How we helped Darts Corner gain real-time trading visibility
Fabric rebuilt Darts Corner’s tracking and reporting infrastructure, replacing limited Shopify analytics with a custom GA4 data layer, segmented market reporting and real-time performance visibility. The result is clearer insight across UK and Germany, more accurate marketing attribution, and live trading data to support faster, more confident decision-making.
GA Audit, Data Layer, GTM
Shopify
The Challenge
Prior to partnering with Fabric Analytics, reporting was primarily driven by Shopify’s native dashboards, limiting visibility into customer behaviour and marketing performance. GA4 was powered by the default Google Shopify app, which restricted customisation, passed limited product data, and was more susceptible to tracking issues.
The team were asking critical questions:
- Have sales changed and if so, why?
- Are trends seasonal, channel-driven, or operational?
- Are trade orders skewing B2C performance reporting?
They lacked a consolidated reporting view and were navigating multiple disconnected reports to piece together answers. Additionally, UK and Germany performance data was blended globally, making it difficult to understand regional performance in isolation.
Darts Corner needed a more robust, customisable data foundation along with clearer, real-time reporting to support weekly board-level trading meetings.
The Strategy
Fabric rebuilt the tracking infrastructure by replacing the Google Shopify app with a custom data layer deployed via Shopify’s custom pixel, enabling richer, more flexible event tracking. This allowed enhanced product data, improved variant visibility, and more meaningful reporting beyond Shopify’s fixed ID structure.
We implemented:
- A structured GA4 data layer with improved product and purchase tracking
- Separation of B2C and trade orders to prevent skewed performance insights
- Split reporting for UK and Germany, enabling clean regional comparisons
- Migration to Cookiebot for improved consent governance
To transform reporting clarity, we built a suite of Looker Studio dashboards providing consolidated global and regional performance summaries. Rather than jumping between multiple reports, stakeholders now have a single source of truth.
We implemented Fabric Real-Time, giving Darts Corner live visibility of trading performance. Unlike GA4’s reporting latency, Real-Time allows the board to review up-to-the-minute data during weekly trading meetings, compare performance to previous periods, and react immediately.
Fabric also works closely with Darts Corner’s external marketing and advertising partners to ensure everyone operates from the same trusted data foundation. By providing clear, instant access to accurate performance reporting, we enable faster optimisation decisions and more efficient allocation of media spend. This alignment across trading, marketing and leadership teams ensures investment is directed toward the channels and campaigns delivering the greatest impact.
Fabric continues to provide weekly analysis, ongoing Shopify support, and proactive tracking updates to stay ahead of platform changes.
The Results
Darts Corner now operates with greater confidence in their data and faster decision-making capability:
- Unified Looker Studio dashboards for Global, UK and Germany performance
- Clear separation of trade and B2C reporting
- Real-time trading visibility used in weekly board meetings
- More robust, flexible GA4 tracking powered by a custom data layer
- Ongoing weekly reporting and proactive Shopify tracking support
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.”
