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Challenge
As a global tourism leader, Club Med recognized the strategic importance of ensuring high-quality data collection to maintain and enhance the performance of its marketing campaigns.
The company reached a major strategic turning point with the cookieless era. Several factors directly threatened the performance of its acquisition channels: regulations such as GDPR, the rise of adblockers and restrictions from browsers.
These evolutions drastically reduced the lifespan of First-Party cookies and impacted key performance drivers such as ROI attribution, Lookalike audiences, and stop retargeting.
Complexity in a global context
Tracking management could not be seen as a simple marketing challenge: it needed to involve key stakeholders in a worldwide context.
- IT: every new client-side tag impacted WebCore Vitals and risked degrading user experience.
- DPO: required validation of approaches to ensure GDPR and L25 compliance.
- CISO: imperative to secure the project against global cybersecurity threats.
At the same time, teams needed to close the gap between Analytics and the back office to ensure reliable data.
Clear business objectives
On the business side, the roadmap was ambitious yet precise:
- Regain control of tracking to obtain reliable, complete, and actionable data.
- Ensure strong data governance.
- Migrate media tags at scale to anticipate a cookieless world.
- Maximize revenue through better attribution and optimized campaign management.
- Increase marketing agility without creating IT risks.
The ultimate goal: implement a 100% compliant and secure solution (via Consent Mode) while laying the foundations for advanced use cases such as offline data integration or leveraging enriched customer data (margin, LTV, loyalty status).
Solution
Club Med opted for a Test & Learn approach:
1. Pilot phase with the CAPI Gateway
- Rapid deployment to reduce signal loss on Meta.
- Immediate gains, but clear limitations: mono-platform solution and ineffective against cookie deletion on Safari 16.4.
2. Migration to Server-Side with Addingwell
To industrialize the approach globally, Addingwell recommended a full architecture including:
- Migration to server-side to bypass adblockers.
- Proxification of JS assets via CDN.
- Maintaining First-Party cookies beyond ITP restrictions.
- Strict compliance with GDPR and Consent Mode.
Club Med chose Addingwell’s SaaS platform, ensuring security, scalability, and data governance, while internalizing monitoring and continuous improvement.
Results
Increased resilience on IOS/Safari
- +34% Safari/iOS traffic tracked beyond 8 days: First-Party cookies maintained, preserving identity resolution and strengthening attribution in a highly constrained environment.
Improved measurement indicators
- +6.8% sessions in Analytics: thanks to bypassing adblockers, a significant share of traffic was reintegrated into measurement.
- +7.1% booking entries in Analytics: a direct gain in reach, essential to effectively activate retargeting campaigns.
Enhanced media performance
Conclusion
The migration to server-side tracking was a strategic success for Club Med.
From the POC phase to global industrialization, this approach reinforced data quality and resilience while ensuring international compliance.
With Addingwell, Club Med has laid the foundations for resilient, scalable, and performance-driven tracking.
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