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.
The growing Polish ecommerce market
What does the future of ecommerce look like in Poland? This week, I was honored to be invited onto a panel discussing ‘Riding the Wave of Ecommerce into the Future’ as part of the Ecommerce Trends Summit. Organized by MIT Sloan Management Institute Polska and the ICAN Institute, the summit offered a timely forum about ecommerce for a country rapidly undergoing digital transformation. As with all countries, Poland has seen a massive shift online post-Covid, and predominantly offline companies are scrambling to catch up with online-first retailers. These laggards were behind on use of modern ecommerce platforms like Shopify, but are now catching up fast as they understand the true cost of maintaining an excellent web channel. Since Shopify launched local language versions of their store admin in 2019 it has been a more popular choice for Europe-based companies, and Shopify is now heavily marketing in France, Germany and other countries. Many brands are extending across these markets, and at Littledata we've built multi-currency tracking into our main SaaS product for Shopify merchants. In the Shopify world, each country site is a separate-but-connected "country store" for localized shopping and payments. I’d expect more Polish companies to migrate to Shopify or other cloud solutions (WooCommerce, BigCommerce, etc) in the near future. The larger brands will likely choose Shopify Plus. [note]See the ecommerce trends we've identified during the COVID-19 crisis[/note] The other themes of the panel were more general to retailers globally: stores need smarter marketing, better personalization and a more unique sales proposition as competition heats up. In addition, Amazon.de (Amazon Germany) is just as big a threat to individual brands as elsewhere, but that makes it just as important for stores to own their own customer channel and direct brand experience. And that means running their own online store. Let’s hope Littledata gets to do more business with Polish ecommerce sites soon! [tip]Book Littledata CEO Edward Upton as an expert ecommerce speaker at your next online event[/tip]
Ecommerce events not to miss this September
It's that time of year again: ecommerce conference season. And despite the "new normal," there seems to be more going on than ever. Even the best virtual events seem now to be totally free to attend, where in the past there would have been a ticket cost plus travel and expenses. At Littledata we've adapted to COVID-19 by going totally remote (we were already remote-first, and were lucky to have an easy transition), and for our customers we've presented a range of offers, including a full 30-day trial on all analytics plans for Shopify stores. But like many of our customers and partners around the world, the Littledata team all went through a bit of a virtual burnout earlier this year. Or rather, a real burnout from virtual-interaction overload -- too many video calls and online events. But now we're feeling a surge of new energy, and next week we're doing our first totally virtual design sprint. [subscribe] We always look forward to doing design sprints in person, as it's a chance to get to know our teammates from around the world, as well as sketching, building and testing some new ideas (our Why Littledata? page is an example of a great design sprint outcome, not to mention numerous aspects of our Google Analytics Shopify app UX design). But we're excited for the online collaboration too -- it's a chance to really hone in, focus, and work together to create something new and useful. And if you're like us, you're ready to start getting back into the swing of online events too. Shopify has been hosting some great online events and meetups, but you probably already know about those. So we wanted to focus on some free events from leading apps and platforms in the extended Shopify ecosystem. Don't miss these online DTC ecommerce events There are a number of events we'll be checking out this fall. Here are some highlights from our partner network. ChargeX (September 2nd - 3rd) Headless Ecommerce Summit (September 3rd) Retail Renaissance (September 15th - 17th) Women in Subscription (September 24th) ChargeX (September 2nd - 3rd) ReCharge is taking their popular user conference online this year. ChargeX includes an agency day on September 2 and a merchant day on September 3. There will be speakers from brands such as Smol and Myro, and merchants who attended last year include Dr. Axe, Manscaped, and Lola. This year ChargeX will focus on how to create rich user experiences for your customers, what data you should be tracking every day to maximize revenue, and how to adapt using real takeaways from live customers to grow your business. ReCharge is one of our most popular analytics integrations at Littledata. A number of our customers and Shopify Plus agency partners will be attending ChargeX again this year, and we look forward to catching up with everyone! Headless Ecommerce Summit (September 3rd) The Headless Ecommerce Summit, presented by Netlify, is a free four-hour event covering modern headless stacks, no