The call analytics platform
built for marketing performance Use AI to turn customer conversations into
revenue⁠-driving action

Call analytics software helps marketers understand what happens when customers pick up the phone – and use those insights to improve marketing performance.

By combining call tracking, conversation intelligence, and outcome data, a call analytics platform captures customer conversations and connects them to the campaigns, channels and keywords that generated them. This gives marketers a more complete view of what's driving enquiries, conversions and revenue.

Modern call analytics software goes beyond reporting. It helps businesses identify high-value conversations, understand customer intent, improve attribution, and make better optimization decisions across paid media, websites and customer journeys.

Solutions like Infinity turn customer conversations into actionable signals that help marketers improve performance, optimize spend and drive measurable growth.

A call analytics platform captures customer conversations and connects them to the marketing activity that generated them, helping marketers understand what's driving demand and improve performance.

It starts with call tracking, which attributes inbound calls to specific campaigns, channels, keywords and web pages. This creates visibility into the customer journeys that often sit outside traditional web analytics.

The platform then analyses those conversations to identify valuable signals such as customer intent, conversation outcomes, conversion barriers and revenue generated. These insights help marketers understand not just where calls came from, but which conversations contribute most to business growth.

Finally, those signals can be shared with advertising platforms, analytics tools and CRM systems, helping marketing teams optimise spend, improve attribution and make more informed decisions.

In short, a modern call analytics platform helps marketers:

• Capture customer conversations and attribute them to marketing activity
• Understand what those conversations reveal about customer intent and performance
• Prioritize the campaigns, channels and keywords driving the greatest value
• Act on those insights to improve marketing efficiency and revenue outcomes

This is what enables organizations to turn customer conversations into actionable signals that drive measurable growth.

Call tracking and call analytics work together, but they solve different problems.

Call tracking helps marketers understand where calls come from. It attributes inbound calls to the campaigns, channels, keywords and web pages that generated them, giving visibility into the marketing activity driving customer enquiries.

Call Analytics builds on that foundation by helping marketers understand what happens within those conversations and what actions to take next. It uses conversation data, intent signals, outcomes and performance insights to identify what's driving results, what's blocking conversion and where opportunities exist to improve performance.

Think of it this way:

• Call Tracking tells you which marketing activity generated the call.
• Call Analytics helps you understand the value of that call and how to improve future outcomes.

For example, call tracking might reveal that a PPC campaign generated 100 phone enquiries.

Call analytics can help you understand:

• Which calls were genuine sales opportunities
• Which conversations resulted in revenue
• Which customer objections appear most often
• Which conversion barriers are preventing more enquiries from becoming customers
• Which campaigns are driving the highest-quality demand

Together, call tracking and call analytics help marketers move beyond reporting and start using customer conversations to improve attribution, optimize media spend, increase conversion rates and drive measurable growth.

Call analytics help marketers understand the customer conversations that influence revenue, but are often missing from traditional reporting.

Many teams measure website visits, form fills and online conversions in detail, yet have limited visibility into what happens when customers pick up the phone. As a result, valuable insights about customer intent, buying behavior and conversion performance get overlooked.

Call analytics close that gap by capturing and analyzing customer conversations, helping marketers understand:

• Which campaigns, channels and keywords are driving high-value enquiries
• What customers are asking before they buy
• Which conversations result in leads, opportunities or revenue
• Where conversion barriers are preventing more enquiries from becoming customers
• Which marketing activities are generating the greatest commercial impact

This enables marketing teams to make decisions using richer, more meaningful signals than clicks and form submissions alone.

By combining call tracking, Conversation Analytics, and outcome data, call analytics help organisations improve attribution, optimise media spend, increase conversion rates and gain a clearer understanding of what drives growth.

Many of the most valuable customer interactions happen over the phone, yet they're often missing from the data marketers use to measure and optimize performance.

If phone calls aren't being captured, analysed and connected back to marketing activity, teams risk making decisions based on an incomplete picture of customer behavior. This can lead to budget being invested in the wrong channels, high-performing campaigns being undervalued and revenue opportunities being overlooked.

Call analytics help marketers understand which campaigns, channels and keywords are generating meaningful customer conversations – not just clicks, website visits or form submissions.

By analysing those conversations, marketers can:

• Improve marketing attribution and understand what's really driving demand
• Identify the campaigns generating the highest-quality enquiries
• Optimise media spend using richer performance signals
• Understand customer intent and buying behaviour
• Identify conversion barriers that are reducing performance
• Connect marketing activity to leads, opportunities and revenue

As competition increases and customer journeys become more complex, marketers need more than activity metrics alone. Call analytics provide the visibility and insight needed to make better decisions, improve efficiency and demonstrate marketing's contribution to growth.

