Most Shopify brands are making marketing and retention decisions on data they cannot fully trust. In this Shero Live, Beth Shero is joined by Edward Upton, Founder and CEO of Littledata, and Deepan R, Head of Revenue at Richpanel, to examine where data breaks down across the full eCommerce funnel, from ad attribution to post-purchase customer service. If your reporting feels off, your ad spend feels wasteful, or your retention rates are hard to explain, this conversation is for you.
In this episode
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Why around 30% of conversions are missing proper attribution, and what that actually costs your ad performance
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How AI-driven marketing without clean data can actively accelerate wasted spend
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What Richpanel's AI agents surface from customer tickets that brands are currently missing entirely
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A practical starting point for cleaning up your data in the next 90 days
Watch the video for an in-depth dive
Episode highlights
Edward Upton opens by explaining why client-side tracking has been steadily eroding for years. Between iOS privacy restrictions, GDPR cookie consent laws, and browsers shortening the lifespan of stored cookies, the browser-based pixel model that powered eCommerce measurement for two decades is no longer reliable. His argument: brands are not just losing visibility into attribution; they are actively degrading the quality of the signals feeding their ad algorithms, which means worse targeting outcomes and higher costs for the same results.
The conversation shifts to what that missing data actually looks like in practice. Edward describes roughly a third of orders as a "black hole" for many brands, meaning the revenue is in Shopify but untraceable back to any campaign, landing page, or customer profile. He makes a strong case that improving attribution accuracy, rather than debating how to split credit between channels, is the more urgent and more solvable problem. His monitoring tool, currently in development at Littledata, uses AI to run daily cross-checks across platforms and flag anomalies before they compound.
Deepan brings the post-purchase side of the picture into focus. He points out that between 30 and 50 percent of orders generate a customer service ticket, which means brands are sitting on a dense, real-time dataset of customer frustration, cancellation intent, and product feedback that most teams are not systematically mining.
Richpanel's AI agents now continuously process that ticket volume, identifying patterns in why customers are leaving, what they are unhappy with, and when and how retention interventions can be timed and personalized most effectively.