Compare Elevar to Littledata

Elevar is a more versatile, customizable tagging solution built specifically to help simplify event-based data collection for analytics and marketing tags via Google Tag Manager web and server side tagging.

Hi there 👋.

Looking to compare Littledata vs Elevar for your analytics solution ?

We want to make the decision as easy as possible. So we’ve put together information to help you pick the product that’s best for you.

Below you’ll find information comparing Elevar with Littledata, including features and use cases to assist in your decision making. We hope this helps.


If you want to simplify and customize your website’s data collection via Google Tag Manager or a fully managed server side tracking solution to power all of your marketing tags, not just Google Analytics, then Elevar is for you.

If you want a direct integration with ReCharge to track subscription lifecycle events like subscription pause, upgrades, or cancellations in Google Analytics then Littledata is a better option.

If you need both then you can use both!

Product features

Elevar and Littledata differ in product assortment and offerings.

Elevar’s offerings from pricing page:

  • Elevar Tag Manager Suite for Shopify ($50/month with 51/52 5 🌟🌟🌟🌟🌟 ratings). This app automates the setup of GTM + Data Layer + 20 marketing channel tags (Facebook, AdWords, Snapchat, etc).
  • Chrome Extension (Free). This codeless tagger allows anyone to point and click to create event tags on their website.
  • Elevar Flagship App: This bundled app contains all of the above + server side tagging, data layer error monitoring, and analytics features like a custom funnel builder.
  • PRO solutions: This is Elevar’s “done for you” tagging program for customers like Rothy’s, Thrive Causemetics, and Vuori. Elevar’s analysts handle all tagging needs from marketing to analytics.
  • Subscription Analytics (now included in all Elevar plans). This enables sending recurring order revenue and product data for subscription businesses like ReCharge to Google Analytics.

Littledata’s offerings from pricing page:

  • One primary product that starts at $79/month for 1,500 orders/month. This includes their sitewide script that is implemented on your Shopify store that collects all tracking and order data and routes to Littledata servers for their processing, auditing etc.
  • ReCharge, Carthook, Google Analytics, Shopify connections bundled in same plan. This is what is used to take order data from these platforms and send to GA.
  • Enterprise plan for custom solutions/needs

Elevar offers you more control on data collection

One of the primary differences between Elevar and Littledata is that by using Elevar you own your data collection.

Elevar’s Google Tag Manager Suite and hundreds of marketing channel tag integrations do not store or process any of your customer data.

The GTM integration is built directly into your store theme.

It translates your Shopify data into dataLayer variables that can be used in Google Tag Manager like this:

elevar-gtm-suiteWith Littledata you are installing their custom third party script that sends your tracking data to Littledata servers, which are then sent back to Google for processing like this:

littledataSo not only is this an additional third party that needs to be accounted for in data collection policies, it’s also an extra step in the process for your data collection.

Bottom line: Elevar enables you to get more out of Google Analytics event tracking, Google Tag Manager, and your suite of marketing tags without the need to route your data through another third party data processor.

Google Analytics differences

Shopify stores have the following options to implement Google Analytics tracking:

  • Via native Shopify settings
  • Via Google Tag Manager Suite by Elevar
  • Via Littledata

If you don’t have any major tracking issues you don’t have to change your Google Analytics tracking from Shopify to exclusively use GTM.

In most cases it’s recommended you leave your native Shopify <> GA configuration and enhance with Google Analytics event tracking via GTM.

Then you can deploy your third party marketing tags like Facebook, AdWords, Snapchat, etc via GTM as well.

How Elevar handles Google Analytics implementations:

  • Customized dataLayer that can be enabled on your own subdomain for “1st party” data collection. Plus gain advanced tracking including custom dimensions and metrics for Universal Analytics and GA4.
  • If you want to run all analytics tracking through GTM, including third party payments, then this is completed through your store and GTM container
  • You can leave native Shopify <> GA setup and enhance only, OR move everything to GTM
  • ReCharge first time and recurring orders can be imported into Google Analytics via server side tracking
  • Shopify store analytics remain in place
  • Fully managed server side GA tracking available with Elevar or you can implement via GTM server side container using Elevar integrations.

