Ecommerce analyticsShopify
The New Shopify Growth Playbook: What Premium Brands Need to Know Right Now
by Edward Upton
Edward Upton
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.
104 posts
Posts by Edward Upton
EcommerceEcommerce analyticsShopify
The Creative Bottleneck in Ecommerce: Why Shopify brands need better workflow, not just better ads
by Edward Upton
Ecommerce analyticsGoogle AnalyticsShopify
Data accuracy is a growth lever for ecommerce teams
by Edward Upton
KlaviyoShopify
Why Klaviyo flows miss revenue on Shopify: The data problems most brands overlook
by Edward Upton
Customer Lifetime ValueEcommerce analyticsShopify
Profit-first marketing: the only metric finance trusts
by Edward Upton
EcommerceEcommerce analyticsShopify
From Cockroaches on Subscription to a $270M Reset: The Real Story Behind Recharge
by Edward Upton
ShopifyEcommerce analytics
Why Shopify Brands Are Flying Blind: And What a Data Layer Actually Does About It
by Edward Upton
EcommerceEcommerce analyticsKlaviyo
The Ultimate Guide to Klaviyo Flows
by Edward Upton
Ecommerce analyticsShopify
Bad data is shrinking your Shopify market
by Edward Upton
Meta AdsMarketing Attribution
Meta Attribution in 2026: What Business Owners and Senior Leaders Need to Know
by Edward Upton
Google AnalyticsShopify
The Data Layer for Shopify: Fixing the Signal Problem Behind Meta and Google Ads
by Edward Upton
Data StrategyShopify
Signals and Optimization: How top Shopify agencies use data
by Edward Upton