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Initially, we tended to adopt a pre-click logic, thinking that we should focus investments on high-margin products and reduce spending on lower-margin ones. However, a clicked product is not necessarily a purchased product, and the number of items in the cart can vary. This is why Arcane’s approach convinced us.
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Challenge
Maisons du Monde, a leading European brand in furniture and home decor, aimed to optimise its advertising performance by going beyond a simple revenue-based approach. The challenge? Integrating contributive margin into Google Ads campaign management to maximise actual profitability.
However, several technical challenges stood in the way:
- Advertising campaigns did not take real product profitability into account.
- Contributive margin was not leveraged in media decision-making.
- Ad blockers and browser restrictions (Safari ITP, GDPR) distorted data collection.
Solution
With Arcane’s expertise and Addingwell’s technology, Maisons du Monde implemented an advanced Server-Side Tracking solution, enabling:
- Integration of contributive margin data into Google Ads via a server-side infrastructure.
- Enrichment of conversions with actual margin data from purchased products.
- Post-click conversion tracking to optimise bidding based on real margins.
- Better customer data management by bypassing browser restrictions (Safari ITP, ad blockers).
- Alignment between marketing and data teams through a well-defined strategic framework and a rigorous testing protocol.
Results
Conclusion
Maisons du Monde’s success perfectly illustrates how a data-driven approach, combined with high-performance Server-Side Tracking, can transform campaign management. By integrating contributive margin data into Google Ads, the brand was able to optimise its investments based on actual product profitability rather than just sales volume.
With the support of Addingwell and Arcane, Maisons du Monde not only overcame technical challenges related to tracking and browser restrictions but also improved its budget allocation, ensuring more profitable and sustainable growth.
Changing the key KPI for media steering is never a neutral decision; it has implications across all levels of the company. To successfully transition to margin-based optimisation, it is crucial to get everyone impacted by this change on board.
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