Answer rate, average handling time and cost per call are useful operational measures. They’re also shaped overwhelmingly by people who already buy from you, ringing about bills, meter readings, moves and faults. Sales demand sits somewhere inside that, unlabeled.

So the prospects get missed, and the conversations you’re already having with everyone else get filed as cost rather than read as insight.

Utilities-1

What you can see

  • Clicks
  • Sessions
  • Tariff and product page views
  • Online sign-ups

What’s missing

  • Sales calls
  • Whether the caller was a prospect or a customer
  • What the sign-up was worth
  • What everyone else is telling you

The impact

  • Prospects lost inside service volume
  • Poor optimization decisions
  • Missed revenue opportunities
  • Slower growth

Four ways Infinity helps utilities marketers

Attribution and revenue visibility

Attach the campaign, keyword and journey to every call that carried sales intent.

Report on customers won, not contacts handled.
Break it down by product, tariff, brand, and by business or consumer.

Learn about call attribution

Paid media optimization

Give your bidding a signal that marks a genuine sales inquiry.

Feed sign-up and survey outcomes into Google Ads and Meta, so budget goes after prospects rather than bill payers.
Weight spend toward the home energy products that carry real margin.

Learn about paid media optimization

Conversion improvement

Find out why an inquiry didn’t become a booked survey or customer.

Spot the reasons that repeat: grant eligibility, lead times, whether the property suits, a price that landed badly.
Fix it on the page rather than in the media plan.

Learn about conversion improvement

Revenue recovery

See the sales inquiries you paid for that nobody answered.

Recover them while the prospect is still getting quotes.
Close off the revenue leakage rather than bidding for the same customer twice.

Learn about revenue recovery

The Infinity loop
Turn every booking conversation into a smarter route to growth

1. Capture
Every call arrives carrying the channel, campaign, keyword and journey that produced it, across brands, tariffs and product lines, from comparison listings through to your own site.
2. Signal
Establish whether this was selling or service, which product or tariff was in play, and what stopped a sign-up or a booked survey. The service calls get read too, for what they say about the customers you already have.
3. Prioritize
Work out what’s driving customers won and what’s blocking them, then act first on what moves ROMI and installs most. Scale the products that convert, and fix the barriers costing you the most new wins.
4. Activate
Feed them to Google Ads, Microsoft Advertising, Meta, GA4, your analytics warehouse and CRM, so bids, budgets, page content, and follow-up all improve.

What is the Infinity loop?

The Infinity Loop is how Infinity turns customer conversations into marketing performance.

Capture connects every call to the campaign, keyword and journey behind it.

Signal analyzes the conversation to identify intent, friction and value.

Prioritize ranks what matters commercially.

Activate sends those signals into the advertising, analytics and CRM systems where decisions get made.

Each cycle changes the journeys and conversations that follow, which improves the next one.

Put call data to work across
every lever in your marketing

Infinity captures what prospects say, turns it into first-party signals, and puts those signals where your media, your pages and your teams can use them.

Bid on sign-ups, not answered calls

Return sign-up and survey outcomes to Google Ads and Meta, so your bidding goes after heat pump inquiries rather than billing queries, and switching-site traffic gets judged against your own channels.

Hear what your customers tell you every day, without listening in

Thousands of conversations a week about bills, moves, faults and products. Analyzed at volume, they show what your customers struggle with, ask for and value, and that feeds straight back into your targeting, your messaging and your pages.

Clear up grant eligibility before you buy more traffic

Grants, lead times, whether the property suits, a price that landed badly. Grant confusion is a page problem rather than a media one, and clearing it up once benefits every campaign.

Protect sales demand through the peaks

Price announcements and cold snaps flood the lines in the weeks you’re spending hardest. Find out how much sales demand you lost, and which campaigns paid for it.

The result?

Sales demand you can see and grow. Customer understanding you already own. Budget behind the products that carry margin.

