GoPro increases marketing flexibility and reduces burden on IT with Google Tag Manager.
With a mountain of tags to manage due to the growing popularity of GoPro products and accompanying complexity of their digital marketing activities, GoPro found itself with dozens of tags measuring countless engagement activities across its web properties. These tags had been added to their code base over time, and managing tag versions, deployments, and changes was a major burden. With their marketing strategy becoming even more complex, it was critical to find a way to implement and maintain marketing tags that would scale with the marketing organization.
“Google Tag Manager centralizes our tags into a single location that gives our marketing and analytics teams the flexibility to make tagging updates within minutes without burdening IT.” – Lee Topar, Director of Online Marketing, GoPro