Shopify by Littledata Source

Littledata is a smart analytics app that automates ecommerce tracking. Littledata’s Shopify-to-Segment connection automatically tracks key ecommerce events on a Shopify or Shopify Plus store, so you can use Shopify as a source in your Segment workspace.

Littledata is available as an independent Shopify App. When you install the Littledata app on your store, Littledata does two things:

1. It inserts a smart tracking script to your store’s front end. You can use this script with any custom Shopify site, and uses analytics.js under the hood to send data in a spec-compliant manner to Segment.

2. The app also sets up server-side webhook forwarding to ensure 100% accuracy of important Customer and Order data.

Here’s an architecture diagram that shows how the Littledata app mediates data flow between Shopify and Segment.

Getting Started

1. Login to your Shopify Store account.
2. Go the Shopify app store listing for Segment.com by Littledata.
3. Click Add app to begin the installation process.
4. Sign up for a Littledata account using an email address, Google login or Facebook login. More team members can be added to the subscription after completing the installation process.
5. Add the Segment write key for the source that is going to send data in the input field.
6. Choose either an Automatic or a Manual install. Automatic installs work in most instances, but if you choose to do a manual install, just follow this guide.
7. Segment’s analytics.js library, Littledata tracking script and webhooks will be automatically applied to the store and the installation proccess will then be complete.

Device-mode Events

Below is a table of events that Shopify by Littledata sends to Segment through the analytics.js libary. These events will show up as tables in your warehouse, and as regular events in your other Destinations supporting device-mode.

Event Name	Description
Page Viewed	The user has viewed a page
Product Clicked	The user has clicked a product within a product list
Product Image Clicked	The user has clicked a product image
Product List Viewed	The user has viewed a product as they scroll down the collection page
Product Shared	User has shared a product through social links
Product Viewed	The user has viewed a product page
Thankyou Page Viewed	User has viewed the thank you page after completing an order *

In addition to the events tracked as standard, the following hits can be tracked based on page path:

Event Name	Description
Blog Viewed	A prospect has viewed the blog
Cart Viewed	A prospect has viewed the cart
Registration Completed	A prospect has completed registration
Registration Viewed	A prospect has viewed the registration page

Cloud-mode Events

Below is a table of events that Shopify by Littledata sends to Segment from Littledata’s servers. These events appear as tables in your warehouse, and as regular events in your other Destinations that support cloud-mode. They include the anonymousId that links them to the device-mode events where the event was part of a previous user session, or associated with a userId that was previously linked with an anonymousId. See Littledata’s troubleshooting guide on attribution for more details.

Event Name	Description
Checkout Started	A user has started checkout
Checkout Step Completed	A user has completed a step in the checkout
Coupon Applied	Sent with Checkout Step Completed or Order Completed when user has applied a coupon
Customer Created	User added as a customer
Customer Enabled (v2)	A user has confirmed their email address and created a Shopify customer account with verified_email set as true
Customer Updated	Customer information updated
Fulfillment Created (v2)	An order fulfillment status has changed (including status, tracking_numbers and tracking_urls where the shipping integration allows)
Fulfillment Updated (v2)	An order fulfillment status has changed (including status, tracking_numbers and tracking_urls where the shipping integration allows)
Order Cancelled (v2)	An admin has cancelled an order (including the cancel_reason)
Order Completed	A prospect has completed an order
Order Refunded	An order has been refunded
POS Order Placed (v2)	A user has placed an order through Shopify POS
Payment Failure (v2)	A user completed checkout step 3 but the payment method failed (for example, the card details were valid but the [charge did not succeed(https://stripe.com/docs/testing#cards-responses)])
Payment Info Entered	A user has entered payment info
Product Added	A user has added a product to the cart, and left it in the cart for more than 10 seconds
Product Removed	A user has removed a product from the cart

User identity

In the Littledata application, you can choose which of the following fields you want to send as the userId for known customers:

• Shopify Customer ID (default)
• Email
• MD5 email hash
• None 

For example, using ‘email’ allows you to match users across platforms that do not have access to the Shopify Customer ID. For Segment Personas we also send shopify_customer_id as an externalID for advanced matching.