I have worked with infinity Call Tracking and a number of other call tracking systems. I have found infinity by far the most informative and comprehensive system available.

PPC Manager, Mediaworks for Opus Energy

One platform.
Several ways to win more customers.

Infinity combines call tracking, conversation intelligence, and AI-powered automation to help marketers capture, understand and act on the signals that drive growth.

Call tracking

Connects every call, across every brand and product line, to the channel, campaign, keyword and journey behind it. Every Infinity solution starts here.

Explore Call Tracking

Conversation Analytics

Analyses conversations at volume to sort selling from service, show where inquiries stall, and turn everyday calls into a scalable source of customer feedback.

Explore Conversation Analytics

Smart Outcomes

Turns what happened on the call into a conversion signal your ad platforms can optimize against, so bidding learns from sign-ups and booked surveys too, not just the forms your site recorded.

Explore Smart Outcomes

Smart Match

Links calls to your customer and revenue records, so cost per acquisition and cost per install are figures you report rather than estimate. It also gives value-based bidding real transaction values to work from.

Explore Smart Match

Conversion Barriers

Identifies what’s stopping inquiries becoming bookings and ranks the fixes by commercial impact.

Explore Conversion Barriers

Smart Voice

Voice AI for the sales demand that arrives during peaks and out of hours.

Discover Smart Voice

Activate the signals across your stack

Infinity doesn’t replace your marketing stack.
It helps every part of it perform better.

Infinity integrations grid
Optimize-integrations

Optimize media spend

Return sign-up and survey outcomes to the platforms you buy on, so bidding stops counting billing queries as success.

Connect-integrations

Connect marketing to revenue

Route call data into your CRM and customer systems through our integrations and open API, and see which campaigns added which customers.

Reporting-integrations

Complete your reporting

Set marketing’s own numbers beside the operational reporting you already receive.

British-Gas-Logo-white

15% lower PPC costs from knowing which keywords drive quality calls

British Gas Business supplies gas, electricity and energy services to UK businesses. Working with Infinity and their agency Mediacom, the team connected calls back to the keywords that produced them, and used call timing data to close the gaps where calls were going unanswered.

Read the full case study

The main benefit of having Infinity is knowing exactly which keywords are driving quality calls from PPC. Before – with the previous providers - we used to get lots of 'Not tracked' data, which made the report useless. Infinity is well integrated with Google Ads and their support team has worked hard with our agency, Mediacom, to give us those vital insights.

Senior Digital Acquisition Manager, British Gas Business

Built for utilities marketers measured on customers won

Your board counts customers added. Your reporting counts calls handled. Those are not the same number.

Infinity helps utilities marketers connect conversations to revenue, improve performance, and generate more value from existing demand.

Prove impact

A cost per acquisition built only from the calls that were genuinely sales inquiries, readable by channel, campaign and product.

Improve performance

Move budget toward the products and propositions that convert, guided by what prospects and customers actually said.

Do more with less

Convert more of the demand you’re already creating, and get customer understanding out of conversations you’re already paying to handle.

Your conversations surface the problems. We prioritize the fixes.

Conversation data will tell you which calls were selling, why the others stalled, and what your customers keep asking for. Working out which of it to act on first is analysis your team may not have time for.

That’s the work our Insights & Intelligence team does. A Rapid Insights Project answers one question and comes back with a prioritized action plan, usually in two to five weeks. Professional Services keeps that analysis running, so you always know what to fix next.

Explore Infinity Services

Insights-and-Intelligence-team

Getting started is easy

Deploying Infinity is straightforward. Our Customer Success Managers and Support Specialists work with you from day one on the use cases that matter most in utilities, with regular training to keep the value coming.

1

Deploy JS code to your site

Paste the Infinity call tracking code into your website.

2

Set up integrations

Use our integrations and easy-to-use API to get your call tracking data where you need it.

