How we helped Chillblast rebuild analytics and drive £4M revenue
Fabric partnered with Chillblast to rebuild GA4 tracking across three ecommerce brands, restoring accurate revenue reporting and deeper visibility into user behaviour. Alongside analytics transformation, we implemented a structured CRO programme focused on high-intent journeys and checkout optimisation to unlock measurable revenue growth.
GA4 Audit, CRO
Microsoft Azure
The Challenge
Tactus Group is a fast-growing technology business operating multiple ecommerce brands including Chillblast, Box and CCL. Selling high-value gaming PCs and components across three online stores, the group manages complex product inventories and high-intent customer journeys.
Despite strong growth, their analytics infrastructure had not evolved at the same pace. GA4 configuration lacked critical product and page-level detail, resulting in revenue misreporting and limited visibility of user intent and internal site search behaviour. Conversion tracking inconsistencies reduced confidence in marketing performance across brands.
With significant transaction value and scale, even small inaccuracies had material commercial impact. Tactus required a unified, robust analytics foundation capable of delivering accurate revenue insight while supporting structured CRO across all three ecommerce sites.
The Strategy
Fabric applied its proprietary 115-point GA4 audit framework across all three brands, rebuilding tracking architecture to ensure consistent, accurate event capture and revenue reporting.
We enhanced GTM configuration, implemented improved product-level tracking and delivered tailored reporting focused on user intent, internal search behaviour and checkout friction. This uncovered previously misreported revenue and restored clarity across performance metrics.
Alongside analytics transformation, we introduced a structured multi-site CRO programme targeting high-impact revenue drivers — particularly checkout optimisation and high-intent journeys. Insight and experimentation worked in tandem, ensuring improvements were evidence-led and commercially prioritised.
By combining infrastructure rebuild with ongoing optimisation, we created a scalable performance framework to support continued rapid growth across the Tactus portfolio.
The Results
The transformation of Tactus Group’s analytics infrastructure restored confidence in performance reporting across all three ecommerce brands. By rebuilding GA4 tracking architecture and improving product-level data capture, previously misreported revenue was identified and corrected, giving teams accurate insight into how users interacted with their complex product catalogue.
Alongside the analytics rebuild, a structured CRO programme focused on high-intent journeys and checkout optimisation helped unlock significant commercial gains. Insight-led experimentation and data-driven prioritisation improved the customer journey across the portfolio, delivering a 12% increase in conversion rate while also contributing to £4M in incremental revenue.
Technical optimisation also improved overall site performance, achieving a 10% increase in site speed and creating a faster, more efficient customer experience capable of supporting continued growth across the Tactus brand portfolio.
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.”
