Call tracking

Any call-centric business where phone calls are a big part of the customer journey can use call tracking to gain better insights into the customer journey. Some examples of sectors that should use call tracking include:

• Automotive
• Banks and financial services
• Healthcare
• Insurance
• Property
• Retail
• Travel
• Utilities

Call tracking software can be used by marketers, sales teams, customer service teams, and contact centres.

Understanding the end-to-end customer journey is key for any marketer looking to improve the experiences they deliver. Infinity platform gives complete visibility over every step customers take before they pick up the phone. Unlike tools such as GA4, tracking inbound and outbound calls paints the full picture, even when a customer goes offline when they call your business. Marketers get rich insights into the campaigns, channels, and keywords customers interact with before they pick up the phone.

Tracking calls from PPC and other channels will help you get your hands on the data you need to make sure you’re spending wisely. And with dynamic call tracking on your website, your online to offline attribution gap will completely disappear so you can easily tie performance improvements to your activities.

By pairing call tracking with Conversation Analytics, Marketers also get insights into the sentiment of sales calls to further improve campaign performance, work with sales teams to drive more positive outcomes, and achieve better ROI.

Call tracking is an essential tool for every call-centric business and it offers many benefits – way too many to pack into an FAQ section! If you’ve not got time to read a comprehensive breakdown of what call tracking is and how it will benefit you, here’s a top-level summary:

According to Conversion Science, calls are 10-15 times more likely to convert, meaning it's a key touchpoint. As well as helping plug attribution blind spots and calculate a much more accurate return on marketing investment, tracking inbound sales calls gives your agents a view of what customers were previously looking at.

Armed with this real-time intel, sales agents can tailor the phone call experience, and offer relevant information and recommendations, which all go towards winning more upsell and cross-sell opportunities.

There are plenty of barriers to good customer experiences, so without visibility over what causes friction in the journey, it’s impossible to make improvements.

If you know when you have the highest influx of calls, you’ll know how many agents you need on hand at any given time to average wait times to a minimum. Understanding what pages customers were looking at when they call you also goes towards improving the online journey.

Take that a step further with Conversation Analytics and understand the common queries and topics from call recordings. With this intel, you can work with the marketing team to streamline the online experience so customers can self-serve.

If your business receives a high volume of sales, service, or support calls, it’ll be crucial to make sure teams are properly resourced. Having visibility over what led to those calls means you can work with your teams to optimise your website, sales scripts, and improve handling tactics.

You can set up call tracking alerts to tell you when there are changes in your call data. You can either choose your own parameters, or base them on AI observations within your call tracking solutions dashboard.

When things do change, you need to be on the front foot with tactical optimisation to maintain your competitive edge. With alerts set up telling you about significant changes in what’s driving calls, you’ll be in the perfect position to react fast and stay ahead of the game in your market.

One phone number is allocated to a source, usually one number per channel. This way of doing it gives basic visibility of where a call came from. On the other hand, it won't give you any further insights or enable you to see your true return on investment.

This is similar to the basic call tracking model, but you use and assign more numbers to each campaign you run.

There are a mix of automatic and manual ways to track the outcome of inbound and outbound calls back to the source. Our Conversation Analytics platform is the most advanced way of instantly sorting calls at scale. This is because it highlights calls with a mention of specific products, service requests, or payment details.

A unique phone tracking number is assigned to a user for the length of their browsing session. This means you won’t be able to see the full visitor journey or understand previous queries or issues that may inform your next conversation.

Infinity provides this type of call tracking because of its clear vision of the full digital journey that leads to a call. See all interactions with your site across all visits (including sources, keywords, and channels) that happen before a visitor picks up the phone.

Infinity's Facebook Ads integration helps you identify when a customer has called you after engaging with your paid ads on Facebook and Instagram. As a Facebook Marketing Partner, we consistently achieve Facebook's rigorous standards for our product and service.

There’s no need to change your number. When you switch call tracking on, as well as your existing number, you’ll be given a set of new numbers that will connect online customer journeys to your marketing activities and phone calls. We’ll work out how many numbers you need, and supply them all as part of your package. They’ll all route through to your existing phone lines so you won’t need to make any changes. In no time at all, you’ll have all the intel you need to make smarter marketing decisions.

If you need granular call insights across multiple locations, we'll create specific tracking pools to help you surface the intel you need. You’ll get a holistic view of call conversions and revenue, drill into performance at specific locations and, if you’re using tools like Agent Scorecards, you'll understand what performance looks like at an individual agent level.

Our global reach means we cover 85 countries including the UK, the USA, and all of Europe. So, if you want to track calls across all your locations, we'll provide the numbers you need – we can even give you numbers with local area codes!

The list of countries we can serve is always growing, so if you’d like to know whether we can offer service in a particular country, let’s start a conversation.

We’ll help you scope a package that fits so you don’t pay for anything that you don’t need. You can start tracking calls for as little as £199. Get a feel for what we offer by checking out our pricing information (and work out what ROI you can expect by using the calculator at the bottom of the page!)

If you want more information, the best thing to do is book a demo and, while you’re checking out our platform, you can let us know what your specific requirements are and we’ll give you a tailored quote.

Google offers a simple call conversion tracking solution for PPC campaigns – but it doesn’t give you the detailed information you need to make truly informed decisions about where to focus your marketing efforts.

A dedicated call tracking platform like Infinity will help you connect calls and their outcomes to every single channel you’re using – including other Search Engines like Bing! Better still, Infinity helps you unpack what happens on calls and serve up the intel that’s key to optimising your campaigns.

We even send your call data directly to Google automatically, so you can build a rock-solid PPC feedback loop without having to lift a finger.

Learn more about how we work
with Google

Yes! Thanks to tools like Smart Match and our extensive range of CRM integrations, we help you identify where your best and most valuable calls are coming from.

Infinity attributes phone call revenue to specific campaigns, channels, and even keywords, so you’ll get a clear view of what’s working best and understand what actions you need to take to boost ROI.

We have over 45 out-of-the-box integrations ready to go. So, getting your call data where you need it won’t be a problem at all. Along with our easy-to-use APIs, our integrations make sharing your call data simple. There’s no need to get to grips with new tools or wrestle with even more reports than you are now. We’re all about serving up insight in a way that’s crystal clear, and most importantly, in a way that works for you.

Learn more about our integrations

We know everyone says their platform is the best. But we can prove it.

We’re the best call tracking provider in EMEA according to G2. And they also consider us to be the ‘easiest to work with’ and say we offer users the ‘best support’.

We’ve also won a ridiculous number of awards – not just for our suite of tools, but for our excellent customer service too!

But don’t just take our word for it, here’s what our customers say:

“Infinity is certainly a step up from our previous partner”
Joe Bloomfield, Paid Digital, Data & Analytics Manager | Homeserve

“The product capability and Hub interface are the best in breed.”
Owen Gill, Head of Digital Marketing | Pendragon

“Infinity is our go-to for call tracking. We’ve found they have the best quality of service and data on the market.”
Josh Hatfield, Senior Paid Media Growth Hacker | Semetrical

All that said, seeing is believing. So, hurry up - get a demo booked and decide for yourself!