Google Veteran Margaret Sherer Joins Littledata Advisory Board

London, UK – May 26, 2022 – Littledata, an ecommerce data platform based in the UK, is expanding its advisory board with the addition of Margaret Sherer as Marketing Advisor. Sherer, who has held managerial positions at Google, Microsoft, and presently at MIRACL, is also founder and CEO of Cittadina Marketing, a full-service digital marketing agency based in London. “We couldn’t be more excited to bring on Margaret in a formal advisory capacity,” says Littledata co-founder and CMO Ari Messer. “She has a remarkable breadth of industry knowledge and shares our bias towards action. I can’t wait to see what we can accomplish together as we accelerate Littledata’s growth with brands and marketing agencies around the world.” Littledata is building a formal advisory board in order to help align its growing team on strategic goals, including go-to-market plans for new technical integrations such as Facebook Conversions API and GA4, the newest version of Google Analytics. The startup supports modern direct-to-consumer (DTC) brands selling on Shopify, and recently launched on BigCommerce as well. “Modern marketing success derives from rich data first insights. Littledata’s ability to reclaim data that goes missing in the ecommerce connection infrastructure in order to return insights to companies is invaluable. As first-party data and user insights grow in importance, Littledata will be a key player to enabling smarter, faster growth,” says Sherer. “I’ve loved working with the team so far and look forward to our continued collaboration as an Advisor.” "As first-party data and user insights grow in importance, Littledata will be a key player to enabling smarter, faster growth" After 15+ years working in marketing for Google and Microsoft and an MBA from Cranfield School of Management, Sherer founded Cittadina Marketing in 2017 with the aim to create and execute beautiful marketing campaigns led by strategy and supported with insight. Cittadina has worked with fast-growth tech companies such as Temporall, PepperSq, MIRACL and eDesk, and established blue-chip organizations like Google. Sherer also advises a range of startups and sits on the Advisory boards for Surrey IDEA and Westminster Business School. Learn more about Margaret Sherer, Cittadina Marketing and Littledata.

by Ari

Google Analytics 4: Ready to make the switch?

Change is never easy. While some ecommerce merchants may be hesitant to make the leap to Google Analytics 4 (GA4), our customers are excited about what’s in store.  Google’s Universal Analytics (UA), GA4’s predecessor, has been trusted by over 30 million users worldwide since 2005. It’s proven to be an extremely useful tool, especially in the ecommerce world, allowing merchants to take a deep dive into their store’s sales, marketing, and product performance.  But like many 17-year-old systems, UA was due for a revamp. By now you’ve probably heard that Google will stop processing any data in UA on July 1, 2023. Beyond that date, GA4 will lead Google’s next generation of analytics, supplying ecommerce merchants with enhanced insights and tools to build out their DTC strategies.  Designed to be a more flexible, efficient, and “customer-centric” platform, GA4 comes equipped with several unique benefits aimed at enhancing your ecommerce analytics. Many of these key features were previously restricted to GA360 users (for the hefty price of $150k annually) and are now available to all GA4 users for free. To learn more about the benefits we’re most excited about, download 10 Reasons to switch to GA4. In this free download, we uncover: The top benefits GA4 has in storeHow GA4’s new features improve on UAHow to seamlessly send Shopify data to GA4 And the really exciting part? Things are just getting started. Google has been developing GA4 for a few years now and is continuing to roll out additional features. Subscribe to our newsletter to be the first to hear about the key benefits GA4 has to offer. Ready to make the switch? While Google is still ironing out a few of GA4’s kinks, we recommend that users start sending data to GA4 now. More specifically, we encourage our customers to track in parallel, sending data to both Universal Analytics and Google Analytics 4. “Why?” you might ask. The sooner you start sending data to GA4, the better. By getting started now, your team will have an additional year’s worth of historical data in GA4 to do year-on-year analysis in the future.  Shopify’s native integration with Google Analytics does not support GA4, but Littledata customers can send data to both Universal Analytics and Google Analytics 4, at no additional cost. Get started with a 30-day free trial. Learn more about Google Analytics 4: An expert's opinion on all things Google Analytics 4 with Google's former GA evangelist Krista Seiden10 Reasons to Switch to Google Analytics 4The rise of GA4 and the sunsetting of UA


