Infinity + Semetrical

See how the digital agency’s PPC strategy is generating clicks that are 34.9% more likely to lead to calls.

“Infinity is our go-to solution for call tracking. We’ve found them to have the best quality of service and data on the market, while offering a competitive price. Their platform was very easy to set up and integrate into our tech stack, swiftly delivering measurable results for our clients.”

Josh Hatfield | Senior Paid Media Growth Hacker, Semetrical

Client challenges

Semetrical work with brands that receive a lot of business over the phone. In fact, companies in the travel, property, and furniture industries will often receive some of their largest bookings and orders via phone calls.

But with no visibility on what causes those phone calls it’s difficult to keep those calls coming. It’s also very tough for Semetrical to prove that their work has led to results if they can’t attribute these sales.

Why Infinity?

Semetrical were originally introduced to Infinity by a client who was interested in using our platform to help understand the effect their digital marketing was having and improve it. In doing their due diligence, Semetrical found Infinity to be the most reliable option, as well as having a knowledgeable team who could help with implementation, integrations (including with the Google Marketing Platform), and strategic guidance on the best solutions.

The solution

Semetrical deployed Infinity’s dynamic numbers across their client’s sites. This empowered them to see the full digital journey that led to a call, across multiple touchpoints and website visits. Individual pages, sources, browsing time, and many other useful metrics were all tracked, giving a clear view on what activity was helping to influence calls.

Infinity is integrated with Google Analytics and Google Ads, where calls are a data point linked to the original keyword clicked on. This data is fed into a bid algorithm which automates PPC to produce optimal results for calls to their clients. Semetrical is also using Infinity’s integrations with Qubit, Bing Ads, and Google Campaign Manager too.

The outcome

After onboarding an initial three clients, Semetrical have begun recommending Infinity to all of their clients who receive sales calls. They now see exactly what’s driving these sales, and are able to react to the insights Infinity uncovers to drive conversions in competitive markets.

Some year-on-year results they have achieved for their clients include:

• 26% uplift in call goals
• Visitors from PPC are now 34.9% more likely to call
• Calls from SEO work boosted by 59%
• Helped maintain an average CPA below £14

Semetrical are now looking to use Infinity with some of their larger B2B companies where they have identified a high value use case. They are also going to be exploring options with Infinity’s Conversation Analytics suite as it continues to develop.