Infinity
UK-founded call intelligence with keyword-level attribution and conversation analytics
Infinity is a call intelligence platform that attributes inbound phone calls to the marketing that produced them at visitor and keyword level, records and analyzes conversations with speech analytics, and feeds call outcomes back into advertising platforms, analytics, and CRM. It is strongest in the United Kingdom and Europe, where its data handling and support presence are a practical advantage.
Overview
Infinity built its reputation on attribution granularity. Its Visitor Level Tracking connects every call to the individual session that produced it, including the paid search keyword, which for high-value phone-driven businesses is the difference between knowing that search works and knowing which terms deserve the budget. That precision is the platform's core selling point and the basis of most of its case studies.
Around it sits a full call intelligence stack: recording, speech analytics with keyword spotting, conversion definitions based on duration or detected content, routing and IVR, and integrations that push call conversions into Google Ads, GA4, and CRM systems. Conversation analytics identify themes across large volumes of calls, which supports both marketing insight and quality management.
The company's European base matters commercially. UK and EU buyers get local support, familiar data handling, and a vendor that understands their regulatory environment, which is not always true of American competitors. Its pricing is quoted and aimed at mid-market and enterprise, so small businesses remain better served by self-serve alternatives.
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.
Not the right fit for
- Small businesses wanting basic call attribution, where self-serve tools are far cheaper.
- Pay-per-call marketers needing routing marketplaces and buyer bidding.
- Organizations that cannot record calls, since analytics depend on it.
- Buyers requiring published self-serve pricing.
- Businesses with low call volumes where speech analytics has little to work with.
How it works
- 1
Tracking numbers are provisioned and dynamically inserted so each website session displays a unique number, and any resulting call is tied to that visitor's full journey including source, campaign, keyword, and pages viewed.
- 2
Calls route to the business with configurable rules, IVR menus, and business-hours handling, so the customer experience is unaffected while the attribution and recording data is captured.
- 3
Speech analytics transcribes conversations and detects configured keywords and phrases, classifying calls by topic, outcome, and quality without requiring manual review of every recording.
- 4
Conversion definitions determine which calls count, and qualified conversions are pushed to advertising platforms, analytics, and CRM, closing the loop between spend and phone-driven revenue.
Feature breakdown
20 features in 4 modulesAttribution
The granularity the platform is known for.- Visitor level tracking
- Each call tied to the individual session that produced it, including the complete journey through the site.
- Keyword-level attribution
- Paid search calls traced to the specific keyword, which is where large search budgets are actually reallocated.
- Offline channel numbers
- Dedicated numbers for print, broadcast, outdoor, and direct mail reported alongside digital sources.
- Multi-touch call context
- Preceding sessions and touchpoints attached to the call record rather than only the last click.
- Number pool management
- Pool sizing and rotation to maintain attribution integrity across high concurrent traffic.
Conversation analytics
Understanding what was said at volume.- Transcription
- Automatic speech to text across calls as the substrate for classification and search.
- Keyword spotting
- Configured words and phrases detected across conversations, flagging outcomes, objections, and compliance issues.
- Call classification
- Automatic categorization by topic and outcome so reporting reflects what calls were about, not just how many there were.
- Sentiment and quality indicators
- Signals on how conversations went, supporting coaching and quality management.
- Search across recordings
- Find every call where a phrase occurred, which turns a recording archive into a research tool.
Call handling
Routing and the caller experience.- Routing rules
- Distribution by time, geography, source, and team with fallbacks so calls are not lost.
- IVR menus
- Pre-call qualification and department selection with the outcome recorded against the call.
- Whisper announcements
- Campaign context read to the answering agent before connection.
- Business hours handling
- Out-of-hours routing, voicemail, and missed call reporting so demand outside working hours is visible.
- Call recording controls
- Recording with retention, redaction, and consent settings appropriate to European requirements.
Integration and reporting
Getting call outcomes into the systems that act on them.- Advertising conversion feedback
- Qualified calls pushed to Google Ads and Microsoft Advertising so bidding optimizes on phone outcomes.
