Rebuilding Analytics Infrastructure for a Premium Australian Pram Brand
Client: Redsbaby
Industry: Prams and baby products
Services Provided:
- GA4 Installations
- Complex Integrations
- Advanced Tracking Solutions
Overview
Redsbaby is a leading Australian pram and baby products brand operating on BigCommerce. After a recent website redesign and platform migration, their analytics setup was left fragmented: Their GA4 data was unreliable, conversion tracking was inaccurate, and their media agency lacked the event data needed to optimise campaigns effectively.
Tell No Lies was brought in to audit the situation, identify the gaps, and systematically rebuild their entire analytics and tracking implementation from the ground up.
96%+ Order Match Rate |
8–9/10 Meta EMQ Score |
>90% Purchase Catalogue Match |
Challenges
When Tell No Lies first engaged with Redsbaby, the state of their analytics was severe. A mix of technical changes and past implementation problems had left the business without reliable data to guide marketing decisions or accurately measure return on ad spend.
Broken Foundations
A recent website redesign and replatform had disrupted existing tracking implementations. As a result, GA4 data was compromised across both ecommerce transactions and general website behaviour, meaning the team could not trust the numbers they were seeing in any report.
Inconsistent and Inaccurate Reporting
Reports showed conflicting figures depending on the source. Ecommerce revenue in GA4 did not match BigCommerce, and some event values in Meta were inflated.
In one case, Meta reported eight items worth $2,636 for an order that was actually just one item worth $499. Without consistent data, the business lacked a clear single source of truth.
Media Agency Left in the Dark
Redsbaby’s media agency needed reliable conversion events to optimise ad spend across Meta and Google Ads. Without accurate event data flowing through, they were effectively working blind: Unable to build effective retargeting audiences, optimise towards real conversions, or report on true ROAS.
Specialist Skills Shortage
The technical complexity of the work required a rare combination of analytics expertise, server-side tracking knowledge, and platform-specific implementation skills. Redsbaby had struggled to find the right people to diagnose and resolve these issues, which ultimately led them to engage Tell No Lies.
Solution
The engagement spanned two major phases for a comprehensive rebuild of Redsbaby’s analytics, tracking, and reporting infrastructure.
Phase 1: Audit and Strategic Framework
Tell No Lies began with a thorough audit of the existing setup, reviewing every tracking touchpoint across GA4, Meta, Google Ads, BigCommerce, and the front-end codebase. The audit revealed widespread inconsistencies and systematic data quality issues, but also gave us a clear roadmap for remediation.
Alongside the technical review, we worked directly with Redsbaby’s stakeholders to understand their reporting needs. Together, we defined meaningful KPIs aligned with real business outcomes, not just vanity metrics.
We also reviewed existing reports, removed redundant ones, recommended reporting cadence and automation, and planned the structure for future dashboards.
Phase 2: Server-Side Tracking and CAPI Implementation
A core deliverable was the implementation of server-side tracking using Stape.io, enabling reliable Conversions API (CAPI) data to flow to Meta and Google Ads. This directly addressed the data accuracy issues that had been limiting campaign optimisation.
Key implementation work included:
- Setting up the Stape.io server environment alongside server-side GTM hosting
- Creating Facebook and Google Ads CAPI events in collaboration with the media agency
- Fixing double-firing events through proper deduplication using event IDs
- Implementing enhanced conversions for stronger attribution accuracy
- Tagging new vs returning customers to enable better segmentation and targeting
- Adding lightweight monitoring and uptime checks to maintain reliability
Phase 3: Data Layer Rebuild and Cross-Domain Tracking
One of the most technically complex elements of the project was the complete rewrite of Redsbaby’s data layer.
Their architecture uses a Vercel-hosted front end with a BigCommerce back end, a split that creates significant challenges for tracking continuity, particularly around the checkout process, where session and user data must be handed off seamlessly between domains.
Tell No Lies collaborated directly with Redsbaby’s development team to architect and implement a data layer that maintained integrity across this handoff. This ensured consistent user identification and accurate ecommerce event tracking from product browsing all the way through to purchase completion.
Phase 4: Event Match Quality and Catalogue Alignment
We also ran a focused remediation effort to improve Meta’s Event Match Quality (EMQ) score, which had previously sat at just 5 out of 10.
