Synopsis

You are managing various websites & mobile apps across many different platforms and products for your company. Furthermore, the developers of the various projects are scattered across different teams, some in-house and some external vendors. It has become very difficult to co-ordinate the embedding of Google Analytics tags across all these projects.

The most problematic thing is when you need to change some tag configuration and to do so, you need to make a change request to the developer and go through the entire pipeline for update, staging, testing and deployment. For projects done by external vendors which have since changed, it may even be impossible to get back in touch with the development team to make even minor changes. In addition, you also need to manage and deploy other tags not related to Google Analytics. For example, remarketing tags and ad conversion tags from other providers.