Category : Google Analytics
What's new in our Shopify apps for Google Analytics and Segment
Littledata is always improving. Over the last 6 months, we’ve worked on numerous features to enhance the accuracy and availability of our ecommerce data analysis for Shopify merchants. Littledata's smart connections make it easy to get accurate data in Google Analytics or Segment. The changes below affect both of our Shopify apps (Segment and Google Analytics for Shopify), marking the biggest major update to our Shopify tracking script and server-side tracking since we released V8 last year. [tip]Check out our release notes for regular updates![/tip] Attribution for email marketing signups In order to provide enhanced email attribution, we've linked 'customer created' and 'customer updated' events back to the original source. Stores building a customer email list can now analyze where those email signups originally came from. By linking customer creation or update events on Shopify’s servers to the original campaign or referrer to the store, Littledata customers can now accurately track the source of email signups. Merchants can now also segment these signup events by whether or not the customer opted into marketing. Checkout steps Tracking checkout steps is essential for ecommerce analytics, but Shopify's native tracking is incomplete and inaccurate. Littledata's Shopify connections solve checkout tracking issues automatically. With recent updates, we’ve made the tracking of checkout steps even more reliable, coping with situations where a user is already logged in, or abandons the cart and then returns later. [note]Did you know by sending the data to Google Analytics, you can easily track your Shopify payments gateway during checkout?[/note] With the help of the full Enhanced Ecommerce specification, you can: track exactly which products follow in each step calculate the value of opportunities to improve each step [subscribe] ReCharge connection, recharged As subscription ecommerce sites continue to scale, they need even more detailed data about the user journey, especially lifecycle events. [tip]Do you trust your subscription tracking in Shopify? Learn how to get accurate tracking for repeat orders[/tip] With our new ReCharge v2 connection, subscription stores can now track the full subscription lifecycle including: subscription updates cancellations failed payments product edits customer profile / information edits [note]See the full slate of ecommerce events you can now track with ReCharge v2[/note] Geolocation of server-side events Stores need accurate information on the location of their customers to retarget campaigns around top-performing regions or cities. The extra events above, plus all the standard order data, are sent from our servers in Virginia, US. But, of course, in your analytics, you want to see them linked to the customers' real location. We now have a belt-and-braces solution for correctly geolocating customer events, passing on the browser's IP address where known, or else sending the shipping address (default customer address) to Google Analytics as a 'Geographical Criteria ID'. CartHook and Bold Cashier We've always supported other checkouts for Shopify, as we know some stores need flexibility with payment, upsell and recurring billing options. And for the most popular checkout solutions, we're always looking at ways to provide advanced tracking automatically. So in the past 6 months Littledata has launched more robust integrations with CartHook and Bold Cashier. New Google Optimize connection Google Optimize is a powerful A/B testing and personalization platform used within and beyond ecommerce. [note]Connect your Shopify store to Google Optimize to test your product pages, store content and messaging with 100% accuracy.[/note] Now, we have an out-of-the-box setup for Shopify, including an anti-flicker snippet. And coming soon... In Q1 2020, we're working on connections for Iterable's email marketing platform, plus a more consistent way of handling Segment's anonymous ID for stores which don't use Google Analytics. Is there something you're eager to see in Littledata? We're always happy to hear feature suggestions — get in touch with our team today!
Do Google Analytics 4 properties work with Shopify?
The short answer is no: until these new properties come out of Beta testing, we can’t recommend you use them with your Shopify store. We expect that to be in early 2021. In July 2019 Google brought out a public beta for combining website and native mobile app tracking called ‘App + Web’ properties. These are technically a big step forward for Google Analytics (GA), combining some of the flexible, event-based tracking from Firebase Analytics for mobile with the deeper reporting and journey analysis tools in GA. This got rebranded as Google Analytics 4 in October 2020. However, we believe these are not yet suitable for use because the reporting and management APIs which enable Littledata (and many other tools) to access and configure the data in Google Analytics are still in private beta. Where’s this new reporting going? What Google appears to be doing is rebuilding Google Analytics from the ground up, so it’s fair to call it ‘GA v2’. Some of the long-term problems they are addressing include: Flexible ways of building funnels based on a series of events and page views (i.e. no more limitation on ONLY page views or event funnels) More powerful ways to build ‘audiences’ used in other Google tools (such as Google Ads), instead of the clunky and error-prone advanced segment builder True event-level views of the data with ‘stream view’ Enabling events to be sent with many properties, rather than just event ‘action’ and ‘label’ See Krista Seiden’s excellent post for more information on the features. What’s next with Google Analytics 4? We expect it to come our of beta and ready for prime time in 2021.