- Analytics integration
- Call events in GA4 and other analytics platforms alongside web behavior.
- CRM integration
- Call records and outcomes written to CRM so sales and marketing see the same history.
- Dashboards and scheduled reporting
- Configurable reporting by channel, campaign, keyword, and location with recurring delivery.
- API and data export
- Programmatic access to call and analytics data for organizations doing their own modelling.
Use cases
4 documentedRetail group running large paid search campaigns
Search drives substantial phone revenue but budget decisions use click and form data only.
Keyword-level call attribution reveals terms generating high-value calls and no online conversions, and budget shifts accordingly.
Financial services marketer with compliance obligations
Regulated disclosures must be made on calls and manual quality sampling covers a fraction of volume.
Keyword spotting across all recordings identifies calls missing required language, replacing sampling with coverage.
Travel company understanding enquiry themes
Marketing knows call volume by campaign but not what callers actually ask about.
Call classification surfaces recurring topics and objections, informing both campaign messaging and website content.
Multi-branch business measuring out-of-hours demand
Calls outside opening hours are missed entirely and their scale is unknown.
Missed call reporting quantifies the loss, justifying either extended hours or an out-of-hours answering arrangement.
Pricing
from Quoted; mid-market and enterprise contractsQuoted subscription based on call volume, number requirements, and analytics depth, with annual contracts and implementation support. No self-serve tier.
| Plan | Price | Includes |
|---|---|---|
| Call tracking | Quoted annual |
|
| Call intelligence | Quoted annual |
|
| Enterprise | Quoted annual |
|
Billing notes
- Cost is driven by call volume, number pool size, and whether speech analytics is included, so scope those explicitly in any quote.
- Number pools must be sized for concurrent sessions to preserve attribution, and larger pools carry ongoing cost.
- Speech analytics is typically the largest cost increment above basic tracking.
- Annual contracts with implementation support are the norm.
- All pricing as of August 2026 is quoted; no list pricing is published.
Value assessment: 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.
Strengths & limitations
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.
- Established integrations with advertising, analytics, and CRM systems.
- Call classification turns volume reporting into insight about what callers actually want.
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.
- Less brand presence in North America than the largest competitors.
- Not designed for pay-per-call routing or lead distribution.
Head-to-head comparisons
3 alternativesInfinity vs CallRail
from $50 per month (Lead Tracking); conversation intelligence starts at $150 per month (Lead Conversion)CallRail is self-serve, published-price, and sufficient for the large majority of businesses and agencies, with lighter conversation analysis. Infinity targets larger advertisers where keyword-level call attribution changes six-figure budget decisions and speech analytics supports compliance obligations. UK and European buyers also weigh Infinity's local presence, which CallRail does not match.
Full Infinity vs CallRail comparisonInfinity vs Invoca
from Quoted; enterprise contracts typically starting in the low thousands of dollars per monthBoth are enterprise call intelligence platforms with AI conversation analysis. Invoca is stronger in North America with deeper marketing activation and contact center integration; Infinity is stronger in the UK and Europe with a reputation built on attribution granularity. Geography and vertical fit usually decide between them more than feature comparison does.
Full Infinity vs Invoca comparisonInfinity vs ResponseTap
from Quoted; enterprise contractsThe 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.
Full Infinity vs ResponseTap comparisonImplementation & onboarding
- Setup time
- Weeks. Number provisioning, site tagging, pool sizing, routing configuration, and integration work all take time, and speech analytics requires a tuning period.
- Learning curve
- Moderate. Attribution concepts are familiar to search marketers, while configuring speech analytics keywords and classifications well takes iteration.
- Onboarding
- Implementation support and account management are standard, appropriate to the enterprise sales motion.
- Migration notes
- Porting existing numbers takes time and should be planned before campaigns are switched over. Size number pools against concurrent sessions rather than daily traffic, since under-provisioning is the usual reason attribution looks wrong after a migration.
Platform, API & security
- Platforms
- Web applicationJavaScript tag for number insertionTelephony infrastructureREST APIs
- API
- APIs for call data, transcripts, and analytics, with integrations across advertising, analytics, CRM, and business intelligence tools.