For businesses where phone calls play an important role in the customer journey, call analytics can be the difference between measuring marketing activity and understanding marketing impact.

Call analytics improve marketing attribution by connecting customer conversations to the campaigns, channels and keywords that generated them.

Many marketing teams rely on website analytics and online conversion data to measure performance. However, when a customer picks up the phone, that interaction is often disconnected from the marketing activity that influenced it. This can leave valuable conversion data missing from reporting and make it difficult to understand what's truly driving results.

Call analytics bridge this gap by capturing phone conversations and attributing them back to the customer journey. This allows marketers to see which campaigns, channels and touchpoints are generating phone enquiries, leads and revenue.

By incorporating call data into attribution models, marketers can:

• Gain a more complete view of the customer journey
• Understand the true contribution of each marketing channel
• Identify the campaigns driving the most valuable enquiries
• Improve reporting accuracy across online and offline conversions
• Allocate budget more effectively based on real performance

Modern call analytics platforms go beyond simple call attribution. By combining call tracking, Conversation Analytics and revenue data, marketers can understand not only where calls came from, but which conversations resulted in qualified leads, opportunities and sales.

This helps marketing teams move from measuring activity to measuring impact, giving them the visibility needed to optimise performance and demonstrate their contribution to business growth.

Yes. Call analytics help marketers prove marketing ROI by revealing the impact customer conversations have on leads, opportunities and revenue.

Many businesses invest heavily in digital marketing, but only measure online conversions such as form submissions, purchases and downloads. If phone enquiries aren't included in reporting, the contribution of marketing activity can be significantly underestimated.

Call analytics help close this gap by connecting phone conversations to the campaigns, channels and keywords that generated them. This gives marketers a more complete view of performance and ensures valuable offline conversions are included when evaluating marketing effectiveness.

With a full set of call data, marketers can:

• Understand which campaigns generate the most valuable enquiries
• Identify the channels delivering the highest-quality demand
• Measure the contribution of phone-generated leads and sales
• Improve reporting accuracy across online and offline conversions
• Make more confident investment decisions based on commercial outcomes

Advanced call analytics platforms can also connect conversations to CRM and revenue data, helping organizations understand not just which campaigns generate enquiries, but which generate customers and revenue.

This enables marketing teams to move beyond vanity metrics and activity-based reporting, providing a clearer view of the return generated by their marketing investment.

For businesses where phone calls influence the buying journey, call analytics often reveal value that would otherwise remain invisible, making ROI reporting more accurate and actionable.

Call analytics improve PPC performance by helping marketers understand which campaigns, keywords and ads are generating valuable customer conversations, not just clicks and form submissions.

Many PPC campaigns are optimized using online conversion data alone. However, for businesses where customers often call before making a purchase or enquiry, valuable conversion signals can be missing from advertising platforms. This can make it difficult to accurately measure performance and optimize spend.

Call analytics solve this by connecting phone conversations to the keywords, ads and campaigns that generated them. This gives marketers a more complete view of which PPC activity is driving genuine demand and commercial outcomes.

By incorporating call data into PPC reporting and optimization, marketers can:

• Identify the keywords generating the highest-quality enquiries
• Understand which campaigns drive the most valuable conversations
• Allocate budget more effectively across campaigns and channels
• Improve conversion tracking by including phone-generated leads
• Reduce spend on activity that generates clicks but not meaningful enquiries

Advanced call analytics platforms go a step further by analysing conversation outcomes and customer intent. Rather than optimising for call volume alone, marketers can optimize towards relevant signals such as qualified leads, appointments booked, sales opportunities or revenue generated.

This helps advertising platforms make better optimization decisions, improving targeting, bidding and overall campaign efficiency.

For organizations that rely on inbound phone enquiries, call analytics provide the visibility needed to improve ROAS, reduce wasted spend and generate more value from existing PPC spend.

If you want to learn how, check out the ultimate guide to optimizing paid media with call data.

Yes. Call analytics can improve Return on Ad Spend (ROAS) by helping marketers identify which campaigns, keywords and ads are generating the conversations most likely to lead to revenue.

Many businesses optimise advertising campaigns using online conversions alone. However, if phone calls play an important role in the buying journey, valuable conversion and revenue signals may be missing from optimization decisions. This can result in budget being allocated to activity that appears successful on paper but isn't generating the strongest commercial outcomes.