What you can track with Littledata's Google Analytics app for Shopify
Here at Littledata we believe that everyone should have access to professional-level analytics tools for tracking, reporting, and improving sales and engagement. That's why we built the ultimate Shopify app. Shopify is one of the best ecommerce platforms, but Shopify's native analytics are limited and the platform's standard integration with Google Analytics is incomplete and unreliable. In contrast, our Shopify connection uses a combination of client-side and server-side tracking to ensure 100% accurate data about your Shopify store in Google Analytics. Littledata automatically integrates with Shopify and Shopify Plus sites to capture every customer touchpoint, including sales, marketing and product performance data. Below is a table outlining the differences in tracking. What you can track with the Littledata Shopify app for Google Analytics [subscribe heading="Top Shopify app for Google Analytics" button_text="Learn more" button_link="https://www.littledata.io/shopify"] * Orders can be attributed back to a marketing channel or campaign, and linked to multiple previous visits by the customer using multi-channel attribution in Google Analytics The Littledata app makes all of this remarkably easy. It guides you through the correct Google Analytics setup for your Shopify store, then provides curated reports and analytics to help you make sense of your new stream of reliable data. In addition to 100% accurate sales tracking, Enhanced Ecommerce events and advanced marketing attribution, our Shopify app includes a ReCharge connection for subscription analytics. [tip]Now, with a revamped ReCharge connection — ReCharge v2 — you can track subscription lifecycle events with ease![/tip] After all, how can you grow a business unless you understand what share of your sales comes from repeat buying versus new customers? You don't have to be a Google Analytics expert to use Littledata's Shopify app. In fact, the app works best for product and marketing teams that are eager to learn about the big power of little data. We simplify the setup process and streamline the reporting process. It's that simple. Try it today for free in the reporting section of the Shopify App Store and see for yourself!
How to set up cross-domain tracking in Google Analytics
Shopify analytics vs Google Analytics: which offers better ecommerce data?
If your Shopify store is starting to pick up traction, you've probably wondered if you're better off using Shopify's native analytics platform or Google Analytics, the household name for cross-industry reporting. Truth is, both Shopify analytics and Google Analytics offer unique benefits and features of their own. The difference, however, is that one of them is inherently incomplete, leaving Shopify merchants without valuable insights to make well-informed decisions for their store. So, which of them is incomplete? Let's dive in. Shopify tracking Shopify's analytics dashboard (available to both basic Shopify stores and Shopify Plus stores) provides a birds-eye view of the "big ticket" metrics, including average order value (AOV), conversion rate, sessions by location, sessions by traffic source, etc. With Shopify analytics, merchants can do the following: check and compare the value of recent sales by time period compare sales channels by performance track average order value identify store visitors by source (social media channel, location, etc.) monitor shopper trends over time Break in the system However, Shopify analytics offers an incomplete and inaccurate view for merchants, including key metrics like average order value and customer lifetime value (LTV). How do we know this? Take an example from earlier this year, when our team analyzeddata from 10 Shopify Plus customers to see whether the sales by traffic source report within Shopify analytics could be trusted. [subscribe] Turns out, the sales by traffic source report was broken. Looking at 180,000 orders for 10 stores in Q4 2018, here are the marketing channels which Shopify Analytics says brought the traffic: Direct 83.5% Social 9% Search 4.5% Unknown (other websites, not social or search) 3% Email ~0.1% Clearly, the Direct channel traffic seems high — what channels was Shopify grouping under Direct? As you can see below, Shopify's data is all wrong. Here’s a comparison of Shopify’s attribution to Google Analytics last-click attribution of sales for one of