Proof up front
Fred. Olsen Cruise Lines used Smart Outcomes to identify calls showing genuine booking intent and fed those signals back into Google Ads. The result:
Motorpoint used Infinity performance data and QA capabilities to optimise paid campaigns and improve the performance of agents handling marketing-generated inbound calls. The result:
Circle Health benefited from integrating Infinity into their core marketing and sales workflows, improving customer journey understanding and in turn:
We see Infinity as a strategic business partner, not just a SaaS provider. They’re always bringing new ideas to the table, sharing best practice, and offering us a dedicated, proactive team who understand both our business and the wider healthcare industry.
Insights Manager, Circle Health Group
The Infinity Loop Fit Check
A fairer way to compare than a feature list
Tick-box feature lists reward the platform with the most boxes, not the one that will move your marketing performance. So we use a different test.
The Infinity loop
Every Infinity solution is built around the same loop – designed to complement the stages of your established optimisation processes:
What is the Infinity loop?
Marketing is a continuous cycle of measuring, learning, and improving.
But most optimisation decisions are made using incomplete signals, because customer conversations never make it into the process.
Infinity closes that gap by transforming first-party conversation data into AI-driven signals that reveal what's happening, what's blocking conversion, and where to act next.
Every signal makes your loop smarter – helping you improve performance, reduce waste, and grow revenue faster.
What independent
reviewers say
On the current G2 comparison, CTM holds a 4.5-star rating from 761 reviews; Infinity holds 4.6 stars from 158 reviews. This is the closest G2 contest in our comparison set, and we’re showing it to you straight: CTM currently rates higher than Infinity on ease of administration and product direction. Infinity rates higher on quality of support. Ease of use and ease of setup are effectively tied.
Where Infinity’s independent case is clearest is Conversation Intelligence as its own category: Infinity scores 8.5 from 22 reviews against CTM’s 7.1 from 59 reviews – a meaningful gap on the specific capability this page is about. Reviewer profiles also diverge sharply: 66.3% of CTM’s reviewers are small-business users against 43.8% mid-market and 27.1% enterprise for Infinity – only 3.5% of CTM’s reviews come from enterprise users. G2’s own top-cons data for CTM cites Learning Curve (23 reviews) and Complexity (15 reviews) as the most common complaints, worth weighing against its strong ease-of-use scores above.
| G2 measure | Infinity | CTM |
|---|---|---|
| Meets requirements | 8.9 (122 reviews) | 9.1 (632 reviews) |
| Ease of use | 8.6 (126 reviews) | 8.6 (638 reviews) |
| Ease of setup | 8.4 (75 reviews) | 8.4 (535 reviews) |
| Ease of administration | 8.6 (70 reviews) | 8.7 (530 reviews) |
| Quality of support | 9.4 (121 reviews) | 9.0 (587 reviews) |
| Good partner in doing business | 9.3 (70 reviews) | 9.2 (525 reviews) |
| Product direction | 9.0 (117 reviews) | 9.1 (629 reviews) |
Call tracking and marketing attribution
CTM’s foundation is broad and contact-centre-grade: dynamic number insertion, multi-channel attribution, advanced call routing, IVR and a built-in softphone. For a US-based business that wants call tracking and communications infrastructure in one platform, that’s a strong combination. Infinity’s Call Tracking adds visitor-level tracking that connects the channel, campaign and keyword behind every call to the pages visited before and after the conversation, across 75+ countries – the difference that matters most for international or multi-market brands.
CRM and revenue attribution
Smart Match connects confirmed sales and revenue to the call and marketing activity that generated them – helping you measure true ROI, identify the campaigns producing higher-value customers, support value-based bidding, and shift budget away from activity that creates volume without revenue.
Infinity’s Caller Insight integration brings marketing source, keyword, visitor activity and call information into Salesforce; Leads can be created directly from calls, and downstream outcomes flow back to Infinity, matched to the originating conversation and marketing journey. We also offer a native HubSpot integration and support other CRM workflows through APIs, webhooks and tailored services. CTM offers native Salesforce, HubSpot, Marketo and Microsoft Dynamics 365 integrations of its own.
Integrations and technology fit
Infinity provides extensive out-of-the-box integrations, supported by REST APIs, real-time caller-context APIs, call-event webhooks, CRM outcome feeds, and call, visit, goal and transaction exports, plus Professional Services for anything more tailored. Our team works with you to understand your established workflows and scope solutions designed to fit not only your tech stack, but your sales cycles, internal processes and commercial objectives too. CTM offers attribution across 40+ native integrations, including Salesforce, HubSpot, Marketo, Microsoft Dynamics 365, Google Ads, GA4, Facebook Ads, LinkedIn Ads and Adobe Analytics, plus 1,000+ Zapier connections and an open API.
Whichever way you lean, don’t decide on logo count. Ask whether the specific integration you need exists, whether it supports your exact workflow, what data moves in each direction, whether it needs extra development, who maintains it, and what commercial decision it will actually improve.
Implementation
and time to value
The tracking script is the easy bit. What we spend the early conversations on is your business objectives, key journeys and conversion points, telephony and number requirements, CRM and advertising workflows, reporting needs, and the signals most useful to your bidding platforms – all of which shape your Success Plan and rollout.
Typical time to value: Call Tracking live within a week; outcome signals improving optimisation from around day 30; revenue signals driving measurable ROAS and CAC improvement within 90 days.
Value, not just price
CTM’s pricing is usage and tier based, with dedicated Customer Success and additional AI features positioned as upgrades above its core plans – a sensible model for teams that want to start small and add capability as they grow, and G2’s own data shows real reviewer appreciation for CTM’s value at scale.
The more useful comparison isn’t the headline monthly fee on either side. It’s what’s included at each stage, how support and expertise scale as you grow, and how much of that growth depends on adding paid tiers versus a relationship scoped around your outcomes from the outset. We’ll work with you to scope a solution around the outcomes you need, rather than equate value with the number of features switched on.
Which platform is the better fit?
We think Infinity is the stronger choice when you’re operating across more than one country or market, when conversation intelligence needs to work automatically across every call rather than depend on questions you configure, when paid-media activation needs to reach beyond Google Ads, when formal security certification matters to your industry, and when dedicated Customer Success, an Insights & Intelligence team and Professional Services matter more than a large, self-serve community.
CTM is a strong choice in a genuine set of cases: your operation is US-based, and you want a broad communications and contact-centre platform – softphone, routing, sales coaching – alongside call tracking.
So, which should you choose?
The right platform is the one that improves the outcomes that matter to your business – not the one with the broadest communications toolkit or the highest review count. We’ll help you map your customer journey, the calls and outcomes that create value, your CRM and revenue data, your paid-media strategy across every platform you use, and the fastest route to measurable improvement.
