Is Shopify Analytics accurate?

Shopify Analytics is most Shopify store owners' first experience collecting essential data about their store. That makes sense—it's free out of the box and tracks high-level metrics like adds-to-cart, orders, and pageviews. As you dig a bit deeper, though, you'll notice that Shopify's Analytics tool is more limited than other options, plus it's got a bit of an accuracy problem. In fact, an independent analysis found Shopify Analytics tracking misses 12 out of every 100 orders. How valuable are metrics on orders, marketing attribution, and even revenue if you're not getting the full picture? If Shopify Analytics isn't accurate, what's the solution? Fixing the analytics setup on your Shopify store starts with first pinpointing where your current setup is lacking. Why is data missing? What can you do to fill in the gaps? Maybe most important of all—how easy is it to set up a better analytics system? To help you answer these questions and more, we have a full guide on Shopify Analytics vs. Google Analytics (GA). As the most used analytics solution worldwide, GA fits not only as a baseline to compare Shopify Analytics against but as a truly accurate replacement as well. This free guide explores: The main reasons why transactions go missing in Shopify vs. GA How a data mismatch affects your bottom line A comparison of different tracking methods What you can do to fix Shopify analytics Get the full ebook>>> Is Google Analytics accurate? GA's capabilities for custom analytics reporting, in-depth analysis, and overall accuracy are, in our opinion, unmatched. After all, there's a reason it's number one. But as we move away from third-party cookies and into a first-party data world, some of these metrics can be inaccurate in your final reports. We've gone over six of the most common GA accuracy issues users face and how to fix them, but in the end, getting full accuracy in GA comes down to setting things up correctly. To make sure you start things off right, verify your correct setup with our walkthrough on setting up Google Analytics on your Shopify store. which covers what to look out for after you've set up GA as well. If you want help from a pro, we've got you covered there too. Just book a demo with one of our analytics experts and they'll get your store up and running with accurate analytics in minutes. [note]The newest version of Google Analytics—GA4—is fast approaching. When you sign up for Littledata, you'll be able to track your data using both the old and new versions of GA, so you can rely on accurate data now and in the future.[/note]

by Greg
2022-07-07

How to build customer behavior reports in Google Analytics 4

Of all the changes Google is rolling out in Google Analytics 4, one that's getting extra attention is the change to behavior reports. Those used to the old Universal Analytics dashboard might be a bit lost at first looking at the new "explorations-driven" setup in GA4 and panic. Can you still get the same behavior reports in GA4 that you came to know and love in Universal Aanalytics? Yes, you can! You'll have to do a little manual report building first to see it though. To help you hit each step in the report-building process and get those vital customer shopping and checkout behavior reports up and running in GA4, we put together two detailed how-to videos that will walk you through the process step by step. [tip]Need help making the switch to GA4? Hear an expert's take on how to make the switch.[/tip] How to see customer shopping behavior reports in GA4 The shopping behavior report is the snapshot of your customers' activity as they browse your store. It's a crucial report not only for seeing where customers drop off and what product pages perform best but also for answering detailed questions about customer behavior from different referral channels. In the past, this report required the implementation of Google's Enhanced Ecommerce reporting, which adds features on top of standard ecommerce reporting like adds to cart, checkout initiation, and purchase completion. In GA4, everything you need to build the report comes automatically included out of the box. Building the shopping behavior report in GA4 leverages the new events feature, so once you've manually added the right parameters your report will be up and running! Follow the video below for a step-by-step walkthrough of the report building process: How to see customer checkout behavior reports in GA4 The checkout behavior report in GA4, like the shopping behavior report, requires building through a series of events added into an exploration report. You'll set up this report as a funnel, which will allow you to see each step where a customer might drop off before purchase. The checkout behavior report is perhaps the strongest tool you have in identifying cart abandonment and making the right decisions to minimize drop offs before purchase completion. Follow the video below to create the report in minutes for GA4: Get more on GA4 Building customer behavior reports is a key piece in your overall strategy for moving to GA4, but it's only part of the puzzle. We've got everything you need to demystify this new analytics platform, ensure you're prepared to make the move, and get the most out of GA4 from day one. Check out these helpful resources for more of everything you need to know about GA4: Lunch with Littledata: Jumping into GA4 with Google Analytics Expert Krista Seiden The rise of Google Analytics 4 and sunsetting of Universal Analytics How to start off on the right foot with GA4 [Podcast] 10 reasons to move to GA4 for ecommerce analytics Google Analytics 4: Ready to make the switch? [subscribe]

by Greg
2022-07-01

How to start off on the right foot with GA4 [Podcast]