these customers: Unfortunately for merchants primarily using Shopify analytics, the proof is in the pudding. Shopify users have frequently shown doubts as well — when we googled the keyword shopify analytics, the first Google-generated FAQ was is Shopify Analytics accurate? So is Google Analytics any more reliable for Shopify merchants? Google Analytics tracking With Google Analytics, merchants can do the following: Track number of sessions/purchases AND unique sessions/purchases Calculate accurate customer lifetime value (LTV) Dive deeper with acquisition reports — analyze campaign performance, referrals, etc. Segment by user type to evaluate your visitors (and potential ROI of retargeting them) Run conversion rate optimization (CRO) tests Analyze checkout funnel drop-offs Track which landing pages generate the most revenue Monitor your target keywords and optimize your store messaging accordingly Use custom segments to see the difference in revenue between search terms The list goes on. But beyond tracking site visitors, sessions, and other customer behavior on your store, Google Analytics provides a more complete picture of store performance within a more robust dashboard. Out with the old Without Enhanced Ecommerce reporting, GA still offers a somewhat limited view of shopper behavior. The EE plugin provides useful data about customer behavior before a purchase is made, giving you a better picture of the buying journey for your customers. Every stage is tracked — from research to consideration to purchase and even refunds. Enhanced Ecommerce does a little bit of everything: Customer behavior before, during, and after a purchase Detailed reports on: Average order value Add to carts Average order size Affiliate data records (number of transactions, affiliate revenue, etc.) Cart abandonment Track customer turnover — at what stage of the funnel are they walking away? Shopper engagement, including product views and purchases Coupon and discount reporting Even with EE, Google Analytics isn't a perfect platform. There is a problem with the reliability of transaction volumes within GA (luckily, this can be fixed with Littledata's Shopify app). But using Shopify’s reports alone to guide your marketing is ignoring the power that has led Google Analytics to be used by over 80% of large retailers. [note] See 4 reasons why you need Google Analytics for your Shopify store.[/note] GA's Enhanced Ecommerce plugin also offers a big step up from Shopify's basic reporting: Google Analytics Enhanced Ecommerce If you're a Shopify merchant using Google Analytics (either as your main reporting tool or in conjunction with Shopify analytics), make sure you enable Enhanced Ecommerce (EE) reporting on your GA dashboard, if you haven't already done so. [note] Learn more about EE reports and how to set them up here.[/note] EE offers Shopify merchants a gold mine of additional data. But while GA users have EE reporting functionalities by default, the biggest difference is that Shopify's tracker (in this case) does not accurately populate all the reports available with EE enabled. Bridging the data gap Littledata's solution comes packaged in a top-rated Shopify app, where you can get a complete picture of your Shopify store performance, all within the familiar Google Analytics dashboard. With the app, you won't have to worry about switching back and forth between reporting tools or crossing your fingers in hopes that the data you're seeing is accurate. The app offers 100% accurate data from every event (including page views, add to carts, purchases and refunds) that takes place in your Shopify store at every step of the customer journey. It also guarantees pinpointed marketing attribution, so you can track where your customers are coming from and exactly how they arrived at your store. Consider your tracking accurate and automated from here on out! [subscribe] A better question to ask While Shopify’s dashboards give you a simple, daily overview of sales and product data, if you're spending at least a few hundred dollars per month on online advertising or investing in SEO, you need a more robust way to measure success. So, Shopify analytics vs Google Analytics might be the common search query, but here's a better one: how do I ensure my Shopify tracking is accurate? For that, it's Littledata to the rescue. Shopify Plus users should stay tuned for Part 2: Do I need a Shopify Plus expert to help with Google Analytics?
