Case Study: Captain Dave’s Dolphin Safari increases call conversions (25% → 35%) and ad ROI with CallTrackingMetrics

How Captain Dave’s Dolphin Safari Uses CallTrackingMetrics to Refine Their Ad Spend and Empower Their Agents

Captain Dave’s Dolphin and Whale Watching Safari, a Dana Point tour operator, handles dozens of inbound calls daily from customers booking whale- and dolphin-watching cruises. Vice President Gisele Anderson needed a reliable way to attribute phone bookings to specific advertising channels—Google, Facebook, Bing, etc.—because existing methods (Google Analytics and caller self-reporting) didn’t show which campaigns were truly driving phone conversions and ROI.

They deployed CallTrackingMetrics, assigning tracking numbers to campaigns, porting their main line, and moving agents to CTM’s cloud softphone. Call recordings and automated reporting removed manual work, enabled targeted coaching (using 1‑star/5‑star call libraries) and a conversion-based pay program, and informed smarter ad spend (notably increasing brand-keyword bids). Results included a rise in call conversion rate from 25% to 35%, reduced hardware and reporting costs, greater transparency into customer interactions, and ongoing adoption of SMS and form-tracking to capture more bookings.

Captain Dave’s Dolphin Safari

Gisele Anderson

Vice President