Case Study: GoPro streamlines tag management and boosts marketing agility with Google Marketing Platform’s Tag Manager 360

With Google Tag Manager 360, GoPro discovers freedom and adventure in marketing

GoPro, the action-camera brand, needed a better way to organize and manage its growing number of digital marketing and measurement tags across multiple web properties. As its marketing efforts expanded, tag changes, versioning, and deployments became increasingly difficult and placed a heavier burden on IT. Google Marketing Platform, using Google Tag Manager 360, addressed this challenge.

Google Marketing Platform implemented Tag Manager 360 with the help of partner Analytics Pros, deploying it across GoPro’s technology platforms and adding a comprehensive data layer and tracking automation. The solution centralized tag management, sped up deployments, reduced lead time for new campaigns, and minimized IT effort and cost. GoPro gained more flexible control for marketing and analytics teams and more responsive performance analysis to support faster-moving digital initiatives.

GoPro

Lee Topar

Director of Online Marketing