matter what checkout you'll be using (BigCommerce, SAP, Salesforce CC, Shopify, etc). Everyone knows that headless sites are super-fast. But how does it all fit together? Join decision makers, technologists, and e-commerce experts for a one-day deep dive into how you can leverage the Jamstack to take advantage of this new headless approach. Whether you’re just learning about headless e-commerce, you’ve already started to go headless, or you're a Jamstack pro, this conference will give you insights and actionable information to make your site and your business move faster. For more about how to how to track checkouts for headless Shopify setups, see our headless tracking demo. Retail Renaissance (September 15th - 17th) Retail Renaissance is the flagship conference from Emarsys. This year they're going big and going global (including talks en français!). We have re-imagined the conventional conference, creating a digital-first festival to help marketers, ecommerce and digital leaders in retail across the globe learn from their peers, engage with the wider community and contribute across a 3 day, timezone busting, global agenda. We're looking forward to a lot of high-level Shopify Plus content about omnichannel ecommerce and personalization. Which makes sense, as Emarsys is an omnichannel customer engagement platform popular with larger Shopify merchants (including many Littledata customers). [tip]Should you attend that ecommerce event? Check out our free conference checklist[/tip] Women in Subscription (September 24th) The Women in Subscription conference is a free virtual event with talks from leading innovators in the subscription industry. It's the industry's first woman-focused subscription event, with speakers from Bulu, All Girl Shave Club and more. If you haven't looked into Bulu, check it out -- really smart productization of the subscription box concept, from Paul and Stephanie Jarrett. If you're doing subscription ecommerce and interested in combining the latest trends in subscription boxes with data-driven subscription analytics to power your growth, Women in Subscription is an event not to miss. SUBTA, the subscription trade association, did an excellent job with their last virtual event, and we're looking forward to another engaging experience. https://subta.com/women-in-subscription/
Lunch with Littledata: Q&A with Casey Armstrong, CMO at ShipBob
This week, we're continuing our Q&A segment: Lunch with Littledata! We recently caught up with Casey Armstrong, CMO at ShipBob, to chat about the Shopify world, fulfillment, decision-making during COVID, Shopify analytics, and more. ShipBob is a tech-enabled 3PL that fulfills ecommerce orders for DTC brands; their mission is to make Shopify stores feel more successful online by providing reliable fulfillment solutions, warehouses near customers to help transit times, shipping costs, and the overall delivery experience. ShipBob also has a strong Shopify integration. [tip]Check out Littledata's top-rated Shopify app for Google Analytics -- with advanced tracking for Shopify Plus[/tip] Let's dive right in! Q: Has ShipBob’s core market changed during the crisis? Our core market has not changed since the COVID-19 pandemic started, but our core market has grown considerably. The reliance on selling direct-to-consumer and ecommerce has been steadily increasing year-over-year and now everybody who was hesitant or putting it off has to adapt immediately. "The reliance on selling direct-to-consumer has been steadily increasing" In addition, buyers are creating habits and becoming more comfortable buying online. This will impact retail forever. There is no going back to the percentage of retail occurring offline in the US. Q: Are you still seeing a big uptick in AOV when customers migrate to using ShipBob's fulfillment solution? This varies greatly by merchant, but by offering free shipping, fast shipping, or fast and free shipping, we have seen merchants see increases in AOV from 17% and up to 98% in extreme cases. Q: If you were personally to start an ecommerce business in North America right now, what would you sell? Happiness :) Q: What's the most common misconception ecommerce businesses have about fulfillment, or just 3PL solutions in general? The biggest misconception is that they have to be doing a lot of volume. That is not the case. In fact, ShipBob was built to democratize fulfillment for all ecommerce merchants. We have customers that are doing 50 shipments per month and customers that are doing well over 50,000 shipments per month. They both have access to the same fulfillment center network, run by the same warehouse management system, and they see everything in the same merchant application. Plus, we charge $0 for all of our software, including all integrations and our analytics tools. Q: Are a number of your Shopify merchants selling by subscription? Which apps are they using? Yes, we have a lot of merchants utilizing subscription offerings, so they can increase customer LTV and have a more predictable revenue stream. The most common applications we see now are ReCharge and Bold Subscriptions. [tip]See how you can track your subscription data with complete accuracy.[/tip] Q: Any tips for merchants who might be new to ecommerce? Know your numbers: COGS, customer acquisition costs, and fulfillment costs. Sounds basic, but if you don’t know your numbers, you can't efficiently scale your business or know which levers to focus on! Quick links Littledata's partner program for Shopify Plus agencies and tech partners Free ebooks about how to improve Shopify analytics Headless Shopify tracking with Littledata
