Case Study: InsureandGo triples measurable customer touchpoints and speeds testing with Google Tag Manager

InsureandGo - Customer Case Study

InsureandGo, the UK's largest travel insurance specialist founded in 2000, sells high‑value policies online but faced limited visibility into the full customer journey. Tag changes required IT releases, they were tracking only three touchpoints during purchase, and testing new approaches could take six to nine months—hindering fast, data‑driven decisions about conversion and product placement.

By implementing Google Tag Manager and using Google Analytics features like auto‑event tracking, custom dimensions and advanced segments, the marketing team took control of tagging, tripling measurable customer touchpoints (from 3 to 9) and reducing test cycles from months to weeks. Those insights drove targeted actions—such as a product price reduction—that increased e‑commerce rate and transactions by 5%.

InsureandGo

Foster Congrave

Digital Marketing Manager