Call analytics help address this by connecting customer conversations to the marketing activity that generated them. This gives marketers a clearer understanding of which campaigns are driving high-intent enquiries, qualified leads and revenue-generating opportunities.

By incorporating call data into campaign reporting and optimisation, marketers can:

• Invest more budget in the activity generating valuable enquiries
• Reduce spend on campaigns that drive low-quality conversions
• Improve targeting using richer conversion signals
• Identify the keywords and audiences most likely to convert
• Make more informed bidding and budget allocation decisions

Advanced call analytics platforms can go even further by analysing conversation outcomes, customer intent and revenue data. This allows marketers to optimize towards business outcomes such as qualified leads, appointments, opportunities and sales rather than simply maximizing clicks or call volume.

As a result, advertising spend can be directed towards the activity most likely to generate commercial value, helping organisations improve marketing efficiency and increase ROAS.

Bonus tip: If call conversions and revenue aren’t already factored into your reports, as soon as you switch call tracking on your returns will lift. You’ll be reclaiming the revenue you’re currently missing and reporting a healthier value, even before performance gains kick in!

Call analytics help marketers optimize media spend by providing a clearer understanding of which channels, campaigns and keywords are generating valuable customer conversations and business outcomes.

Many marketing decisions are made using online conversion data alone. However, when phone calls play an important role in the customer journey, valuable demand signals can be missing from reporting. This can make it difficult to accurately assess channel performance and allocate budget effectively.

Call analytics close this gap by connecting customer conversations to the marketing activity that generated them. This allows marketers to understand which campaigns are driving genuine customer interest, qualified enquiries and revenue-generating opportunities.

By incorporating call data into performance reporting, marketers can:

• Identify the channels generating the highest-quality demand
• Understand which campaigns are driving valuable customer conversations
• Allocate budget more effectively across channels and campaigns
• Reduce spend on underperforming activity
• Improve forecasting and investment decisions

Advanced call analytics platforms can also analyze conversation outcomes, customer intent and revenue data. This helps marketers move beyond volume-based metrics and evaluate performance based on the quality and commercial value of enquiries being generated.

For example, two campaigns may generate the same number of conversions, but call analytics can reveal that one consistently drives higher-value enquiries, stronger sales opportunities or greater revenue potential. Armed with this insight, marketers can prioritize investment where it is likely to deliver the greatest return.

By helping teams understand what drives meaningful customer engagement and commercial outcomes, call analytics enable smarter budget allocation, improved marketing efficiency and stronger overall performance.

Call analytics help improve conversion rates by revealing what happens during customer conversations and identifying the factors that influence buying decisions.

Lots of marketing teams track conversion volumes but have limited visibility into why some enquiries become customers while others do not. As a result, opportunities to improve customer journeys, sales processes and marketing performance can remain hidden.

Call analytics help close this gap by analysing customer conversations to uncover:

• The questions customers ask before they buy
• The objections preventing conversion
• Common reasons enquiries fail to progress
• The characteristics of high-converting conversations
• Trends and patterns that influence customer behavior

By understanding these insights, marketers can identify opportunities to improve conversion performance across the entire customer journey.

For example, call analytics can reveal:

• Landing pages attracting poorly qualified enquiries
• Marketing messages creating mismatched expectations
• Product or pricing concerns that frequently prevent conversion
• Customer experience issues impacting sales performance
• High-performing campaigns that consistently generate sales-ready enquiries

These insights help marketing teams make more informed decisions about targeting, messaging, content, website optimization and campaign strategy.

Advanced call analytics platforms can also identify specific conversion barriers that reduce performance, enabling organisations to prioritize improvements that are most likely to increase conversion rates.

By understanding both what drives successful conversations and what prevents them from converting, marketers can optimize customer journeys, improve lead quality and generate more value from existing demand.

Customer conversations provide a unique window into customer intent, buying behavior and the factors that influence conversion.

While website analytics can show what customers do online, conversations reveal why they take action, what information they need and what ultimately influences their decisions.

By analyzing customer conversations, marketers can gain insights into:

• The products, services and topics customers are most interested in
• The questions prospects ask before they buy
• The motivations driving enquiries
• The objections preventing conversion
• The language customers naturally use when describing their needs
• The factors that influence purchasing decisions

These insights can help marketers better understand the quality of demand being generated and identify opportunities to improve performance across campaigns, websites and customer journeys.