Tracking Bold Subscriptions in Google Analytics
With over 1,700 positive reviews in the Shopify app store, Bold Subscriptions is a popular solution for Shopify merchants selling by subscription. It's plug-and-play but highly scalable for Shopify Plus. In order to really scale your subscription business, you need complete sales and marketing data. This doesn't just help with improving marketing ROI, but also increasing engagement and delighting your customers, which in turn leads to higher AOV and LTV. But whether you're on Shopify or Shopify Plus, subscription analytics can be complicated to set up manually -- not to mention ongoing maintenance and QA of your custom scripts and GTM containers. With that in mind, we are especially excited to announce an updated Bold integration that works for both Bold Subscriptions and Bold Cashier. Littledata's Bold Subscriptions connection enables advanced Google Analytics tracking so you can make sales and marketing decisions based on accurate data. Setup takes less than 15 minutes. Bold Subscriptions tracking Subscription customers are notoriously difficult to acquire, so it's especially important to figure out how to predict which new subscribers will stick with your business for years to come. Sales and marketing decisions ultimately come down to data about sales channels and retention. But do you trust your marketing channel breakdown? What about your LTV cohorts? Littledata's Bold connection works in tandem with our main Shopify connection to ensure complete data about subscription sales. Our Shopify app for Google Analytics and Shopify app for Segment both use a combination of server-side and client-side tracking to capture everything that happens in your Shopify store. You can connect your Bold checkout with just a few extra steps to get complete tracking. This includes: First-time subscription orders One-off purchases (regular Shopify sales) Recurring orders Refunds Not only that, but we stitch sessions together automatically so that the first-time purchase and recurring purchases are tied back to the original marketing channel. During the integration setup, we'll also ask you to create additional Views in GA so you can easily analyze subscriber behavior (like how a particular cohort of subscription box customers behaves over time) vs. first-time purchases (which channels or campaigns led to that initial sale). [tip]Once you install Littledata, take advantage of our custom dimensions for tracking repeat repeat purchases and lifetime value. Learn more about our unique approach to LTV.[/tip] The data is available directly in Google Analytics or Segment (or any connected tools and platforms you might be using, such as Glew, Data Studio or Tableau). And our data layer works easily with GTM (Google Tag Manager). Marketing attribution The question we hear most often at Littledata is, "Why doesn't my Shopify data match Google Analytics?" This is just as true for Shopify as for Shopify Plus. As we've optimized our tracking solution for Shopify Plus (scalability, multi-currency tracking, cross-domain tracking, etc), we've found that marketing attribution is still a major pain point for stores that aren't using Littledata. Shopify is a phenomenal platform, it just needs a few extra integrations to make the plug-and-play apps work well with your data setup. Before Littledata Unless you have full-time developers who have built a custom solution for your Shopify tracking, you will likely see a lot of traffic attributed to "Direct" in Google Analytics, sometimes as much as 99%. We have found that 88% of Shopify stores have inaccurate data in Google Analytics, and the direct-traffic issue is especially bad, off by at least 20% for a majority of those stores! This means that without Littledata, your marketing analysis can feel a lot like guesswork (or endless hours piecing data together in Excel from all hour different ad platforms and sales tools). After Littledata Littledata's smart tech stitches sessions together automatically so that you'll see a much more accurate view of marketing channels, including email, PPC, paid search and referrals. Our Shopify apps use a combination of client-side and server-side tracking ensure that every user touch point is captured and sent back to Google Analytics. Adding the Bold Subscriptions integration extends this tracking to recurring Bold orders as well. See our help center for documentation about how Littledata's tracking works, or watch a quick demo video. [subscribe]
How to get accurate Shopify data in Google Analytics (VIDEO)
