Global CPG Powerhouse Experiences Benefits of Migration to Google Tag Manager and Rollout of Google Analytics 4

A Fortune 500, multinational, global manufacturer of consumer packaged goods had a critical business need to migrate from Tealium to Google Tag Manager (GTM) before the expiration of their Tealium contract. They sell more than 100 brands through retail outlets in 100 countries.

This move coincided with the implementation of Google Analytics 4 (GA4) across more than 250 brand websites. The migration required existing tagging functionality to be ported to the new tag management platform. 

The InfoTrust team was able to successfully migrate the client’s data from Tealium to GTM and was efficiently achieved by slightly modifying the website code base, changing only as much as necessary but as little as possible. Configuration of GTM allowed the transformation of data so that legacy custom event reporting for Google Analytics Universal was maintained. Opportunities for enhancement were also taken so that a foundation would be enabled for a durable migration to GA4.

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