How Littledata handles Google Analytics implementations:

  • Littledata also offers you the ability to add custom dimensions for tracking additional data from your sitewide pageview tracking and order data.
  • Sends refund data to GA
  • Connects with ReCharge and Carthook to send orders directly from these platforms to GA
  • If you want to use GTM then you’ll need to implement GTM in parallel to Littledata.
  • Shopify store analytics no longer populate accurately

Both stores offer a combination of personalized audits of your account.

Elevar knows conversion optimization

Why does data collection exist in the first place?

To help you learn what users are doing on your website and how you can make money by converting more of them.

Elevar’s product focuses on solutions that enhance data collection for conversion optimization. This includes creating advanced event data for Google Analytics and marketing tags for more granular remarketing audiences.

If you are looking for 100% accuracy in Google Analytics revenue with refund data, Elevar is not the best fit.

But if you are looking for data collection that is:

  • Customizable to your needs
  • Event-based for granular user interaction (e.g. what are users interacting on your page leading to conversions)
  • Focused on driving insights
  • Allows for funnel creation that fits your website

Then Elevar can help. Read more on Elevar approaches data analysis to power Shopify CRO.

Common misconceptions

Chances are if you are reading this then you have likely seen marketing messages from Elevar, Littledata, or other competitors.

We want to take the opportunity to address some of these messages.

“Shopify Google Analytics is broken”

At Elevar we don’t believe in this statement. Shopify did not grow to the massive success it is today (over 1 million stores) with a broken Google Analytics integration.

Is the integration perfect? Not at all.

No data analytics integrations are ever “perfect.”

Perfection lies within the eyes of the beholder.

We believe the native Shopify <> GA integration covers 90-95% of the use cases for an eCommerce brand. And in our experience most stores see 90-95% revenue attribution in GA from Shopify as well.

Here are the primary gaps that exist in Shopify <> Google Analytics native integration:

  1. Product List data. This is product impression and click data for collection pages. While this data can be helpful, we rarely see this analyzed and put to use. If you do want this then both Elevar and Littledata support this data collection.
  2. Checkout behavior funnel in enhanced eCommerce. This is another “nice to have” in our eyes. Why? The days of a strict linear checkout funnel are gone – which is great news for you with the popularity of Shopify Pay and accelerated checkouts. Elevar and Littledata support this enhanced ecommerce setup (we even show DIY setup here for free). However you are more likely going to need multiple custom funnels to evaluate all of your use cases which Elevar provides.
  3. Refund data. Shopify does not send refund data to Google Analytics (nor do we). This is usually a subjective metric. Some brands don’t want refunds in GA because GA is used for demand generation, not a financial source of truth. For brands that have a very high refund rate (> 5-10%) then this could be a good gap to fill to evaluate by channel.
  4. Customization. You can’t customize tracking to manage Custom Dimensions, Metrics, or modify the standard dimension data when using native Shopify <> GA. Littledata offers 4 custom dimensions with their implementation but true customization is most easily done if all GA tracking is implemented via Google Tag Manager. You have control to create and customize all of your tracking.


“Revenue Accuracy in GA is severely impacting your business”

We’re a data company so we believe in data accuracy. That’s why we built an automated monitoring system to surface errors in marketing tags and data layer variables instantly.

With Elevar’s new server side tracking integration for Google Analytics, you can now have 99%+ revenue accuracy from Shopify to GA. This includes all channels inside of Shopify.


“Server Side Tracking”

We live in a world where browsers and privacy policies (GDRP, CCPA, ITP) are going to continue to impact data collection through browsers.

But – server side tracking isn’t always a silver bullet.

Here’s a generalized overview of server side tracking for analytics:

  • One data processor (like Shopify, or Segment, or Google) collects data from a script that run on your website.
  • The data collected from the data processor is then used to send to another third party (e.g. Facebook) from their servers, instead of the browser the user is visiting on your website.

When it comes to web analytics, running server side tracking doesn’t fix the limitations or risks of collecting data through the browser.

A server side tagging solution is still dependent on a data collection source (from the browser or connection with Shopify) to collect the initial source of data. Watch our recent webinar on this topic to learn exactly how server side tagging works and how it impacts Shopify stores.

Ready to get started?

Schedule a call with us to learn more about how we can help.

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