This is a guide to how Littledata's ReCharge connection works with your Google Analytics (GA) setup. We look at how to use Littledata's views and filters in your GA account, which subscription lifecycle events you can track, and how the integration works behind the scenes.

Tip: For information on sending ReCharge data to your Segment workspace, see the Shopify to Segment guide (under 'Subscription events').

New views and filters added by Littledata

Littledata makes it easy and convenient to do ReCharge subscription analysis in Google Analytics by setting up dedicated views for subscription orders placed via ReCharge checkout. Let's take a deep dive into the views that are created once you successfully install Littledata's ReCharge to GA connection.

  1. One-time orders and first-time subscriptions (Littledata) 
    This view contains one-time orders and first-time subscription orders placed.
    Filters applied:
    a) Exclude recurring orders (Littledata)
    b) Exclude duplicate orders (Littledata)
    c) Exclude prepaid orders (Littledata)
  2. All orders (Littledata) 
    This view contains all orders placed on your store including one-time orders placed, first-time subscriptions, recurring orders, and prepaid orders.
    Filters applied:
    a) Exclude duplicate orders (Littledata)
  3. Raw backup DO NOT EDIT (Littledata)
    As the name suggests, this view is added to maintain a raw backup for your data from the time Littledata's ReCharge connection was installed. No filters are applied to this view.

One-time order refers to one-off orders that are non-recurring and placed via Shopify checkout (affiliate code: Shopify). While first-time subscription refers to the first time a subscription was placed via ReCharge checkout (affiliate code: Subscription, Subscription First Order). All subsequent orders in that subscription are referred to as recurring orders (affiliate code: Subscription, Subscription Recurring Order).

'One-time orders and first-time subscriptions (Littledata)' view

For subscription analysis, it is helpful to distinguish one-time orders and first-time subscription orders from recurring orders. As the name suggests, this view contains the following orders:

  1. One-time orders (affiliate code: Shopify)
  2. First-time subscriptions (affiliate code: Subscription, Subscription First Order)

This separation enables stores to easily calculate Customer Acquisition Cost (CAC) on one-time orders and first-time subscriptions. Further, for all the subscriptions that started after you installed Littledata's ReCharge connection, you can group them by the subscriber (Shopify customer ID) or by marketing channel or campaign for insightful Return on Investment (ROI) calculations.

Note: ROI calculations on this view will not take into account the recurring orders. For a longer-term ROI calculation, you can use the 'All orders (Littledata)' view.

'All orders (Littledata)' view

There are times when you want to look at just the revenue from new subscriptions and times when you want to look at the full history of payments from subscribers.

When you activate the ReCharge to Google Analytics connection, Littledata creates a new view in your connected Google Analytics property to track all orders including:

  1. One-time orders (affiliate code: Shopify)
  2. First-time subscriptions (affiliate code: Subscription, Subscription First Order)
  3. Recurring orders (affiliate code: Subscription, Subscription Recurring Order)
  4. Prepaid orders (affiliate code: Prepaid, Subscription, Subscription Recurring Order)

You can group those payments by subscriber (Shopify customer ID) and, for all subscriptions that started after you installed the Littledata app, by the marketing channel or campaign which caused them to start subscribing.

Subscription lifecycle events

Note: Subscription lifecycle events are available from v2.3 of the ReCharge connection. If you aren't sure if you have the latest version, login to your Littledata account.

Littledata sends complete subscription lifecycle events to Google Analytics (or Segment). This helps you understand subscriber growth and customer behavior in more detail.

find recharge events

The connection automatically adds tracking for the following events:

  • Subscription Created
  • Subscription Cancelled
  • Subscription Updated
  • Order Processed
  • Charge Failed
  • Payment Method Updated
  • Max Retries Reached

Read the full guide to tracking subscription lifecycle events in Google Analytics with Littledata. The guide includes details about event naming conventions in Segment and Google Analytics.

Where to find subscriptions in Google Analytics

With the ReCharge connection, you can distinguish between three types of order:

  1. One-time orders (affiliate code: Shopify) standard one-off orders through your Shopify checkout
  2. First-time subscriptions (affiliate code: Subscription, Subscription First Order): first-time subscription orders made via ReCharge
  3. Recurring orders (affiliate code: Subscription, Subscription Recurring Order): recurring subscription orders made via ReCharge
  4. Prepaid orders (affiliate code: Prepaid, Subscription, Subscription Recurring Order) recurring subscription orders made via ReCharge that are paid in advance for a fixed period of time, usually 6 or 12 months.

Learn more about how to segment orders using the 'Affiliation' dimension in Google Analytics.

How to match product impressions in Google Analytics

When you create a subscription product for your store, ReCharge creates a secondary product containing the subscription criteria (delivery frequency, discounts, etc.). This is a clone of your one-time product with the addition of  subscription offerings.

The one-time and subscription products will look something like this:

In order to have a consistent product reporting, it is crucial to have a matching SKU for a product that has both a subscription and non-subscription alternative, and their respective variants.

If the SKUs match, you will see this in your Product Performance reports:

Instead of this:


Doing this will ensure the presence of one-time and subscription products under the same product umbrella in your reports, resulting in a consistent and accurate representation of how your products are performing.

ReCharge Checkout Events

These events work for both the ReCharge checkout and Shopify's unified checkout. Read more about unified checkout steps.

When the end customer starts and progresses through the checkout we send Checkout Step event actions to GA, with the following event labels.

  1. Contact information
  2. Shipping information
  3. Payment method

These checkout step events contain all the product data, and can be segmented by product, SKU, brand etc - along with any other user dimension in GA.

Littledata’s checkout tracking works without the need to add Google Tag Manager or other tracking scripts to the ReCharge checkout. This simplifies implementation and reduces the risk that 3rd party scripts will interrupt or intercept sensitive payment details or other data.

How the ReCharge connection works behind the scenes

Littledata makes a server-side integration between Shopify and Google Analytics. Every time an order is processed on Shopify, Littledata links that revenue to the user in Google Analytics (as stored in the _ga cookie). To link orders to users, Littledata needs to add the customer’s client ID to the note attributes of the order; that will appear in your Shopify admin, but is not visible to customers.

If our app cannot find a user session associated with the order — for example, when the subscriber signed up before you installed Littledata’s tracking — we add a default client ID. You can still link all these ‘orphan’ user sessions together via the Shopify customer ID dimension.

Learn more