Littledata's BigCommerce to Google Analytics connection uses a combination of client-side (browser) and server-side tracking to ensure 100% accurate data about your BigCommerce store in Google Analytics. Littledata automatically integrates with BigCommerce sites to capture every customer touchpoint, including sales, marketing, customer, and product performance data.

Client-side (browser) tracking

During the automatic installation process, Littledata adds a data layer and tracking script to all the store pages.

  • A LittledataLayer window-scope Javascript object is added on all pages, which you can also use with Google Tag Manager (GTM).
  • A minified tracking script, hosted on a content delivery network (CDN), is loaded in the <head> of each page
  • Google's gtag library is then loaded on each page
  • Google's client ID (user identifier) is passed to our servers to ensure consistent user journey tracking

Server-side tracking

During the setup, Littledata also adds a set of webhooks to your BigCommerce store. This means that each time a user takes action our servers can relay that event to Google Analytics, ensuring 100% accuracy. There are many advantages to this approach:

  • Smaller script in the browser = faster page load
  • No scripts are loaded on the sensitive and secure checkout pages
  • Complete event capture for checkout flow, including sales and refunds/returns
  • Avoids no tracking of the order when the user doesn't wait for the thank you page to load
  • Avoids double tracking of the order status page when the user reloads
  • Accurate marketing attribution (sessions stitched together) across all checkout types

What can you track

These are the events that Littledata sends from BigCommerce to Google Analytics. These events will show up as events under the BigCommerce (Littledata) event category and in Google Analytics' enhanced ecommerce reports. Read more details on the event properties in our Google Analytics data layer guide.


Server-side events are tracked by Littledata servers from BigCommerce and passed onto any destination in cloud mode.

Event NameDescription
add_to_cartThe user has added a product to the cart and left it in the cart for more than 10 seconds
remove_from_cartThe user has removed a product from the cart
CheckoutThe user has viewed a step in the checkout
Transaction *The customer has completed a web order (excluding iOS, Android, POS, and draft orders)
RefundWeb order has been refunded

Note: Transaction events may be delayed by 30 seconds to include any updates to order tags or status made by other apps after the order was created