By Jaz FieldUpdated
How Naturalmat cut Google Ads CPA by 46% with Littledata and Sweet Analytics
Who is Naturalmat?
Naturalmat is a British brand handcrafting organic, chemical-free mattresses and bedding in Devon, from cribs to super king beds. After it switched Google Ads to Littledata's server-side conversion tracking, with Sweet Analytics for reporting, its Google Ads cost per acquisition (CPA) fell 46% and conversions rose 163%, on only 40% more ad spend (December 2024 vs. December 2023).
Why couldn’t Naturalmat trust its Google Ads data?
Naturalmat's marketing team had ambitious growth goals, but couldn't fully trust the data behind its Google Ads:
- Missed conversions: Shopify's default tracking wasn't capturing every sale, especially cross-device journeys.
- Inflated CPA: Attribution gaps made cost per acquisition look higher than it was, so campaigns were hard to optimize.
- Guesswork on budget: The team couldn't tell which campaigns were really driving sales, so scaling spend felt risky.
Key Wins
-46%
Google Ads cost per acquisition
+163%
Google Ads conversions
0.83% → 1.56%
Google Ads conversion rate
How did Littledata fix Naturalmat’s Google Ads tracking?
Littledata's Google Ads connection sends conversions from Shopify's servers instead of the shopper's browser, so Google Ads receives:
- Every purchase: Conversions are sent for each order, including those Shopify's client-side scripts missed.
- Better attribution: Sales are matched back to the right ad across devices and in browsers that block cookies.
- A clean signal to bid on: Google Ads optimizes campaigns on accurate conversion data, not a partial count.
How does Naturalmat report on the data?
Sweet Analytics became Naturalmat's source of truth for reporting. It brings sales and marketing performance, including GA4, into one place, and Littledata's tracking means the numbers behind it are accurate.
“Sweet Analytics is an integral part of our tech stack. For a complex merchant, where Shopify’s reporting falls short (we don’t use it at all), Sweet provides us with insights and data we can trust.”
– Naturalmat team
What results did Naturalmat see?
With accurate conversions flowing into Google Ads, Naturalmat cut its CPA by 46% and grew conversions by 163% in December 2024 compared with December 2023, while ad spend rose only 40%.
The gains kept building, as the chart shows:
- Cost per acquisition (green line) fell from over £300 in 2022 to under £100 by 2025.
- Click-through rate (red line) more than tripled, from around 1.0% to over 3.5%.
- Conversion rate rose every year: 0.83% in 2023, 1.04% in 2024 and 1.56% in 2025.
Naturalmat’s Google Ads results
Google Ads performance after Naturalmat moved to Littledata's server-side tracking.
| Metric | Result |
|---|---|
| Cost per acquisition | -46% (Dec 2024 vs. Dec 2023) |
| Conversions | +163% (Dec 2024 vs. Dec 2023) |
| Conversion rate | 0.83% (2023) to 1.56% (2025) |
| Click-through rate | Around 1.0% to over 3.5% |
Can other brands get the same Google Ads results?
Yes. Brands that rely on browser tracking for Google Ads are bidding on an incomplete conversion count. Littledata's Google Ads connection sends every purchase server-side in a no-code setup, and can now also send new-customer conversions and net revenue with Profit Signal, so Google bids on the customers and margins that matter to you.
What Naturalmat says about Littledata
Naturalmat's 5-star review on the Shopify App Store.
Using LittleData puts my mind at ease that everything that can be tracked - is tracked. It feels much more secure than Shopify’s less than friendly suggestions to control how data flows via partner apps (like Google or Meta). At Naturalmat we have quite complex needs and often push our app partners on configurations that would work for our business - LD have supported each and every "out there" request and the support team is amazing. I often speak to Claudiu and Cornelia and they both have been brilliant. Trying to get hold of anyone at Google or Meta, well, we've all been there - forget it. There are a few apps I can't imagine having a Shopify store without, and LD is definitely one of them.