Working remotely, together! A recap of our Spring 2022 company offsite

As a remote team, our normal workdays at Littledata consist of lots of Slack messages and quick video chats. From sharing ideas to celebrating sales, offering help to posting memes—our team’s strong connection is fostered in the virtual world first. Twice a year, though, we’re treated to a company offsite where each employee gathers together to work in person. While we usually embark on a design sprint during offsite events, our most recent one was set up as a chance for our team to focus on both working together in person and learning from each other. I’m coming up on completing my first full year with Littledata, and the offsites are without a doubt one of my favorite perks I’ve enjoyed at any company I’ve worked for. To show you exactly why these experiences are so special—and why they mean so much to me and the rest of our team—here is a recap of our latest offsite. Bringing remote work to the real world Our offsite took place in the beautiful city of Athens, Greece. We stayed as a team at a hotel in a town on the outskirts of the city called Vouliagmeni. Aside from the amazing hotel complete with conference rooms, meals throughout the day, and outdoor coworking areas to enjoy the weather, the location gave us access to some truly amazing views of the Greek coast. After welcoming a few new joiners and enjoying the first night of dinner together as a team, we jumped into the “working together” part of the offsite. In the first half of the week, that took the form of several 45-minute learning sessions conducted by team members from different departments. The learning sessions covered specifics about our product and roadmap, new challenges on the horizon, and best practices from each department. Usually, we’d spend the first few days of an offsite design sprint mapping out a problem and thinking creatively to sketch potential prototypes that solve it. Essentially, we’re working together in teams and stretching our design muscles to ideate and improve on the group’s best ideas. This offsite, we still focused on working together, but by sharing our great ideas and knowledge with the rest of our team. Because team members from different departments conducted the learning sessions, our whole team got the opportunity to attend talks that helped them learn new skills or gain deeper insight into key areas of our industry. Among my favorite sessions were the deep dives on Google Analytics 4, Shopify Plus, and our current connections. I was also able to add to my own personal skills by learning about thought leadership on social media from my teammate and social media superuser Blake Wisz. Overall, the learning sessions were a big hit across our team. Many of us had similar feedback when recapping the offsite that they were a great chance to deepen our knowledge of the Littledata product, the ecommerce analytics industry, and how we can each grow our own skills. Feeling the Littledata culture—in person! The second half of the week, we set aside time to just work together as colleagues. Kind of like you would picture working in an office with teammates—if that office was a resort on the picturesque Greek coast with nothing but sunshine, that is. This time together helped us not only truly feel the deep connection we have as coworkers, but build on it. When working, we talked through problems just as we would on Slack or in calls, with the added bonus of being able to feel each other’s energy in person. Our wonderful HR team set up fun activities for us to enjoy while on the offsite that also helped us stay relaxed, like morning yoga. We also broke up the collaborative work time with some well-earned R&R, specifically to visit the amazing sights and scenery Athens has to offer. We took an open-top bus tour and stopped to take in the city, see the famed Acropolis, and enjoy other historic sights. Each night after we’d wrapped up for the day and had dinner together, we’d gather outside to share a few drinks and swap stories, learn about each other’s cultures, and just enjoy being together as one big family. In my opinion, though the sights and atmosphere in each destination we choose for our offsites are second to none, these end-of-day hangouts are truly the most special moments. Being able to come together as an international team, learn about each other's lives, find common interests, and build lasting friendships is what makes Littledata more than just a company you work for. It truly is a family. Want to join us on our next adventure? This offsite experience was just one of two that we’ll get to enjoy as a team in 2022. We’re back to running a design sprint in our next offsite, and we’re excited that we’ll have even more new team members to welcome joining us. Want to be a part of a workplace that goes beyond the regular 9 to 5 and offers something more? Somewhere to grow professionally and personally, surrounded by teammates who make you feel at home wherever you are in the world? Check out our open positions and apply to become part of the special culture we’ve fostered at Littledata!

