Capturing complete data, the foundation for smarter decisions and accurate attribution insights
20 Minutes is one of France’s leading online news outlets, reaching millions of readers every month. As a fast-moving publisher, performance and data accuracy are critical to both user experience and advertising revenue.
📈 19%Uplift in user tracking |
🚀 2xImproved Core Web vitals |
🛒 16%Uplift in Paid Attribution |
# +2Estimated gain in site ranking |
"Edgee gives us the ability to remove multiple JavaScript SDKs from our pages, which significantly improves both our technical and marketing performance. It's the only solution on the market offering such a simple implementation."
Challenge
Like many publishers, 20 Minutes was facing the new constraints of the modern web: regulations such as GDPR, stricter browsers, ad blockers... All of these factors automatically reduce the amount of data collected and make it more difficult to optimize the user experience. With Edgee, the challenge was not to correct a weakness, but to take a new step forward, regaining visibility while lightening the load on the front end, all while ensuring full compliance with regulations such as GDPR.
-
Performance challenges: Third-party scripts are essential to any news website. They power advertising, analytics, A/B testing, consent management, and more. In many ways, they are part of the foundation that keeps a modern media business running. But they also come at a cost: every new SDK can add weight to the page, slow down load times, hurt Core Web Vitals, and ultimately frustrate readers. That’s why adding yet another script is never a trivial decision.
-
Visibility gaps: Ad blockers and Safari’s Intelligent Tracking Prevention (ITP) introduced major blind spots in their analytics, cutting off visibility into user journeys and making it harder to measure campaign performance with accuracy.
With limited visibility and growing performance challenges, the team needed a future-proof approach that would:
-
Capture nearly 100% of user interactions, even in restricted environments
-
Boost site performance without compromising compliance
-
Restore clarity in attribution and campaign measurement across all channels
Solution
20 Minutes deployed Edgee’s edge-based data collection solution.
Unlike traditional third-party scripts, Edgee operates at the edge of the network, in a first-party environment, making it fully immune to ad blockers and browser restrictions. The result: every user interaction is tracked with complete GDPR compliance, while simultaneously reducing the weight of third-party scripts dragging down performance.
This allowed 20 Minutes to:
- Capture 100% of web interactions
- Measure activity across all browsers, including Safari with ITP enabled
- Regain complete attribution visibility across channels (social, paid, direct, etc.)
- Boost page performance and deliver a smoother experience for readers
Key Results
| Metric | Uplift | Business Impact |
|---|---|---|
| User Tracking Accuracy | +19% | Complete visibility into customer journeys |
| Channel attribution | +17% | Clearer performance measurement across channels |
| Paid AttributionROAS | +16% | Stronger insights through truer traffic attributionStronger advertising efficiency |
| Core Web performance | 2x | Improved website performance and User experience |
| Estimate site ranking gained | 2 places | Competitive advantage vs. other news premium outlets |
Outcome
By switching to Edgee, 20 Minutes eliminated blind spots in its analytics and improved site performance.
The publisher now has real-time visibility of 100% of user interactions, a measurable +19% uplift in tracking accuracy, and restored insights for source traffic detection, leading to improved attribution.
On top of that, by halving their Core Web Vitals, 20 Minutes gained a 2-place boost in organic site ranking, solidifying their position among France’s top 10 news outlets.
