Embedded Engineering · GA4 & E-Commerce
Prev
Plant-based fashion · 2022 — present
Prev is building a plant-based fashion movement — but it was scaling a real store on analytics it couldn’t trust. Since 2022 we’ve been their embedded software and analytics team: we migrated them cleanly to GA4 with full Enhanced E-Commerce tracking, rebuilt ad targeting on conversion data that’s finally accurate, and keep the store shipping with continuous bug fixes, maintenance and new features.
A long-running engineering and analytics partnership for a plant-based fashion brand — a clean GA4 migration with full Enhanced E-Commerce tracking, ad targeting rebuilt on data the brand can finally trust, and an embedded team shipping fixes, maintenance and new features on demand.
Scope
Embedded partner — GA4 migration, Enhanced E-Commerce tracking & ongoing software development
Year
2022 — Present
Live
prev.shop- Development
- Fashion & e-commerce
The results
Enhanced E-Commerce tracking rebuilt from the GA4 migration — every step from product view to purchase finally measured
Purchase rate per 1,000 shopping-ad clicks once targeting was rebuilt on accurate GA4 conversion data
As Prev’s embedded software and analytics partner — fixes, maintenance and new features shipped continuously since 2022
What this means for your business
If you’re scaling an online store but flying blind on what your analytics actually report — and you need a product team that ships without the cost of hiring one in-house — this is the kind of partnership built for you.
You can finally trust your numbers
A clean GA4 migration with full Enhanced E-Commerce tracking means every step — product view, add-to-cart, checkout, purchase — is measured properly. You stop guessing at the funnel and start seeing exactly where revenue is won and lost.
Your ad spend targets the right people
Once campaigns were rebuilt on accurate conversion events instead of broken tracking, targeting tightened and more of every thousand shopping-ad clicks turned into actual purchases. Spend works harder without spending more.
A product team on call, without the headcount
Bug fixes, maintenance and new feature development run continuously through us — the store keeps moving without the cost, overhead or hiring risk of building an in-house engineering team.
The brief
A movement-led brand, scaling on numbers it couldn’t trust.
Prev — a fusion of "Plant" and "Revolution" — makes plant-based fashion with a hard line on cruelty-free, sustainable materials: a plant-based leather with a carbon footprint a fraction of the animal alternative. The brand was already growing and selling internationally across prev.shop and tr.prev.shop.
What it didn’t have was trustworthy data underneath that growth. The e-commerce tracking was incomplete, so the team couldn’t see the real funnel, couldn’t tell which campaigns actually drove purchases, and was optimising ad spend on guesswork rather than conversions.
On top of that, the store needed steady engineering hands — fixes, upkeep and new features — without the brand having to hire and manage a full in-house team.
How we run it
Get the data right first — then optimise everything on top of it.
We started with a clean GA4 migration and a full Enhanced E-Commerce implementation: item views, add-to-cart, begin-checkout and purchase events instrumented end to end, so the entire funnel is measured the same way every time.
With accurate conversion data flowing, we rebuilt ad targeting on what actually converts instead of proxy signals. The result was a tighter funnel — more of every thousand shopping-ad clicks turning into purchases — without throwing more budget at the problem.
Alongside the analytics work, we operate as Prev’s embedded engineering team: bug fixes, ongoing maintenance and new feature development ship through us continuously, so the store keeps improving without the brand carrying an in-house dev payroll.
What we run
An embedded analytics and engineering partner, not a one-off project.
- 01A clean GA4 migration replacing incomplete legacy tracking
- 02Full Enhanced E-Commerce events: view, add-to-cart, checkout and purchase, instrumented end to end
- 03Ad targeting rebuilt on accurate conversion data — more purchases per thousand clicks, same budget
- 04Continuous bug fixing and maintenance keeping the store stable as it scales
- 05Ongoing feature development shipped on demand, without an in-house engineering team
Want results like these?
If you’re scaling an online store but flying blind on what your analytics actually report — and you need a product team that ships without the cost of hiring one in-house — this is the kind of partnership built for you.
Book a free 15-minute strategy call. We’ll look at where you are, what’s costing you customers, and exactly what we’d build to fix it — no pitch, no obligation.
What we did on this project — and can do for you
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