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Ready to optimize your tracking performance ?
We decided to implement the Addingwell solution several years ago. Our goal was to address a dual challenge: improving our website tracking performance in the face of ad blockers, while also being able to accurately measure the performance of our offline store network. Coudac supported us in implementing both solutions, and today we have been able to triple our investment volume thanks to the results achieved.
Lunettes Pour Tous is an innovative optical brand, recognized for its unique model: glasses starting at €10, made on-site in just 10 minutes.
The brand operates 24 stores across France and Belgium and follows a fully omnichannel approach, combining:
- Online appointment booking
- In-store purchase and manufacturing
Challenge
After its first investments in digital advertising, Lunettes Pour Tous quickly faced a major issue: the inability to properly measure the true performance of its campaigns, especially for sales completed in-store.
The main challenges identified were:
- Preserving cookie data when customers booked appointments online
- Sending in-store transaction data to the tracking server
- Reconciling online booking data with in-store purchases
- Sending enriched data back to advertising platforms to measure and optimize paid campaigns
An additional key challenge was overcoming data loss caused by ad blockers and strengthening the overall reliability of website tracking.
Solution
To address these challenges, moving to server-side tracking with Addingwell proved to be the most suitable solution, particularly thanks to its native integration with Google Cloud Platform (GCP).
The implementation was carried out with our partner Coudac, based on a robust and automated architecture.
1.Centralization of Marketing Data
Marketing data from digital journeys is stored via GTM Server-Side in a Firestore database (GCP). An intermediate database allows data to be stored and consolidated before activation, relying on Addingwell’s GCP service account.
2.Connecting Online and Offline
For each in-store transaction:
- A webhook is sent to the Addingwell server
- The server receives and allows consultation of the data (notably through the Header Preview feature)
- Associated marketing data is verified
- The transaction is then sent to advertising platforms
This architecture creates a reliable link between online appointment bookings and in-store purchases, enabling precise offline sales attribution.
Results
The implementation of server-side tracking delivered concrete and immediately actionable business results:
- Effective attribution of revenue and sales to campaigns on Meta, Google, Snapchat, and TikTok
- Reliable and actionable measurement of advertising performance
- Contribution to the brand’s growth strategy, supporting the opening of new stores
Server-side tracking enabled Lunettes Pour Tous to move from estimation-based reporting to precise ROI-driven performance management.
Conclusion
The Lunettes Pour Tous case perfectly illustrates how an omnichannel company can successfully tackle the complex challenge of offline conversion tracking.
Thanks to GTM Server-Side via Addingwell and the support of Coudac, the brand built a reliable architecture connecting digital data with in-store sales.
Today, Lunettes Pour Tous benefits from a scalable and future-proof tracking foundation, essential for effectively driving its omnichannel growth.
The technical challenges faced by Lunettes Pour Tous quickly led us to choose Addingwell, as we needed to be able to receive and review in-store sales data transmitted via webhook. This was made possible thanks to Addingwell’s Header Preview feature. We also needed to store data in an intermediate database, which we achieved using Addingwell’s GCP service account. Addingwell made our technical requirements possible and is now an integral part of a stack that allows us to generate concrete business results.
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