Case Study: Holiday Inn Express achieves accurate mobile click-to-call analytics and improved ROI with Convirza

Holiday Inn Express - Customer Case Study

Convirza ran a mobile click-to-call test for a franchisee-owned Holiday Inn Express to drive front-desk calls and revenue, using Google AdWords call extensions. The challenge: Google billed every tap as a call, but Convirza’s call analytics showed AdWords’ measurement was less than 50% accurate, risking severely skewed CPL/CPA/CPC metrics and bad optimization decisions.

Convirza used local call-tracking numbers routed to the hotel and its analytics to measure real outcomes. After a $10,000, two-week test Google billed 1,848 taps but only 896 calls actually connected (48.3%); 278 were qualified leads (15%) and 185 resulted in room reservations (10%). The campaign proved profitable (prompting an immediate budget increase) and highlighted that call-tracking numbers are essential for accurate mobile click-to-call measurement.

Holiday Inn Express