BRAUZZ. is a fast-growing, Ghent-based e-commerce brand selling ecological cleaning products, ranging from toilet cleaners to laundry detergents and dishwasher tablets. Founded in 2020 by Lowie Vercraeye, Ruben Renaer and Manush Barvar, the brand scaled rapidly, growing monthly revenue from €10.000 to €100.000 in just one year with the help of dear digital.

As subscriptions became a core part of their Shopify Plus setup (powered by Firmhouse), data and tracking suddenly became mission-critical.

The challenge

Tracking is a pain point for most e-commerce brands — and BRAUZZ. was no exception.

Before improving their setup:

• not all conversions were tracked
• subscription orders (running via Firmhouse) were hard to capture correctly
• data in GA4 wasn’t always reliable
• advertising platforms were missing up to 40–50% of conversion data

Because subscriptions run on a different platform than Shopify checkout, traditional client-side tracking setups (like Google Tag Manager) struggled with:

• duplicate orders
• missing conversions
• session-based inaccuracies
• data loss due to privacy restrictions and cookies

For a brand heavily investing in paid ads, this meant optimisation decisions were being made on incomplete (sometimes misleading) data.

Our approach

To solve this, we teamed up with Converge as a tracking partner. Instead of building a custom tracking setup from scratch (which would take hours and still be fragile), Converge provided a robust, scalable solution that works across Shopify, Firmhouse and advertising platforms.

1. Server-side + client-side tracking

Converge combines server-side tracking with client-side events to:

• eliminate duplicate conversions
• deduplicate sessions and users
• track subscriptions and one-off purchases correctly
• ensure consistency across platforms

This approach solves many of the common GA4 issues where conversions are tracked per session instead of per user.

2. Reliable data for better ad optimisation

With accurate tracking in place, BRAUZZ. could finally trust their numbers again. All conversions, including subscriptions, were sent correctly to Meta, TikTok and Criteo.

This allowed ad algorithms to optimise for the right audiences, instead of guessing based on partial data.

3. Faster setup, less overhead

Another big win: time saved.

Instead of spending ~15 hours rebuilding tracking for a new website or setup, Converge automatically migrates and activates tracking, without delays or complex reconfiguration. For BRAUZZ., everything was live within 30 minutes.

The result

Using BRAUZZ. as a test case for Converge’s capabilities delivered clear, measurable results:

• 100% of conversions tracked, including subscriptions
  (vs. 50–60% with a traditional GTM setup)
• 35% reduction in cost per acquisition (CPA)
  thanks to better data feeding ad platforms
• Clean, deduplicated GA4 data from both Shopify and Firmhouse
• Tracking migrated and activated in 30 minutes instead of 15+ hours

Most importantly: the team regained confidence in their data, and could finally optimise marketing decisions based on reality.

For BRAUZZ., switching to a smarter tracking setup with Converge meant fewer blind spots, better-performing ads and lower acquisition costs. This case proves that accurate data is one of the most powerful optimisation tools an e-commerce brand can invest in.