by Greg

Upcoming events in London, New York and Los Angeles for Spring 2022

It seems like ecommerce events are all coming back at once. We're happy to have a team spread out around the world who is ready to meet up at IRL events across the globe. Nobody's sure if Shopify's infamous Shopify Unite event will ever come back in full force, but that's actually helped Shopify partners double down on other events. From partner meetups to investor networking events, it's going to be a busy Q2. Highlights include: D2C Live (April 29th in London)ChargeX (May 2nd-4th in Santa Monica)MeasureCamp (May 15th in London) It can be tough to figure out the exact ROI on ecommerce events, but over the years we've found the right ones for our business: places where data-driven DTC brands hang out and have honest discussions about growth, analytics, data science and community building. Tip: Looking for a quick read on data-driven ecommerce? Check out our free ebooks written by data experts. Here's where we're headed over the next month or so. We hope to see you there! Upcoming events in the UK London is our HQ, where it all started. It's also a great place to grab a pint and chat about data. We're sponsoring two events in London this quarter, and will also be at the XX partner meetup. D2C Live April 29, 2022London, UKLittledata founder and CEO Edward Upton will be on stage at D2C Live for a fireside chat with Teddy Robinson, CMO of the spectacularly popular GRIND coffee in London. The chat will focus on how to use data to drive decisions. D2C Live is one of the best places to learn about what's next in direct-to-consumer ecommerce. The conference focuses on Shopify merchants and always has a great mix of known brands, scale-ups and angel investors, and venture funds. We can't wait! MeasureCamp London May 14, 2022London, UKLittledata is excited to be sponsoring MeasureCamp London this year, and a number of our technical team members will be there to share knowledge, learn and grow.  MeasureCamp is the ultimate "unconference" for analytics nerds. The schedule is created on the day and speakers are fellow attendees. Everyone is encouraged to discuss and participate in sessions, and even to lead sessions themselves. MeasureCamp (un)conferences have been highly reviewed by our Littledata Plus team (account managers, data experts and customer support rockstars). Will we see you in London? Let us know—our team would love to meet you there! Upcoming events in the US As our team is growing in the US, so are the number of events and meetups. We hope to see you soon on one coast or the other! Investor Networking with Entrepreneurs Collective April 28, 2022New York, NYLittledata co-founder and CMO Ari Messer will be co-hosting Entrepreneur Collective's first in-person event in New York City on April 28th. Entrepreneurs Collective (EC) is one of the most successful collectives in the UK, the leading private members club for Startup Founders and Entrepreneurs. And now they're taking New York by storm! (Hopefully not literally, as we're doing this first event on a rooftop with direct views of the Empire State Building...) EC events are known for their dynamic mix of founders, angel investors and VCs. I've been to a ton of these types of events over the years, and EC's are consistently the most rewarding. At this panel and networking event, we'll be focusing on a deceptively simple question: what do investors look for in a startup in 2022? Normally these events are invite-only, but we're happy to extend an invitation to the Littledata community. Get your ticket here. ChargeX May 2-4, 2022Santa Monica, CA Recharge is one of our oldest and most established tech partners at Littledata. ChargeX, their annual conference, was delayed due to the pandemic, but now it's back in sunny Santa Monica (on the west side of Los Angeles). At ChargeX this year, we're especially excited to be joining an esteemed roster of tech partners including Shogun, Nacelle, Klaviyo and Refersion. We're also sponsoring free bike rentals on the last day of the conference. See you there!