In case by some chance you still haven't heard the news—the era of Google Analytics 4 is coming fast. In fact, July 1, 2022 will mark the start of the one-year countdown to the end of Universal Analytics—and brands need to be ready to make the switch. There's a lot of information floating around about GA4 right now, some good, some not so good, and some that just might leave you more confused than when you started looking into GA4 in the first place. But fear not, we've been tracking the growth and changes of GA4 since its early days, and our CEO Edward Upton knows more than most about what the newly revamped GA will offer. [caption id="" align="aligncenter" width="700"] Source: Google[/caption] How to get ready for GA4 Edward joined the Measeurelab podcast to shed light on what users can expect from GA4, some pros and cons of the new setup, and the best way to prepare your business to make the GA4 jump. Measurelab hosts Dan and Dara threw plenty of great questions to Ed, and his answers will help you get started on the right foot with Google's newest analytics offering. Listen to the full episode below to hear about: What GA4's measurement protocol looks like The nuances that come with moving from UA to GA4 The most exciting features newly available in GA4 #41 Littledata’s GA4 journey (with Edward Upton) Want more on GA4? We got you Make sure you're really ready to take GA4 by the reins with the GA4 guides we have for you below: Lunch with Littledata: Jumping into GA4 with Google Analytics Expert Krista Seiden 10 reasons to move to GA4 for ecommerce analytics The rise of Google Analytics 4 and sunsetting of Universal Analytics Google Analytics 4: Ready to make the switch? [subscribe]

by Greg
2022-06-30

5 apps you need to have in your Shopify Plus tech stack and why you'll love them

As marketers, we are always looking at top tools the pros use—or the ones folks with the little blue checkmarks next to their Twitter handles recommended to the masses. In my experience, while it is crucial to test new tools to help move the needle forward and find new solutions, choosing the right ones can present the biggest challenge. These are the top five tech tools that stand out to me after chatting with merchants, attending conferences, and working in the ecommerce space. Set Up Accurate Tracking Using Littledata (let's start with a shameless plug) Well, you knew this one was coming. Data is not in the WANT category of apps for your Shopify store. It is a NEED. I am all in on making decisions from experience and intuition as a marketer. But you become even more dangerous and equipped when you add accurate data to the mix. Having reliable metrics in your arsenal allows you to tear apart your funnel to see what works and doesn't. Tracking user behavior gives you an up-close look at your customer's needs. Accurate marketing attribution data gives you a predictable revenue forecast using LTV, AOV, and order volume. Before jumping into other apps, set up your tracking in Google Analytics for proper monitoring, reporting, and remarketing. Littledata makes this a breeze taking the average store about 10-mins to set up automatic tracking. [tip]Littledata also offers a 30-day free trial so you can see the difference before you spend a dime![/tip] Master Recurring Orders with Recharge You've probably heard the saying, "it's six times more expensive to win a new customer than to retain an existing one". Many merchants would probably say it's much higher than that. This is where subscription tools like Recharge come into play in a big way. Making it wicked easy for a customer who loves your product to buy it on a recurring basis can help you achieve increased sales and maintain customer relationships. Recharge works with over 15,000 brands and helps them increase LTV and customer engagement while reducing churn—two things we all talk about in the ecommerce ecosystem. They even offer a fancy-free LTV Calculator so that merchants can get an idea of how they can grow their business using subscriptions. Another perk is that Littledata integrates with Recharge! Customer Success Engaging with your customers and providing first-class support is incredibly important for any business. When you are doing it virtually, though, things can be missed. That's why automating your support workflow the best place to start. We recommend our friends over at Gorgias who pride themselves on helping ecommerce brands with their app.     Recently, they worked with popular DTC fashion brand Princess Polly to improve their customer support. Gorgias reports in their recent customer success story that "Princess Polly increased their efficiency by 40%, increased their resolution time by 80%, increased first response time by 95%, and improved one-touch tickets by 15%. This allows the brand to quickly connect with customers on a personal level and strengthen customer loyalty." A foundation built on a great team of people combined with customer success tools can help protect and grow the brand you've worked diligently to create while providing a great customer experience. A solid SMS tool Engaging your prospects and customers using SMS is a must in my opinion. There are many stats on how open rates of SMS far exceed email, but as many marketers know, we use different channels for a range of outcomes and communications. A stat that recently caught my eye was from our friends over at Attentive. Recently they shared a case study reporting a 900% increase in year-over-year SMS-driven revenue for their new client, Thrive Market. The basis for this growth was implementing a few things you can easily try with your ecommerce business: Text to join or sign up Welcome Campaign Free gift with purchase Custom landing pages for direct SMS Check out their integrations page to see how you might be able to leverage their tool for your brand. Drive Reviews for Social Proof Getting reviews can be a huge pain in the neck and often is an afterthought for ecommerce brands. Outlining and creating a “review strategy” is a healthy place to start. Start by asking yourself questions like "What products do I want reviews on?" or "Should I frame the request to highlight a specific product or attribute about the brand?" These are among the most important things to consider when asking for a good review. Once outlined, pair that “review strategy” with Okendo, which is built to capture high-impact customer reviews and showcase them on your site to build trust and drive conversions. These reviews help create social proof, which often means an action taken in light of one seeing the action of another. In this case, a purchase from another would impact the likelihood of someone trusting but then also desiring to make a purchase themselves. Reviews are also an amazing way to secure user-generated content from your customers. Seeing your product in action in everyday life is heartwarming as a merchant, but can also impact those looking to buy—which can lead to better conversion rates. Conclusion The bottom line when it comes to tool selection? Don't stress too much. These are the top tools I've found merchants recommend (and ones I stand by myself), but in the end it's most important to make sure that your tools not only fit your overall product vision, but fit with each other as well. That last point can be a bit of a sticking spot if you aren't using the right connector to bring everything together. Littledata does this very well. In fact, we have a whole case study you can check out to see how apparel brand johnnie-O leveraged our analytics app to do just that.

