5 DTC brands using Shopify Plus to fuel their success

Do you want to make more money with your ecommerce store? Of course! The better question is: do you know which services can get you over the hump?  The Shopify Plus plan is an enterprise-level platform designed to be the launchpad for your ecommerce business. Whether you’re launching a new brand or migrating to Shopify from a custom build or a platform like Magento, Shopify is a streamlined ecommerce option, and Shopify Plus offers even more functionality and support. Shopify Plus gives you access to:  Advanced apps designed for high growth Customized checkout and better control over branding Ability to sell globally in multiple currencies Shopify’s organization admin to manage all your stores from a single location These features could help you unlock sales and bring exponential growth to your store. Advanced app connections, specifically, can help you optimize key areas of your promotion strategy. Here at Littledata, we’ve seen many successful brands use these to their advantage.  So we thought, what better way to help you choose if Shopify Plus is right for you than by showing you who has already succeeded using it.  Here’s a look at five standout ecommerce stores that you can look to for inspiration when deciding if Shopify plus is right for your ecommerce store.  #1 - Rothy’s Popular San Francisco-based startup Rothy’s makes stylish machine-washable shoes and bags. Sustainability is key to their mission, so they use recycled and natural materials in manufacturing. That includes repurposing items like discarded plastic bottles and algae to craft shoe inserts and soles. Rothy’s offers a wide range of colorways and designs for their shoes and other products. So, customers browse the website longer and hit various touchpoints before checking out. With Shopify plus, Rothy’s were able to design a streamlined path for customers to follow on their buying journeys.  To ensure they capture valuable data on each touchpoint, Rothy’s uses Littledata’s Segment data destination. This gives full visibility of customer behavior through 100% accurate server-side tracking. Rothy’s can use the add-on to find what offerings grab the most clicks, use the data to make real-time product recommendations, and even adjust future designs and pricing based on popularity and customer engagement. They can also see customer activity during checkout and fine-tune the process to optimize their conversion rate. #2 - Sheertex One of the fastest rising ecommerce brands, Sheertex went from one founder’s bold idea to becoming one of TIME magazine’s best inventions. The company makes ultra-durable tights and pantyhose using award-winning fabric. They bring in a range of customers thanks to marketing their product as being “made for everyone.” Like many of the most successful Shopify Plus brands, Sheertex uses both Segment and Google Analytics in their data stack. They use Segment to personalize the customer experience, from emails to ads, and Google Analytics to analyze marketing data and make data-driven decisions.  Shopify Plus has been a great fit for Sheertex in general as they have a large number of products and product variants. Using the Shopify source for Segment helps them customize the user experience so shoppers get more of what they love! #3 - Athletic Brewing You might think, “beer for athletes, really?” But this brand is different. Athletic Brewing makes award-winning, non-alcoholic craft beer for more health-conscious beer lovers. Their brews earned them features in The Wall Street Journal, BBC, and Bloomberg, and partnerships with the Ironman and USA triathlon events. Testing different store layouts, marketing strategies, and new product lines is a staple of ecommerce. To get the most from their own experiments, Athletic Brewing uses the Google Optimize connection on their Shopify Plus store. This connection gives them accurate results from A/B tests, plus the ability to segment tests by products viewed, adds to cart, and other key metrics. The result is a fully optimized store crafted to drive sales and earn customers. The more data Athletic Brewing can capture about this diverse audience, the better they can optimize sales. That’s why they connected Google Analytics (GA) to their store. While Shopify offers a basic analytics option, for every 100 orders it tracks 12 go missing.  Littledata’s GA connection and advanced ReCharge tracking give subscription brands like Athletic Brewing accurate data about sales, buyer behavior, and customer lifetime value (CLV/LTV). They can also compare their site benchmarks against over 12,000 ecommerce sites and set goals for faster growth. #4 - SodaSense Homemade soda rose as a trend in the mid to late 2010s, and has continued to boast a passionate community since. As homemade soda drinkers know, the biggest hassle for this hobby is often getting more CO2 for your soda maker.  So, Shopify Plus user SodaSense stepped in with their own retail-based solution: a CO2 refill and exchange program. It gives subscribers the ability to exchange their CO2 canisters, no matter the brand, for freshly filled ones. For $12.99, SodaSense users can exchange empty canisters for a refilled canister of the brand of their choice. To manage these payments, which can be one-time or recurring, Sodasense uses the reCharge add on for their Shopify store.  This connection allows them to track first-time payments, recurring transactions, and subscription lifecycle events. It also captures the marketing attribution for their subscription revenue. This data is key for determining CLV/LTV and maximizing their overall revenue. #5 -  African Ancestry New DNA kits and ancestry test companies are arriving often as the genealogy industry has grown. Increased availability of genealogy kits for non-eurocentric people is one major benefit of the industry’s rise. African Ancestry is one great example of this. Their test kit uncovers the users’ country of origin and even the tribe they descended from. As with any growing industry, though, standing out from the crowd is essential to growth. Social media advertising can be a powerful tool for making that crucial impression with customers. Of course, the success of social ads depends on executing campaigns correctly.  To get this just right, African Ancestry linked their Shopify Plus store with the Facebook Ads connection. It allows them to ensure accurate campaign tagging and tracking, making sure they aren’t missing data and paying more for less reach. Should I get Shopify Plus for my ecommerce store? In short, the answer to this question depends on the goals you have.  If you’re in a growth stage and looking to increase revenue, then Shopify Plus offers crucial tools and connections that will help you achieve it.  As the stores above demonstrate, there are many functions of your business you can focus on to boost growth. Customer acquisition, attribution, and lifetime value are all key metrics to consider.  Leveraging Shopify Plus connections, along with the right approach to data evaluation, can be the key to unlocking your store’s true revenue potential.  Want to make sure you have the right data guiding your ecommerce growth journey? Give Littledata's 30-day free trial a spin and find where you can optimize your promotional approach for the best results. [tip]Did you know? Littledata Plus is a turnkey data pipeline designed specifically for Shopify Plus, with account management from an analytics expert[/tip]

