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Implementing server-side tagging with Addingwell allowed us to fully regain control of our tracking, without overloading our IT department. We’ve gained agility, compliance, and, above all, media performance. We’re now opening new perspectives with server-side product margin integration and offline sales data collection to better understand the impact of digital on our physical stores.
Challenge
Founded in 2007 and based in Toulouse, i-Run has established itself as the leading French specialist in running, trail, hiking, and fitness equipment.
In 2021, i-Run faced a strategic turning point with major changes in the data landscape: the announced end of third-party cookies, iOS/Safari restrictions, and the rise of ad blockers, all of which directly threatened the performance of acquisition channels.
With a dense IT roadmap and internalized technical components (custom back office, three CMS for France and international markets), the tech team had to manage a large number of hardcoded tags. This setup led to complex technical challenges and limited flexibility, especially with limited resources.
On the business side, the goals were clear:
- Anticipate the end of third-party cookies
- Centralize data collection via Google Tag Manager
- Outsource expertise to gain speed and reliability
i-Run identified a dual priority:
- Migrate as many partners as possible to a GTM server-side architecture
- Clean up hardcoded tags incompatible with server-side and properly reintegrate them in client-side
The goal: regain control over data collection without overloading the IT team, while ensuring compliance, robustness, and scalability.
Solution
To address these challenges, i-Run chose Addingwell, a pioneer in server-side tracking in France. Together, a tailor-made architecture is deployed based on three priorities:
- Implementation of a complete server-side infrastructure, enabling reconnection with key acquisition and analytics partners
- Cleanup of outdated and hardcoded tags that had been in place for years
- Structuring of the data layer, to ensure clean, consistent, and usable data collection across all channels
Thanks to Addingwell, the migration was rolled out in several stages:
- JS file proxying to bypass ad blockers
- Preservation of user identity on Safari and iOS
- Recommendations on tag migration priorities, limiting double tracking
Results
+35% data collected
i-Run regained full visibility over parts of the traffic that previously escaped measurement, especially on mobile and iOS users.
+132% data collected on META
Multi-touch attribution models became more reliable, thanks to a broader and richer dataset.
-18% CPM on META
Better-qualified traffic reduced media costs, for example by eliminating retargeting for already-converted users.
+16% conversions attributed on META
With more accurate data feedback, i-Run now benefits from a more precise measurement of Meta campaign impact, with attribution better aligned to actual performance.
With an enriched view of product performance, i-Run can now:
Conclusion
The project carried out for i-Run demonstrates how implementing a server-side architecture, powered by Addingwell, can help regain control over data in a complex technical environment. With enhanced data collection and better signal activation, i-Run is now optimizing its advertising performance while strengthening the reliability of its marketing insights.
A dedicated webinar on the I-Run case is also available
Prefer a more interactive format? Discover the full feedback from Celya in a webinar co-hosted with Addingwell.
➜ Watch the replay
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