by Ari

Visual Testing: The new way for engineers and designers to collaborate

Have you ever shipped a bug to the production environment, even though it passed all the unit tests? If you said yes, visual testing could've prevented this. If not yet, that means visual testing can definitely prevent this. What is Visual Testing? Automated visual testing evaluates the appearance of your components or web pages, typically by comparing your builds’ visual appearance against its original design. It’s in essence the same as an “eye-test” that a frontend engineer will do after making changes to code. Tests check if everything is in the correct place and that the output generally looks how it’s supposed to. Having automated visual testing in your workflow doesn’t just help you detect visual problems in your application in a systematic way, though. It’s also a great way to catch visual bugs earlier and saves time with cross-browser testing by automatically taking care of what you’d normally do manually. Plus, you reduce your risk of deploying a visually bugged application to the production environment. In the end, visual testing gets you better alignment between your design system and your actual design. How we use visual testing Many applications in our analytics platform product at Littledata use the same atomic components. Each time we need to make a change to an atomic component—or to a component that uses an atomic component—we need to check each instance in our host applications where we use the changed component. As you can guess, this is time-consuming work and very much prone to human error. From time to time, small details regarding the visual appearance of components are overlooked in our pull requests. That’s why we integrated the Chromatic visual testing tool into our deployment pipeline. To show a real-world example of the value this tool—and visual testing overall—can bring, I’d like to share how we integrated Chromatic into our pipeline and how we fit visual testing in our workflow at Littledata. Integrating Chromatic into our pipeline Setting up the chromatic workflow and integrating it into your deployment pipeline is pretty straightforward. One of the reasons we chose Chromatic is that it's built for Storybook workflows, which we already use for our design system. To start setup, sign in on Chromatic’s website however you prefer. In our case, it’s GitHub. Next, Click “Choose from Github” The menu on the right side allows you to choose any project you want to start visual testing on. After you select your project, you’ll be prompted with instructions on how to get your Chromatic build started. At this point, you’re just 2 steps away from having your first Chromatic build! Next, go over to your projects directory and add the Chromatic library to your project. If you’re using npm, enter: npm install --save-dev chromatic If you’re using yarn, enter: yarn add --dev chromatic After you installed the package, you can publish your first deployment by simply running this command: npx chromatic --project-token= And voila! You’ll see your first build in your Chromatic dashboard. While that was very easy to accomplish, we don’t want to have to run the same publish command each time we deploy new code. So instead, let’s integrate Chromatic into the deployment pipeline. In Littledata’s case, we use CircleCI for our CI/CD pipeline. How to integrate Chromatic with CircleCI Assuming that you already have your project on CircleCI, you’ll first need to add your Chromatic token as an environment variable to your project to get started. To do this, open your project’s settings at CircleCI, then select open environment variables. Then, click “Add Environment Variable.” Enter CHROMATIC_PROJECT_TOKEN as the name and your project’s Chromatic token as the value, then hit “Add Environment Variable.” Now, we need to add the Chromatic publish step to our pipeline by modifying our .circleci/config.yml file. Add this job under jobs: chromatic-deployment:docker:- image: circleci/node:12steps:- checkout- restore_cache:keys:- v1-dependencies-{{ checksum "package.json" }}- v1-dependencies-- run: yarn install- run: yarn chromatic --project-token=${CHROMATIC_PROJECT_TOKEN} Then add this workflow under your workflows: chromatic-deploy:jobs:- chromatic-deployment Please note that you may want to change your Node version depending on your project’s node version. If you run the Chromatic job after you’ve already installed the packages, you don’t need to run the yarn install command in Chromatic deployment, so you can remove that command. After you have a Chromatic job in your CircleCI pipeline, each time you push new code that changes the layout of your components, you’ll see the CI/CD check-related Chromatic in your GitHub pull requests (like in the below image.) In the Chromatic dashboard, you can add collaborators that don’t have access to the GitHub repository like product managers, designers, and QAs. To add collaborators, open the Manage section in the left side menu, then click the Collaborate section. You can use a special link to invite them or send an invitation via email. Once they accept the invitation, they can review your builds, approve or deny the changes in the components. How Littledata integrates visual testing in our workflows The first benefit of implementing visual testing for us was the alignment it created between our codebase and the design system, as we’ve had conflicts between them in the past. Creating that single source of truth also pushed us to make decisions on some unclear cases in our components. Because we already have an atomic shared components library created, we find it helpful to use Storybook to quickly preview any type of change in our components. Having Storybook already set up made it easier to both install Chromatic in our project and integrate it into our pipeline. The only downside I could mention is that visual testing is not only another step in the work pipeline but something you need to embrace as a process and spend time on. Each time you make a new build, you need to get approval from designers or product managers. While it might feel like visual testing slows down the process at first, I feel in the long run you’ll see that it pays off—just as we did. Tip: Want to join us in building the future of ecommerce analytics and empowering entrepreneurs around the world? Check out Littledata’s open positions.

by Ali

Elevar vs Littledata: Which is right for your store?

