Forging a new path
Adventure-seekers all over the world capture and share the most thrilling moments of their lives with GoPro. The brand has quickly grown to become the world’s leader in wearable and gear-mountable cameras and digital devices.
With the growing popularity of GoPro products and subsequent complexity of their digital marketing activities, GoPro found itself with dozens of tags measuring countless engagement activities on all of its its web properties.
With so many tags added to GoPro’s code base over time, managing versions, deployments, and changes had become a burden. As the company grew, it was critical that it found a way to manage tags that scaled as its marketing strategy evolved.
The agency Analytics Pros, a Google Marketing Platform Partner, introduced GoPro to Google Tag Manager 360, part of the Google Marketing Platform. Tag Manager 360 organizes marketing and analytics tags and reduces the burden on IT.
In order to lead a comprehensive migration of GoPro’s tags, the team at Analytics Pros deployed Tag Manager 360 to GoPro’s multiple technology platforms in a matter of days, immediately giving the company greater control over a wide range of website tags in one integrated tool. Stakeholders were delighted to access the full range of tags through a dynamic tool that provided the flexibility to define and manage tags on the fly.
Be a tagging hero
With Tag Manager 360, GoPro gives its digital marketing and agency teams the controls they need to manage tagging and measure digital performance at the scale and pace necessary to succeed. As a result, GoPro gets responsive performance analysis that keeps up with nimble digital initiatives.
