A powerhouse of British retail, Frasers Group operates a diverse brand portfolio including Sports Direct, Flannels, USC, and Jack Wills. Its core value of ‘Think Without Limits’ encourages boldness, innovation and exploring new retail formats.This strategy is perfectly embodied by the group’s analytics transformation.
Between 2020-2023, with Google’s deadline approaching with the deprication of Universal Analytics, the business needed to replace a fragmented, unreliable Universal Analytics setup with a futureproof measurement framework. Dozens of sites were running on inconsistent dataLayer formats, with no unified tracking logic, limiting confidence in reporting and insight generation.
The strategy encompassed an end-to-end transformation, establishing enterprise-grade data foundations to improve clarity, compliance, and ROI. Rather than treating GA4 as a mandatory migration, we approached it as an opportunity to rethink measurement across the entire portfolio.
We standardised tracking across more than 50 brand websites, consolidating three conflicting dataLayer structures into a single, event-driven framework. This enabled advanced event and parameter schemas to support detailed analysis across product discovery, conversion, user behaviour, and campaign attribution.
Multiple GA4 properties were implemented via Google Tag Manager and Twilio Segment CDP to maximise visibility across the full customer journey. These data streams fed directly into Looker Studio dashboards, tailored to the needs of trading, marketing, and executive stakeholders and powered by real-time GA data and Big Query exports.
Alongside technical delivery, we led GA4 adoption training for internal teams and alongside agency partners, driving confidence, consistency and a data-first culture across the business. As a direct result, Looker Studio engagement increased self-serve analytics demonstrating stronger adoption, improved decision making and greater trust in analytics across the business.
The GA transformation has given us a consistent, unified view of our customers and their journeys across our brand portfolio. By standardising analytics, we now have the clarity, confidence, and tools to make informed decisions at every level, from marketing campaigns to product strategy. Our teams are empowered to act on insights, driving marked impacts to our ROI.
Kerry Nolan - Global Head of Digital Trading & Conversion Rate Optimisation | Frasers Group