Choosing between Littledata and Elevar to get deeper insights into the data for your Shopify store? While both can offer data fixes to help you drive growth, each tool follows a different path to help you get there. Elevar vs Littledata: 1,000 foot view Littledata Littledata is an ecommerce data platform built for tracking the entire customer lifecycle and unifying these touchpoints in the most popular data destinations. With Littledata, you can: Automatically track every critical ecommerce event, including product clicks, refunds, and third-party checkouts via a “plug and play” solutionUse both server-side and client-side tracking to see how customers behave on your Shopify store with 100% accuracyGet accurate analytics in your preferred data destination (like Google Analytics or Segment)Collect data from a store built on any theme or a headless setupTry any plan completely free for 30 days, with support from an analytics expertUninstall without losing historic data You can see how it works yourself by watching a quick demo. Elevar Elevar provides a reliable source of ecommerce data through a Google Tag Manager setup built on top of Elevar’s data layer. With Elevar, you can: Use a custom-built GTM integration to send data to your chosen marketing channel tag integrationsSend data to Google Analytics via Elevar’s Google Tag Manager SuiteMonitor your GTM setup to fix broken conversion tagsPurchase one-time expert onboarding to migrate to Elevar’s service The differences between Elevar and Littledata While both Elevar and Littledata provide reliable ecommerce tracking in GTM, Littledata offers a quicker setup by going directly to Google Analytics, Segment, or your chosen destination — including server-side events. Littledata is a plug-and-play solution for modern DTC brands that value data accuracy. Littledata’s data layer for ecommerce tracking was developed over 5 years of working closely with top brands on Shopify Plus. When choosing a data platform or tracking solution, it’s important to think about what can be tracked automatically versus what requires a custom setup from an agency or developer. Here’s a quick breakdown of how each service tracks common ecommerce events. Littledata events Vs Elevar GTM Suite LittledataElevarPageviews✔✔Product view list✔✔Tracks product list views as you scroll✔-Product list clicks✔-Product detail✔✔Add to cart✔✔Remove from cart✔✔Product image clicks✔-Product social clicks✔-Orders✔✔Refunds✔-Checkout steps✔Shopify plus only3rd party checkout attribution✔- Plan comparison Elevar As detailed on Elevar’s pricing page, they offer everything from a free plan which includes their tagging Chrome extension and Google Analytics event tracking through Google Tag Manager, to a $250 advanced plan with all basic features plus monitoring for broken tags and server-side tracking support, to a $750+ pro plan including all previous benefits plus a managed tag service. Elevar’s free plan appears enticing to stores who want to get analytics tracking up and running on their store at a low price. However, it’s more accurate to say the plan is “free like a puppy.” It requires scripting in GTM to get up and running, plus regular maintenance that can remove time and resources from working on other areas of your store or tech stack. Littledata Littledata’s offering starts with a $99/month standard plan that includes: 100% accurate analytics set up to your preferred data destinationUnlimited connections for tracking subscriptions, checkout funnels, refunds, upsells/downsells, and moreMarketing channel tracking for comparative attribution, action and analysis, including Facebook Ads, Instagram Ads and Google AdsDetailed tracking for email marketing tools like Klaviyo and affiliate marketing platforms like RefersionPlug and play solution that doesn’t require setup or maintenanceServer-side tracking to maintain accurate data while complying with privacy regulations and avoiding cookie blockingHourly audit checks to ensure no data loss30-day free trial For stores processing more than 1,500 orders per month, Littledata offers Pro and Grow plans for $159 and $319 annually, which include all Standard benefits plus email support (or priority support for Grow.) If you’re an enterprise-level store processing tens of thousands of orders per month, Littledata offers an Enterprise Plan with unlimited connections and country stores, 72-hour priority expert support, and guaranteed greater than 98% uptime for tracking. Implementation Another significant area of difference between Littledata and Elevar is how each tool is implemented on your store. On Elevar’s side, as previously mentioned, you as a user will set up their GTM solution and add the tags you want to track. If you want expert help from their team to set up tags for you, you’ll need to upgrade to the most expensive plan. Littledata, on the other hand, is a plug-and-play integration. On any plan, Littledata’s data layer automatically adds to your store and begins fixing your tracking to give you accurate analytics. This saves both time and money, as you and your team could be losing hours of work time setting up Elevar’s solution on your own or be required to pay for the setup service. Server-side tracking Both Elevar and Littledata provide server-side tracking. The main difference is how they’re actually implemented. As mentioned above, Littledata is a plug-and-play app that adds the server-side tracking events automatically, while Elevar requires extra time to set up server-side GTM or a higher fee for a managed setup service. Subscription analytics Both Elevar and Littledata’s plans include subscription analytics tracking and enable sending data through services like Recharge to Google Analytics. However, only Littledata’s subscription tracking offers robust, real-time attribution of recurring orders to marketing campaigns. Littledata works automatically with any recurring order app on Shopify, including Recharge, Smartrr, Ordergroove, Skio, and Bold Subscriptions, plus Recharge on BigCommerce. Littledata is the top-rated Shopify app for subscription analytics and has become the go-to solution for merchants who want advanced Google Analytics tracking. Tip: Learn the ins and outs of subscription analytics in our complete guide. With Littledata, everything is captured automatically: One-off orders, first-time orders and recurring transactionsSubscription products and product mixesMulti-currency sales and subscription orders on different country storesSubscription lifecycle events such as Subscription Updated (Recharge only)Marketing attribution for subscription paymentsLTV data for cohort-building and lookalike audiences In addition, Littledata allows users to add custom dimensions that help calculate LTV by product, channel, or source. You can also track one-time orders, first-time payments, and recurring transactions while getting accurate attribution for each. If you use the Recharge connection, you can follow our guide to identifying which marketing channels bring your most profitable customers. What’s more, Littledata’s solution works with headless setups and allows users to send subscription data to other sources besides Google Analytics, like Segment, Glew, Google Data Studio, and Tableau. “Once [we] decided to rebuild [our] website, we were on a timeline. We were looking for services that could cover some of our gaps and maybe put some critical funnel events into place for us without having to spend a lot of internal time and resources doing it. That's really where Littledata’s Segment connection came in to help.” - Matt McLean, analytics engineer at Rothy’s Use cases for Littledata Littledata is ideal for stores that need a low-maintenance way to track one-time and recurring orders automatically. It was built specifically to help businesses automate the complex or frustrating parts of ecommerce tracking and reporting. Depending on the connections and setup you choose, Littledata has many different beneficial use cases. Typically, though, we see stores turn to Littledata for one of three main reasons: 1. Making better business decisions with a single source of truth In a sample set of larger direct-to-consumer (DTC) Shopify stores not yet using Littledata— together processing over 50,000 orders a month—we found that on average only 88% of their orders were tracked in Google Analytics. Stores with non-standard checkouts (using apps like ReCharge and CartHook) fared even worse, with as few as 9% and only a maximum of 70% of orders being tracked by Shopify. Missing that amount of orders in your tracking is going to have a serious effect on your decision making, not to mention skews your true revenue. Littledata was built to help stores get their data right, especially for key metrics like marketing attribution and LTV. Tip: Learn more about why Google Analytics often doesn’t match Shopify’s data, and how to fix it. Our app fixes attribution for both Shopify and BigCommerce stores automatically with a combination of server-side and client-side tracking that stitches sessions together to make sure nothing's lost. The result—you can rely on Google Analytics or Segment (or your preferred data destination) as the single source of truth for both pre-click and post-click data, segmented remarketing, and comparative attribution models. Our script uses a gtag and GTM data layer, and can easily (and automatically) supplement and improve your GTM setup. In fact, many clients find that they no longer need GTM. 2. Accelerating growth using first-party data New privacy regulations, cookie blockers, and major tracking changes through iOS 14 (and beyond) are removing traditional data collection methods as options for marketers. The solution to maintaining accurate metrics that drive growth is first-party data. Littledata uses server-side tracking to ensure you get accurate data sent to your chosen destinations without worrying about interruption from these roadblocks. Plus, Facebook Ads can still be a source of valuable metrics when you use Littledata’s Facebook Conversions API (CAPI), which clears up revenue discrepancies and shows who your most valuable customers are so you can retarget them. 3. Sending unified customer data to hundreds of destinations As brands scale, they often reach a tipping point where they need to set up a data warehouse like Snowflake or Redshift to manage their data, or add more sophisticated tags and triggers in marketing destinations like Klaviyo, Iterable, and Facebook Ads. The Segment CDP unifies funnel events and customer profiles, making it a powerful solution for these growing stores. Littledata’s Shopify source for Segment works out of the box, cutting down development and implementation time to days instead of months, ensuring consistent data on an ongoing basis. Segment also allows you to create personas of your most valuable shoppers, so you can hypertarget your best buyers and drive revenue and conversions. It all starts with a tracking plan consultation with our analytics experts. Tip: Learn the secrets to data-driven decision-making through a well-built tech stack. Use cases for Elevar The most common use cases for Elevar are clients who want a lot of customisation, or the ability to send data to unusual destinations. If you’re looking for a completely custom data collection setup that you control and set up yourself powered through GTM, then you may choose Elevar to build it. So — Elevar or Littledata? Littledata provides a more complete view of the customer journey, better subscription analytics tracking, all the data destinations you need to manage social campaigns, ads, data warehouses, and more. While Elevar and Littledata are very similar when it comes to server-side tracking and overall marketing attribution calculations, the Littledata ecommerce data platform comes as a plug-and-play solution that can be set up in minutes and starts working automatically as soon as you install. Plus, it doesn’t require spending work hours on regular maintenance of marketing tags or paying for an expert to handle it. If you’re looking to get truly accurate data across each customer touchpoint that will help you determine your most profitable marketing channels, audiences, and growth strategies, Littledata is the choice to help you reach your goals. Tip: Get a free store audit from Littledata and experience the difference for yourself.