If you're using Google Analytics to report on Shopify data, you need to watch this video. Ecommerce analytics were complicated, so we built a better way. Don't spend money on custom setups or expensive ETL configurations for your analytics. Just use this one automated tool. Check out this quick demo of Littledata's popular Shopify to Google Analytics connection, available in the Shopify app store. Littledata is the easiest way to automate Google Analytics for your Shopify store. By connecting your Shopify store to Google Analytics, get: Smart audits to check for accurate tracking Seamless connections with apps like ReCharge and CartHook Benchmarks against thousands of ecommerce sites Easily extensible via Google Tag Manager (GTM) Own the data in Google Analytics And that's not all. We also add custom dimensions to track LTV and payment gateways like Klarna, Paypal and ShopPay. In the video above, see how the Littledata Shopify app for Google Analytics fixes tracking automatically. Fix your tracking Littledata works behind the scenes to fix your Shopify tracking and ensure accurate data. From marketing channels to checkout steps, Littledata's automated audit checklist gives you a clear picture of what to track and how to track it, and how each integration works. [note] Why doesn't Shopify match Google Analytics? Get the Shopify analytics ebook. [/note] Benchmark your Shopify site Say goodbye to guessing games and start benchmarking your site against top performers with Littledata's automated benchmark tool. Filter by industry, location, website size and more. We look at technical factors like server response time, as well as classic ecommerce benchmarks like conversion rates by device (mobile vs desktop). Check out the top Shopify benchmarks to get started. Automatic tracking for marketing and checkout apps Scalable tracking for Shopify and Shopify Plus Automated import of Facebook Ad Costs and Instagram Ad Costs Checkout flows like CartHook Subscription ecommerce apps like ReCharge and Bold Subscriptions [note]Do you trust your Shopify tracking in GA? Here's a free guide to how you can[/note] If you're about to watch this video, chances are that you're still doing analytics by hand. Or you've tried other apps that were just connectors -- they didn't fix the tracking. Littledata works with popular reporting apps like Google Data Studio, Tableau and Power BI. Littledata's app for Shopify will give you an edge on the competition with accurate data across the entire customer life cycle. For ecommerce managers and developers With Littledata's smart script to fix your tracking, you can enjoy accurate data about marketing channels, product performance, transactions, revenue, shopper behavior and more! Check out our help center for documentation and free training on: Tracking the Shopify checkout funnel events The best GTM and Google Analytics data layer for Shopify How to use custom dimensions to calculate LTV We're here to help you make data-driven decisions based on accurate data. Let us keep up with the complications of webhooks, APIs and server-side tracking, so you can focus on scaling your business! Get started with a 30-day free trial for a full month of accurate Shopify data. [subscribe]
Lunch with Littledata: Q&A with Chase Clymer, Co-Founder of Electric Eye
This week, we're continuing our Q&A segment: Lunch with Littledata! We recently caught up with Chase Clymer, Co-founder of Electric Eye, to chat about the Shopify world, headless commerce, decision-making during COVID, Shopify analytics, and more. Chase also leads the charge at Honest Ecommerce, a weekly podcast where he provides store owners with honest, actionable advice to grow their business. A number of Electric Eye's clients use our Shopify app for Google Analytics, and as a matter of fact,we recently partnered with Honest Ecommerce to assemble a list of the 8 best apps to help you scale in 2020, whether you run on Shopify or Shopify Plus. Let's dive right in! Q: How did you start Electric Eye? We borrowed the name from a Judas Priest song when clients got confused who to send money to for projects. We started the way most agencies start -- by complete accident. My partner Shawn and I ended up with a handful of freelance ecommerce clients, all on Shopify. We were tackling improvements and marketing and eventually it evolved into a business. That was about 5 years ago. We still have the same core values, with a few extra now. We started because we wanted to run a business that made us happy and truly helped people. Q: Has your offering changed during the pandemic? Our focus has been on ecommerce and the pandemic has really highlighted the importance of ecommerce, so we've been a bit busier lately. Our offer has not changed at all: we increase sales for ecommerce brands. We create Shopify-powered sales machines with strategic design, development and marketing decisions. We have been a little more friendly when it comes to terms for our clients, as some of them need to make investments now to pay off later. Q: Is headless ecommerce just a passing fad? That's a great question. I don't think headless ecommerce is a fad. I've been learning all about it lately from our Lead Developer. It has its place, but like everything in technology, it's just a tool. No tool will fix underlying issues. Using all the buzzwords on your store build won't make your product not suck or fix your marketing. Focus energy there. Using all the buzzwords on your store build won't make your product not suck or fix your marketing. Focus energy there. [tip]Did you know Littledata tracks headless Shopify setups in both Google Analytics and Segment?