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Ready to optimize your tracking performance ?
At Damart, implementing server-side tracking with Addingwell was essential. It allowed us to regain full control over our tracking and to work with clean, reliable data, without overloading our internal IT teams. We clearly improved our website performance and, when it comes to Facebook, we can now see that it’s truly a strong driver of conversions. This solution opens up new strategic perspectives, enabling us to better manage our investments and more accurately measure the impact of our offline activities.
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Challenge
Damart, a historic French womenswear brand and creator of the famous Thermolactyl, is a major player in mail-order retail, with over 90 stores in France and a steadily growing e-commerce presence. In 2022, the launch of a new Magento 2 website coincided with a tightening of data protection regulations (DPO context), making data collection more complex than ever.
Damart quickly identified four major challenges:
- Heightened Legal and Regulatory Pressure: The new Magento 2 platform required compliance with increasingly strict rules (ePrivacy, GDPR, DMA), heavily restricting the use of cookies and personal data in a demanding international legal landscape.
- Incomplete and Biased Data: Ad blockers and Safari/iOS restrictions prevented data collection and drastically shortened cookie lifespans, creating “ghost traffic” (45%) that went unmeasured. For instance, Meta only received 55% of the actual data.
- Broken Attribution & Inefficient Budgeting: Platforms like Meta suffered from significant under-attribution (-64% of conversions vs. Synchritics), making campaign optimization and ROAS analysis unreliable.
- Poor Site Performance: The accumulation of client-side tags weighed down the site, negatively affecting Core Web Vitals, conversion rates, and SEO.
Solution
To address these challenges, Damart deployed a server-side tracking strategy with the help of Addingwell, Optimal Ways, and Thank You Analytics.
Server-Side Migration with Addingwell & Optimal Ways
Tracking was moved to an external server, allowing Damart to bypass ad blockers, extend cookie lifetime on Safari, and restore accurate attribution windows.
The project was completed in 2 to 3 months, covering technical and legal scoping across five countries. The client-side Meta pixel was fully removed, improving page load speeds and Core Web Vitals. Data is now processed and filtered server-side before being sent to partners, ensuring compliance with GDPR and ePrivacy.
Enhanced Attribution & Budget Management with ThankYou Analytics
- Complete Tracking: 100% of site visits and revenue are now measured.
- Smart Attribution: ThankYou Analytics proprietary Smart Recovery tech re-attributed +27% more Meta conversions using first-party data (email, phone), even across browsers and devices.
- Advanced Modeling: Damart uses last-click indirect for day-to-day and data-driven models for deeper analysis.
- Smarter Budgeting: CRM integration and audience overlap analysis helped better exclude existing customers and optimize New Customer Acquisition (NCA) strategies on Meta and Pmax.
Results
+16% more data collected
Thanks to Addingwell’s server-side infrastructure, Damart recovered visibility over 45% of its traffic that was previously unmeasurable due to ad blockers and browser restrictions. The server-side setup also extended cookie lifetimes, improving tracking consistency.
+27% more conversions attributed to Facebook
By activating Meta’s Conversions API (CAPI) through Addingwell’s server-side solution, Damart sent high-quality first-party data directly to Meta. This helped Meta reconcile conversions across devices and browsers, even from in-app browsers (e.g. Instagram), greatly improving attribution accuracy.
-100% impact of Meta’s SDK.js
Damart fully removed the Meta JavaScript SDK from the website by shifting tracking server-side, significantly improving page load times, Core Web Vitals, and overall SEO performance.
Conclusion
Damart’s journey illustrates how adopting a modern, integrated server-side data strategy, combined with advanced attribution tools, can help overcome both technical and legal barriers in digital marketing, while significantly improving performance, ROI, and environmental impact. This is a concrete example of how a brand can take back control of its data and turn constraints into strategic opportunities.
A dedicated webinar on the Damart use case is also available
Prefer a more interactive format? Watch the full Damart feedback session in a webinar co-hosted with Addingwell.
➜ Watch the replay
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