by Greg

Here's why Littledata is the right next step for your career

Where we work — and the work we do — can have a huge impact on our overall wellness. Since the majority of us will spend 1/3 of our lives (roughly 90,000 hours) at work, it's only logical that it should be somewhere we can thrive and grow our skills alongside kind and helpful teammates. Littledata is hiring right now for positions in the Engineering, HR, Sales, and Product departments. Each role comes with the chance to join a global team that feels like a family while helping to shape the future of ecommerce data by building a platform that powers thousands of small businesses around the world. To prove why Littledata is the right next step for you, we've got three blog posts that go in-depth on how we get things done, why we do them the way we do, and what sets us apart from your average tech company. Why work at Littledata? What are you looking for in your next professional adventure? If it involves the freedom to try new and creative projects, a team of passionate and supportive co-workers, or the chance to join a company poised for growth in a flourishing industry, then Littledata is the perfect fit. Of course, knowing if a place is your ideal landing spot requires more than company highlights. So we shared the things we love most about our work at Littledata, and what makes it such a special place to work. From the flexibility afforded by remote work to the core values that keep us honest and hardworking. How Littledata’s product sprints fuel innovation Product sprints have become a staple in the startup world, and for good reason. They help organize work into weekly (or bi-weekly) chunks, set clear objectives for teams, and have proven to be great tools to drive ideation and problem-solving. At Littledata, we put our own unique spin on product sprints. The formula we've cooked up goes beyond simply keeping things organized — it pushes innovation among our teams. Our Head of Product broke down exactly why we've succeeded with this sprint formula, and gave an excellent look into our thought process as a company. If you're the kind of person who wants to know what the day-to-day is like before you join a new team, this post has everything you need to understand what makes daily work at Littledata so innovative. Why we migrated to microservices from Meteor There are many different ways to build an app. From the design process itself to the tools and strategies used to build it, each component in the process affects the quality of the app and the team that's building it. Because we're always making improvements on our process at Littledata, we migrated to building our app with microservices instead of a Meteor monolith. We did this for several reasons, and our Head of Engineering wrote a post explaining why we made the switch and how we did it. If you're curious to see how the Littledata team continues to build the best data platform on the market, this post is for you. Ready to join the team? Our careers page has everything you need to learn how you can become a part of the Littledata family. You can also stay in touch with us on LinkedIn, Twitter, Facebook, and Instagram as well to get company updates and hear when new positions are posted.

