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Edward Upton

Edward Upton

Founder & CEO, Littledata

Edward founded Littledata to make it ridiculously easy to connect sales, marketing, and customer data. Top DTC brands around the world trust Littledata’s smart connections for accurate ecommerce analytics. Since launching our first Shopify app in 2017, we have empowered thousands of data-driven brands to make better decisions to accelerate growth. Outside the world of data, Edward enjoys a fulfilling life in Newbury with his loving wife, two wonderful children, and a third on the way. Littledata's Shopify to Google Analytics 4 connection ensures 100% accurate Shopify store data in GA4, utilizing a combination of client-side and server-side tracking.