How we helped Sweaty Betty unify analytics insights
Sweaty Betty partnered with Fabric Analytics to unify compliance, tracking, and analytics across global brand sites. The collaboration empowered teams with accurate, actionable insights, reduced unassigned traffic, and supported more confident data-driven decision-making.
GA4 Audit, GTM, BigQuery, Consent Mode, Data Engineering
Sales Force, One Trust
The Challenge
Wolverine Worldwide is a global footwear and apparel company representing some of the world’s most recognisable lifestyle and performance brands, including Sweaty Betty, Merrell, Saucony, CAT, Hytest and Wolverine. Operating multiple websites across the UK, Europe, Middle East and North America, the group combines heritage craftsmanship with a strong digital-first strategy to serve eCommerce customers in over 170 markets.
With different legal and regulatory requirements across each region, Wolverine Worldwide needed support to ensure Consent Mode was implemented correctly and that all sites were fully data compliant. In addition, their large global marketing team wanted to gain confidence in understanding and applying GA4 data to make more insight-led marketing and trading decisions.
The Strategy
Fabric began the partnership by ensuring Google Consent Mode was correctly configured across multiple brand websites, conducting cookie compliance checks and implementing Advanced Consent Mode with cookieless pings. This allowed Wolverine Worldwide to maintain accurate data collection while meeting Google’s privacy and compliance standards across all territories.
To build internal capability, we delivered 14 tailored training sessions to over 80 global team members, focusing on GA4 best practices, data interpretation, and using insights to inform marketing and trading decisions, particularly during peak sales periods such as Cyber Week.
We also strengthened Wolverine Worldwide’s technical infrastructure by migrating server-side GTM from App Engine to Cloud Run, enabling the setup to automatically scale during high-traffic periods. The new infrastructure is now more robust, ensuring reliable data capture even during sharp traffic surges.
Additionally, Fabric partnered with the Sweaty Betty team to support the launch of their new iOS app, implementing in-app and hybrid tracking across both native and web environments. This migration to server-side tracking now provides richer insights into app engagement and performance, contributing to an increase in sales and revenue for the brand.
The Results
Fabric’s work delivered immediate and measurable improvements across Wolverine Worldwide’s digital estate. Advanced Consent Mode was successfully implemented across multiple brand sites, with all ICO compliance audits passed, ensuring consistent and compliant data collection across regions. The improved setup led to a 90% reduction in unassigned traffic, significantly increasing data accuracy, while over 80 team members were trained and empowered to confidently use GA4 insights in their day-to-day marketing and trading decisions.
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.”