Advanced Google Analytics connection for CartHook
We're excited to announce a completely updated connection for Shopify and Shopify Plus merchants using CartHook. The smart connection makes it easy to track your unique CartHook funnel in Google Analytics. CartHook is a powerful one-page checkout and upsells app for Shopify stores, and Littledata's mission is to fix your tracking, automatically. The updated CartHook connection - available for the first time directly from your CartHook admin - heeds that mission in helping merchants track every sale, refund and ecommerce checkout step: Track your unique checkout journey, including CartHook Checkout, landing pages and one-click upsells Get complete marketing attribution thanks to Littledata's smart script Segment sales by payment gateway Own the data in Google Analytics, and connect to your favorite reporting tools It's an advanced Google Analytics integration for Shopify and CartHook, easy to set up in less than 10 minutes. What's new CartHook was one of our first integrations at Littledata - before we even had 'connections' in the app! But it had to be done manually, and some merchants needed a custom setup. Now any Shopify store using CartHook can activate our automated Shopify and CartHook connections. And what's even better? We're honored to be one of the first CartHook apps available directly from their admin. You can enable the connections from the CartHook dashboard or from the Littledata dashboard. Either way, the app will guide you through the setup steps to get the data flowing. Seriously, it's that easy! How it works Littledata's advanced Google Analytics connection for CartHook merchants automatically tracks every sale, refund and checkout step, so you can focus on growing your business. The integration makes it easy to get accurate data on all CartHook purchases, including upsells, with clear attribution from all traffic sources in Google Analytics. In short, whatever you're doing with CartHook Checkout, we can help you track it. The connection takes advantage of Littledata's smart script for Shopify stores, making it easy to get extra benefits like multi-currency tracking and gtag/Google Tag Manager support, plus free reporting on your sales and marketing data. [note]The CartHook connection works in tandem with our Shopify connection, so you need to activate that one first.[/note] Support from an analytics expert Have questions about using CartHook with Google Analytics? Check out our new help center for a range of articles about scaling fast with accurate data, from technical documentation about how the Littledata app works with CartHook and Google Analytics, to Google Tag Manager setup and event mapping guides. And if you're looking for analytics support, we've got your back. Littledata Enterprise is a popular choice among Shopify Plus merchants who want custom setup and reporting, or maybe just a Google Analytics-certified account manager to help them scale.
How Shopify Plus stores can set up multi-currency reporting in Google Analytics
An increasing number of ecommerce brands are using Shopify Plus to manage international stores and sell in multiple currencies. Since there are a few setups you may have, here are my recommendations in each case to get the most versatile reporting in Google Analytics (GA). For a single store accepting multi-currency Littledata’s enhanced Shopify tracking already handles multi-currencies at all stages of the shopping journey. We recommend you have just a single web property and single view in Google Analytics. Our audit checks will make sure the currency you have set up for this view matches your Shopify store currency. For multiple stores, with different default currencies (GA standard) I recommend you set up a single web property, but with different Google Analytics views for each country store. You can create one ‘All countries’ view in the same currency as your company’s default reporting, and then each country store would need filters set up to include traffic only from that country. Here's how to set up the filters: Go to the Admin section in Google Analytics, and click Filters under the View settings Then click to ADD Filter Then set up a filter to include traffic only from this store’s hostname Then Save the filter This could be tricky if you use a third-party checkout, where the hostname will be shared across stores (see below). Each country view in Google Analytics would have the same currency and timezone set as the Shopify store, so you can compare like-for-like orders. In Littledata, you would create different accounts for each country store and be able to audit and benchmark your stores' performances separately. Multiple stores, with different default currencies (GA 360) With GA 360, you have the added flexibility of being able to setup a roll-up property, combining ecommerce events from multiple properties. So you have two options: Go with the same solution as for GA Standard. The advantage here is that with a single web property, you can easily track visitors as they move between your country stores (i.e. if users are directed to a country after seeing a marketing campaign, you can still attribute the marketing campaign as they move to a different store). Set up a separate web property for each country store, and roll-up into a group property. The advantage here: your data is clean, but you can’t track cross-country visitors. Option 2 is going to work better if you leverage third party checkouts like ReCharge Payments or Bold Cashier, where it may be hard to filter out the traffic from only one country. If you're not sure what to think of this, don't fret — Littledata's analytics team can guide you in multi-site setup with an Enterprise plan, so please reach out if you're feeling confused. [subscribe] Multicurrency support for Shopify If your store presents prices in multiple currencies using Shopify Payment’s multi-currency feature, then Littledata’s app is 100% compatible with multi-currency. Here’s how it works for different parts of the data processing. We use Shopify’s definition of ‘presentment currency’ and ‘shop currency’. Storefront data layer All prices for products in the LittledataLayer and dataLayer variables will be in shop currency, regardless of the presentment currency. This includes the add-to-cart events handled by Littledata’s servers. Checkout steps Prices are sent in the presented currency and converted by Google Analytics (or Segment) to the target currency at current exchange rates. Orders & Refunds All orders and refunded items are sent to Google Analytics in the shop currency. Multiple country stores sending to one web property If you have multiple country stores, with different shop currencies, all sending data to a single web property in Google Analytics, this is also handled by our tracking script.
