
Company Profile
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 Problem
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!


The Solution
The existing GTM setup was cleaned-up and changed from classic Analytics to universal Analytics. Then a phased approach of migrating the pageview, events & then transactions was adopted. An automatic QA system was introduced to monitor the 500 events during the migration and a robust migration process was introduced to minimise human error.
The Results
GTM migration
completed in 3 months
High quality data allowed
A/B testing using GA goals
Massive reduction
in JavaScript errors
The project was completed within 3 months and data quality was high enough that it allowed the client to start an A/B testing plan using Google Analytics Goals. An unexpected result of this project was a reduction in JavaScript errors. These were fixed by moving to GTM native JavaScript listeners which are more robust.
What our Client Says