2022-06-17

We're partnering with Dwight Funding to help brands scale the smart way

Littledata is excited to announce a new partnership with Dwight Funding, a leader in the DTC funding space, to help brands scale faster with flexible funding and hands-on support. Founded in 2015, Dwight provides capital to growth-stage ecommerce businesses to build out inventory, bridge gaps in the cash conversion cycle, and extend runway ahead of an equity raise. Having worked with brands like Cleancult and Chubbies, Dwight has remarkable industry knowledge and relationships, making it a natural fit with Littledata's customer base, which includes brands like Athletic Brewing and Laundry Sauce. What’s more, Dwight and Littledata both take a data-driven approach to helping brands scale. "For best-in-class businesses, being well-funded and spending sustainably go hand in hand. Littledata shares our commitment to data-driven growth and has been successful in giving DTC brands an accurate view across Shopify, GA and Facebook so that their marketing yields the best results." - Ben Brachot, Dwight Funding Co-Founder & Managing Director As privacy standards and the economic environment shift, Littledata and Dwight are here to help. Our shared mission is to empower growing DTC brands to thrive by providing them with seamless access to the tools they need—whether it be capital, expertise, or data to drive decision-making and growth strategy. Whether or not you're already a Littledata or Dwight Funding customer, contact us to learn more about: Optimizing marketing ROI with server-side tracking to "beat the ad blockers" and syncing Shopify data with GA Shoring up your financing in today’s economy How to create a high performing, data-driven culture “We're delighted to welcome Dwight Funding to the Littledata family as we team up to bring thriving DTC brands the tools they need to reach new heights. Littledata itself is in part financed by debt, and we understand the value of borrowing against tomorrow's revenues to fund growth today. Equally, these same fast-growing brands need accurate data to make decisions — accurate data that Littledata can provide for any brand using Shopify or BigCommerce.” - Edward Upton, Littledata CEO We're especially looking forward to collaborating with the Dwight team on resource development around best practices for optimizing cash flow across the balance sheet, from inventory management to marketing spend, including paid channels like Facebook Ads and email channels like Klaviyo. In the coming months, we'll be sharing updates on the blog and in our email newsletter. Ready to scale the smart way? Learn more about Littledata and Dwight Funding.