2021-07-01

Introducing Littledata Plus plans for Shopify and Shopify Plus

As Shopify has continued to scale its Shopify Plus plans, Littledata has developed both technology and services to enable customer success. Today, we're pleased to announce new Littledata Plus plans to support modern data stacks for larger direct-to-consumer (DTC) brands. Our enterprise plans have been around in various guises since the beginning. But clients’ data needs—and the DTC market overall—have continued to evolve, from more sophisticated lifetime value analysis to connecting Shopify with data warehouses like Redshift and BigQuery. The coronavirus pandemic also forced many businesses that had been planning to move online to do so sooner than expected. Traditional consumer packaged goods companies (CPGs) needed to try out DTC and ecommerce subscription models. And, to be blunt, they needed to speed up plans for finding ways to compete with Amazon. With more known brands moving to Shopify and BigCommerce, core data needs have skyrocketed. In fact, without Littledata, 12 orders still go missing in Google Analytics for every 100 orders in Shopify! It seems ecommerce in general is finally waking up to the fact that the key to growth is focusing on the right KPIs with accurate data to support them. The renewed focus on data has extended beyond PPC campaigns to channels like social and email marketing, as well. As merchants get "back to the basics", we've also started to see less customization and an increased focus on data accuracy and throughput. That goes for both our Google Analytics and Segment data destinations. All this illustrates what has been our outlook from the beginning: nothing is more important than data accuracy. So we're excited to now be opening up Littledata Plus plans to all DTC brands. Whether you're a recently funded scale-up with a headless Shopify site or you've been on Shopify Plus since the beginning. Options for Littledata Plus plans We have long optimized Littledata for Shopify Plus, from higher service level agreements and throughput metrics to multi-currency tracking for brands with multiple country stores (e.g. see how we handle order names). Our team has experimented with Littledata Plus features, tracking plans, and account management levels to ensure that our tech and support are as effective as possible. We've worked closely with top Shopify brands like Rothy's, Boll & Branch, and Craft Gin Club, as well as agency and tech partners supporting those brands to fine-tune our solutions. We don’t just want to be proactive, we want to be useful. "Don’t mistake the forest for the trees. Our ecommerce customers know that accurate data is essential for real growth." Littledata Plus plans are a must-have for any merchant processing over 10,000 orders per month (including recurring orders or subscriptions). They're also now available to anyone serious about data-driven growth. We now offer two distinct paths within the Littledata Plus journey: Plus: Plus plans give you access to a dedicated account manager to help with onboarding and data audits, and include tracking for any number of country stores. Enterprise Plus: Our higher-tier Enterprise Plus plans allow unlimited data thresholds, and can also include a custom tracking plan, solution engineering, analytics training, or other options to support your in-house team. [subscribe subscribe heading="Learn more about Littledata Plus" button_text="book a demo" button_link="https://www.littledata.io/app/demo"] All Littledata Plus plans include essentials like in-depth data audits and dedicated account management. But with Enterprise Plus, you get a deeper experience, more support time, and a custom tracking plan. We built Littledata around smart connections. A big advantage of using our data connectors is that we keep those connections up to date for you with an in-depth knowledge of APIs, webhooks, properties, and events. For example, our