How it works: OrderGroove to Google Analytics

Updated on 2021-12-28

This is a guide to how Littledata's OrderGroove connection works with your Google Analytics (GA) setup. We'll look at how to use Littledata's views and filters in your GA account, which subscription lifecycle events you can track, and how the connection works behind the scenes.


For information on sending OrderGroove data to your Segment workspace, see the Shopify to Segment guide (under 'Subscription events').

New views and filters added by Littledata

Littledata makes it easy and convenient to do OrderGroove subscription analysis in Google Analytics by setting up dedicated views for subscription orders placed via OrderGroove's checkout. Let's take a deep dive into the views that are created once you successfully install Littledata's OrderGroove to GA connection.

  1. One-time orders and first-time subscriptions (Littledata) 
    This view contains one-time orders and first-time subscription orders placed.
    Filters applied:
    a) Exclude recurring orders (Littledata)
    b) Exclude duplicate orders (Littledata)
  2. All orders (Littledata) 
    This view contains all orders placed on your store including one-time orders placed, first-time subscriptions, recurring orders, and prepaid orders.
    Filters applied:
    a) Exclude duplicate orders (Littledata)
  3. Raw backup DO NOT EDIT (Littledata)
    As the name suggests, this view is added to maintain a raw backup for your data from the time Littledata's OrderGroove connection was installed. No filters are applied to this view.

One-time order refers to one-off orders that are non-recurring and placed via Shopify checkout (affiliate code: Shopify). While first-time subscription refers to the first time a subscription was placed via the OrderGroove checkout (affiliate code: first_recurring_order). All subsequent orders in that subscription are referred to as recurring orders (affiliate code: recurring_order).

'One-time orders and first-time subscriptions (Littledata)' view

For subscription analysis, it is helpful to distinguish one-time orders and first-time subscription orders from recurring orders. As the name suggests, this view contains the following orders:

  1. One-time orders (affiliate code: Shopify)
  2. First-time subscriptions (affiliate code: first_recurring_order)

This separation enables stores to easily calculate Customer Acquisition Cost (CAC) on one-time orders and first-time subscriptions. Further, for all the subscriptions that started after you installed Littledata's OrderGroove connection, you can group them by the subscriber (Shopify customer ID) or by marketing channel or campaign for insightful Return on Investment (ROI) calculations.


ROI calculations on this view will not take into account the recurring orders. For a longer-term ROI calculation, you can use the 'All orders (Littledata)' view.

'All orders (Littledata)' view

There are times when you want to look at just the revenue from new subscriptions and times when you want to look at the full history of payments from subscribers.

When you activate the OrderGroove to Google Analytics connection, Littledata creates a new view in your connected Google Analytics property to track all orders including:

  1. One-time orders (affiliate code: Shopify)
  2. First-time subscriptions (affiliate code: first_recurring_order)
  3. Recurring orders (affiliate code: recurring_order)

You can group those payments by subscriber (Shopify customer ID) and, for all subscriptions that started after you installed the Littledata app, by the marketing channel or campaign which caused them to start subscribing.