By auditing and improving the identifiers being passed with each event (hashed email and phone, fbp/fbc cookies, IP address, and user agent), we achieved an uplift target of 8 to 9 out of 10. This significantly improved Meta’s ability to attribute conversions and build effective audiences.
At the same time, we aligned product catalogue IDs in purchase events with Meta’s product feed, lifting the catalogue match rate above 90% and enabling dynamic product ads to function correctly.
Phase 5: BigQuery Export and Reporting Dashboards
To give Redsbaby a reliable and flexible reporting foundation, we configured BigQuery exports for ecommerce data and built pipelines feeding into custom dashboards. These dashboards now give both Redsbaby and their media agency real-time visibility into performance, with data that reconciles cleanly across GA4, Meta, Google Ads, and BigCommerce.
Funnel.io was also configured for automated data aggregation, streamlining the flow of marketing performance data into the reporting ecosystem.
Quality Assurance
Every element of the implementation was subjected to structured end-to-end testing across the full ecommerce journey, from product view through to purchase. Data consistency was cross-checked between Meta Events Manager, GA4, and BigCommerce, with documented QA outcomes confirming that deduplication, EMQ targets, and catalogue match thresholds were all achieved.
The Results
Taken together, the work completely transformed Redsbaby’s analytics and tracking environment, turning a system the business couldn’t rely on into one that now delivers dependable, verifiable data.
Data Accuracy
The order match rate between BigCommerce and GA4 improved from approximately 70% to over 96%. This means that the business can now reconcile ecommerce revenue across platforms with confidence.
Previously, almost one in three transactions was either missing, duplicated, or misattributed in GA4. That gap has been virtually eliminated.
Attribution Confidence
With accurate server-side events now flowing to both Meta and Google Ads, properly deduplicated via event IDs and enriched with customer identifiers, the media agency finally has conversion data it can trust. Campaign decisions that were previously based on inflated or incomplete signals are now grounded by verified purchase data that ties cleanly back to BigCommerce.
Meta’s Event Match Quality score improved from 5 out of 10 to 8–9 out of 10, directly expanding the pool of attributable conversions and strengthening the quality of retargeting and lookalike audiences available to the agency.
Infrastructure Resilience
The rebuilt tracking infrastructure is fundamentally more robust than what it replaced. Server-side tracking via Stape.io operates independently of many browser-side limitations such as ad blockers and cookie restrictions, giving Redsbaby a more durable data collection layer as privacy rules and browser policies continue to evolve.
Monitoring and uptime checks ensure dropped events or configuration failures are flagged immediately rather than silently corrupting data for weeks before anyone notices.
On top of that, the BigQuery data pipeline and dashboard setup gives Redsbaby full ownership of its reporting foundation. They are now not dependent on third-party platform UIs that change over time. Data flows are automated, auditable, and designed to scale as the business grows.
96%+ Order Match Rate |
8–9/10 Meta EMQ Score |
>90% Purchase Catalogue Match |
What changed for Redsbaby:
- GA4 ecommerce data now reconciles accurately with BigCommerce, providing a trustworthy single source of truth for revenue reporting.
- Meta and Google Ads now receive accurate, deduplicated conversion events via server-side CAPI, enabling the media agency to optimise campaigns with confidence.
- Attribution is accurate end-to-end, with cross-domain tracking maintaining user identity across the Vercel front end and BigCommerce checkout.
- Data pipelines to the agency are fully operational, feeding real-time performance data into sophisticated dashboards built on BigQuery.
- Event values and item counts are accurate. No more inflated order data misleading campaign optimisation.
Why it matters
For a brand investing heavily in paid media, inaccurate tracking is not just an inconvenience. It directly erodes return on investment.
Every dollar spent on ads that optimise toward bad data is a dollar partially wasted. Every retargeting audience built from incomplete event data underperforms.
By rebuilding Redsbaby’s analytics infrastructure from the ground up, Tell No Lies gave both the business and its agency partners the confidence to make better decisions and drive real performance. The work was technical, complex, and required deep expertise across multiple platforms, exactly the kind of problem Tell No Lies exists to solve.
About Tell No Lies
Tell No Lies is a marketing analytics consultancy specialising in fixing broken ecommerce tracking implementations. We work with brands and their agencies to ensure the data driving marketing decisions is accurate, complete, and actionable. If your tracking is broken, we fix it.