connections now support headless Shopify setups and subscriptions in the Shopify checkout—without any additional coding needed on your website. "All Littledata Plus plans include essentials like in-depth data audits and dedicated account management." Recent updates to our Plus plans include: Advanced headless setup support Unique identifiers Historic data import for Segment users For Google Analytics users, we now offer analytics training and a Measurement Protocol endpoint to make it easy to get complete ecommerce data into Google BigQuery. That said, we have many happy Littledata Plus customers who simply want to ensure accurate Shopify and ReCharge data in Google Analytics. Can you risk making decisions based on bad data? Put another way: how much faster could you scale if your sales and marketing data were accurate, reliable, robust, and complete? Whatever your data goals, Littledata Plus is here to help. Book a demo today and let's start the conversation.

by Ari
2021-06-02

Why doesn't Shopify analytics match Google Analytics? [ebook]

Shopify analytics is fine for what it is: a siloed data source that is good at tracking Shopify orders. But if you want to track the complete customer journey and get accurate marketing data, you need to look elsewhere. Because it's both free and flexible, Google Analytics has become a top choice for a "single source of truth" to supplement Shopify analytics and other tools you might be using. And GA4, the newest version of Google Analytics, promises to be even more powerful. In our experience with hundreds of customers at Littledata we've found that many merchants turn to overblown solutions outside of GA (eg. fancy dashboards and generic data connectors) and then come back around to wanting to just fix the data in Google Analytics. After all, what good is the data if you can't trust it? Free ebook on Shopify and Google Analytics It's well known that Shopify's own analytics connection misses out on key issues like product list views, repeat purchases and marketing attribution. But where exactly does the tracking go wrong? What's going on behind the scenes? This new ebook is an insider's guide to Shopify Analytics vs Google Analytics. You will learn: Why transactions go missing in Google Analytics Common issues for Shopify stores The difference between marketing tags and Google Tag Manager How to set up checkout funnel tracking And all of the main reasons why Shopify doesn't match GA Download the ebook >>> Top brands turn to GA for a single source of truth, but there are some common things that go wrong. Even if you don't have a custom setup, things go wrong quickly -- including the "basics" like tracking ecommerce orders. We built Littledata to fix these issues automatically, saving you time and money. (Here's a quick demo video and our complete spec). But before you get into the details of the solution, it's important to understand the problem and what might be going wrong for your store in particular, whether you're seeing a lot of traffic that appears to be "Direct" but is actually from marketing channels like Facebook Ads or Klaviyo email marketing, you're missing repeat purchasing data, or your checkout funnel tracking is somehow out of whack. Get the ebook today. How to add Google Analytics to Shopify You can set up Enhanced Ecommerce in Google Analytics and then add Google Analytics to Shopify, but Shopify's default GA integration misses many key elements. [tip]With Shopify's default Google Analytics integration, 12 orders go missing for every 100 in Shopify. We highly recommend using an advanced data connector instead![/tip] If you would rather just get accurate data automatically, check out Littledata's 30-day free trial. It's the easiest way to avoid all of the known issues with Shopify's default Google Analytics integration. Plus, you still own the data in GA, whether or not you continue using our advanced data connections. [subscribe]

