Littledata ‑ The Data Layer

Connecting Littledata – The Data Layer was straightforward, and the initial setup was quick with no obvious issues. Unfortunately, that's where the positives ended. We expected a complete e-commerce integration with Google Ads, but only three conversion events were available: Purchase, New Customer Purchase, and Existing Customer Purchase. Essential e-commerce events such as add_to_cart, begin_checkout, view_item, add_payment_info, and other key events were not available for Google Ads, making it impossible to build a complete conversion funnel. Even more concerning, after connecting the app, our GA4 traffic suddenly disappeared, despite the website continuing to receive visitors. This left us spending a considerable amount of time trying to diagnose whether the app was interfering with our analytics setup. While the app is easy to install, our experience was disappointing. We expected a comprehensive data layer solution that would support the full range of Google Ads and GA4 e-commerce events, not just purchase tracking. Unfortunately, it did not meet our expectations.

I'll describe the situation, and you decide whether it's worth it. I tested on a single Google Ads channel with almost 100% of orders qualified for that channel. The result: a little over 50% of conversions were not counted. This is a disaster. It already affected campaign optimization and the campaign results (Performance Max), and I also paid almost $23 for this super tracking. I strongly discourage it; it’s better to install native Shopify because it counts better. PS. This isn’t the only store; with another one it was around 30%. The support, though friendly, assures me that everything is OK.

Littledata did entirely fix the missing transactions issue for us. However, whilst doing that, it completely skewed the attribution of our CPC & Organic traffic - something we couldn’t accept as it made our Ads reporting even worse, which was the whole reason we installed. I am understanding of apps not always working perfectly but when I reached out to the support team, they totally gaslit me - pushing back saying it must be a GA4 issue, sending me random Google documentation that wasn’t relevant, generally wasting hours of time. I advised I would be uninstalling, and only then did they escalate the issue. After this, they came back conceding that it was Littledata that caused the attribution issue, that there was nothing they could do and offering me compensation. If you do install, watch your attribution graphs closely, as well as your device/location reporting. It isn’t the one stop data solution it claims to be.

Don’t bother! Find something else!! The littledata app isn't tracking the events well. Some days it misses 100% of the events, some days it counts double. The biggest issue is that it is attributing the ads incorrectly. Sales generated by one ad is attributed to a totally different ad. The support is slow and useless. I'm seeking help with events on FB but they're tell me how to fix it in google analytics. Therefore this app should be removed before it starts ruining things better yet don’t install it!!!?

**Update: They're apparently addressing this issue in a new version of the app** If you're like me and are used to looking at your reports by SKU and have a good SKU naming convention to make report reading easy and fast, this app will require you to add an extra step to see your SKUs again since they send Shopify IDs to your SKU column. They need to address this issue. I couldn't even look beyond that point at the rest of it. Now I'm looking at the last 30 days of sales data and I can't tell what I'm looking at.