.svg)
A major player in the car rental market, Europcar operates both in the short-term rental segment (B2B and B2C) and in long-term leasing (LTD), thus covering a wide range of mobility needs. Present in more than 130 countries, the brand also manages several complementary entities such as Goldcar and MyEuropcar, as well as GOcar in Ireland and FOX Rent a Car in the United States.
Overall, Europcar’s digital ecosystem includes nearly twenty websites and six mobile applications, including sixteen sites and four apps for the Europcar brand alone.
In this case study, Hassen Hammech, Lead Tracking at Europcar, shares his feedback on the implementation and use of Didomi and Addinwell by Didomi solutions across these various web and mobile environments.
Challenge: Balancing compliance, performance, and technical complexity
One of the first challenges encountered was the organizational and technical complexity associated with a group the size of Europcar. As a major player generating significant traffic, the company was particularly visible to the CNIL. It was therefore crucial to maintain impeccable compliance and stay at the forefront of regulatory requirements.
We generate a high volume of traffic across a large number of different platforms (web and app), which naturally makes us more visible than smaller companies. It was therefore essential for us to be aligned with regulatory requirements.
- Hassen Hammech, Lead tracking at Europcar
This requirement came with a technically complex reality: numerous different platforms (applications, multiple websites, various brands), each relying on distinct tracking environments. The multi-stack ecosystem included several TMS (Tag Management Systems), sometimes differing from one entity to another, with paid solutions such as Google or TagCommander, resulting in significant heterogeneity and difficult maintenance.
The goal was therefore to streamline and choose a solution capable of integrating optimally. Google Tag Manager emerged as the best option, particularly with GA4 and Google Media Tag, to strengthen integration reliability and optimize attribution challenges.
Another challenge lay in performance measurement. Increasing privacy restrictions from browsers and the impact of ad blockers made data collection more difficult. The existing analytics tools were significantly underestimating the actual data reality. The ambition was therefore twofold:
- Improve data quality to more accurately assess the performance of acquisition campaigns, support IT teams in optimizing user journeys, and provide greater value to media partners (algorithm improvement, retargeting, attribution).
- Reduce the gap between analytical data and business data by bringing billing data as close as possible to the data collected through tracking tools.
Consent was a key lever in this context: the higher the consent rate, the richer the collected data, enabling better business insights while remaining strictly compliant with local regulations.
Finally, operational constraints were compounded by limited IT bandwidth. The company needed plug-and-play solutions that were easy to deploy, autonomous, and required minimal maintenance. This led to the implementation of server-side tracking via Google Cloud Platform (GCP), as well as the search for an agile consent management tool.
This tool had to make it easy to navigate between several CMPs, adapt settings according to sites, countries, and local regulations, while simplifying the maintenance of legal texts and vendor management. It also needed to offer the ability to duplicate and quickly modify existing configurations.
Solution: A unified approach combining compliance, reliability, and data performance
To address these challenges, Europcar relied on Didomi and Addingwell, two French solutions renowned for their reliability and high-quality support.
Implementing Didomi
The Didomi Consent Management Platform had already been deployed before Hassen Hammech joined the company in 2021.
As a former consultant in the analytics field, I know Didomi very well.
It’s a solution I consistently recommend for its robustness and its ability to continuously improve over time. I’ve seen a lot of evolution in recent years. For me, when it comes to CMPs, there’s no debate.
- Hassen Hammech, Lead tracking at Europcar
The work focused in particular on customizing the consent banner, a key element of the user journey. Through several tests (number of buttons, layout, brand-specific design), the team optimized both user transparency and consent rates.
This process, carried out over six months with the support of the Didomi teams, made it possible to align design, compliance, and performance.
Implementing Addingwell
On the data collection side, Addingwell helped address challenges related to restrictions (Apple, ad blockers, third-party cookies).
The solution was gradually rolled out to secure the migration to server-side tracking with GA4 and Google Tag Manager, and then extended to media platforms such as Facebook CAPI, TikTok, and Google Ads.
As for Addingwell, I already knew the solution very well and have seen how it has evolved over time, how it has improved and become more robust to now offer a very simple and user-friendly interface.
- Hassen Hammech, Lead tracking at Europcar
The Europcar and Addingwell teams worked closely together during the integration process, particularly to refine cookie filtering and comply with the strict security requirements imposed by the company. The adoption of a CDN, the integration of aggregators (Awin, Skyscanner), and the implementation of a master cookie (currently underway) further strengthen data quality and continuity.
This approach followed a gradual roadmap, adapted to the seasonality of the business: initial audit, phased migration, and iterative testing. The goal was to ensure a risk-free transition and optimize data at every stage.
Impact on the team
Today, analytics is a true cornerstone for Europcar: used daily by the acquisition, IT, CRM, and management teams, it also feeds into a data lake combining analytics, CRM, and accounting data. Addingwell, through its logs and BigQuery connectors, enables near real-time monitoring and high responsiveness in case of alerts.
Finally, Europcar emphasizes the importance of support: Didomi assists Mr. Hammech’s teams with legal alignment and text management, while Addingwell stands out for its technical proactivity and speed of intervention. The result: reliable, continuous data collection, perfectly aligned with business needs.
Results: Consent rates increased by up to +12 points and +25% faster loading times
Thanks to the work carried out by Hassen’s team, the results achieved with Didomi and Addingwell are significant in both business performance and operational efficiency.
On Didomi’s side, consent rates have risen sharply:
- An average increase of +8 to +12 points in consent rates across all brands.
- In some countries, the impact has been spectacular, with improvements of up to +30 points. A concrete example: in one key market, the consent rate increased from 80% to 95%.
These gains are the result of a methodical effort of customization and optimization of the banner by Hassen’s team.
At the same time, the duplication and adaptation of the banner through a single script and domain-name filters made it possible to increase responsiveness, reduce dependency on the IT team, and achieve significant time savings for the teams.
On Addingwell’s side, more data, more performance:
- Across all traffic and conversion KPIs, the team observed an improvement of +8 to +12% in collected events immediately after implementation. With the gradual addition of the CDN, this figure increased by an additional +2 to +3 points.
- The media master cookie, currently being deployed, is expected to further strengthen these performances.
This improvement in raw data quality is directly reflected in marketing platforms, providing better coverage and a more accurate understanding of campaigns on Facebook. On GA4 and other media tools, it also enables richer insights and enhanced optimization capabilities.
Finally, the optimization of the tracking architecture led to a 20–25% reduction in page loading time, thanks to tag cleanup and a streamlined TM
I recommend Didomi and Addingwell for the robustness and reliability of their solutions, which are essential for a company like Europcar.
I appreciate the richness of the features offered, as well as the responsiveness and quality of the support. We are fully satisfied with the results achieved and wish to continue and strengthen this collaboration in the future.
- Hassen Hammech, Lead tracking at Europcar
If you’d like to learn more about how Didomi and Addingwell by Didomi can support your organization with its compliance and performance challenges, don’t hesitate to contact us.
{{talk-to-an-expert}}
.avif.avif){kind=tracking}
