Author

Edward Upton

Founder & CEO

Edward founded Littledata in 2015 as an analytics consultancy for ecommerce brands including MADE.COM and Micro Scooters, then turned it into the data layer for Shopify. He has spent over a decade on Shopify tracking, GA4 and marketing attribution, and speaks on ecommerce analytics at events including DigiMarCon and the Ecommerce Agency Summit.

Expertise

Shopify analytics
Google Analytics 4
Marketing attribution
Server-side tracking
Klaviyo
Meta Conversions API
AI in ecommerce

101 posts

Speaking and podcasts

Talk · Sep 2026
EU Ecommerce Agency Summit, Seville
Speaker at the annual summit for European ecommerce agency leaders.
Talk · 2026
DigiMarCon London 2026
Speaker at the digital marketing, media and advertising conference.
Talk · Jul 2026
UK Ecommerce Agency Summit, Edinburgh
Speaker at the annual summit for UK ecommerce agency leaders.
Interview · Feb 2026
aulium
Optimizing Shopify ad spend and first-party data after third-party cookies.
Podcast · Apr 2025
eCommerce Fastlane podcast
From unknown visitor to loyal customer, and Littledata's conversion strategies.
Podcast · Apr 2024
Martalks podcast
Why data accuracy leads to better collaboration between agencies and retailers.
Talk · 2022
DigiMarCon London 2022
Emcee and keynote on measuring ecommerce customer lifetime value.
Podcast · 2022
Measurelab Podcast
Discussing Google Analytics 4 for ecommerce.
Talk · 2021
WhiteLabel Expo, Frankfurt
Keynote on measuring ecommerce customer lifetime value with Google Analytics.
Talk · 2019
Shopify Debrief, Toronto
Panelist on the business of Shopify apps.
Talk · 2018
Agile Cambridge
Measure. Improve. Repeat. Building analytics into an effective product cycle.