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Paris, France, October 5, 2025 - Addingwell by Didomi and unnest, in collaboration with ba&sh, Meta, and tigrz, are releasing a new whitepaper that explores how offline sales data can transform marketing performance measurement.
With the progressive disappearance of third-party cookies and the increasing complexity of customer journeys, accurately measuring campaign performance has never been more challenging. Many brands still rely on last-click attribution, which hides the impact of in-store conversions and underestimates the true ROI of digital campaigns.
The key to digital performance lies in better leveraging first-party data, including in-store data. Yet this last lever is often the big absentee in data marketing strategies. And yet, it’s simpler to activate than it seems.
- Nicolas Chollet, Founder & CEO, unnest
In this new whitepaper, long-time partners Addingwell by Didomi and unnest join forces to explore why integrating offline conversions is key to truly omnichannel attribution, and how server-side tracking enables automation and reliability.
In a practical case study with womenswear brand ba&sh, the guide showcases impressive results (+5% total purchases and -4% CPA) achieved through omnichannel campaigns:
The ba&sh core target is strongly inclined toward in-store shopping. The in-store experience is therefore central to our strategy.
- Marie de Gouvello, Digital Marketing Manager, ba&sh
The whitepaper also features contributions from Meta and tigrz, who share their perspectives on the future of measurement, and offers practical guidance for brands looking to adapt their measurement and media optimization in a privacy-first environment.
Download the whitepaper on the Addingwell website:
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