by Ari
2021-05-20

How to get complete ReCharge data in Google Analytics [ebook]

It's hard enough for Shopify stores to get accurate sales and marketing data. And if you're selling by subscription, this can seem even more complicated. In fact, 88% of Shopify stores have Google Analytics setup incorrectly, leading to a throughput of less than 90% (for every 100 orders in Shopify, 12 or more go missing in GA). I hate to break it to you, but for subscription merchants the reality is even harsher. Many brands can't even segment out first-time purchases from recurring orders, let alone tie them back to marketing campaigns! Luckily there's now a better way. Top subscription brands use modern data stacks to get the data they need to make informed decisions. This means understanding your checkout flow, yes, but also product lists, subscription bundles, discounts, returns, subscription lifecycle behavior, and top marketing channels for higher LTV customers. In this new ebook on ReCharge analytics, we show you how to do just that -- no developer skills needed! Free ebook on ReCharge analytics best practices Subscription analytics are a beast, and too many brands make one of these three common mistakes: Procrastination. "We know we have a data problem but will fix it next quarter...year...never..."The wrong tools. "We bought a fancy new dashboard, that will solve everything, right?" or "We bought this subscription analytics tool that works really well for SaaS companies. Why isn't it working well for ecommerce?"Completely manual approach. "Excel is my full-time job. I don't have time for data-driven growth." Top brands use modern data tools to tame the beast of analytics. In this new ebook, you'll learn how to get the data you need to accelerate growth. See how to automatically capture data at every turn: Track one-off orders and first-time subscriptionsTrack recurring payments and tie them back to the original marketing channelCalculate customer lifetime value ("CLV" or "LTV") and build more valuable cohortsCapture subscription lifecycle events like "Subscription updated"Get accurate marketing attributionUltimately make better decisions for your store Download the free ebook >>> Learn more about what you can track with Littledata's ReCharge connection. [tip]Advanced users can also now send data directly to Segment (and any connected data warehouse, email marketing platform or reporting tool).[/tip]

