Claudie Pierlot & Addingwell: Understanding browsers evolutions in data collection through Server-Side Tracking

In the digital marketing world, where privacy rules constantly change, and technologies rapidly evolve, adaptation is essential. Claudie Pierlot, a key player in the fashion industry, understands this well. To stay at the forefront, they partnered with Addingwell and their integration partner, Morgan Fabre. Together, they adopted server-side tracking, allowing them to better understand and adapt to browser evolutions and boost their acquisition performance.

The challenge: Understanding browsers evolutions and preparing for a future without Third-Party Cookies

Aware of imminent changes, such as the end of third-party cookies and increasing browsers restrictions, Claudie Pierlot aimed to improve data collection accuracy to optimize campaign performance.

How can effective data collection be ensured in a cookie-less context? This major challenge required a strategy capable of adapting to a constantly changing digital landscape, where data reliability and compliance become crucial performance criteria.

Solutions and benefits: Adopting Server-Side Tracking with Addingwell

«Addingwell has established itself as the key partner in our success in deploying Server-Side Tracking, combining ease of use and efficiency.»

Claudie Pierlot chose to adopt Addingwell to adapt their tracking to this new digital environment. Here are some notable advantages:

• Data Reliability: Thanks to Addingwell's proactive approach and expertise, Claudie Pierlot effectively bypassed ad blockers and browser restrictions. This improved the accuracy and reliability of collected data, providing a clearer and more precise view of user behavior.
• Compliance and Security: The transition to server-side tracking resolved browser-imposed limitations, ensuring more reliable and secure data collection.
• Acquisition Channel Efficiency: Accurate and complete data collected through server-side tracking enabled more targeted and effective marketing campaigns on platforms like Meta, Snapchat, TikTok, and Pinterest. This increased precision also facilitated more accurate attribution analysis in Google Analytics 4.
• Rapid Installation and Responsive Support: The quick implementation of server-side tracking with Addingwell and support from Morgan Fabre was crucial for Claudie Pierlot. Addingwell provided a comprehensive technical solution, allowing Claudie Pierlot's IT teams to focus on their main objectives. The responsive support from Addingwell and Morgan Fabre enabled business teams to maintain control of the project without needing to involve DevOps for monitoring and tracking the server-side platform.

The successful adoption of server-side tracking by Claudie Pierlot with Addingwell demonstrates the power of innovative digital solutions to overcome modern marketing challenges. This collaboration not only solved immediate technical obstacles but also positioned Claudie Pierlot at the forefront of digital marketing strategy in a post-cookie world.

The perspective of our certified partner: Morgan Fabre

As a freelance analytics consultant experienced in server-side tracking implementation, working with Addingwell is always a guarantee of a well-executed project. The two main advantages, in my opinion, are the acceleration of the implementation timeline thanks to the rapid availability of the server infrastructure, as well as the monitoring of tags once the production deployment is completed.

For the Claudie Pierlot project, it took about one week from the initial concrete discussions defining our objectives for this server-side TMS migration to the effective run of server-side GTM. sGTM is now a central point of our tracking for all the countries where Claudie Pierlot is present, across two sites (the main site and the second-hand site). We were able to improve both our web performance by migrating some partners to full server-side, as well as the quality of the data collected for the following partners:

• Google Analytics 4
• Meta Conversion API
• Google Ads (conversions and remarketing)
• TikTok Events API
• Pinterest Conversion API
• Snapchat Conversion API

Want to learn more?

Discover the experiences and successes of other clients who have trusted Addingwell for their transition to server-side tracking. Visit our testimonials page to learn more about the tangible benefits our solution has brought to their businesses.

Your transition to Server-Side with Addingwell

Are you looking to transform your digital tracking and prepare your business for the future? Whether you are considering implementing Server-Side Tracking for the first time or seeking to optimize your current strategy, Addingwell is here to support you.

Book your free demo today to discover how we can help you navigate confidently in the post-cookie era.