Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 327 41 mins

Accurate eCommerce Analytics in a First Party Data Era

About the guests

Edward Upton

Kunle Campbell

Edward founded Littledata to make it ridiculously easy to connect sales, marketing and customer data. Top DTC brands around the world trust Littledata’s smart connections for accurate ecommerce analytics. Since launching our first Shopify app in 2017, we have empowered thousands of data-driven brands to make better decisions to accelerate growth.

On today’s episode, Kunle is joined by Edward Upton, Founder of Little Data, a platform that helps eCommerce merchants automatically connect Google Analytics with platforms such as Shopify and apps like ReCharge and Facebook Ads.


Making data-based decisions is a goal for many-a-business. But getting a unified picture of data from multiple platforms is a major challenge to say the least. Add to that the many privacy related changes in the industry, and you’re looking at an almost impossible jigsaw puzzle. Data is getting more fragmented and harder to tie into creating a bigger picture. This is the problem that companies like Littledata are helping solve by providing a connector that enables companies to get better raw data which leads to better decisions.


In this episode, Kunle and Edward talk about the importance of and challenges around eCommerce Analytics. You will get to hear about what types of events you should be tracking, the biggest hurdles to data tracking, impact of iOS 14 and much much more. This is a great episode for business operators and marketers.


Here is a summary of some of the most important points made,

    • Companies aren’t able to get their hands on the right raw data for analysis
    • Tracking post-purchase events like refunds and returns are critical
    • Most customer journeys have 7 touchpoints
    • Ad-blockers are a major hurdle for marketers as you don’t get any event data
    • Segment allows to plug in event data to CRM and communications systems

Covered Topics:

On today’s interview Kunle and Edward discuss,

  • What is Littledata
  • Events to Categorise
  • Optimising Campaigns
  • Obstacles to Data Tracking
  • Consolidating Data from Different Platforms
  • Impact of iOS 14
  • Predictions for 2022


  • 11:20 – A bit about Littledata
    • Helping eCom companies for the last 5 years
    • “A lot of companies want to make data driven decisions, but lack the raw data to do so”
    • Help companies get easy access to event-based data
  • 12:00 – Categorising Events:
    • It starts with CTR on your landing pages
    • Product page views/interaction
    • Added to / removed from cart
    • Checkout
    • Purchase event
    • Tracking post-purchase events like refunds
    • Recurring orders
    • Fulfillment events
  • 16:20 – Optimising Campaigns
    • Most purchases require 7 touch points
    • Measure all steps of the customer journey
  • 19:20 – Why use Littledata:
    • Shopify’s inbuilt tracking is effectively an older version of Google analytics
    • Using Tags gets better data
  • 20:20 – Obstacles to Data Tracking
    • Shopify, Google Analytics or Tag Manager all require customer’s browser permission to track
    • GDPR is a major compliance issue
    • Lot of users also use ad-blockers which block event data
    • Little data uses server side event data to create a clearer picture
  • 25:40 – Consolidating Data from Different Platforms:
    • “Google Analytics is a tool designed to look at aggregate data”
    • Littledata links Shopify Ids to GA
    • Segment allows to plug in event data to CRM and communications systems
  • 31:50 – Impact of iOS 14:
    • Pre-update all you needed to do was save a FB pixel on your site and all the data flowed into your ad account
    • “Apple’s big move has been to limit any kind of tracking for post click experience”
    • Facebook is recommending marketers to use Conversions API
    • Conversions API is a server-to-server connection
    • Conversions API allows you to get some other identifiers with event data
  • 35:40 – Predictions for 2022:
    • Fragmented data is one of the biggest problem for marketers to solve


  • Shopify’s inbuilt tracking is effectively an older version of Google analytics
  • Facebook is recommending big marketers to use Conversions API to access more identifiers
  • Fragmented data is one of the biggest problems for marketers to solve in 2022

Links & Resources

Tweetable Quotes:

“Google Analytics is a tool designed to look at aggregate data.”

Facebook Group • Continue the Conversation

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group



This episode is brought to you by:

This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses.
Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo.

Klaviyo helps you own customer experience and  grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction,  and empowers brands to create more personalized marketing moments.

Find out more on klaviyo.com/2x.

This episode is brought to you by Rewind – the #1 Backup and Recovery App for Shopify and BigCommerce stores that powers over 80,000 online businesses.
Direct-to-Consumer brands like Gymshark and MVMT Watches rely on Rewind.

Cloud based ecommerce platforms like Shopify and BigCommerce do not have automatic backup features. Rewind protects your store against human error, misbehaving apps, or collaborators gone bad with Automatic backups!

For a free 30-day trial, Go to Rewind Backups,
reach out to the Rewind team via chat or email and mention ‘2x ecommerce’

This episode is brought to you by Gorgias, the leading helpdesk for Shopify, Magento and BigCommerce merchants.

Gorgias combines all your communication channels including email, SMS, social media, livechat, and phone, into one platform.

This saves your team hours per day & makes managing customer orders a breeze. It also integrates seamlessly with your existing tech stack, so you can access customer information and even edit, return, refund or create an order, right from your helpdesk.

Go to Gorgias.com and mention 2x ecommerce podcast for two months free.

Cloudways is the hosting platform of choice for thousands of ecommerce merchants, SMBs, and agencies all around the globe.

They offer a high-performing custom stack, top-notch security, the choice between 5 cloud solution providers, ease of scalability, affordable pricing plans, and so much more.

Cloudways also offers support for all PHP-based applications like Magento, WooCommerce, WordPress, Laravel, and others.

Experience an unbeatable managed cloud hosting experience with Cloudways today. For a $20 Free Hosting Credit use the Coupon code: **BOOSTMAG**

About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

Learn from eCommerce Entrepreneurs & Marketing Experts

Get Free Email Updates by Signing Up Below:

Podcasts you might like