Private aviation company
Service: GTM Currency Tracking
Niche: Travel & Tourism
Region: Uzbekistan
The client
Centrum Air — Uzbekistan’s leading private airline, operating a modern fleet of 15 aircraft to 40+ global destinations.
The challenge
As the airline expanded its international presence (supporting 16 currencies), it became essential to ensure maximum precision in transaction value reporting. Previously, using a static base currency (USD) for all operations did not fully account for the nuances of local sales, particularly those in Uzbekistani Som (UZS). The goal of this phase was to synchronize advertising signals with actual financial flows to enhance the effectiveness of Smart Bidding strategies.
The decision
We transitioned from static parameters to a dynamic data transmission architecture. This was achieved through:
- Enhanced dataLayer Specification: Developed and implemented a robust schema that enables real-time transmission of the correct currency code for every transaction.
- GTM Logic Optimization: Configured Google Tag Manager to automatically capture local currency data, eliminating discrepancies and data loss during conversion within the ad platform.
The results
The analytics ecosystem has been fully aligned with the airline’s global business scale. Google Ads Smart Bidding algorithms now receive high-fidelity value signals, enabling sophisticated Value-Based Bidding optimization. This ensures that ad spend is dynamically allocated based on actual revenue and business impact.