Identify Calls

For every event where there is an identifiable Shopify customer (from both the device-mode and cloud-mode) Littledata also sends an Identify call. This happens when the customer logs into the storefront, on the last step of the checkout, with the order, and also after purchase with any customer update in Shopify admin.

The following traits are included with an Identify call:

Property Name	Description	Property Type
address	The customer’s primary address	String
createdAt	The date customer record was created	Date
customerLifetimeValue	The total spend of customer on the Shopify store	Double
description	The customer notes	String
email	The customer’s email address	String
firstName	The customer’s first name	String
lastName	The customer’s email	String
marketingOptIn	The marketing_opt_in field from Shopify customer	String
phone	The customer’s phone number	String
purchaseCount	The bumber of orders by this customer	Integer
state	Whether the customer account is enabled or disabled	String
tags	The custom tags applied to the customer	String
userId	Chosen user identifier, defaulting to Shopify Customer ID	Double
verified_email (v2)	Whether the customer has verified their email	Boolean

Support for email marketing destinations

Email marketing platforms such as Klaviyo, Iterable and Hubspot require an email property with any server-side event in order to associate events with a customer (they cannot use an anonymousId). Littledata adds that email property whenever an email address is set in the user traits() object (in device-mode) or from the Shopify customer record (in cloud-mode).

Alias Calls

To support seamless customer tracking the Mixpanel, Vero and KISSMetrics destinations, Littledata ensures the pre-checkout anonymousId is added as an alias of the userId (used from checkout step 2 onwards).

Subscription Ecommerce Events

Additional events available through Littledata’s ReCharge connection, and available in cloud-mode destinations.

Event Name	Description
Charge Failed	A failed to charge customer
Charge Max Tries Reached	The maximum tries to charge customer is reached
Order Processed	A recurring order is processed
Payment Method Updated	A customer has updated the payment method
Subscription Cancelled	A customer has cancelled a subscription
Subscription Created	A customer has created a subscription
Subscription Updated	A customer has updated a subscription

Event Properties

The list below outlines the properties included in the events listed above.

Property	Description	Property Type
affiliation	The affiliation of the order	String
checkoutId	The ID of the checkout session	String
context.uip	The user’s IP address	String
context['Google Analytics'].clientId	The user’s Google Analytics Client ID	String
context['Google Analytics'].geoid	The user’s location	String
coupon	Comma-separated string of discount coupons used, if applicable	String
currency	The currency of the order	String
discount	The discounted amount	Float
email	Shopify email address, or email submitted on a storefront form	String
order_id	The ID of the order	String
payment_method	The payment method chosen for checkout	String
presentment_currency	The user’s local currency	String
presentment_total	The order total in local currency	String
products	A list of all the product at that step of the funnel *	Array
sent_from	A unique property to identify events sent by Littledata	String
shipping_method	The shipping method chosen for checkout	String
shipping	The shipping cost	Float
step	The checkout step	Integer
subtotal	The total less tax and shipping	Float
tax	The amount of tax on the order	Float
total	The total value of the order	Float
userId	Chosen user identifier, defaulting to Shopify Customer ID	Double

* Prior to 1st February 2021, products on Product Added and Product Removed events was only the single product, not the whole cart.

Product Properties

Each item in the products array, or Product Viewed and Product Added events, will have the following properties

Property	Description	Property Type
brand	The brand of the product	String
category	The category of the product (defaults to all)	String
list_id	The ID of the product collection	String
list_name	The name of the product collection	String
list_position	The product position in the collection	Integer
name	The product name	String
price	The product price	Float
product_id	Shopify product ID	String
quantity	The quantity of products	Integer
shopify_product_id	Also Shopify product ID	String
shopify_variant_id	The Shopify variant ID	String
sku	The product SKU	String
variant	The product variant name	String

Advanced device-mode settings

You can edit the LittledataLayer object in your Shopify theme to manually change these advanced settings. For more information, see the Shopify tracker GitHub repository.

cookiesToTrack

You can send any cookie set on a landing page (for example, a session identifier or marketing campaign name) to Segment with an Identify call.

CDNForAnalyticsJS

If you have a proxy CDN setup to load Segment’s AnalyticsJS library from your own domain, you can specify it here.