Addingwell
Addingwell, a Lille-based server-side tagging platform acquired by Didomi in 2025, provides Google Tag Manager Server-Side infrastructure that recovers conversion events lost to ad blockers and cookie deprecation for European marketing teams, web analysts, and agencies.
- Company typePrivate
- Founded2021
- HeadquartersLille, France
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Addingwell does
Addingwell is a Lille, France-based server-side tagging platform founded in 2021 and operating as "Addingwell by Didomi" following its April 2025 acquisition by consent management vendor Didomi. The product is built on Google Tag Manager Server-Side (sGTM) infrastructure running on Google Cloud Platform and serves as a reverse proxy that routes marketing tags through multi-region servers, recovering conversion events that would otherwise be lost to ad blockers, Safari ITP, and third-party cookie deprecation. The core platform is augmented by add-on modules including Tag Health Monitoring, Tag/Data/Cookie Monitoring, Event Consent Monitoring (integrated with Didomi's CMP), Custom Domains, SDK Proxyfication, DNS Reverse-Proxy, sGTM Logs, and Cookie Restoration.
Addingwell serves five primary buyer personas — acquisition/performance marketers, web analysts, IT & DevOps teams, Data Protection Officers, and agencies/freelancers — through a hybrid go-to-market that combines a freemium self-serve product (100,000 free requests), a pay-as-you-go tier starting at €90/month for 2M requests, and an Enterprise tier with custom pricing, dedicated account managers, and customizable DPA/SLAs. The company monetizes through recurring subscriptions plus usage-based overage and operates a 250+ certified implementation partner program that pays 20% recurring commissions over three years, with named agency partners including Converteo, Yuri & Neil, Bespoke, Coudac, Unnest, Arcane, Jellyfish, and Dinmo.
The platform integrates natively with GA4, Meta CAPI, Google Ads/Performance Max, TikTok Events API, Microsoft Advertising, Shopify, and Google BigQuery/Pub/Sub/Firestore on Enterprise. Reported customer outcomes include +22% average ROAS, +20–25% faster page loads, up to 45% recovered conversion events, and 99.99% uptime across multi-region infrastructure. As of acquisition, Addingwell's 2,000+ customer base spans major European brands such as Decathlon, OUIGO, Engie, Accor, Maisons du Monde, BrewDog, Yves Rocher, Europcar, Chantelle, Damart, Club Med, Intersport, and Jacquemus, with primary commercial concentration in France and broader Europe.
Addingwell firmographics
Firmographics- Name
- Addingwell
- Legal name
- Addingwell SAS
- Website
- https://addingwell.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Addingwell, a Lille-based server-side tagging platform acquired by Didomi in 2025, provides Google Tag Manager Server-Side infrastructure that recovers conversion events lost to ad blockers and cookie deprecation for European marketing teams, web analysts, and agencies.
- Ownership category
- akta.pro rank
Addingwell industry classification
Industry- Product category
- Server-Side Tagging Platform
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Programming Services (7371), Services-Computer Processing & Data Preparation (7374)
- akta.pro primary industry
- Vendor & Contract Management (Software/Cloud) (BPAEAOAD)
- akta.pro secondary industries
- Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK), Marketplace APIs & API Monetization Platforms (BPAMAOAM)
Keywords
Where Addingwell is headquartered
LocationHeadquarters
- HQ city
- Lille
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Addingwell business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations
Revenue model
- Server-Side Tagging Platform: Subscription-based pricing with three tiers: Free (100K requests), Pay as you go (starting €90/month for 2M requests), and Enterprise (custom pricing). Revenue generated from monthly/annual subscriptions based on request volume and feature tiers.
- Usage-based Overage: Additional requests beyond the monthly tier are calculated at the end of the billing cycle and included in the invoice. Customers pay per actual usage above their plan limits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free plan with 100,000 requests for product exploration |
| Subscription | Monthly | Pay as you go plan starting at €90/month for 2M requests |
| Subscription | Multi-year contract | Enterprise plan with custom pricing for high-volume, compliance-focused customers |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Addingwell product offering
Product offeringCore offering
Addingwell provides a server-side tagging platform built on Google Tag Manager Server-Side (sGTM) that recovers marketing conversion events lost to ad blockers, browser restrictions (ITP), and third-party cookie deprecation. The platform routes tags through multi-region Google Cloud infrastructure with 99.99% uptime, integrates consent management via parent company Didomi, and is sold via three subscription tiers (Free, Pay-as-you-go from €90/month, and Enterprise with custom pricing).
