How Naturalmat Cut CPA by 46% in Google Ads with Littledata and Sweet Analytics
Introduction
At Naturalmat, sleep is taken seriously, but not at the expense of the planet. As a proudly British brand crafting organic, chemical-free mattresses and bedding by hand in Devon, Naturalmat has built a reputation for blending luxury with sustainability. From cribs to super king beds, their mission is simple: to help people of all ages sleep soundly and naturally.
Despite their strong brand presence and loyal customer base, Naturalmat faced growing challenges in tracking and optimising performance across platforms like Google Ads. Data gaps, inaccurate attribution, and limited visibility made it difficult to confidently scale paid campaigns or understand what was truly driving growth.
This case study explores how Naturalmat partnered with Littledata and Sweet Analytics to solve these tracking issues, unlock smarter decision-making, and drive a major uplift in performance.
Challenge
Naturalmat had ambitious goals for growth, backed by an exceptional product line, glowing customer reviews, and a thriving ecommerce presence. But their marketing team was being held back by a challenge many fast-growing brands face: data they couldn’t fully trust.
- Shopify’s default tracking wasn’t capturing the full picture in Google Analytics, especially for cross-device journeys
- Google Ads performance was difficult to optimise due to attribution gaps and inflated cost-per-acquisition (CPA) figures
- Decision-making felt like guesswork, with limited insight into which campaigns were actually working
“Trying to get hold of anyone at Google or Meta - we’ve all been there: forget it. Littledata has been the complete opposite: responsive, helpful, and genuinely invested in our success.”
– Naturalmat team
As a premium brand with a complex digital setup, Naturalmat needed more than averages and assumptions. They needed reliable data and tools they could trust.
Key Wins
46%
decrease in Cost Per Acquisition (CPA)
163%
increase in conversions
Solution with Littledata
To take control of their performance data, Naturalmat turned to Littledata and Sweet Analytics, two Shopify Partners that worked in sync to deliver clarity, insight, and results.
Littledata implemented server-side tracking for Google Ads, helping the team:
- Track all relevant conversion events, including those missed by Shopify’s client-side scripts
- Improve attribution accuracy across devices and even browsers where cookies are blocked
- Feed clean, high-quality conversion data into Google Ads for better campaign optimisation
“Using Littledata puts my mind at ease that everything that can be tracked IS tracked. It feels much more secure than Shopify’s less-than-friendly suggestions to control how data flows via partner apps from Google or Meta.”
– Naturalmat team
Solution with Sweet Analytics
Sweet Analytics then became the team’s source of truth. With Sweet allowing easy access to all metrics in one place and allowing instant monitoring of sales and marketing performance - including GA4 - their partnership with Littledata ensures that tracking is as accurate as possible and all metrics can be seen with clarity.
With intuitive dashboards and flexible reporting, Naturalmat could finally see exactly what was happening across channels, campaigns, and customers in real-time.
“Sweet Analytics is an integral part of our tech stack. For a complex merchant, where Shopify’s reporting falls short (we don’t use it at all), Sweet provides us with insights and data we can trust. The whole team are experts in their field, really know their stuff, and a pleasure to work with.”
– Naturalmat team
Together, Littledata and Sweet Analytics formed a powerful growth engine. They delivered accurate tracking, meaningful insights, and the ability to act fast and scale confidently.
Results
With tracking cleaned up and data flowing properly, Naturalmat saw immediate and long-term improvements:
- 46% decrease in Cost Per Acquisition (CPA) on Google Ads
- 163% increase in conversions (December 2024 vs. December 2023)
- Only a 40% increase in ad spend, with far greater return
And the momentum didn’t stop there. As shown in the chart:
- Cost per acquisition (green line) has continued to fall — from over £300 in 2022 to under £100 by 2025
- CTR (red line) has more than tripled, rising from around 1.0% to over 3.5%
- Conversion rate improved year-on-year: 0.83% in 2023, 1.04% in 2024, 1.56% in 2025
With better data flowing back into Google Ads, Naturalmat was able to reduce waste, refine their campaigns, and scale paid performance with confidence.
Summary
With Littledata ensuring every conversion was tracked properly, and Sweet Analytics turning that data into insight, the brand was able to:
- Lower acquisition costs
- Make better decisions, faster
- Scale their paid media with confidence
Littledata gave them clarity. Sweet Analytics gave them control. Together, they delivered results.
