How We Helped Kindred Bravely Unlock Revenue with GA4
Empowering Mothers with Comfort & Style
Kindred Bravely is a direct-to-consumer brand specializing in high-quality maternity and nursing wear. Their mission is to help mothers feel confident and supported through every stage of motherhood.
With a growing digital presence, they needed reliable, actionable data to drive decisions across marketing, inventory, and product strategy. That’s when they turned to us.
Project Type: Marketing Attribution, Martech Activation
Tools Used: Segment, GA4, GTM, Looker Studio
20%
ROAS improvement driven by higher attribution conversions
15%
lift in campaign efficiency from accurate coupon and bundle attribution.
$100K
revenue protected by tying stockouts directly to lost sales.
Kindred Bravely
Missed Signals & Slowed Decisions
Marketing Attribution
Kindred Bravely moved to GA4 but default tracking wasn’t enough.
They couldn’t see how bundles performed, how coupon codes influenced sales, or how out-of-stock items affected revenue. And without that visibility, key decisions across marketing and operations were slowed down.
Despite significant investments in bundle promotions, discount campaigns, and paid marketing, they couldn’t answer critical questions:
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Were coupon codes actually converting?
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Were product bundles driving sales or masking real performance?
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How much revenue was lost due to stockouts?
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Could they tie any of this back to marketing channels?
They were operating with partial visibility. Attribution was fuzzy. Revenue connections were unclear. And inventory decisions lagged behind fast-moving sales patterns.
The Challenge: Fragmented Tracking in a Complex Ecosystem
As the business scaled, so did the complexity of its customer data. They faced five key hurdles:
Unclear Customer Journeys
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Different buyer types (e.g., new moms vs. gift buyers) behaved differently but the data wasn’t capturing that nuance.
Limited GA4 Visibility
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Default GA4 settings weren’t capturing meaningful events like quiz completions, blog engagement, or promo code usage.
Bundle Blind Spots
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Bundles were popular, but obscured SKU-level performance, making inventory planning reactive.
Data Silos
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Shopify, Facebook, Pinterest, and survey tools were disconnected, no unified reporting.
Manual Spreadsheets & Reactive Reporting
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Teams relied on spreadsheet workarounds, leading to data disparity, slower insights, and missed opportunities.
The Solution: A Custom Analytics Framework Built for Action
We built a tailored GA4 setup that delivered the insights Kindred Bravely’s team actually needed:
Coupon code impact analysis
Out-of-stock visibility tied to revenue
Bundle performance tracking across views, carts, and purchases
Here’s how we did it:
1. Custom GA4 Implementation
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We rebuilt GA4 tracking from the ground up, enabling visibility into:● Product views, add-to-carts, and purchases ● Coupon usage and quiz completions ● Blog interactions and out-of-stock eventsThis helped capture the full customer journey across multiple touchpoints.
2. Bundle Deconstruction Logic
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We introduced a logic layer to break bundles down to the SKU level. Now, the team could see which individual products were actually driving demand, inside or outside bundles.
3. Revenue Impact from Stockouts
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Out-of-stock events were tied directly to lost revenue calculations. This allowed the team to prioritize restocks based on actual opportunity cost, not just gut feeling.
4. Coupon Code Attribution
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We linked coupon usage to conversions, revealing which offers truly moved the needle. That data reshaped their discounting and campaign strategy.
5. Unified Data Warehouse + Live Dashboards
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We centralized data from Shopify, Facebook, Pinterest, and Appsflyer into BigQuery. Then, we built live Looker Studio dashboards covering: Sales performance, Campaign attribution, Inventory health, Customer journeysNo more spreadsheets. No more guesswork.
The Result
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Out-of-the-box GA4 isn’t enough, custom tracking is critical to reveal what’s really happening.
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You can’t improve what you can’t see, visibility into coupon codes, bundles, and stockouts directly unlocked revenue.
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Centralizing data cuts through the noise and speeds up decision-making.
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Analytics should reflect how your business actually works, not force-fit generic models.
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Faster, data-backed decisions across marketing and ops.
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Reliable attribution for coupon codes, bundles, and campaigns.
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Smarter inventory moves driven by visibility into stockout impact.
Automated Marketing
Attribution to optimize
$10M+ ad budgets per year.
Automatic collection and
transformation of data that
saves 10+ hours every week.
We’re big on SEO, paid search, and display video. So we need data from these channels and very clear insights to improve our decision-making. MarketLytics enabled us to be better at our internal decision-making on where to spend and when.
Martijn Scheijbeler
SVP Marketing
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