Product overview
Addingwell is a server-side tagging platform built on Google Tag Manager Server-Side (sGTM) that was acquired by Didomi in April 2025 for €72 million. The product portfolio centers on the Addingwell Server-Side Tagging Platform as the core offering, which recovers marketing conversion events blocked by ad blockers, browser restrictions, and cookie deprecation. The platform is backed by Didomi's consent management infrastructure and includes multiple add-on modules: Tag Health Monitoring and Tag Monitoring for real-time visibility into tag execution; Data Monitoring and Cookie Monitoring for data quality assurance; Event Consent Monitoring for visualizing consent attached to server-side requests; Custom Domains and SDK Proxyfication for first-party cookie deployment; DNS Reverse-Proxy for DDoS protection and ITP bypass; sGTM Logs and HTTP Header Configuration for debugging; and Cookie Restoration for fallback persistence. The platform serves acquisition teams, web analysts, IT/DevOps, DPOs, and agencies through tiered pricing plans (Free, Pay as you go starting at €90/month, and Enterprise). The company also offers a Partner Program for certified implementation partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Addingwell Server-Side Tagging Platform A server-side tag management platform built on Google Tag Manager Server-Side (sGTM) that recovers marketing conversion events blocked by ad blockers, browser restrictions, and third-party cookie deprecation. Routes tags through enterprise-grade multi-region Google Cloud servers with 99.99% uptime, integrates consent management via Didomi, and offers tiered pricing (Free, Pay-as-you-go from €90/month, Enterprise). Targeted at marketing, analytics, IT, and data protection teams at SMB, mid-market, and enterprise organizations.
- Addingwell Partner Program A partnership and certification program for agencies and freelance consultants who deploy Addingwell for end clients. Includes technical certification, 20% recurring commission over a 3-year period, white-label options, co-branded demos, and premium support. Targeted at digital marketing agencies and freelance implementation specialists across Europe and beyond.
Quantifiable outcome
- Up to 45% of conversion events lost to ad blockers, browser restrictions, and cookie deprecation can be recovered
- +5 more outcomes
Companies that use Addingwell
Customer profileNamed customers27 records
Segments5 records
Ideal customer profiles4 records
Addingwell technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability1 record
Feature6 records
Addingwell partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered flagship, core and minor.
- DidomiflagshipDidomi, a French data management company, acquired Addingwell in April 2025 as part of a €72 million funding round. The acquisition combines Addingwell's server-side tagging expertise with Didomi's consent management platform. Addingwell now operates as 'Addingwell by Didomi' and retains its mission and platform while gaining access to Didomi's privacy infrastructure and 2,500+ brand customer base.
- Meta (Facebook)coreOfficial Meta Business Partner with CAPI (Conversions API) integration for server-side event tracking. Enables customers to recover conversion signals blocked by browser restrictions and improve Meta campaign performance.
- GooglecorePartner integration with Google Tag Manager server-side (sGTM), GA4, Google Ads, and Performance Max. Built on Google Cloud Platform infrastructure with CDN and server networking.
- MicrosoftcorePartner integration for Microsoft advertising and analytics platforms including TikTok Event API integration.
- Google Cloud PlatformcoreInfrastructure provider for Addingwell's server-side tagging platform. Uses Google Cloud's global network for low-latency, highly available multi-region servers with auto-scaling capabilities.
- Yuri & NeilcoreMarketing agency partner that implemented Addingwell for OUIGO and Sandaya, achieving +15% and +33% ROAS improvements respectively.
- ConverteocoreDigital analytics agency that helped ENGIE Pro improve data quality and media performance with server-side tracking.
- BespokecoreAgency partner specializing in Facebook CAPI implementation, helped Decathlon Travel achieve +50% ROAS.
- UnnestcoreAgency partner that co-hosted introductory webinar on GTM Server-Side and helped La Revue du Praticien protect premium content.
- CoudaccorePartner that helped Lunettes Pour Tous structure a reliable omnichannel attribution framework with +2000 offline conversions tracked monthly.
- ArcaneminorAgency partner that helped Maisons du Monde optimize margin-based tracking and achieve +12% campaign business volume.
- NextMomentumminorAgency partner that helped BrewDog boost marketing performance with server-side tracking.
- Optimal WaysminorPartner that helped Damart transform its digital measurement with +16% data collected globally.
- TrackAnalyseminorPartner that helped Almé Paris achieve +40% data sent to Meta through server-side tracking.
- EmpirikminorPartner that helped Yves Rocher achieve -26% CPA in prospecting through Meta CAPI implementation.
- Data Marketing SchoolminorPartner that helped myBlend achieve +152% orders on Google Ads through Addingwell tracking.
- Ad's up consultingminorPartner that helped Würth Modyf achieve +47% cart additions through Facebook CAPI.
