Using Littledata with Sweet Analytics

Littledata recommends Sweet Analytics as a complementary data tool for brands looking to accelerate their growth.

Both Littledata and Sweet Analytics have an approved Shopify app to make it super easy for Shopify brands to set up the data connections – but how does this help with growth?

Google Analytics (GA4)

Littledata tracks accurate Enhanced Ecommerce events and revenue to GA4, which can be used both for reporting and audience building in Google Ads. Using a combination of client-side and server-side tracking, Littledata guarantees 100% of revenue can be tracked.

But building useful dashboards in GA4 can be time consuming and complex, so Sweet Analytics pulls these customer touchpoints from GA4 into their own platform for a variety of reports.

Sweet provides the visualization layer on top of Littledata’s robust data pipeline making day to day access to your core GA metrics simple and easy- and in the same place as all your sales and marketing data.

Sweet Analytics also offers an import from Universal Analytics, so you can see year-on-year performance for those who don’t have GA4 data from 2022.

Google Ads

These same conversions (or Key Events) that Littledata tracks in GA4 can also be shared with Google Ads for retargeting.

This enables you to build more specific audiences in Google Ads: such as customer’s preference for products, the stage of checkout that they abandoned or their lifetime value (more below).

Sweet Analytics offers a complimentary audience building tool for Google Ads, importing historic customers to target (or exclude from ads). This feed is particularly key for Performance Max and so you can include or exclude your full customer database – not just customers since GA4 came into being.

All of the events sent from your Shopify store to Google via Littledata will be tied to a device and a cookie. This allows advertising to prospective customers, but can’t track customers who purchased before Littledata was installed. That’s why you need data from both Littledata and Sweet.
In addition, the Sweet tracker captures a customer’s complete multi-touchpoint journey allowing for deep analysis of attribution and customer segmentation based on both online and offline marketing sources.

Meta Ads

Using Facebook or Instagram paid ads? Littledata also supports accurate revenue data into Meta via their Conversions API (CAPI).

This accurate revenue allows you to measure more completely within the Meta platform how the ads are performing.

Meta’s ability to link customer behaviour via Facebook, Instagram and other accounts enables better cross-device and long-term attribution of ads to sales – so Littledata recommends this in addition to Google Analytics 4 measurement.

In a similar way to the functionality with Google, Sweet can also import complete historic customer audiences and segmented data based on customer behaviour (such as product buying habits or customer lifetime value) into Meta to use for targeting ads.

Sweet also simplifies life by bringing Facebook reporting into the single platform and allowing costs to be included within an overall cost to acquire a customer (CAC). And if the revenue Littledata tracks into Facebook is accurate then the reports on Sweet will reflect this uplift.

Tracking Customer Lifetime Value (LTV)

Sweet Analytics pulls marketing and sales data from many sources (including affiliates, Amazon and offline campaigns) to analyse and monitor customer lifetime value, and to use audience data to drive performance and analysis.

Littledata also supports analysis by LTV, firstly by linking 100% of revenue into a customer journey that can be reported on in Google Analytics, and also by adding an LTV custom dimension to segment reports by LTV.

This includes tracking recurring orders back to the marketing channel, and post-purchase upsells to the campaign.

Sweet – as it contains both sales and cost data – is able to relate CAC to LTV, so that a business can plan to optimise its growth based on LTV and Sweet’s growth forecasting tools.

Klaviyo

Brands using Klaviyo for email or SMS marketing need help both reporting on campaign performance and building better performing audiences.

Sweet Analytics adds a number of Klaviyo reports – including multi-territory – and provides dynamic segmentable audiences based on customer emails.

Littledata has a data connector for Klaviyo which allows better targeting of pre-checkout customers with email campaigns. This results in higher-performing abandoned browse or abandoned cart campaigns.

Conclusion

E-commerce businesses need a complete view of customer and marketing data; including having accurate data within GA4 in order to drive performance in key marketing channels – such as Google and Meta ads and email, such as Klaviyo.

A combination of Sweet and Littledata provides a brand with the complete tool kit for analysis and action, improving ROI and saving time by ensuring all data is accurate and in one place.