by Ari
2021-04-15

For every 100 orders in Shopify, 12 go missing

If you’re using Shopify’s default Google Analytics tracking you might have noticed that the revenue in Google Analytics never matches what you see in the Shopify dashboard. This is a big problem: missing orders means orders that can’t be attributed to marketing campaigns, whether those channels are paid or organic. Littledata’s improved Google Analytics app for Shopify increases order throughput to Google Analytics from worse than 90% to better than 99.9% -- and it works automatically in the data layer. How big is the problem? We sampled a set of larger DTC brands on Shopify, together processing 50,000 orders a month through a standard Shopify checkout. Looking at a month of traffic, we compared the paid orders for these Shopify stores with the Thank You pages tracked in Google Analytics. Remarkably, only 88% of orders were tracked on average, ranging from 78% tracked in the worst store setup to 96% in the best store. That is a big loss. For every 10,000 orders processed, 1,200 were going missing. Assuming each of those customers cost $50 to acquire, that is $60,000 of marketing spend which can't be attributed to sales. Whatever the CAC for your ecommerce brand, you can’t afford to miss significant data like this about transactions, not to mention the marketing campaigns that led to those sales in the first place! For every 10,000 orders processed, 1,200 went missing Revenue aside, what about those 1,200 customers who are likely still being retargeted by abandoned checkout campaigns, even though they did complete the checkout process? There is a good case to be made for remarketing to your best customers for upsells, cross-sells, referrals and more. But remarketing to your new customer base as if they never made a purchase is certainly bad business. And it gets worse. When I looked at 10 stores that have non-standard checkout setups, using apps such as ReCharge or CartHook, the percentage of orders tracked (excluding recurring orders) ranged from a pathetic 9% up to a disappointing 70%. Shopify’s order tracking relies on customers seeing the Shopify Thank You page, and many other checkouts do not immediately redirect there. What are the main reasons for missing transactions in Google Analytics? Littledata has had five years of experience debugging GA tracking, so at this point we’ve pretty much seen it all. In fact, it's the most common question our sales team hears: why doesn't my data in Shopify match my data in Google Analytics? The ecommerce ecosystem is constantly evolving, including headless setups and subscriptions in the Shopify checkout. But some things remain the same. The most common problem areas for disappearing orders are: 1. Users not waiting for the Thank You page to load Many tech-savvy buyers know that your store will email them an order confirmation, so if they’re in a hurry - and the thank you page takes a few seconds - why should they wait? This is especially true with payment gateways like PayPal, which have their own payment confirmation page. 2. Thank you page overloaded with marketing tags Most order tracking relies on a script to fire on the thank you page, and if your store has lots of these scripts then it could take 10+ seconds before the crucial Google Analytics script is run. Customers won’t wait 10 seconds to see a page which has no value for them. 3. Draft orders paid at a later date Does your store create draft orders? This is more common for B2B stores, and means the order is completed well after the customer web session finishes. That means no thank you page, so no way to track the orders in a standard GA implementation. 4. Third-party checkouts That Thank You page on Shopify may never appear at all if your store uses third-party checkouts. 5. Recurring orders Like paid draft orders, recurring orders are payments that happen outside of the customer’s web session. The user never goes through a checkout or sees the thank you page. 6. Duplicate tracking Refreshing the order confirmation page, or clicking through on an order confirmation email to view the page again, might cause another transaction event to be fired from the page. [tip]Get the free ebook about why Shopify doesn't match Google Analytics[/tip] How is Littledata’s tracking different? Littledata offers server-side order tracking, hooking into the order creation in Shopify after the payment has been made. That allows us to track draft orders paid after the event, recurring orders, and orders through channels like Amazon that don’t use the Shopify Checkout. It also allows us to add refunds back in real-time, so you can track net sales against marketing channels. Littledata de-duplicates all orders, so an order is only ever reported once - giving a 100% match with what is in Shopify admin. Server-side tracking ensures complete analytics If you want to compare like-for-like, as I did for this article, our app also sends a ‘Thank you page’ event (in the same way the order tracking done in Shopify’s standard setup). This event can also be used to trigger Google Tag Manager tags, using the built-in GTM data layer. Interested in improving your Google Analytics setup? You might be interested in 6 common reasons why GA is not accurate and how Littledata’s Google Analytics app works. [subscribe]