by Ari
2022-06-16

3 resources to set your BigCommerce store up for success

If you're running a BigCommerce store, you know that data is key to making decisions that will drive revenue. But we can all use a little help sometimes when it comes to analyzing our data setup to ensure we're getting truly accurate insights. To help you make the most of your data, we're sharing three resources that can help set your store up for success. BigCommerce Analytics: The key metrics you need to grow When we're talking about data-driven decision-making, of course we need to start with the right metrics. CAC, ROAS, LTV—the acronyms are endless. But which metrics are actually valuable for you to know and which are just noise? We broke down five key metrics you need to be paying attention to in order to fuel your BigCommerce store's growth so you can stay focused on the numbers that move the needle. https://blog.littledata.io/2021/11/05/bigcommerce-analytics-key-metrics-you-need-to-grow/ [tip]Running campaigns on Facebook? Capture data on every step in the customer journey using the first-party-data-powered Facebook Conversions API, now live in public beta from Littledata![/tip] Do you need to process customer data in-house to be truly data secure? Data security is right alongside data accuracy in terms of importance in your overall setup. Many stores these days, when faced with the many data security options available, are weighing the cost of outsourcing vs. handling everything in-house. The right solution depends on a number of different factors about your store, your team, and your long-term growth goals. To help you choose, our CEO Edward Upton breaks down the different paths you can walk and lends his advice on which way to go. https://blog.littledata.io/2022/06/01/processing-customer-data-in-house-data-security/ A plug-and-play solution to get you accurate BigCommerce subscription analytics Subscription sellers know that gathering metrics on recurring purchases is a different ballgame than one-off sellers. And, as with any unique game, subscription selling also demands a unique set of tools. To help you get granular data about online subscription orders, marketing channels, and subscriber behavior, we launched a simple solution—the Littledata and ReCharge BigCommerce integration. Adding this powerful tool to your tech stack lets you: Track browsing behavior Track shopping cart events, orders, recurring orders, and refunds Improve marketing attribution Differentiate one-off orders, first-time subscriptions, and recurring orders in Google Analytics Read the full post to learn how you can set this integration up on your store today. https://blog.littledata.io/2021/12/21/new-recharge-integration-for-bigcommerce-stores/ [tip]Think you can work with Littledata to help BigCommerce merchants get the most from their metrics? Join the Littledata partner program today.[/tip]

by Greg
2022-06-10

How Littledata Helps Velir Shorten Time to Value and Improve the Odds of Project Success

As the VP of Data Activation at Velir, I always encourage my team of analysts and analytics engineers to demonstrate the business value of data as early and often as possible. This helps avoid the ‘data death spiral’ where lack of understanding in a data project’s value can lead to reduced investment and further difficulties in showing value. That’s why Littledata’s ability to reduce the time to value for data integrations has been a critical input to success for Velir and our clients. There’s no better demonstration of this than our joint work building out johnnie-O’s customer data infrastructure. Building the stack johnnie-O is a leading men’s apparel brand that blends East Coast prep with Southern California surf style. After a surge in ecommerce sales, johnnie-O uncovered cracks in its marketing technology stack that were holding it back from its full potential. Its analytics reports were unreliable, and most of its shoppers received a static, non-personalized experience. In response, johnnie-O engaged Velir’s Data Activation team to deploy the customer data platform, Segment, and connect it to Shopify to produce advanced analytics and personalization capabilities. Littledata’s Segment connector saved the day by streamlining the integration and allowing us to bypass what would have been months of planning and development work implementing an ecommerce tracking plan from scratch. The final solution allowed johnnie-O to ingest high quality data into its CDP and revolutionize how johnnie-O understands and interacts with its customers. Getting a deeper dive into data Like many other businesses seeking to become more data-driven, johnnie-O doesn’t have any full-time data engineers on staff. For this reason, Velir recommended tools that provide turn-key integration over those that would require custom development. Included in this recommendation were Twilio Segment, Fivetran, and Littledata. Each of these tools focuses on making high-quality, timely data available to downstream systems with as little setup and maintenance as possible. Similarly, Snowflake was selected as a cloud data warehouse platform because of its low administrative overhead. The final data infrastructure shown below allows johnnie-O to flexibly handle both real-time and batch data workloads with ease. How Littledata links apps together Like other ecommerce retailers, johnnie-O faced challenges in coordinating the number of tools needed for its marketing operations. Twilio Segment is well-known for its ability to seamlessly synchronize data across marketing tools, but building and implementing an ecommerce tracking plan can take several months. During that time, no data is flowing into the CDP which means that no business value can be derived until after the data collection phase is complete. Littledata stepped up to the challenge by providing a full implementation of Segment’s ecommerce tracking specification from day one. This included tracking for events such as: Pageviews Product impressions and clicks Checkout steps Add to cart (server-side) Orders (server-side) Refunds (server-side) With these events in place, johnnie-O was able to forward them to tools such as Google Analytics for website reporting, Klaviyo for personalized messaging, and Power BI for business intelligence reporting. Why server-side tracking matters in data reporting Littledata’s server-side tracking capabilities were especially important to johnnie-O's reporting goals. While collecting order data through client-side JavaScript (like Google’s gtag.js) is possible, the quality can suffer due to variations in user browsers and behaviors. As a consequence, businesses like johnnie-O are often stuck jumping between different reporting systems to view ad performance, revenue, and behavior metrics. With Littledata’s server-side order tracking in place, johnnie-O was able to consolidate reporting in Power BI which had full visibility into orders, returns, behavior data, as well as shipping and other costs. This meant fewer places to look when stakeholders needed to answer questions and higher reliability in the data being presented. [tip]Learn how to create powerful, dynamic ads on Facebook using server-side tracking.[/tip] Conclusion Today, johnnie-O enjoys easy access to customer data for personalization and reporting. Segments of users like "high AOV boys clothing shoppers”, or "gift-givers" can be easily created and targeted with emails, SMS messages, and advertisements. The johnnie-O marketing team is able to unleash their creativity in crafting sophisticated, cross-channel personalized journeys without having to worry about the underlying data integrations. As a result, johnnie-O has seen increased engagement with personalized content and has been able to make smarter decisions about marketing spend and product purchasing. Importantly, johnnie-o has an enterprise-class solution that will keep up with their ambitious growth targets over the years to come. This is a guest post from Adam Ribaudo, who leads Velir's Data Activation Services. His group is focused on helping businesses convert data into business value through data engineering, advanced analysis, and data strategy. He holds a Master's degree in Data Science from Northeastern and has 16 years of experience helping marketers make the most of their marketing technology and customer data.