3

Testing completed by Infinity

Let our team verify that your installation and integrations have been set up correctly.

4

Go live!

Start seeing which campaigns win customers, and where to invest next.

Get started with a demo

Turn thousands of calls into something you can act on

+44 3892 2600

Book a demo and we’ll show you what your own call data would tell you:

  • Which of your calls were selling, and which campaigns produced them
  • What your customers keep asking for, across thousands of conversations
  • And what your CPA looks like once service traffic comes out of it
G2 Awards
G2 star rating
“Infinity are an innovative market leader that are investing heavily into their product.”
Head of PPC (Senior Partner)
Google Cloud Partner Backed by AWS technology Meta Business Partner ISO27001 compliant

Utilities call tracking FAQs

Utilities call
tracking basics

It attaches the marketing source to an inbound call, so a sales inquiry can be told apart from the service traffic around it. Someone searches for a tariff, a heat pump quote or a boiler plan, then rings, and the channel, campaign, keyword and web journey behind that call get recorded. Because sales calls arrive alongside far heavier service volume, that’s what lets marketing be judged on customers won rather than calls received.

Yes, and in this sector it’s usually the first thing it does. Conversation Analytics classifies what each call was about, so selling, service, billing and complaints are each reported on their own terms.

Yes, and in a business with this much call volume it’s one of the most valuable things you can do with it. Conversation Analytics reads conversations at volume, so calls about bills, moves and faults become a standing source of customer feedback: what people ask for, what confuses them, what they value. That feeds straight into targeting, messaging and page content.

Contact center reporting tells you how calls were handled. Call analytics tells you what they were about and where they came from. One says the operation is running well. The other says which campaigns are adding customers.

Yes, and it usually matters more there. Heat pumps, solar, EV charging, insulation and cover plans are consultative and phone-led, which is exactly where conversation data changes decisions.

Yes. Business and consumer are different sales at different values, and they can be tracked and reported separately rather than blended into one acquisition figure. British Gas Business used Infinity to connect calls to the keywords driving them.

No. Infinity runs alongside it. Call tracking captures the marketing source, and integrations reconcile calls against customer and revenue records where they already sit.

Performance and measurement

By identifying which calls were sales inquiries, attaching the campaign that produced each one, and matching them to the customers they created. That gives you a cost per acquisition by channel rather than a cost per call across all traffic.

Automated bidding optimizes against whatever you define as success. If every call counts, you’ll be served existing customers ringing about bills. Give it sign-up and survey outcomes and it goes looking for prospects instead.

By classifying the two call types apart. Once selling is reported separately from service, a price announcement stops making your marketing look inefficient.

Uswitch and MoneySuperMarket report the customers they sent you. Call tracking measures what your own search, social and offline activity produced, so both sit in one report on the same basis rather than in two that never reconcile. We can even help you pinpoint the value of calls directed to you via affiliates, so you can see the true returns of the programs you’re investing in.

Platform, data and implementation

Infinity is ISO 27001 certified and supports configurable recording, retention and access controls. What’s appropriate depends on your regulatory framework and your own vulnerable customer policy, so the configuration is agreed with you and your compliance function during implementation.

Google Ads, SA360, Microsoft Advertising, Meta, GA4, Adobe Analytics, BigQuery, Looker Studio, Power BI, Salesforce, HubSpot and Microsoft Dynamics are among the integrations most used by utilities marketers, plus our open API for connecting to CRM and customer systems. Infinity is designed to deploy quickly and complement the tech you already run.

Your published numbers stay in place. Tracking numbers sit alongside them and route to the same teams, and the configuration is agreed with you during implementation.

Call tracking can be live in week 1. Outcome signals typically start improving optimization by day 30, and revenue signals drive measurable ROAS and CAC improvement within 90 days.

Yes, with permissions you control. Agency partners commonly run day-to-day optimization using Infinity data, and British Gas Business ran their program with Mediacom.

443-892-2600