Case Study: Smarter Travel achieves faster tag deployment and improved data accuracy with Google Analytics Solutions

Smarter Travel Media liberates resources to tackle new high-value marketing tasks

Smarter Travel Media, a Boston-based portfolio of travel sites (including BookingBuddy, Airfarewatchdog, Smarter Travel, Tingo and Jetsetter), struggled with slow, resource-intensive tag management: adding remarketing tags required developer-led code releases and QA, taking days to weeks and tying up engineering resources.

By implementing Google Tag Manager in under a day across seven sites, the team centralized tag logic and let marketing push changes without full releases—cutting tag turnaround to typically a single day, improving tag reliability, reducing site load times, freeing developer capacity for higher‑value projects, and delivering strong marketing lift (a remarketing test saw over a 200% increase in CTR).

Smarter Travel

Brett Malone

Senior Manager of Search