Infinity vs ResponseTap
An independent, review-free comparison compiled by the SaaSTracker editorial team. Both products are profiled in full, and neither can pay for placement here.
The short answer
Both sides assessedInfinity compared with ResponseTap
The other established UK call intelligence vendor, and a frequent head-to-head. Both offer visitor-level attribution and speech analytics to similar buyers, and differences come down to specific integrations, analytics depth, and commercial terms. Buyers in this market usually shortlist both and decide on the details of a scoped proof of concept.
ResponseTap compared with Infinity
The direct domestic rival, with a nearly identical proposition: UK-founded enterprise call intelligence with visitor-level attribution and speech analytics. Differences are in specific integrations, analytics depth, reporting style, and commercial terms rather than in category positioning. Buyers in this market routinely shortlist both and decide on a scoped proof of concept.
Choose Infinity if
Mid-market and enterprise organizations in the UK and Europe with significant phone-driven revenue, particularly those running large paid search programs where keyword-level call attribution changes budget decisions.
Choose ResponseTap if
Large advertisers in the UK and Europe with high call volumes and substantial paid search budgets, where attributing revenue to individual keywords and measuring call handling both materially affect performance.
Side by side
13 attributes| Attribute | Infinity | ResponseTap |
|---|---|---|
| Category | Call Tracking | Call Tracking |
| Starting price | Quoted; mid-market and enterprise contracts (free trial) | Quoted; enterprise contracts (free trial) |
| Pricing model | Quoted subscription based on call volume, number requirements, and analytics depth, with annual contracts and implementation support. No self-serve tier. | Quoted subscription based on call volume, number requirements, and analytics scope, with annual contracts and implementation support. No self-serve tier or published pricing. |
| Free plan | No | No |
| Free trial | Demonstration and pilot arrangements through sales | Demonstration and pilot arrangements through sales |
| Best for | Mid-market and enterprise organizations in the UK and Europe with significant phone-driven revenue, particularly those running large paid search programs where keyword-level call attribution changes budget decisions. | Large advertisers in the UK and Europe with high call volumes and substantial paid search budgets, where attributing revenue to individual keywords and measuring call handling both materially affect performance. |
| Setup time | Weeks. Number provisioning, site tagging, pool sizing, routing configuration, and integration work all take time, and speech analytics requires a tuning period. | Weeks. Number provisioning, tagging, pool sizing, routing, integrations, and analytics configuration each take time, and multi-brand deployments extend it further. |
| Learning curve | Moderate. Attribution concepts are familiar to search marketers, while configuring speech analytics keywords and classifications well takes iteration. | Moderate. Search marketers grasp the attribution model quickly, while configuring phrase detection and classification well requires iteration and review against real calls. |
| Platforms | Web application, JavaScript tag for number insertion, Telephony infrastructure, REST APIs | Web application, JavaScript tag for number insertion, Telephony infrastructure, REST APIs |
| Compliance | GDPR, UK data protection requirements, PCI-aware redaction, Jurisdictional call recording consent | GDPR, UK data protection requirements, PCI-aware redaction, Jurisdictional call recording consent |
| Founded | 2010 | 2008 |
| Headquarters | Manchester, United Kingdom | Manchester, United Kingdom |
| Ownership | Private, investor-backed | Private, investor-backed |
Strengths and limitations
Infinity
Strengths
- Attribution granularity down to individual visitor sessions and paid search keywords.
- Strong speech analytics with keyword spotting for quality and compliance coverage.
- European base with local support and familiar data protection handling for UK and EU buyers.
- Solid offline channel tracking alongside digital attribution.
Limitations
- Quoted enterprise pricing with no self-serve entry point.
- Requires call recording, with the consent obligations that entails.
- Speech analytics needs volume before patterns are meaningful.
- Implementation and number provisioning take time.
ResponseTap
Strengths
- Attribution granularity down to visitor session and search keyword.
- Mature speech analytics covering every call rather than a sampled subset.
- Strong European data handling and support presence for UK and EU buyers.
- Long operating history in the category with established enterprise references.
Limitations
- Enterprise pricing with no self-serve path or published rates.
- Implementation is a project involving number provisioning and integration work.
- Requires call recording with the consent obligations that carries.
- Speech analytics needs volume to produce reliable patterns.
Pricing compared
Infinity
Quoted subscription based on call volume, number requirements, and analytics depth, with annual contracts and implementation support. No self-serve tier.
- Call trackingQuoted
- Call intelligenceQuoted
- EnterpriseQuoted
Keyword-level call attribution justifies itself quickly for organizations spending heavily on paid search where phone calls close revenue, because reallocating budget across terms is a large lever pulled with better information. Speech analytics adds a second return through quality and compliance coverage that manual sampling cannot match. Both benefits scale with volume, so the platform is expensive for mid-sized advertisers and straightforwardly economic for large ones.
ResponseTap
Quoted subscription based on call volume, number requirements, and analytics scope, with annual contracts and implementation support. No self-serve tier or published pricing.
- Core trackingQuoted
- Call intelligenceQuoted
- EnterpriseQuoted
The value case is proportional to search spend and phone revenue. An advertiser reallocating budget across keywords using call data typically finds more efficiency in a quarter than the contract costs in a year, and the conversation analytics add a second return through handling quality. Below substantial volume neither benefit is large enough to justify enterprise pricing, and the self-serve tools cover the basic attribution question adequately.
Editorial verdict on each
Infinity
Infinity earned its position on precision. Tying a phone call to an individual session and the keyword that produced it turns call data from a channel-level curiosity into something a search team can act on term by term, and for advertisers where the phone closes the revenue that single capability can redirect substantial budget. Speech analytics adds coverage that manual quality sampling cannot approach, which matters in regulated sectors. It is an enterprise purchase with quoted pricing, real implementation, and a volume requirement before the analytics repay their cost. For large UK and European advertisers it belongs on the shortlist alongside its domestic rival and the American platforms; for smaller businesses, a self-serve tool answers the useful question far more cheaply.
Read the full Infinity profileResponseTap
ResponseTap has spent a long time doing one thing for one kind of customer, and that consistency shows. Attributing calls to individual visitors and search keywords remains the capability that changes how large advertisers spend, and pairing it with full-coverage conversation analysis answers the second question most marketing teams cannot: whether the enquiries they generated were handled well. Its European data handling and support presence give it a real advantage with UK and EU buyers over American alternatives. It is enterprise in cost, contract, and implementation, and it needs volume to repay any of that. Large advertisers with phone-driven revenue should evaluate it against its domestic rival and the US platforms; smaller businesses should not be looking here at all.
Read the full ResponseTap profileInfinity profile last reviewed 2026-08-22; ResponseTap last reviewed 2026-08-22. Pricing is compiled from public sources and can change without notice. See our methodology.