metrics gathered by Littledata like AOV, LTV, and more. Helping your team save time, money, and resources by setting up tracking or doing analysis manually. Littledata even lets you see which SMS campaigns perform best for different types of orders (e.g. subscription recurring orders, first time subscription orders, one off purchases, upsells). Merchants continue to dive into channel data in order to optimize their campaigns and understand customer behavior. Knowing how channels are performing and contributing to key ecommerce metrics enables merchants have a better understanding and build custom reports in Google Analytics 4's newly launched exploration tool. Allowing merchants to have better insight and control over their data. A popular example is Funnel exploration which allows you to see direct or indirect steps around efforts like SMS and how they play a role in the customer journey. Benefits of using Littledata with SMS include: Single source of truth in Google Analytics. See which SMS campaigns are driving sales and exactly when and where customers are converting. Better marketing attribution. Littledata’s app magically stitches sessions together so you can understand performance across paid and organic channels. And build better audiences in Facebook Ads, Google Ads and more. Audience building. Littledata captures complete data about browsing behavior, checkout steps and purchasing behavior (orders, refunds, repeat purchases) for more accurate retargeting campaigns and audience building. Complete subscription tracking. Many subscription ecommerce merchants use Postscript to power their SMS/text marketing, and Littledata integrates with leading subscription apps like Recharge, Smartrr and Ordergroove to track recurring orders directly in Google Analytics 4 and tie them back to customer touch points like email, SMS and Facebook Ads. Littledata’s no code solution offers easy setup without the need for developers. Simply add the correct UTM parameters when setting up your Postscript campaigns and our app will start stitching sessions together behind the scenes. See for yourself with a free 30-day trial. [note] Learn more about our Postscript connection here [/note] Curious about how to succeed in a world without third-party cookies? Learn more about why top DTC brands are moving to server-side tracking.
Harnessing data insights to drive retention and growth with subscriptions
Recently, Ari Messer, Co-founder and CMO at Littledata, caught up with Awtomic—who provides shoppers and merchants with the best tools to manage subscription products and membership services easily. Brands that have subscription models at the core of their business know that in 2023 increasing their retention rate for new and existing users is key to their growth. Ari shared the importance of using data effectively in decision-making by understanding consumer behavior and attribution saying: “The marketing mix for every brand is a little different. To reach high-value customers you have to adjust marketing and not just aim for a big purchase at the beginning but for the right kinds of engaged customers. You have to use your data to build community.” Many brands struggle with consistent, trustworthy data which can lead to poor decisions and ineffective marketing. Littledata’s app helps merchants clean up and organize their data sources so that they can make informed decisions—saving hours of implementation time and data maintenance. Merchants' biggest problems with Google Analytics include inconsistent data, missing data, and double tracking. Littledata helps clean up these problems and provides consistent data by grabbing serverside and clientside data from their Shopify or BigCommerce store and sending it to destinations like Segment and Google Analytics (UA +GA4). The result is that merchants can confidently make decisions based on accurate data, including LTV and cohort analysis. This includes one-off or recurring orders which is something many brands struggle to sort out by doing analysis. Of course, brands are looking at data to increase their bottom line but big players in the space also are using data to drive creative campaigns for their target audience which in turn amplifies their brand’s community and often reaches higher value customers. Looking to stay on top of the Shopify and BigCommerce data scene? Join the thousands of brands who receive news and updates from Littledata, sign up for our newsletter.
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