How we helped Adanola restore confidence in their analytics
Adanola faced widespread data quality and tracking issues. Fabric unified fragmented tracking into a compliant GA4 framework, fixed attribution and consent configuration, and rebuilt its purchase funnel to deliver trusted performance data and restore confidence in reporting workflows.
GA4 Audit, GTM, BigQuery, Consent Mode, Data Engineering
Shopify
The Challenge
Adanola approached Fabric Analytics to resolve widespread data quality and tracking issues within their Google Analytics setup. Their existing GA account was fragmented and unreliable, with multiple site areas tracked in separate properties, duplicate transactions, and incorrectly implemented Consent Mode.
Key challenges included:
- Inaccurate and inconsistent data due to duplicate page views and thank-you page refreshes
- High levels of unassigned traffic (over 40% of sessions and a large portion of revenue)
- Incorrect attribution caused by cookie banner settings that allowed users to navigate before accepting or rejecting cookies
- Referral traffic over-reported, with 51% of revenue incorrectly attributed
- Missing purchase funnel data and incomplete event tracking within GA
- No BigQuery integration, meaning valuable historical data was at risk of being lost
Adanola needed a unified, compliant analytics framework that would deliver accurate data and restore confidence in performance reporting across teams.
The Strategy
Fabric began with a full analytics audit, reviewing Adanola’s entire GA setup to identify and resolve inconsistencies. We implemented a roll-up property, allowing all areas of the site to be analysed in one place and providing a complete view of performance across revenue, marketing, and engagement metrics.
We corrected Consent Mode configuration, ensuring users must make an explicit choice before navigating the site. This eliminated early tracking and ensured compliance with privacy regulations. We also updated cookie logic to prevent platforms such as TikTok and Facebook from tracking when consent was denied.
Our team reduced unassigned traffic from over 40% to below 4%, and corrected referral traffic attribution, bringing it in line with actual marketing activity. We also resolved duplicate transactions caused by thank-you page refreshes and rebuilt Adanola’s purchase funnel using a bespoke Shopify data layer implemented via custom pixel, enabling complete funnel visibility and more granular reporting.
Finally, we set up a BigQuery integration, ensuring GA4 data now flows directly into Adanola’s data warehouse, preserving historical data and enabling deeper analysis going forward.
The Results
Fabric’s work delivered immediate and measurable improvements across Adanola's site. Unassigned traffic was reduced from 40% to less than 4%, significantly improving the accuracy of reporting and attribution. Referral traffic was corrected to reflect true marketing performance, restoring confidence in channel-level insights. A full purchase funnel was rebuilt, delivering complete and reliable conversion data across the customer journey.
Don't take our word for it, take theirs!
“Fabric combined GA4 best practice with a deep understanding of our unique setup.Their technical expertise gave our teams confidence in the data — and clarity across the business.They don’t just implement; they listen, adapt, and deliver.”
“We work with some of the biggest sports organisations in the world, so having absolute confidence in our data is critical. Fabric came in and delivered a full GA4 solution that met the standards we needed, while working closely with my team to make sure everything was done properly.
"Fabric have run multiple A/B and MVT tests across the site, uncovered some unexpected results, and been able to test bigger changes before committing to development. They also reviewed our site speed and recommended simple fixes — one of which reduced load time by 30%. Fabric have been brilliant at prioritisation, listening to what we need, and helping us move faster while making smarter decisions.”
