Accurate Shopify signals for Microsoft Ads decisions

Microsoft Ads relies on browser tracking, but Shopify’s checkout, subscriptions, and identity model operate server-side. As a result, a significant portion of conversions never reach Microsoft Ads.

Leading to under-reporting, unstable attribution, and optimisation decisions based on incomplete signals.

Littledata is the data layer for Shopify, sending complete, server-side Shopify events directly to Microsoft Ads. Each conversion is captured as Shopify emits it, aligned to Shopify’s data and identity model.

Microsoft Ads receives clean, consistent signals it can trust, restoring clarity in reporting and confidence in optimisation.

Littledata ensures Microsoft Ads can reliably distinguish new customers from returning ones before conversions are sent server-side. This prevents repeat purchases from being misclassified as acquisition.

By separating new customer and first-time subscription purchases at the data layer, teams can focus spend on true growth, improve Marketing Efficiency Ratio (MER), and retain control over acquisition decisions.

Littledata enriches each conversion with hashed, first-party identifiers aligned to Shopify’s identity model. This improves match rates and allows Microsoft Ads to attribute performance more accurately.

Stronger identity signals support better bidding decisions across acquisition and retargeting.

Littledata captures all Shopify events server-side and enriches them with market context before they reach your analytics, ad platforms, or Email/SMS tools.

• Aligns automatically with Shopify’s release cycle
• Removes dependency on manual workarounds
• Requires no engineering or GTM maintenance