Case Study: Smarter Travel Media achieves faster tag deployment and reduced developer burden with Google Tag Manager

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), faced slow, resource-intensive tag management: adding remarketing tags required coordinated development releases and QA, taking days to weeks and tying up engineering and product teams.

The company implemented Google Tag Manager in under a day and deployed tags across its sites, centralizing tag logic and speeding tag firing. As a result, tag requests are typically completed within a day, site load times and tag reliability improved, development burden was minimized, and the team could run rapid marketing tests — one remarketing test produced a more than 200% uplift in click-through rate.

Smarter Travel Media

Brett Malone

Senior Manager of Search