French artist's shop needs reliable tracking

Mission context

A label connects fans and artists by offering services for the creation, manufacture, distribution and promotion of merchandising products. The scope of this mission concerns the shop of a French artist you probably know.

The objectives of this mission are:

1. update the site’s dataLayer.
2. synchronize product feeds to advertising platforms with Channable.
3. integration of tagging plan in Google Tag Manager
4. implementation of server-side tagging with Addingwell
5. monitoring and support throughout the project

Tools involved in data collection

GTM Web

Channable

GTM Server-Side

Addingwell

Connected platforms

Meta Ads

Tiktok Ads

Snapchat Ads

Google Ads

Google Analytics 4

Customer testimonial

Update dataLayer

Correctly implementing the dataLayer is the most important step in a tagging plan integration project, because the dataLayer represents the source of the data that will then feed all the tools you use.

This site is not installed on a CMS (Content Management Software), it’s a custom site. This means that it is not possible to use a dataLayer extension or plugin that could set up the dataLayer automatically with a few clicks.

It is therefore necessary to provide developers with technical documentation on how to set up the dataLayer.

Integration of tagging plan in Google Tag Manager

Once the dataLayer is in place, all that remains is to configure Google Tag Manager Web with the right triggers and tags. As this is a server-side setup, the bulk of the work lies in configuring the GA4 data stream that is sent to the server.

Setting up server-side tagging with Addingwell

Once the GA4 data stream configuration is complete, it’s time to set up server-side tagging with Addingwell. Addingwell is the platform that hosts the Google Tag Manager server container. It’s in this Google Tag Manager server container that there’s still some configuration work to be done.

It is necessary to configure the tags (Meta, Tiktok, Snapchat, Google Ads) in order to send the data to all the advertising platforms used by the label. It is also necessary to configure the tags for Google Analytics 4 in order to send the data to the GA4 property.

The advantages I see in using Addingwell for this project are:

• Comprehensive, easy-to-use monitoring interface
• Responsive and competent support

Synchronization of product feeds

Product feed synchronization is an important step in this project, as it enables us to feed the shop’s product data to the advertising platforms. Channable is the platform used for this synchronization.

Channable is a feed management platform that (among other things) connects an e-commerce site’s product data to various advertising platforms. Channable retrieves product data from the shop, transforms it and sends it to the advertising platforms.

This makes it possible to create dynamic advertising campaigns (Dynamic Ads) on Meta, Tiktok, Snapchat and Google Ads using the shop’s product data.

Monitoring and support

As part of my mission, the post-setup monitoring and support stage is very important. We need to make sure that the tracking is working properly and that the data is being sent to the various advertising platforms. It’s also necessary to make adjustments and to answer any questions the customer may have throughout the mission.

This is where Addingwell’s monitoring interface comes in very handy, as it allows you to view the data being sent to the various advertising platforms in real time, and quickly detect any problems. Advanced logs can also be requested from Addingwell support to go even deeper into the debugging of a tracking issue.

Addingwell monitoring isn’t enough, however, as the data must be correctly fed back to the various connected platforms, such as Meta’s event manager.

Results and outlook

The implementation of server-side tagging has enabled us to :

• Stabilize tracking on all advertising platforms
• Improve the quality of data collected thanks to a robust data layer and server-side tagging
• Automate product flow management for dynamic campaigns

This solid foundation now enables the label to optimize its advertising campaigns with reliable data, and look forward to the deployment of new marketing strategies.