How to use Custom Dimensions in Google Analytics for subscription ecommerce
One of the challenges subscription businesses face is differentiating between order types. The problem For Shopify merchants, offering single purchase options complicates things even more — with single purchase options, order data will show in two places (Shopify and ReCharge). This leads to a major disconnect between user behaviour and orders, unable to leverage the full potential of Google Analytics. At this point, you probably have a multitude of “known unknowns”, such as: Which traffic sources drive more first time subscription orders? What's my conversion rate on one time purchases? What's my average customer lifetime value? Do my one time purchasers end up converting to subscribers? What's my churn rate month over month? [tip]Get accurate tracking for repeat orders with the ultimate Shopify ReCharge guide.[/tip] The solution Bridging the gap with Littledata Littledata helps bridge different platforms by linking orders betweenShopify, ReCharge and Google Analytics. [subscribe] Differentiating between order types With Littledata’s improved tracker, merchants can differentiate between order types. For this, we use the Affiliation dimension. In the Google Analytics report, it will look something like this: Right away, this information answers a few questions: What is the distribution between my order types? Are my recurring subscription orders growing month over month? Is the average order value (AOV) of subscribers higher than that of one time purchasers? Both of these can be viewed in this custom report. What traffic sources drive the most sales? One of the questions our team is asked most often is what sources of traffic drive the most subscription orders? Short answer: the Affiliation dimension can be used as a secondary dimension in the source/medium reports, or use this custom report. By using filters to single out an order type, you can easily determine what traffic sources drive the most first time subscription orders. Segment more Segmentation opens up new ways to look at the data as well. Creating two segments for one time purchases and first subscription purchases, you can see how the two types of purchases differ. Look for behavioural differences like: Do One Time purchasers AOV higher or lower compared to First Subscription orders? Are users testing the product first and then committing to a subscription? Littledata custom dimensions Google Analytics custom dimensions are an excellent way to expand your data collection and reporting power. With our Shopify app, Littledata adds these custom dimensions: Littledata - Shopify Customer ID Littledata - Last Transaction Date Littledata - Purchase Count Littledata - Lifetime Revenue Littledata - Payment Gateway With the help of these custom dimensions, we can answer the following questions: What's my median customer lifetime value (CLV)? How many purchases do customers make in their lifetime? What's my churn rate month over month? Since these are custom dimensions, they cannot be aggregated on Google Analytics, meaning the data will need to be displayed using a different method. For this, we’ll use Google Sheets with the Google Analytics add-on to query the data and pivot tables. Step 1 - Query all the data you need Metrics Avg. Order Value Revenue Dimensions Littledata - Shopify Customer ID Littledata - Lifetime Revenue Littledata - Purchase Count Affiliation - to differentiate between the order types. It should look something like this: In this case, the custom dimensions are at index 4, 6 and 8. This may differ depending on your setup. Step 2 - Run the report After you run the report, this will create another sheet in your document. It will look something like this: Step 3 - Create a pivot table In the rows section, add the Affiliation dimension to differentiate between the order types. Shopify will mean a one time purchase (normal purchase). The other two order types are the first subscription order and recurring order. In the values area, add: The user IDs summarised by countunique The customer lifetime value summarised by median so that we have the median LTV. We use median over average so that this number is not influenced too much by the outliers. Purchase count summarised by median. Average order value The end result should look something like this: Step 4 - Interpret the data In this report, we can instantly draw some conclusions: Most customers make single purchases rather than subscribing Subscription first order median purchase is 2, so this means users have purchased in the past before committing to a subscription Subscribers purchase 8 times (median value), with a median CLV is around $500. How to take this further Since we know most customers order at least once before committing to a subscription, we can calculate the average number of days between a single purchase and a first subscription purchase. When you’re armed with that type of information, you can adjust your email marketing flows accordingly and adjust your remarketing campaigns to shorten or lengthen the number of days your ads show to leads. With the help of the Customer IDs, we can also calculate the month over month churn rate (we’ll get to that in a follow-up post). It's your turn now How do you use these additional events and custom dimensions in your segmentation? What was your biggest insight using these events and custom dimensions? How did it influence your marketing campaigns? Share your experience (and current approach with GA) via the live chat in the bottom corner. I'm curious about the different ways you make use of these additional data points! In the meantime, our team is at the ChargeXSummit in Santa Monica sharing all about our ReCharge connection for subscription-based stores. [note]Now, with a revamped ReCharge connection — ReCharge v2 — you can track subscription lifecycle events with ease![/note]
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