By Jaz Field
How The Diamond Store recovered 12% more Google Ads purchases with Littledata
Who is The Diamond Store?
The Diamond Store, a UK online jeweler specializing in diamond engagement rings and fine jewelry, switched from Elevar to Littledata on the recommendation of agency partner Quickfire Digital.
Why couldn't The Diamond Store trust Elevar's numbers?
Elevar's numbers were lagging behind what Littledata showed in the same Google Ads account. Elevar's reported ROAS fell from 5.1 in late March to 3.0 by the end of June. Littledata, live from 20 May, held at about 4.
Tested side by side, Littledata reported more purchases on 29 of the 30 trial days, and 12% more purchases over six weeks on the same spend.
Key Wins
+12%
Google Ads purchases vs Elevar
29 of 30
trial days ahead of Elevar
+35%
Microsoft Ads purchases per day
How did Littledata fix Google Ads tracking?
Littledata's customer success team connected GA4, Google Ads and Meta on the first onboarding call.
Littledata's Google Ads connection sends every purchase from Shopify's servers, using Shopify's own order data:
- Every order counted, including subscriptions, POS and post-purchase upsells
- Enhanced Conversions built in, so Google can match purchases to clicks with or without cookies
- No double counting, with each purchase deduplicated by Shopify order ID
To compare, The Diamond Store ran Littledata and Elevar side by side in the same Google Ads account for 30 days, with the same clicks, spend and 90-day click-through window.
What results did The Diamond Store see?
The Diamond Store moved to an annual Littledata plan before the trial ended:
- A gap that kept growing: Over six full weeks (23 May to 3 July), Littledata's lead grew from 7% in the first week to 22% by the week of 27 June, 12% overall on the same spend
- More channels: A week after switching, The Diamond Store added Microsoft Ads, TikTok and Pinterest. Microsoft Ads then reported 35% more purchases a day
Littledata vs Elevar in Google Ads
Same account and spend, 23 May to 3 July 2026
| Littledata vs Elevar | |
|---|---|
| Purchases tracked | +12% |
| Purchase value | +14% |
| ROAS | +13% |
Microsoft Ads after switching to Littledata
Change in daily averages vs Microsoft's UET goal
| Per day | First 30 days | First 90 days |
|---|---|---|
| Purchases tracked | +40% | +35% |
| Purchase value | +38% | +18% |
Should you switch from Elevar?
The Diamond Store's test is easy to repeat:
- Test it on your own account. Run Littledata alongside Elevar in the same Google Ads account, with a 30-day free trial, twice the length of Elevar's.
- No GTM to rebuild. Tracking is server-side and no-code, and the Littledata team verifies orders and checkout with you.
- Every destination included. Google Ads, Microsoft Ads and every other connection come with every Littledata plan.
- Low-risk for agencies. Your client keeps Elevar running until the numbers make the case.
Running Elevar today? Book a call and we'll set up the same side-by-side test.