2022-06-08

3 ways to better your subscription sales

Subscription selling has taken over the collective focus of ecommerce selling in the past couple of years. Yes, the pandemic accelerated our newfound obsession with getting products delivered regularly right to our doors. But, in truth, this boom had been brewing long before now. Whether you're brand new to the subscription ecommerce business or a veteran looking for ways to get a new edge, we have three blog posts to help you better your subscription sales. Tracking Subscriptions in Shopify Checkout: Everything You Need to Know Ah, the mighty checkout. It's where the most important part of the shopping experience happens—and where you as a store owner get rewarded for all your hard work. A lot goes into creating the best checkout experience, especially if you're selling by subscription. The best way to ensure you're getting the most out of your checkout is data-driven decision-making. So to help you out, we broke down the most common questions merchants have about tracking subscriptions in the checkout. The post has everything you need to know, including: Why Shopify moved to a unified checkout The state of subscription ecommerce Customer Lifetime Value (LTV) in the subscription industry Tracking subscriptions in the Shopify checkout Subscription apps supported by Littledata https://blog.littledata.io/2021/09/02/tracking-subscriptions-in-shopify-checkout/ How to take a "Smartrr" approach to subscriptions The subscription ecommerce industry's growth is nothing short of staggering. With sales on pace to hit $246 billion in worth by 2025, it's no wonder there are so many merchants entering the arena. Before you can grab your slice of the subscription ecommerce pie, you need to follow the right strategies to build a dependable customer base and get the recurring revenue flowing. To get you started on the right foot, we called up our friend, Smartrr Founder and CEO Gabriella Yitzhaek Tegen. She's seen it all when it comes to subscription businesses of many sizes. In our Lunch with Littledata interview, she broke down how merchants can best retain customers, what the future of subscriptions holds, and how to leverage data to become a subscription-selling superstar. https://blog.littledata.io/2022/03/21/lunch-with-littledata-smartrr/ How to win with subscription selling on BigCommerce Customer retention is key to the success of any ecommerce merchant. For subscription sellers relying on recurring revenue, however, it’s essential. If you're using BigCommerce as your ecommerce platform, we have just the guide you need to drive strong recurring revenue and win repeat business. It starts with having the right sales tools in your tech stack—so to walk you through the setup you need, our friends at ReCharge put together a post on how to win big with subscription selling on BigCommerce. https://blog.littledata.io/2022/02/11/how-to-win-with-subscription-selling-on-bigcommerce/ [tip]Looking to do an audit of your tech stack to optimize for subscription selling? Chat with one of our analytics experts to see where you can improve your setup[/tip]

by Greg
2022-06-03

Try the top-rated Google Analytics app for Shopify stores

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