2021-04-08

Replacing Additional Google Analytics JavaScript for Shopify stores

On 1st March 2021 Shopify is permanently removing scripts added in the ‘Additional Google Analytics JavaScript’ preference. This field has been hidden for some time, but was previously used to inject all kinds of additional scripts into the checkout pages. Why is Shopify removing these additional scripts? Primarily they represent a security risk: injecting key-stroke-tracking scripts into checkout pages is a common way to steal credit card information. Shopify just can’t take the risk that if the store admin gets hacked, so could the customer card details. Additionally, being able to customise the Shopify checkout pages (via the checkout.liquid file) is a key feature of Shopify Plus and so a reason for stores to upgrade to Plus. How to replace Google Analytics code added in this Additional JavaScript field I know many stores were using this preference for exactly the reason it intended: to modify the functionality of the Universal Analytics tracking script Shopify adds, if configured in the online store preferences. The good news is that the scripts you need to run (excluding the checkout) can be added in the theme <head>. You can add settings or events to GA’s command queue, which get executed when the Universal Analytics (GA) library is ready. You need to add this line of code before any additional commands below, to ensure that: If the ga function is defined already, calls to ga() are queued If the ga function is not yet defined, calls to ga() are added to a new queue [dm_code_snippet background="yes" background-mobile="yes" slim="yes" bg-color="#abb8c3" theme="light" language="javascript" wrapped="yes" copy-text="Copy Code" copy-confirmed="Copied"] window.ga=window.ga||function(){(ga.q=ga.q||[]).push(arguments)};ga.l=+new Date; [/dm_code_snippet] Shopify Plus stores can do the same thing on checkout.liquid to customise Google Analytics tracking on the checkout pages. Here are some of the common uses of Additional JavaScript, and alternatives I know of: 1. Anonymising IP address GDPR regulation in Europe requires stores not to send full IP addresses to Google’s servers in the US. You can opt out in GA by using this - but it will NOT affect pageviews sent from the checkout. [dm_code_snippet background="yes" background-mobile="yes" slim="yes" bg-color="#abb8c3" theme="light" language="javascript" wrapped="yes" copy-text="Copy Code" copy-confirmed="Copied"] ga('set', 'anonymizeIp', true); [/dm_code_snippet] 2. Tracking checkout steps To measure how far users get in the checkout, and with what products, many stores want to track checkout steps in GA. Shopify does track pageviews and some events from the checkout (not including product values), but unfortunately you can no longer add a script on Shopify’s checkout. However, Littledata’s app has a more robust solution to send checkout step events and pageviews from our servers. Tracking the checkout steps across all checkouts, including third party checkouts on ReCharge and CartHook, enables stores to retarget abandoned checkouts with Google Ads and understand how shipping and payment options affect checkout conversion. 3. Cross-domain linking Shopify already accepts incoming cross-domain tracking, but to add cross-domain tracking to links from your Shopify store you need to instruct GA to automatically decorate links: [dm_code_snippet background="yes" background-mobile="yes" slim="yes" bg-color="#abb8c3" theme="light" language="javascript" wrapped="yes" copy-text="Copy Code" copy-confirmed="Copied"] ga('linker:autoLink', ['yourblog.com']); [/dm_code_snippet] For more examples on when you need to set up cross-domain linking (for example, to third-party checkouts), see our cross-domain Shopify tracking guide. 4. Tracking logged-in users To enable a registered users view in Google Analytics you need to send a customer ID when known. The window-scope object `__st` includes that `cid` field, when the user is logged in. [dm_code_snippet background="yes" background-mobile="yes" slim="yes" bg-color="#abb8c3" theme="light" language="javascript" wrapped="yes" copy-text="Copy Code" copy-confirmed="Copied"] if(__st["cid"]) ga('set', '&uid', __st["cid"]); [/dm_code_snippet] 5. Tracking additional events You may want to trigger additional GA events, like clicks on a particular button. I’d recommend you set these up using Google Tag Manager, but you can also run a SEND command at any stage and it will send to the GA tracker Shopify loads on the page. [dm_code_snippet background="yes" background-mobile="yes" slim="yes" bg-color="#abb8c3" theme="light" language="javascript" wrapped="yes"] ga('send', 'event', 'List Filter', 'Change size filter', 'XL'); [/dm_code_snippet] 6. Tracking additional web properties Many stores need multiple tracking IDs to send data to multiple web properties, and Shopify by default only allows a single property.  I’d again recommend you set these up using Google Tag Manager, but you can also run a CREATE command in your head to track to additional properties. [dm_code_snippet background="yes" background-mobile="yes" slim="yes" bg-color="#abb8c3" theme="light" language="javascript" wrapped="yes" copy-text="Copy Code" copy-confirmed="Copied"] ga('create', 'UA-XXXXXXXX-X', 'auto'); [/dm_code_snippet] 7. Adding GTM triggers If you are using Google Tag Manager to fire other marketing tags you might have used the Additional JavaScript to run triggers - for example when customers completed an order. This could be replaced by using Littledata’s GTM data layer, which is included with our Google Analytics app.  The final result Assuming you just need items 1 and 4 from the list above, this is how the script tag in your liquid theme might look: [dm_code_snippet background="yes" background-mobile="yes" slim="yes" bg-color="#abb8c3" theme="light" language="html" wrapped="yes" copy-text="Copy Code" copy-confirmed="Copied"] <head> … <script> // Scripts moved from Additional Google Analytics JavaScript preferences window.ga=window.ga||function(){(ga.q=ga.q||[]).push(arguments)};ga.l=+new Date; ga('set', 'anonymizeIp', true); if(__st["cid"]) ga('set', '&uid', __st["cid"]); </script> </head> [/dm_code_snippet] Is there anything else your store has added? Let me know and we can add it to the list.