For example, customer conversations can reveal:

• Gaps between marketing messages and customer expectations
• Keywords and campaigns generating high-intent enquiries
• Common conversion barriers affecting sales performance
• New audience needs and emerging market trends
• Opportunities to improve website content, landing pages and creative messaging

When combined with call tracking, marketers can also understand which channels, campaigns and keywords are generating the most valuable conversations, helping them make more informed optimization decisions.

Rather than relying solely on clicks, impressions and form submissions, customer conversations provide the context behind customer behaviour, helping marketers understand not only what is happening, but why it is happening.

This enables teams to create more relevant marketing, improve conversion performance and generate more value from the demand they already create.

Call analytics identify conversion barriers by analyzing customer conversations to uncover the obstacles that prevent enquiries from becoming customers.

Most marketers can see when conversion rates rise or fall, but struggle to understand the reasons behind the change. Traditional analytics tools can show what customers did, but they often can't explain why prospects chose not to convert.

Customer conversations provide that missing context.

By analyzing conversations at scale, Infinity’s call analytics tools can help identify recurring themes that negatively impact conversion performance, including:

• Product or service concerns
• Pricing objections
• Competitor comparisons
• Availability or stock issues
• Customer experience challenges
• Process inefficiencies
• Information gaps that prevent customers from progressing

These insights help marketers understand where friction exists within the customer journey and which issues are having the greatest impact on performance.

For example, call analytics may reveal that:

• A PPC campaign is generating enquiries that aren't aligned with the offer being promoted
• Customers frequently abandon enquiries after discussing pricing
• Specific products or services generate significantly more objections than others
• Landing page messaging creates expectations that differ from what customers hear during conversations
• Certain locations, teams or processes consistently experience lower conversion rates

Rather than relying on assumptions, marketers can use these insights to prioritise improvements that are most likely to increase conversion rates and generate better outcomes.

Find out how to identify your biggest barriers to growth with Conversion Barriers

Call analytics help organizations identify where potential revenue is being lost across the customer journey, enabling teams to take action before opportunities disappear.

Many businesses invest heavily in generating demand, but not every enquiry receives the attention needed to convert. Missed calls, unanswered questions, poor customer experiences and ineffective follow-up processes can all result in lost revenue, even when marketing is generating strong levels of interest.

Call analytics help uncover these issues by providing visibility into what happens when customers engage with your business.

For example, call analytics can reveal:

• Missed calls that never receive a follow-up
• High-value enquiries that fail to progress
• Recurring customer frustrations that impact conversion
• Operational issues that prevent opportunities being handled effectively
• Patterns associated with lost sales opportunities

By analyzing conversations and outcomes, organisations can identify where revenue is leaking from the customer journey and prioritize the areas likely to have the greatest commercial impact.

For marketers, this is particularly valuable because it helps ensure the demand being generated is converted into business outcomes. Rather than focusing solely on increasing lead volume, teams can identify opportunities to improve the efficiency of the entire revenue generation process.

When combined with conversation insights, outcome tracking and automated follow-up workflows, call analytics help organisations maximize the value of every enquiry and reduce the number of opportunities that are lost unnecessarily.

The Infinity Loop is a framework that helps marketers turn customer conversations into actions that improve performance and drive growth.

Many organizations capture large amounts of customer data, but struggle to consistently use it to improve marketing outcomes. Valuable insights often remain trapped in reports, making it difficult to prioritise improvements and act with confidence.

The Infinity Loop helps solve this problem by creating a continuous cycle of optimisation built around four stages:

Capture

Understand which campaigns, channels and keywords are generating customer conversations.

Using call tracking, marketers can connect inbound calls to the marketing activity that influenced them, creating visibility into demand that is often missing from traditional analytics.

Signal

Identify the conversations that matter most.

By analysing customer intent, conversation outcomes and revenue data, marketers can move beyond basic activity metrics and focus on the signals most closely linked to business performance.

Prioritize

Understand where to focus attention for maximum impact.

Conversation insights help teams identify opportunities, uncover conversion barriers and understand which campaigns, channels and customer journeys are generating the greatest value.

Activate

Turn insight into action.

By sharing conversation signals with advertising platforms, CRM systems and reporting tools, marketers can optimise campaigns, improve customer experiences and drive better business outcomes.

The process then repeats, creating a continuous feedback loop that helps organisations make smarter decisions over time.

The Infinity Loop isn't about collecting more data. It's about helping marketers use customer conversations more effectively to improve attribution, optimize performance, increase conversion rates and generate more value from the demand they already create.