Case Study: Black Propeller achieves 70% higher customer retention and 30% increase in conversions with CallTrackingMetrics

How Call Tracking Transformed our Digital Marketing Agency

Black Propeller is a Baltimore-based PPC agency that manages over $2M in annual ad spend; after launching in 2011 they struggled to track phone leads and prove campaign ROI. Before adopting CallTrackingMetrics in 2014 they either didn’t record calls or used a provider with poor support and weak attribution, which left clients misattributing leads and made it difficult to demonstrate value.

Implementing CallTrackingMetrics gave them call recording, granular attribution, robust Google Analytics integration, GeoRouting and strong customer support and training—letting the team tie clicks to calls, export reports, and route callers to the right location. The result: clearer, actionable insights, smoother workflows and measurable business impact, including a 70% increase in customer retention and roughly a 25–30% lift in client conversions, plus improved ROI.

Black Propeller

John Thornton

Chief Executive Officer