Using Call Intelligence to Boost Leads and Maximize ROI

We wanted to introduce a system to bridge the gap between online engagement and offline conversions. Previously if a user landed on the American Holiday website via a Google Ad campaign and then phoned American Holidays that was the end of our visibility. We didn’t know if that user went on to successfully book a holiday.

American Holidays used a system called Infinity, to track phone calls and capture details such as marketing channel, campaign, and region. But tracking these calls was just the first step. If the user converted - whether during that call or at a later stage - the booking details, including destination, booking value, and customer contact information, were saved within the American Holidays CRM.

To take this a step further, a live import system was created providing a real-time data link between the CRM and Infinity. This ensured that every booking was matched to its original phone call, using the customer’s number as a unique identifier.

With this breakthrough in data integration, we could then import the booking information into Google Ads as an offline conversion. This meant that every campaign driving phone calls could now be directly attributed to actual revenue, allowing for smarter budgeting, optimised targeting, and greater return on investment.

By combining call intelligence, real-time data synchronisation, and automated attribution, we could close the loop between marketing and sales with unprecedented precision.