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It was the right solution for us to continue collecting accurate data while gaining better control. It also allowed us to move away from browser dependency and get a more complete view of the customer journey. After an adjustment period, Server-Side Tracking helped us optimize our campaigns and improve profitability.
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The Challenge
Launched in 2021, Decathlon Travel aimed to evolve from selling sports products to offering sports experiences, focusing on rapid customer acquisition and leveraging the strong brand recognition of Decathlon. However, with the gradual disappearance of third-party cookies and the dependency on browsers for user tracking, the platform faced the urgent need to rethink its data collection strategy.
In this context, the objectives were clear:
- Maintain accurate and reliable data collection to fuel marketing campaigns.
- Gain a complete view of the customer journey, while ensuring full control over data and compliance with privacy standards.
Lacking the internal resources to manage such a complex technical transition, Decathlon Travel turned to the expertise of Bespoke. This collaboration offered a complete solution, from an initial audit to team training, ensuring the successful implementation of Server-Side Tracking.
Solution
To meet the challenges posed by third-party cookie deprecation and the need for reliable data, Decathlon Travel implemented a Server-Side Tracking solution in collaboration with Addingwell and Bespoke.
1. Robust technology with Addingwell: Decathlon Travel implemented an advanced setup including GA4, Facebook CAPI, TikTok CAPI, and Google Ads, enabling precise and centralized data collection. This setup optimized conversion tracking and significantly improved campaign performance.
2. Tailored and seamless deployment: Leveraging Addingwell's expertise, the technical implementation was executed smoothly and with no impact on website performance. Rigorous monitoring ensured a seamless transition and immediate results.
3. Empowering teams with expert support: Addingwell and Bespoke trained Decathlon Travel's internal teams, ensuring optimal use of the solution. This guidance allowed the company to gain autonomy in data analysis and campaign optimization.
Results
Conclusion
By implementing Server-Side Tracking with Addingwell and the support of Bespoke, Decathlon Travel successfully overcame the challenges related to third-party cookie deprecation. This solution enabled the company to collect accurate and reliable data, optimize its marketing campaigns, and significantly improve profitability. With a +50% increase in ROAS, a 50% reduction in CPA, and investments on Meta tripled, Decathlon Travel proves that Server-Side Tracking is a powerful lever for maximizing marketing performance in a rapidly evolving digital landscape.