[/tip] Q: What's one episode you'd recommend for merchants who haven't yet heard your Honest Ecommerce podcast, and why? I'd probably recommend our most popular episode with Joe from Speedboostr where we talk about optimizing Shopify stores and automation. In this one, I feel like I've finally hit my stride and as someone who can actually host the podcast (haha). Q: And one more just for good luck? Our second most popular episode is actually the first episode we ever recorded with Kurt Elster. We chat about 'revenue optimization' for Shopify stores -- and who doesn't want to make more money? [tip]Check out Littledata's co-founder Ari Messer's chat with Chase in Honest Ecommerce episode #21[/tip] Q: Why are so many musicians interested in tech? I think it comes down to the DIY nature of most bands. You're so broke, you have to learn things just to get them done. I believe a lot of brands should do that too. Learn the basics about anything you're going to hire out so you can talk effectively about how your investment is going to create a positive ROI. Q: When's the best time to hire a Shopify expert? After you've found product / market fit. Simply put, this means you're seeing real sales from actual customers. This would be a good sign you've got an actual business. Nobody is going to build a business for you. It takes hard work, and you've got to do that work, or you're not going to get any results. Q: How important are analytics to your clients? What tools do they use? Analytics are extremely important and I could rant all day about certain ones in certain places, but in short, we try and focus on three main KPIs: Conversion rate Average order value (AOV) Traffic These three numbers run an ecommerce business. I've got a video on YouTube where I go more in-depth about it. Improving those metrics is where you should focus your time and energy. Shout out to lifetime value (LTV / CLV) as well, but that's getting a bit more complex haha. [tip]Selling by subscription? Here's how you can calculate LTV in Google Analytics for your Shopify subscription store[/tip] As far as tools go, Google Analytics is an amazing tool. It's free and more robust than almost anything else on the market. It's just a bit overwhelming to set up and use correctly. We also pull a lot of numbers straight from native applications or advertising solutions, such as Klaviyo and Facebook Advertising. Quick links Littledata's partner program for Shopify Plus agencies and tech partners Headless Shopify tracking with Littledata Import Facebook Ad Costs to Google Analytics for complete marketing data Resources for COVID-19 and ecommerce
The state of mobile ecommerce for Shopify stores (VIDEO)
Is mobile a better channel than your current data suggests? We recently caught up with Will from Underwaterpistol and Claudia from Klevu to chat about the state of mobile ecommerce. The average mobile conversion rate tends to be only 1-2% for Shopify stores. But that's just the beginning of the story. Optimizing for mobile is an ongoing process. There isn't just one solution. In addition to technical factors like page load speed (time to first paint, etc.), you have to consider the entire user journey and optimize the flow accordingly. This includes social presence, the details of browsing behavior (eg. on-site search, product list views), and checkout funnel tracking, which can be difficult to do manually for Shopify stores. That said, unless you get marketing attribution right in the first place, you might be beating a dead horse. [note]How do you compare? Check out our list of essential benchmarks for Shopify stores, including average order value (AOV) and bounce rate from mobile search.[/note] Multi-touch attribution models are useful, but it's important to fix basic tracking issues first (such as cross-domain tracking in the checkout flow), and even once you get that tracking set up correctly, it's essential to understand how users are behaving at each touchpoint, rather than just giving each touchpoint a certain percentage of credit for the conversion. This is especially true for Shopify stores and DTC brands where popular mobile channels such as Instagram and Pinterest are a strong draw. For example, if your best (highest LTV) customers are actually coming from Instagram Ads on mobile devices, and then purchasing on desktop once they get into your brand story on a deeper level, then maybe your mobile site should focus on visual brand stories with an email signup CTA, instead of discounts and cart abandonment campaigns aimed at direct ecommerce conversions. Thanks to Underwaterpistol (UWP) for putting together the video chat! UWP is one of our Shopify Plus agency partners at Littledata. Do you run a team of Shopify experts that would like to use Littledata to fix tracking for your clients? Learn more about our partner program.