2021-02-22

What's new in v2 of our Shopify source for Segment

We've a built a loyal following for our Shopify to Segment connection, and this month we've rolled out the next version, v2, with new events and enhanced functionality. As Shopify and Segment both continue to see unprecedented growth, Littledata is here to ensure accurate data at every ecommerce touchpoint. We've seen a surge in DTC and CPG brands on Shopify Plus that rely on Segment to coordinate customer data across marketing, product, and analytics tools. We have continued to develop our Segment integration to fit all of these use cases. [note]If you installed Littledata's Segment connection previously, please contact us to add the v2 events.[/note] About Segment v1 Last year, we worked with Segment to create a robust Shopify source for Segment users. The aim was to make everyone's job easier, from CTOs to ecommerce managers. Littledata's Segment connection v1: Captures all customer touchpoints on your store, both pre and post checkout Sends data to any of Segment’s hundreds of destinations Works seamlessly with Google Analytics Uses a combination of client-side and server-side tracking to capture browsing activity, orders and refunds Sends user fields for calculating customer lifetime value [subscribe] What's new in Segment v2 Since we launched the first Shopify app for Segment in May 2019, we have continued to make improvements based on user feedback and new use cases. The latest version of our Shopify source for Segment offers several updates and enhancements, including support for email marketing around order fulfilment events; tracking for a range of new order and payment events, including POS orders and order cancellations; and alias calls to support additional analytics destinations such as Mixpanel and Kissmetrics. Fulfilment status Many of our customers use Segment events to trigger transactional emails on platforms like Klaviyo and Iterable. One key email that stores want to customize is the 'Your order has shipped' fulfilment email, and so we now trigger a Fulfilment Update event when the fulfilment status of an order changes. This event includes status, tracking_numbers and tracking_urls (where the shipping integration allows), so the transactional email can include actionable details for the end user. These events can also be used in analytics destinations to look at fulfilment trends by product, or see how marketing campaigns around shipping match real-world delivery times. Support for email marketing Email marketing destinations such as Klaviyo, Iterable, and Hubspot, cannot use an anonymous identifier -- so our Segment connection now sends an email property with all events (when it is known), usually from checkout step 2 onwards. Where the email is captured on landing pages (e.g. popup forms) we also send this with the Product Viewed and Product Added events, to make it easier for you to run retargeting and engagement campaigns. Support for Kissmetrics & Mixpanel destinations To support seamless customer tracking in analytics destinations such as Mixpanel, Vero and Kissmetrics, Segment requires an extra alias call. Littledata ensures the pre-checkout anonymousId is added as an alias of the userId (used from checkout step 2 onwards). Learn more in our developer docs. Customer account creation On Shopify, every checkout (even as a guest) creates a customer record. This was already passed on to Segment with an Identify call and a Customer Created event. However, it is useful to know when this customer creates a password and creates a verified account with the store. For example, some brands use this event to trigger welcome emails or offer discounts. With Segment v2, we now send a Customer Enabled event when the user has confirmed their email address and created a Shopify customer account, with verified_email set as true. Payment of draft orders Some stores (especially B2B brands and wholesalers) create draft orders which are later paid. From November 2020, Littledata's Segment connection triggers an Order Completed event whenever these draft orders are paid, linking them back to the user session when they were created. POS orders Previously POS (point-of-sale) orders were excluded from Order Completed, as this polluted the revenue attribution in Google Analytics or other Segment destinations. However, as Shopify POS and other POS orders have become more popular, we now send a separate POS Order Placed event, so you can track the POS orders and choose whether to add them to your web orders. Payment failure After a customer goes through your checkout and completes an order, there is still a chance the payment fails, usually due to fraud checks. A new Payment Failure event allows you to track these failures, and see if they are more associated with particular marketing campaigns, geographies, products, or other factors. Order cancellations If the admin has cancelled an order, perhaps due to the product being unavailable, an Order Cancelled event is now triggered (including the cancel_reason). This is useful for both tracking/analysis and re-engagement campaigns. Product properties Last, but certainly not least, we've expanded the range of product properties sent with every product for better segmentation. Details such as shopify_variant_id, category and brand are sent with all client-side events and most server-side events. For more information, read our developer docs or schedule a demo today with an analytics expert.

