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Challenge
Facing the progressive disappearance of third-party cookies and new regulatory requirements, Yves Rocher, a global leader in natural cosmetic products, sought an innovative solution to maintain advertising tracking accuracy and ensure the effectiveness of its marketing campaigns.
The main challenges were:
- Ensuring reliable data collection to feed advertising algorithms and optimize campaign performance.
- Maintaining strong ROAS, despite browser-imposed restrictions and increasing privacy concerns.
- Simplifying the technical management of a complex infrastructure while ensuring compliance with e-privacy regulations.
Solution
To address these challenges, Yves Rocher partnered with Addingwell, a recognized expert in Server-Side Tracking, to implement Meta CAPI via Google Tag Manager Server-Side.
- Fast and Reliable Deployment with Addingwell
Addingwell fully managed the Server-Side infrastructure, ensuring a quick and compliant implementation aligned with GDPR and other regulatory requirements. - Rigorous A/B Testing to Validate Meta CAPI Effectiveness
Advertising campaigns were tested with two configurations: the traditional setup using Meta Pixel and the optimized setup with Meta CAPI. These tests showed significant improvements in advertising performance, particularly in reducing CPA and CPM. - Compliance and DPO Collaboration
Yves Rocher involved its DPO team from the project's early stages to ensure the solution met data protection standards. Addingwell collaborated closely with the team to ensure smooth and compliant adoption.
Results
Conclusion
With Addingwell's expertise, Yves Rocher overcame the challenges posed by technological and regulatory changes. By adopting a Server-Side approach with Meta CAPI, the company not only improved its advertising efficiency but also strengthened its ability to navigate a complex digital environment.
This success marks a key step in Yves Rocher's innovation strategy, as it continues to explore new opportunities to optimize campaigns and improve ROI.
