Call tracking software explained: ROI, support, and setup

Choosing the right call tracking software can feel overwhelming for marketers. Tech stacks are already complex, budgets are under pressure, and there’s no shortage of tools claiming to solve attribution and performance challenges.

So, it comes as no surprise that lots of marketers feel unsure about onboarding new solutions, or worse, they pick a basic one that doesn’t deliver impact. That’s why pausing and asking the right questions before you invest is so important.

Generally speaking, most marketers want answers to three things:

• Will I be able to prove ROI?
• Will I get the support I need?
• How easy is it to get call tracking up and running?

This guide breaks those questions down. It outlines what good call tracking software for marketers should actually deliver and explains how the right call analytics solution will move you from insight to impact.

Will I be able to prove ROI from my call tracking solution?

For most marketing teams, ROI is the deal-breaker. If your call intelligence platform can’t prove impact, it becomes just another reporting tool that sits alongside all the others already in your MarTech stack.

A key value driver for any good call tracking solution lies in accurate attribution and full visibility of the end-to-end customer journey. Specifically, being able to see which campaigns, channels, and keywords are driving high-quality calls, and which aren’t, so budget can be prioritized on the needle-moving activities.

Accurate attribution across channels and campaigns

Calls often sit outside traditional reporting. They happen after a click, a form fill, or a campaign view. But without call attribution, that impact is lost.

A strong call tracking solution closes that gap by:

• Connecting calls back to the source that drove them
• Showing which channels generate high-intent conversations
• Highlighting wasted spend on low-quality leads

As a result, marketers can reallocate budget with confidence. Spend flows towards what converts, waste is removed, and it’s a whole lot easier to protect budget. All in all, any good call tracking provider should help you claim the credit you deserve for the pipeline and revenue you’re driving through phone calls.

Using call intent and outcomes to optimize performance

Modern call tracking software shouldn’t stop at reporting. Instead, it should actively improve performance. Leading platforms capture call intent and outcome data. For example, it might be calls that led to a sale, a qualified lead, or no outcome at all.

You can then create an automated feedback loop by filtering it into your bidding tools.

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When this happens:

• Bidding algorithms learn what a “good” call looks like
• Lookalike audiences are built around high-value outcomes
• Campaigns drive more high-intent calls over time

In turn, cost per lead drops, your ROAS gets a massive shot in the arm, and performance becomes more predictable. For marketers focused on efficiency, this feedback loop is critical. It turns call tracking into a growth lever, not just a measurement tool.

Enriching lead insights

Blue Bay Travel used Infinity’s call intelligence solution to ramp up conversion rates and double year-on-year phone bookings.

Results:

174% 
Year-on-year uplift in PPC bookings

62.5% Increase in conversion rate of visits to calls

32% Reduction in cost-per-booking

"Infinity data has allowed us to enrich our lead insights and make profitable actions with regards to our search strategy.”

Marketing Intelligence Manager

Blue Bay Travel

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Will I get the support I need when onboarding my call tracking platform?

Another common concern is support. Integrations can feel risky, internal resources are limited, and no one wants a long, painful setup.

This is where the difference between a tool and a partner becomes clear. Any credible call intelligence platform should offer structured onboarding and ongoing support, not just documentation and the odd email here or there.

For marketers, that means:

• A dedicated onboarding team
• Hands-on help with integrations
• Clear guidance on best-practice setup

Infinity, for example, is designed to plug directly into existing marketing stacks. Paid media platforms, analytics tools, and CRMs can be connected quickly, without heavy technical lifting.

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More importantly, the onboarding process is led by specialists who understand marketing use cases, not generic implementation teams. That focus on quality over quantity matters. Instead of leaving teams to “figure it out”, agood call analytics solution ensures integrations are live, data is flowing, and value is coming through the door as early as possible.

Our dedicated account managers are brilliant

Since the very beginning, the team has been on board to support us with every stage of the implementation and day-to-day running of the solution. Our dedicated account managers are brilliant – they make sure everything is working as expected and are always on hand to offer strategic recommendations.

Digital Marketing Director

Motorpoint

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How easy is it to get call tracking up and running?

Ease of setup is often underestimated, but if implementation drags on, confidence drops, momentum is lost, and time to value is delayed. The good news is that modern call tracking software is far simpler than you might think.

In most cases, setup involves:

• Adding tracking numbers
• Connecting core platforms
• Defining call outcomes that matter to your business

With a cloud-based analytics platform, everything is accessible in one place. Teams can log in from anywhere, data updates in real time, and there’s no infrastructure to maintain. More importantly, marketers don’t need to wait months to see impact.

With the right setup and support, many teams begin optimizing campaigns within weeks and will start seeing real value within the quarter. That speed to value is critical. It builds trust internally and reinforces that call tracking is worth the investment.

Allowing us to focus our marketing efforts

The setup process was far smoother than anticipated and the on-going support provided has been superb. Infinity Tracking really goes that extra mile with their service and the support we have had from all the team at Infinity is excellent.

SEO and PPC Manager

ESE Direct

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Why call tracking for marketers is a must-have

The marketing landscape never stands still, and customer journeys are becoming more and more fragmented. Now that privacy is tightening and we’re seeing the decline of third-party cookies, proving impact is harder than ever.

That’s why call tracking for marketers in call-centric industries isn’t optional – it’s essential.

A solid call intelligence platform will help you:

• Prove ROI with confidence
• Optimize campaigns using real outcomes
• Reduce wasted spend
• Align marketing and sales around the same data

More importantly, it gives you control. Instead of guessing, you know what works and, instead of defending spend, you can scale it.