- AsightminorPartner that helped Même Pas Cap! achieve +25% sessions measured in Google Analytics.
- Duga DigitalminorPartner that helped Avery improve media performance and data reliability with +19% conversion rate.
- JellyfishminorAgency partner specializing in marketing analytics and optimization.
- DinmominorAgency partner for marketing technology implementation.
- DemandMoreminorAgency partner for marketing stack optimization.
- ThankYou AnalyticsminorAnalytics-focused agency partner.
Scale indicators7 records
Recent moves7 records
Expansion highlights7 records
Addingwell competitors and assessment
Company assessmentDirect peers
- Elevar: Elevar provides server-side tracking and analytics for Shopify and e-commerce brands, with native integrations to Meta CAPI, TikTok, and Google. It overlaps with Addingwell's server-side event recovery positioning for retail and DTC merchants.
- Stape: Stape provides cloud-hosted sGTM infrastructure with custom domains, cookie tracking, and integrations to Meta CAPI and other endpoints. It is the closest direct competitor to Addingwell, offering a similar pay-as-you-go model for server-side tagging on Google Cloud.
- Freshpaint: Freshpaint offers server-side tracking and cookieless analytics for marketing teams, with deep ad-platform integrations (Meta, Google, TikTok) and a focus on healthcare and e-commerce. Directly comparable in functionality and ICP to Addingwell.
Broad incumbents
- Segment (Twilio): Segment is a leading customer data platform that includes server-side event collection, tagging, and routing to hundreds of destinations. It competes with Addingwell at the upper end of the market via its broader CDP and identity resolution capabilities.
- Tealium: Tealium provides enterprise tag management, CDP, and server-side event collection with strong consent management. It competes with Addingwell on enterprise tagging and overlaps on consent-aware data routing.
Regional players
- Piwik PRO: Piwik PRO offers privacy-focused analytics and tag management with EU-hosted server-side capabilities. It is comparable to Addingwell on GDPR-first positioning but is primarily focused on the EU privacy-conscious market.
- Matomo: Matomo provides open-source, GDPR-compliant web analytics with server-side and tag management features. It is comparable to Addingwell on privacy-first measurement, particularly for EU-regulated customers, but skews more self-hosted.
Emerging players
- RudderStack: RudderStack is a warehouse-native CDP that offers server-side event collection and routing to ad platforms and analytics tools. It overlaps with Addingwell on server-side event pipelines, particularly for data-driven engineering teams.
- Jitsu: Jitsu is an open-source, event-first customer data platform that supports server-side event collection and direct routing to warehouses and ad platforms. It is an emerging, more developer-led alternative to Addingwell.
- Snowplow Analytics: Snowplow provides a managed server-side event data infrastructure for behavioral data, with rich integrations to ad platforms and warehouses. It is comparable to Addingwell at the data-collection layer for enterprises building their own pipelines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Addingwell social profiles
Digital presenceAddingwell compliance and trust
Trust signalCompliance3 records
Addingwell financial estimates
Financial estimateRevenue estimate
Valuation estimate
Addingwell leadership team
Management profileNumber of profiles
Addingwell funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Addingwell M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Addingwell
What does Addingwell do?
Addingwell provides a server-side tagging platform built on Google Tag Manager Server-Side (sGTM) that recovers marketing conversion events lost to ad blockers, browser restrictions (ITP), and third-party cookie deprecation. The platform routes tags through multi-region Google Cloud infrastructure with 99.99% uptime, integrates consent management via parent company Didomi, and is sold via three subscription tiers (Free, Pay-as-you-go from €90/month, and Enterprise with custom pricing).
Is Addingwell a public or private company?
Addingwell is a private company. It is classified as corporate owned and is currently operating.
When was Addingwell founded?
Addingwell was founded in 2021. It employs 11 to 50 people.
Where is Addingwell based?
Addingwell is headquartered in Lille, France, in the Europe region.
How does Addingwell make money?
Two revenue lines are on record. Server-Side Tagging Platform is the primary driver. The others are usage-based Overage.
Who are Addingwell's main competitors?
Direct peers on record are Elevar, Stape and Freshpaint. Broad incumbents are Segment (Twilio) and Tealium. Regional players are Piwik PRO and Matomo. Emerging players are RudderStack, Jitsu and Snowplow Analytics.
Does Addingwell have an API?
No public API is recorded for Addingwell.
What industry is Addingwell in?
Addingwell's product category is Server-Side Tagging Platform. Its primary akta.pro industry code is BPAEAOAD, Vendor & Contract Management (Software/Cloud), with a secondary code of BPAMAGAK, Marketplace Enablement, Seller Tools & E-commerce Infrastructure. Its NAICS code is 5182 and its SIC code is 7371.