National Geographic

Performed a complex GA & GTM implementation involving 6 CMSs and over 500 events in 3 months.

Services Used

About National Geographic

Need we give any introduction? National Geographic is the iconic American cable and satellite television network boasting millions of viewers. A true world leader in adventure, science, photography, environment, history and space exploration.

The challenge

Why did our clients come to us?

The website was using an in-house tag management solution that needed to be migrated to Google Tag Manager. However, there was only a 3-month window to complete this migration and it involved 6 CMSs and 500 tags!

What were their pain points?

  • Lack of time and resources
  • Using an old version of Google Analytics
  • No QA testing
  • No A/B testing
  • Poor data governance

Our approach

  1. The existing GTM setup was cleaned-up and changed from Classic Analytics to Universal Analytics.
  2. A phased approach of migrating the pageview, events & then transactions was adopted.
  3. An automatic QA system was introduced to monitor the 500 events during the migration.
  4. A robust migration process was introduced to minimise human error.
  5. Further GA & GTM support and implementation

The results

  1. GTM migration was completed in 3 months.
  2. High-quality data allowed A/B testing using GA goals.
  3. Massive reduction in JavaScript errors.

Brands we’ve worked with

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