What's new for ReCharge tracking
Are you ready for ReCharge v2.3? The latest version of Littledata's popular ReCharge connection is more powerful and extensible than ever. Subscription ecommerce is booming right now, especially for consumables like wine and coffee. Many Shopify stores are even seeing Black Friday-level traffic. But there's also more competition than ever. ShipBob has noted that subscription discounts are especially popular right now, during the seemingly endless days of COVID-19, as a way to bring new subscribers to your brand. This is a major opportunity -- but it also means that there's a lot more competition. Data is more important than ever to understanding your store performance and benchmarking your site, choosing the best marketing channels for your products and targeting the best customers with a higher lifetime value (LTV). Data is more important than ever to understanding your store performance So what exactly can you track with Littledata's ReCharge integration? ReCharge integration for Google Analytics Our ReCharge connection has gone through a lot of updates over the years, based on feedback from our customers, including smaller Shopify merchants, larger DTC brands on Shopify Plus, and our agency partners around the world. Earlier this year, ReCharge v2 saw the addition of subscription lifecycle events. ReCharge v2.3 is now available to all merchants, with the addition of events to track the ReCharge checkout funnel -- and segment by product and marketing channel. So what's new? Clearer segmentation of first time vs recurring orders When you add Littledata's ReCharge connection we now add three Views in Google Analytics to help segment the data: One-time orders and first-time subscriptions - A good way to track initial purchases. We automatically filter out duplicate and recurring orders from this view. All orders - All orders placed on your store, including one-time orders, first-time subscriptions, recurring orders, and prepaid orders. Raw backup - A raw data backup with no filters! This separation enables stores to easily calculate Customer Acquisition Cost (CAC) on one-time orders and first-time subscriptions. Furthermore, for all the subscriptions that started after you installed Littledata’s ReCharge connection, you can group them by subscriber (Shopify customer ID) or by marketing channel or campaign for insightful Return on Investment (ROI) calculations. Read more about how Littledata works with Views and Filters. Checkout funnel events Starting from June 2020, stores on ReCharge v2.3 can see checkout step events to match the checkout events sent from the Shopify checkout. Littledata’s checkout tracking works without the need to add Google Tag Manager or other tracking scripts to the ReCharge checkout, simplifying implementation -- and reducing the risk that 3rd party script interrupt or intercept the sensitive payment details. Excluding prepaid subscriptions Stores generating prepaid subscriptions were seeing duplicate orders when that subscription eventually got processed. In the new One-time orders and first-time subscriptions view, we filter these duplicates out automatically. Custom dimensions for LTV and more Our ReCharge customers benefit from the same user-scope custom dimensions in Google Analytics that we have for all Shopify stores, allowing you to segment and retarget audiences based on data such as their lifetime spend, date of first subscription, or number of subscription payments. Marketing attribution All of these ReCharge v2.3 updates work with our smart tech for accurate marketing attribution. What's the real ROI on your Facebook Ads? Do customers who pick higher-value subscription bundles come from a particular channel? See how Littledata fixes marketing attribution automatically for Shopify stores, with a combination of client-side (browser) and server-side tracking. [tip]Read our reviews to see what ReCharge customers are saying about Littledata! [/tip] ReCharge integration for Segment Our ReCharge integration is now fully compatible with our Shopify to Segment connection, so if you want to send Shopify and ReCharge events to Segment, we've got you covered. This is a seamless way for ReCharge stores to get revenue and customer information into Segment's hundreds of destinations. Headless Shopify tracking for ReCharge ReCharge Connection v2.3 is fully compatible with Littledata's headless tracking solution. Stores using ReCharge's new Checkout API can use Littledata's headless demo to show you how to get the same seamless customer journey from storefront, through checkout to purchasing. Littledata is the only tracking solution compatible with headless ReCharge setups, including those built by our amazing tech partners like Nacelle. ReCharge in-app analytics ReCharge has also launched a powerful in-app analytics feature available to all users. ReCharge launched Enhanced Analytics for Pro customers in 2019 to allow cohort and metric tracking. This is a powerful feature, but it’s different from what Littledata does. The most successful brands are using both tools. ReCharge’s analytics feature offers easy ways to visualize your ReCharge data in the app, while Littledata fixes sales and marketing tracking and sends that data to Segment or Google Analytics. What you can do ReCharge Enhanced Analytics Littledata + Google Analytics Littledata + Segment Look at trends in subscription sign-ups and cancellations ✔ ✔ ✔ Analyze churn rate by cohort or product ✔ ✔ * ✔ * Visualize cohort retention ✔ Fetch last-click source and medium (UTM parameters) from subscription API ✔ Analyze multi-channel marketing contributions to subscription sales ✔ ✔ ✔ Attribute recurring orders back to marketing campaigns ✔ ✔ ✔ Analyze Customer Lifetime Value including non-ReCharge spend ✔ ✔ Track charge failures by any customer attribute ✔ ✔ Track subscription cancellations or upgrades by any customer attribute ✔ ✔ Track customer updates by any customer attribute ✔ ✔ Track usage of the customer portal on our site by any customer attribute ✔ ✔ See how any ReCharge customer event connects to the pre-checkout behaviour of the user ✔ ✔ Look at cancelation rate by marketing channel ✔ ✔ ✔ Trigger transactional emails based on changes to subscriptions ** ✔ Retarget segments of ReCharge audience in common marketing destinations ✔ * Requires additional analysis in a spreadsheet** In Segment destinations such as Iterable How do you get all this? If you're already a Littledata customer, you can update to ReCharge v2 directly in the app (just login and you'll be prompted to upgrade if you haven't already). New to Littledata? We now offer a 30-day free trial on all plans, and setup only take a few minutes. If you are looking for more support, like account management or analytics training, please contact us about enterprise plans.
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