We use cookies. You have options. Cookies help us keep the site running smoothly and inform some of our advertising, but if you’d like to make adjustments, you can visit our Cookie Notice page for more information.
We’d like to use cookies on your device. Cookies help us keep the site running smoothly and inform some of our advertising, but how we use them is entirely up to you. Accept our recommended settings or customise them to your wishes.

Amgen’s GA4 Adoption Strategy Aligned Data Collection to Key Business Outcomes


Amgen, a pioneer in biotechnology, wanted to be an early adopter of Google Analytics 4 (GA4) to prepare for Google’s transition deadline and take advantage of the platform’s capabilities. However, with over 250+ websites in its portfolio, Amgen needed an implementation solution that was scalable yet customizable to suit each brand’s individual needs.


Amgen partnered with Merkle | Cardinal Path to develop a robust GA4 implementation and maintenance strategy, leveraging the Google Marketing Platform. The approach used a combination of foundational specifications and custom implementations to smoothly transition all 250+ pages to GA4. The process consisted of :

  • A business requirements and KPI validation to ensure that the tagging and reporting strategy aligned with desired outcomes.
  • A solution design document for each brand and an implementation guide to aid the development team and capture all required data. These documents were kept current throughout the year despite dozens of site updates each month.
  • Implementation of the site code by Amgen’s development team, per the guide.
  • Comprehensive tagging migration and implementation, including:
    •  Floodlight tag management in Campaign Manager 360 (CM360) to ensure tags were capturing the right data to feed into GA4 without bogging down the site.
    • Search Ads 360 (SA360) tracking support to measure media activation activities.
    • Collaboration with Amgen’s media agency to create the management and consolidation strategy.
  • Tag validation to confirm that the tagging worked correctly across browsers and devices and delivered the right data to the right places.
  • Production launch and post-launch validation to confirm that all continued to run smoothly.
  • Web analytics improvements, including:
    • A reporting dashboard in Data Studio to surface real-time performance data in a digestible format that could power media optimization.
    • Enabling the GA4 export to BigQuery to bring together key data metrics and sources, aligning web analytics with downstream data to support more robust insights and activation.


Because of this transition, Amgen:

  • Is confident and well-prepared ahead of Google’s transition deadline to GA4.
  • Has improved customer experience with better site speed and functionality.
  • Can make more meaningful optimizations in market with easy access to the right data and KPIs.

Together with Merkle | Cardinal Path and the Google Marketing Platform, Amgen moved its business further down the path of digital transformation.



unique pages tagged across US commercial websites


data points reported in Data Studio across each of the 78 US commercial websites


rounds of QA checks throughout the process


implementation guides created to ensure best-in-class implementation

Discover how we did it. Contact us today.

Contact Us