How we helped Focusrite unify analytics across four global brands
Fabric Analytics rebuilt tracking across four Focusrite brands, delivering compliant GA4, a robust eCommerce data layer and full BigQuery enablement. The new foundation unified marketing and sales data, restoring confidence in reporting and enabling smarter, data-led decisions.
GA Audit, BiqQuery
Woo Commerce
The Challenge
Focusrite operates multiple global brands across separate websites, each with its own analytics configuration. The team lacked confidence in the accuracy of their GA4 data, with gaps in eCommerce tracking, incomplete purchase funnels and inconsistent product information.
Marketing tags had been hard-coded directly onto sites, making media tracking difficult to manage and preventing proper Consent Mode governance. Critical user journey steps – including PLP pages and checkout interactions – were not being tracked correctly, leaving large blind spots in performance reporting.
Focusrite needed a partner to deliver consistent, compliant tracking across all four brands, enable BigQuery for advanced analysis, and create a foundation for reliable data visualisation that could be trusted by marketing, eCommerce and senior leadership teams.
The Strategy
Fabric Analytics began with four full site audits, identifying 83 configuration changes required to standardise GA4 and tracking across all brands. We designed and implemented bespoke data layers for each site, ensuring consistency while reflecting the unique requirements of Focusrite, Novation and ADAM Audio.
To improve governance and flexibility, we migrated hard-coded marketing tags into Google Tag Manager, enabling better control of media tracking and full Consent Mode implementation. Missing eCommerce and funnel events were rebuilt, providing complete visibility of product views, checkout behaviour and purchase journeys.
We enabled BigQuery across all brands, integrating GA4 data with Google Ads, Microsoft Ads and backend systems to create a single source of truth. Custom channel groupings and advanced GA4 audiences were configured to support smarter reporting and more efficient paid media retargeting.
Fabric continues to manage the BigQuery environment on a retainer basis, including writing scripts to remove PII for GDPR compliance and supporting the in-house team to build advanced dashboards and visualisations.
The Results
The new analytics foundation has transformed Focusrite’s ability to understand performance across brands:
· 20 million rows of data processed into BigQuery each month
· £150k of revenue now correctly attributed through improved tracking
· Full eCommerce journey visibility across all four brands
· Compliant Consent Mode and centralised GTM management
· Unified reporting combining GA4, paid media and backend data
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.”