- Compliance
- GDPRUK data protection requirementsPCI-aware redactionJurisdictional call recording consent
- Data residency
- UK and EU data handling, a practical advantage for European buyers.
- SSO
- Available on enterprise agreements.
- Security notes
- Redaction of sensitive data in recordings and transcripts supports regulated sectors, and European data handling simplifies the data protection position for UK and EU customers relative to US-hosted alternatives.
Support & resources
- Channels
- Account managementTechnical supportImplementation services
- Documentation
- Administrator-focused documentation covering tagging, pools, integrations, and analytics configuration.
- Community
- Established presence among UK search agencies and enterprise marketing teams, with regular published research on call-driven conversion.
Company
- Founded
- 2010
- Headquarters
- Manchester, United Kingdom
- Ownership
- Private, investor-backed
- Employees
- ~100 (est. 2026)
- Funding
- Backed by private investment; no large publicly disclosed venture rounds in recent years.
Timeline
- 2010Founded in the UK as a call tracking provider for search-driven advertisers.
- 2015Visitor level tracking establishes its reputation for attribution granularity.
- 2019Adds speech analytics and conversation classification, moving into call intelligence.
- 2022Expands compliance and redaction capabilities for regulated sectors.
- 2026Continues as a leading UK and European call intelligence platform for large advertisers.
Integrations
- Google Ads
- Microsoft Advertising
- Google Analytics 4
- Salesforce
- HubSpot
- Adobe Analytics
- Looker Studio
Frequently asked questions
10 questionsWhat is Infinity call tracking?
Infinity is a call intelligence platform that attributes inbound phone calls to the marketing that produced them at individual visitor and keyword level, records and analyzes conversations with speech analytics, and pushes call outcomes into advertising platforms, analytics, and CRM systems.
What is visitor level tracking?
Each website session is assigned a unique tracking number, so a call can be tied to that specific visitor's journey rather than to a channel in aggregate. For paid search this means attributing the call to the exact keyword, which is what makes call data usable for bid and budget decisions.
How much does Infinity cost?
Pricing is quoted rather than published, based on call volume, number pool requirements, and whether speech analytics is included, with annual contracts and implementation support. It is aimed at mid-market and enterprise advertisers rather than small businesses.
Is Infinity better for UK businesses?
It has a practical advantage there: a UK base, local support, European data handling, and familiarity with the regulatory environment. Functionally it competes with American platforms, but for UK and EU buyers those operational factors often carry as much weight as feature comparison.
Infinity vs CallRail: which should I choose?
CallRail for most businesses and agencies, since it is self-serve, transparently priced, and covers the practical question of which marketing produces calls. Infinity for larger advertisers where keyword-level attribution moves substantial budget and speech analytics supports compliance and quality obligations at scale.
What does speech analytics actually detect?
Transcription plus configured keyword and phrase spotting, used to classify calls by topic and outcome, flag compliance issues, and surface recurring objections. Coverage across every call replaces manual sampling, which in regulated sectors is the difference between evidence and hope.
How many tracking numbers will I need?
Enough to cover concurrent website sessions rather than total visits, which for large sites means substantial pools. Under-provisioning causes numbers to recycle too quickly and misattributes calls, and it is the most common cause of attribution data that does not reconcile with ad platform reporting.
Does it handle offline channels?
Yes, through dedicated numbers assigned to print, broadcast, outdoor, and direct mail, reported alongside digital sources. For businesses running significant offline advertising this is often the only measurement they have of those channels.
What about GDPR and call recording?
European rules require a lawful basis and clear notice for recording, and the platform provides announcement, consent, and redaction controls plus UK and EU data handling. The obligations themselves, including notice and retention policy, remain the customer's responsibility.
Can call conversions improve Google Ads bidding?
Yes, and it is one of the strongest returns available. Feeding back only qualified calls, defined by duration or by content detected in the conversation, lets automated bidding target the keywords that produce genuine phone enquiries rather than those that merely produce connections.
Editorial verdict
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.
Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.