How Soft Services Enhanced Attribution Accuracy for Their Headless Store with Littledata

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Introduction

Soft Services is a direct-to-consumer (DTC) skincare brand that has embraced headless ecommerce technology to deliver a fast, highly customized shopping experience. As an early adopter of headless storefront architecture, the team has always prioritized innovation and performance, and that includes having advanced tracking in place to measure results across their marketing channels.


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Challenge

Running a headless storefront on Shopify offers flexibility and speed, but it also comes with tracking complexities. Because headless builds decouple the frontend from Shopify’s Liquid theme, merchants can’t rely on the same out-of-the-box tracking methods used in traditional storefronts.

Before going Headless, Soft Services had already implemented Littledata to connect Google Analytics 4 (GA4) and Meta CAPI, but the brand wanted to strengthen their setup with additional, more resilient signals, ensuring consistent attribution even with frequent frontend deployments or changes in browser tracking policies.

Key tracking challenges for headless stores include:

  • Session Stitching: Ensuring user actions on the custom frontend (e.g., product views, add-to-cart) are matched with checkout and order events on Shopify.
  • Client-Side Event Tracking: Collection and product views aren’t automatically tracked, so they must be sent from the frontend to each data destination.
  • Cross-Domain Consistency: Because checkout happens on Shopify’s domain, cookies and session IDs can be lost, affecting attribution.
  • Frequent Deployments: Regular frontend updates can unintentionally break tracking scripts if they’re not future-proofed.

These factors mean that even technically advanced teams can see fluctuations in attribution quality over time, especially if they’re not leveraging persistent, server-side signals.


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Solution

To enhance their tracking reliability, Soft Services implemented Littledata’s Advanced Tracking Script, a headless-ready, server-side solution designed to persistently stitch sessions across domains and ensure full-funnel visibility.

The setup required no developer resources. By adding the script to their customer event web pixel, the marketing team gained:

  • Persistent Session Stitching: Linking headless frontend events with Shopify checkout and purchase events for complete funnel attribution.
  • Server-Side Checkout and Purchase Tracking: Orders and checkout steps sent directly from Shopify’s servers to GA4 and Meta CAPI, unaffected by browser restrictions or ad blockers.
  • Future-Proofed Tracking: Reduced risk of losing attribution accuracy during frontend updates.

This acted as a unified tracking layer, combining client-side and server-side data to capture more complete user journeys.


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Results

Following the upgrade, Soft Services saw a significant improvement in attribution reliability, ensuring all attributable orders were linked with the correct source data in GA4, which constitute around 80% of the total daily orders.

With more complete data, Soft Services can now:

  • Reallocate marketing spend toward the highest-performing channels
  • Accurately measure campaign influence on conversions
  • Optimize budget decisions faster and with more confidence

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Summary

By adding Littledata’s Advanced Tracking Script to their existing setup, Soft Services strengthened the accuracy and resilience of their headless tracking, not just maintaining visibility, but enhancing it with persistent server-side signals.

This improvement means the marketing team can operate with confidence, knowing that their attribution data reflects the real impact of their campaigns. The result: smarter budget allocation, faster optimization, and the ability to scale efficiently.


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