2020-11-04

Going headless while keeping your Shopify Plus stack

It seems like everyone's considering going headless lately. What do you need to know before you make the leap? This year, in addition to optimizing Littledata for Shopify Plus (including headless Shopify setups), we have extended our headless tracking to include ReCharge and Segment in addition to Google Analytics. And we have collaborated with Nacelle as our preferred tech partner for headless builds. Led by CEO Brian Anderson, Nacelle has raised around $4.8M in funding so far, including angel investment from Shopify and Klaviyo execs. A growing number of successful online brands seeking to go headless are using Nacelle for the build and Netlify for deployment, and it's been great to see remarkable performance improvements with shared customers like Ballsy, who saw a 28% conversion rate increase across the board after moving to a headless Nacelle setup with Littledata for analytics. So we were excited to contribute some ideas to the new Nacelle ebook on how to get the headless experience without overhauling your Shopify Plus tech stack. If you are using Shopify Plus (or planning a migration), we highly recommend downloading the free guide and sharing with your team internally -- as well as any external partners like ecommerce agencies and growth consultants. In the free guide, you’ll learn: How a headless PWA works in combination with top solutions including Shopify Plus, email, SMS marketing, reviews and user-generated content, affiliate marketing, subscriptions, analytics, and customer service What industry leaders in these respective categories have to say about going headless and enhancing functionality (including Littledata for analytics and some of our long-term partners like ReCharge for subscriptions and Refersion for affiliate sales) Real-world examples of merchant success To learn more, download the free guide from Nacelle. What about headless tracking? At Littledata, we do not see headless ecommerce as a passing fad. PWA tech has caught up to the needs of larger DTC brands, who want best-in-class technology at each customer touch point (eg. social microsites, one-click subscriptions, multi-currency payments, upsell funnels) alongside custom design and a deep cross-device user experience to match their brand story. As Nacelle explains, headless ecommerce now offers the possibility of not just integrating your current tools but actually improving the functionality of your Shopify Plus stack. Together we can build a shopping experience that is better, faster, more reliable, and more highly personalized. But without server-side tracking, getting accurate data about your headless Shopify setup can be extremely complicated. Check out our headless tracking demo to see how to automatically get complete sales and marketing data about your headless Shopify site in Segment or Google Analytics.

by Ari
2020-10-13

Try the top-rated Google Analytics app for Shopify stores

Get a 30-day free trial of Littledata for Google Analytics or Segment