Google Tag Manager 360 offers GoPro more control and marketing flexibility
Company Size
1,000+
Region
- America
Country
- United States
Product
- Google Tag Manager 360
Tech Stack
- Google Analytics 360
- AdWords Conversion Tracking
- DoubleClick Floodlight
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Digital Expertise
- Productivity Improvements
Technology Category
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- Electronics
Applicable Functions
- Sales & Marketing
Use Cases
- Digital Thread
Services
- System Integration
About The Customer
GoPro is a company that makes incredibly popular wearable and gear-mountable cameras and digital devices. The brand has quickly grown to become the world’s leader in its field. With the growing popularity of GoPro products and the accompanying complexity of their digital marketing activities, GoPro found itself with dozens of tags measuring countless engagement activities across its web properties. The company is headquartered in San Mateo, California.
The Challenge
GoPro, the world's leader in wearable and gear-mountable cameras and digital devices, was facing a challenge with the management of its digital marketing activities. The growing popularity of GoPro products led to an increase in the complexity of their digital marketing activities. This resulted in dozens of tags measuring countless engagement activities across its web properties. Over time, managing versions, deployments, and changes of these tags had become a burden. As the company grew, it was critical to find a way to manage tags that would scale as the marketing strategy evolved.
The Solution
Analytics Pros, a digital analytics and optimization agency, introduced GoPro to Google Tag Manager 360, part of the Google Analytics 360 Suite. Tag Manager 360 organizes marketing and analytics tags and reduces the burden on IT. Analytics Pros led a comprehensive migration of GoPro’s tags to Tag Manager 360. The platform was deployed across multiple technology platforms in a matter of days, immediately giving GoPro greater control over a wide range of website tags in one, integrated tool. These included Google Analytics 360 tags, AdWords Conversion Tracking tags, Voice of customer & heatmapping tags, Remarketing tags for multiple platforms, DoubleClick Floodlight tags, and Custom tracking pixels.
Operational Impact
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