by Greg

5 things that change in Google Analytics when you install Littledata

In the modern ecommerce landscape, data is power. Making sure that your data is as accurate as possible, though, can give you the ultimate leg up on your competitors. As a Shopify store owner, ecommerce, or marketing manager using both Shopify analytics and Google Analytics, you're surely aware of the numerous benefits of using Shopify as your ecommerce platform and GA as your analytics platform. However, you’re also probably aware of the fact that these two platforms don’t really play well together, and that Shopify’s native connection with GA has quite a few shortcomings. This disconnect is what inspired us to create Littledata. We built a tool that resolves data dilemmas, restores your trust in the data from GA, and offers accurate ecommerce and marketing insights — no questions asked. Even better, many of the most critical fixes and enhancements that come with Littledata’s tracking are available right out of the box. In this post, we’ll show you five such fixes and detail how they will improve in your Shopify store’s analytics. 5 benefits you’ll get from Littledata right after install 1. Accurate attribution metrics When checking referrals to your store, you might have noticed a lot of your traffic coming with “direct/(none)” listed as the source/medium. Oftentimes, this number is a lot higher than expected (over 30%), and paid traffic channels are underrepresented. That means you have a marketing attribution problem. As soon as Littledata starts tracking sessions and events on your Shopify store, accuracy for these metrics instantly improves. That’s because the app uses a combination of two different kinds of tracking to capture full customer behaviour data: Client-side tracking, or customer data gathered from web browsers and mobile devicesServer-side tracking, or customer data gathered from web pages that fulfil clients’ requests on browsers/mobile devices Tracking both together ensures data coverage across clients’ sessions without interruption. Plus, UTM parameters alongside the GA ClientID are always passed into Google Analytics, giving you an accurate source for each visit along with previous interactions visitors may have had with your store. If you’re spending significantly on social ads and marketing campaigns, this data fix will have an immediate positive effect for calculating your return on ad spend (ROAS) and overall return on investment (ROI). Even if you’re just starting out and need to learn more about attribution to find your most valuable leads, accurate attribution stats will pay dividends for your store. 2. Revenue, transactions, and refunds One of the more well-known shortcomings of GA for Shopify stores is that it does not capture all transactions happening in Shopify, and Shopify doesn’t send refund data to GA. This creates a big revenue discrepancy between platforms and leaves you unable to trust GA’s accuracy for data about your store. To bridge this gap, Littledata relies on Shopify’s webhooks to create all transactional events server-side, making this particular problem a thing of the past. What will change in GA specifically, you ask? All purchases will show up in your GA reports with the correct order and revenue details, refunds will be tracked, and most importantly revenue in GA will match with Shopify. 3. Checkout funnel One of the biggest features of GA’s Enhanced Ecommerce is support for checkout steps. GA uses a funnel navigation path to follow your website users from the time they initiate the checkout up to the final purchase. Shopify does not track these interactions natively in GA, so it’s hard to tell where customers drop-off before buying — or even include them in a retargeting campaign. Thanks to Littledata’s server-side tracking using Shopify’s checkout webhooks, you can see those interactions and understand your customers’ behaviour in the checkout. After you install Littledata on your Shopify store, you’ll see GA’s Checkout Behaviour report now displays the correct number of users who navigated through the funnel, at each step, with the corresponding drop-offs. 4. Order affiliation There are times when seeing an ecommerce transaction event alone in Google Analytics isn’t enough. That’s especially true when you’re trying to measure the performance of third-party apps you use to manage subscriptions, upsells, product exchanges, and affiliate marketing. In these cases, you need to get more granular when analyzing a transaction using a metric like order type. Littledata shows this additional transaction data by collecting Shopify’s order tags, then making use of GA’s Affiliate Code report and Ecommerce Affiliation dimension. This is especially useful when you’re trying to count new subscribers and manage subscription analytics, measure LTV, identify product upsells, and track affiliate referrals. 5. Product List performance Many stores typically use GA’s ecommerce reporting to measure checkout performance or product revenue. However, with Littledata installed on your Shopify store, there are many more insights to be unlocked around product list performance than those basic metrics. By analyzing events at the top of the funnel, Littledata lets you identify which products need better images, descriptions, or pricing to improve conversions. Space on product listing pages is a valuable commodity, and products that get users to click on them – but don’t then result in conversion – need to be removed or amended. Equally, products that never get clicked within the list may need tweaking. Littledata tracks product list impressions on any Shopify storefront, using Google’s standard product list event properties. How to get Littledata set up for your Shopify store Littledata’s platform makes a significant positive impact on your metrics reporting right from the first time you use it. Having correct attribution, a clear picture of revenue sources from different order types, and full view of checkout funnels and product performance can make a major difference in your ROI right away. Perhaps best of all, you can see the benefits Littledata can bring to your store for 30 days without paying a cent. Plus, when you sign up for the Littledata 30 day free trial, you’ll also get custom benchmarks to target based on leaders in your industry. Sign up for Littledata to fix your analytics reporting in a snap and set your store up for the most successful year yet.


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